教學內容 |
本課程提供一系統性的架構,以了解目前行銷管理領域所面臨的問題,並藉由國內外企業個案,闡述行銷原理。主要包含五大內容: 1.行銷管理演進與基本概念 2.市場與環境分析(含消費者與組織購買行為) 3.策略行銷;Segmenting、Targeting、Positioning) 4.行銷組合工具(Product,Price,Promotion & Place) 5.當代焦點:國際行銷、網路行銷、服務行銷。 教學方法:課堂講授、實例示範、分組報告、CF、電影、主題討論 |
Syllabus |
An integrated framework is offered to explore the contemporary issues of marketing. The principle of marketing is discussed through case studies of domestic and overseas business organizations. The content of this course includes: 1. The basic concept of marketing and its evolution. 2. An analysis of the Market and its environment. 3. Strategic marketing; Segmenting,Targeting and Positioning. 4. Marketing mix(Product,Price,Promotion & Place) 5. Contemporary issues of marketing, including International Marketing, Internet Marketing and Service Marketing...etc. methods of instruction: lecture, demo, group presentation, CF, movies and discussions..etc. |