當期課號 |
1212 |
Course Number |
1212 |
授課教師 |
吳文貴 |
Instructor |
WU,WEN KUEI |
中文課名 |
行銷管理 |
Course Name |
Marketing Management |
開課單位 |
企業管理系(四日)二B |
Department |
|
修習別 |
必修 |
Required/Elective |
Required |
學分數 |
3 |
Credits |
3 |
課程目標 |
本課程從完整的行銷管理之議題與程序導入,著重行銷機會與策略發展,以及發展行銷組合。引導學生認識行銷,分享行銷案。具體目標有三:1.建立以顧客為中心的經營管理理念。2.學習如何選擇顧客,瞭解顧客需求,以發展行銷策略與任務;3.激發學生對行銷的熱情與潛力。 |
Objectives |
This course begins with an introduction of the issues and process of marketing management. The content of this course combines the knowledge of target marketing and Marketing Mix. Go behind the scenes for an in-depth look at real marketing practices at large and small companies. To sum up, this course aims at: 1. establishing customer-oriented management thinking; 2. learning how to understand customers and how to use this understanding to develop your marketing task; and 3. arousing students' enthusiasm and their potentials of marketing. |
教材 |
1.戴國良,行銷管理:行銷實戰與本土案例,初版,台北:普林斯頓。 |
Teaching Materials |
1.戴國良,行銷管理:行銷實戰與本土案例,初版,台北:普林斯頓。 2.Case Study |
成績評量方式 |
期中考:30% 期末考:30% 課堂個案研討:40% |
Grading |
1.Mid-term exam.:30% 2.Final exam.: 30% 4.Class participation:40% |
教師網頁 |
|
教學內容 |
1.課程簡介 2.ch1、2行銷意義、行銷環境與競爭分析 3.ch3市場調查與行銷研究 4.ch4市場區隔與產品定位 5.ch5 4P、8P、1S、1C 6.ch6產品策略 7.ch7品牌策略 8.ch12定價策略/獲利分析 9.期中考 10.ch8促銷理論 11.ch9促銷實務 12.ch10、11廣告策略/媒體策略 13.ch14公關策略 14.ch13通路策略 15.ch15人員銷售 16.ch17、18整合行銷傳播 17.ch16服務與會員經營策略 18.期末考 |
Syllabus |
1.Introduction 2.Environment Scanning and Competition Analysis 3.Marketing Research 4.STP 5.4P、8P、1S、1C 6.Product Strategy 7.Brand Strategy 8.Pricing 9.Mid-term Exam. 10.Promotion Strategy 11.Promotion Plans 12.Advertising 13.Public Relationship 14.Marketing Channel 15.Personal Selling 16.Integrated Marketing Communication 17.Service Marketing/Membership Management 18.Final Exam. |