| 當期課號 | 3473 | Course Number | 3473 |
|---|---|---|---|
| 授課教師 | 賴富山 | Instructor | Lai,Fu Shan |
| 中文課名 | 行銷原理 | Course Name | Marketing |
| 開課單位 | 傳播藝術系(四進)一A | Department | |
| 修習別 | 必修 | Required/Elective | Required |
| 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 | 行銷管理: 蕭富峰著 智勝文化 行銷學：原理與觀點 郭常銘譯 智勝 |
Teaching Materials | Marketing Management Marketing: Principles and perspective |
| 成績評量方式 | 出席參與討論:15% 書面報告:15% 期中考:30% 期末考:40% |
Grading | Participation & discuss :15% Paperwork:15% Middle term:30% Final:40% |
| 教師網頁 | lf3@mail2000.com.tw | ||
| 教學內容 | 第一周:課程簡介:課程目的、進度、評分方式 第二周:行銷基本概念介紹:行銷定義、行銷哲學演進、行銷之功能 第三周:行銷基本概念介紹:行銷定義、行銷哲學演進、行銷之功能 第四周:消費者行為: 消費者行為之各面向 第五周:消費者決策過程與角色扮演、消費者之行為通性 第六周:區隔與定位:區隔概念介紹、區隔變數介紹 第七周:STP行銷、定位概念及步驟 第八周:產品定義 第九周:期中考 第十周:產品與服務特性之區分、新產品研發與上市步驟 第十一周:定價:定價概念 第十二周:定價方法 第十三周:通路:通路概念, 第十四周:通路規劃策略 第十五周:推廣:行銷傳播範 第十六周:推廣組合與工具應用 第十七周:整合行銷傳播策略介紹 第十八周:期末考 |
Syllabus | Week1:Course Description: The purpose of the course, the progress of the assessment methods Week2:The basic concept of marketing: marketing definition, marketing philosophy and evolution of the marketing function Week3:The basic concept of marketing: marketing definition, marketing philosophy and evolution of the marketing function Week4:Consumer Behavior: The behavior of the consumer-oriented Week5:consumer decision-making process and role-playing, the consumer behavior of transparency Week6:Segmentation and targeting: the concept of separate, separate variables introduced Week7:STP marketing, positioning and the concept of steps Week8:Product definition Week9:Midterm Exam Week10:product features and services on the distinction between research and development of new products and listing the steps Week11:Price: the concept of pricing Week12: Pricing methods Week13:Access: the concept of access Week14:The access road planning strategy Week15:Promotion: the scope of the dissemination of marketing Week16:promotion and the combination of tools should be Week17:Introduced the Integrated Marketing Communication Strategy Week18:Final Exam |