當期課號 |
7113 |
Course Number |
7113 |
授課教師 |
顏建賢 |
Instructor |
YEN,CHIEN HSIEN |
中文課名 |
休閒產業行銷管理研究 |
Course Name |
Marketing Management for Leisure Services |
開課單位 |
休閒事業管理系碩士班一A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
3 |
Credits |
3 |
課程目標 |
建立正確的行銷觀念及理論,將其應用在休閒產業之行銷個案討論,以兼顧理論與實務的應用。 |
Objectives |
Courses addresses the issues and topics of marketing in the leisure and recreation industry. |
教材 |
1.行銷學(2003),Bearden, Ingram, & LaForge 著,王居卿、張威龍、陳明杰譯,前程企業2.行銷學,(1997),張逸民譯,華泰書局3.左腦攻打石腦,(2003),吳心怡著,大塊文化3.服務業行銷,(1999),周逸衡編譯,華泰書局4.服務業行銷,(2000),黃鵬飛等編譯,華泰書局 |
Teaching Materials |
1.Kotler P.& Kevin L.K.,2007,A Framework For Marketing Management,Pearson International Edition. 2.Churchill G. A.,2005,Marketing Research,,Thomson |
成績評量方式 |
期中考 30% 作業與討論 30% 期末報告 40% |
Grading |
Mid-term examination 30% Home work and disscussion 30% term paper 40% |
教師網頁 |
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教學內容 |
課程介紹與討論, 行銷管理概念與理論 動態環境中的行銷, 行銷研究與市場區隔, 消費者行為研究, 關係行銷管理, 行銷通路與物流, 創意設計與行銷, 期中考, 企業識別體系, 顧客關係管理, 電子商務行銷, 整合行銷傳播, 專書閱讀心得報告, 行銷個案研究發表, 行銷議題專題報告, 行銷研究論文評述, 期末考 |
Syllabus |
The objective of this course is to investigate the Marketing Management ,including following Marketing Management concept & theory; Marketing research & Market Segmentation; Consumer Behavior; Relationship Marketing Management; Channel Management; mid-term examanation; Corporate Identification System;Customer Relationship Management;Electronic Commerce Marketing; Integrated Marketing Communications; The report of reading book; Marketing case study report; Marketing issue report; The paper comment of marketing research;Final examanation |