| 當期課號 |
2179 |
Course Number |
2179 |
| 授課教師 |
謝明錦 |
Instructor |
, |
| 中文課名 |
行銷原理 |
Course Name |
Marketing |
| 開課單位 |
傳播藝術系(四日)一B |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
2 |
Credits |
2 |
| 課程目標 |
教學目標：
1.使學生了解行銷概念、行銷4P架構並掌握消費者行為(知識)
2.能具備行銷原理及4P策略之應用(技能)
3.能具備行銷從業人員之專業態度(態度)
4.能了解行銷領域之市場及其發展應用情形(其他) |
Objectives |
1. Understand the concept of marketing, marketing 4P structure, and consumer behavior (knowledge)
2. Apply 4P marketing principles and strategies (skills)
3. Develop a professional attitude in marketing (development)
4. Understanding market situations and their development (other) |
| 教材 |
行銷學 林建煌著 華泰文化 |
Teaching Materials |
Marketing HWI TAI Publishing |
| 成績評量方式 |
1.平時測驗 30%
2.期中考 30%
3.期末考 40% |
Grading |
1.Quizzes 30%
2.Midterm Exam 30%x
3.Final Report 40% |
| 教師網頁 |
|
| 教學內容 |
第一周 課程介紹與行銷導論
第二周 變動中的行銷環境與行銷研究
第三周 消費者市場與購買行為
第四周 國慶日休假
第五周 組織市場與購買行為
第六周 市場區隔與定位
第七周 產品管理
第八周 產品開發與產品生命週期
第九周 期中考
第十周 服務行銷
第十一周 價格制定
第十二周 行銷通路與實體運配
第十三周 推廣策略與行銷溝通
第十四周 廣告
第十五周 人員銷售
第十六周 促銷與公共關係
第十七周 行銷控制與執行
第十八周 期末考 |
Syllabus |
Week 1 An Overview of Contemporary Week 1 An Overview of Contemporary Marketing
Week 2 The Business Maketing Enviroment
Week 3 Consumer Buying Behavior and Decision Making
Week 4 Double Tenth National Day
Week 5 Organizational Market and Buying Decision
Week 6 Market Segmentation and Targeting
Week 7 Product and Service Concepts
Week 8 Product concept and product life cycle
Week 9 Midterm Exam
Week 10 Service marketing system
Week 11 Pricing Concepts and Strategies
Week 12 Marketing Channel and Channel Flows
Week 13 Promotional Strategy
Week 14 Advertising
Week 15 Personal Selling and Sales Management
Week 16 Sales Promotion and Public Relations
Week 17 Marketing Control and Analysis
Week 18 Final Exam. |