當期課號 |
3720 |
Course Number |
3720 |
授課教師 |
黃明弘 |
Instructor |
HWANG,MING HON |
中文課名 |
行銷管理 |
Course Name |
Marketing Management |
開課單位 |
資訊管理系(四進)一A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
3 |
Credits |
3 |
課程目標 |
本課程的教學目的在於使學生吸收相關的行銷管理的知識,並懂得理論之應用。本課程是所有相關之行銷課程之基礎,被視為未來許多進階之行銷相關課程之基石,在此課程中將儘量呈現在學術與實務上有關行銷問題之因果關係,以供學生之實務應用。 |
Objectives |
The goal of the course of Marketing Management is primarily that takes an exciting new direction in its quest to guide new marketing students down the intriguing, discovery-laden road to learning marketing . And we attempt to help students master the basic concepts and practices of modern marketing in an enjoyable and practical way . Achieving this goal involves a constant context for the best balance among the "three pillars" that support the text ---theories and concepts, practice and applications, and pedagogy. |
教材 |
行銷學--本土觀點與國際視野,作者:鄭紹成,前程出版社 |
Teaching Materials |
Marketing-Macro View of Global Market |
成績評量方式 |
平時上課參與成績(出席率、課堂表現)10%; 期中考試 30%;期末考試30%;報告(口頭加書面)30% 小考 10% |
Grading |
class participation 10% midterm 30% final 30% report 30% quiz 10% |
教師網頁 |
|
教學內容 |
本課程為行銷基礎課程,內容著重於行銷理論與實務之介紹,其中包括行銷系統之架構、策略性規劃、行銷組織、行銷環境、市場區隔與目標市場之選定、行銷組合策略等。並藉由課堂企業實例介紹,了解實務運作的狀況,以期學習者畢業後進入業界,從事行銷工作時,能夠迅速融入實務運作。 |
Syllabus |
The content of course include 1. The basic concept of marketing. 2. An analysis of the Market and its environment. 3. Strategic marketing. 4. Segmenting,Targeting and Position. 4. Marketing mix:Product,Price,Promotion and Place. 5. International Marketing. |