| 當期課號 |
3141 |
Course Number |
3141 |
| 授課教師 |
林建信 |
Instructor |
LIN,CHIEN HSIN |
| 中文課名 |
行銷規劃與策略 |
Course Name |
Strategic Marketing Management |
| 開課單位 |
企業管理系(四進)二A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
使學生熟悉1、各種需要規劃的行銷狀況2、在各種行銷狀況下，可資運用的行銷策略3、從事行銷規劃時應考慮的資訊以及4、取得及運用這些資訊的方法;以便有能力進一步學習「行銷規劃實務課程」課程內容:1、銷狀況/問題2、營評估及SWOT分析3、SIP分析(問標市場區隔、定位)4、4P’s組合之規劃、方法5、行銷預算與控制6、銷規劃與控制 |
Objectives |
The purpose of this course is to help students to understand development ,evaluation ,and implementation of business strategies about succentful management. The key is management system that will help managers 1.provide vision to their business 2.monitor and underatand a dynamic enviroment 3.Generate visionary and creative strategic options that will be responsive to changes faceing a bussiness. 4.Develop strategies based on sustainable competitive advantages. |
| 教材 |
1.邱志聖(2006)，策略行銷分析：架構與實務應用(二版)，智勝。
2.參考資料：Fleisher and Bensoussan(2003)，Strategic and Competitive Analysis, Prentice Hall: Upper Saddle River, New Jersey.
中譯版：張保隆審訂，滄海圖書。 |
Teaching Materials |
1.邱志聖(2006)，策略行銷分析：架構與實務應用(二版)，智勝。
2.參考資料：Fleisher and Bensoussan(2003)，Strategic and Competitive Analysis, Prentice Hall: Upper Saddle River, New Jersey.
中譯版：張保隆審訂，滄海圖書。 |
| 成績評量方式 |
期中考(25%)、期末考(25%)
期中個案報告(10%)、期末個案作業(30%)、出席率(10%)。 |
Grading |
Mid-term exam (25%)
Final exam (25%)
Mid-term presentation (10%)
Final case report (30%)
Attendance (10%) |
| 教師網頁 |
|
| 教學內容 |
本課程旨在整合策略規劃與行銷管理程序，提供學生一完整架構，洞悉阻礙交易之問題所在，進而設計足以達成公司目標之行銷策略。 |
Syllabus |
The purpose of this course is to integrate strategic management and markeitng management process, so as to provide an overall framework to help students analyze transaction problems, and then design marketing strategies to attain corporate goals. |