| 當期課號 |
1258 |
Course Number |
1258 |
| 授課教師 |
林建信 |
Instructor |
LIN,CHIEN HSIN |
| 中文課名 |
行銷企劃實務 |
Course Name |
Practice of Marketing Planning |
| 開課單位 |
企業管理系(四日)四A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
本課程為就業學程的一門課，其目的在透過不斷的練習，使學生熟習職場內各種可能的行銷企劃案之需求與規劃方式，並且能使用課堂所授“心智繪圖”的技巧，使規劃案能與眾不同而勝出。 |
Objectives |
To help students obtain employment when they graduate from school, the course gives them various opportunities to practice the method of marketing planning. Especially, a tool MIND MAPPING will be given to make their planning different from others. |
| 教材 |
1.邱志聖(2006)，策略行銷分析：架構與實務應用(二版)，智勝。
2.參考資料：Fleisher and Bensoussan(2003)，Strategic and Competitive Analysis, Prentice Hall: Upper Saddle River, New Jersey.
中譯版：張保隆審訂，滄海圖書。 |
Teaching Materials |
1.邱志聖(2006)，策略行銷分析：架構與實務應用(二版)，智勝。
2.參考資料：Fleisher and Bensoussan(2003)，Strategic and Competitive Analysis, Prentice Hall: Upper Saddle River, New Jersey.
中譯版：張保隆審訂，滄海圖書。 |
| 成績評量方式 |
期中考(25%)、期末考(25%)
期中個案報告(10%)、期末個案作業(30%)、出席率(10%)。 |
Grading |
Mid-term exam (25%)
Final exam (25%)
Mid-term presentation (10%)
Final case report (30%)
Attendance (10%) |
| 教師網頁 |
|
| 教學內容 |
本課程旨在整合策略規劃與行銷管理程序，提供學生一完整架構，洞悉阻礙交易之問題所在，進而設計足以達成公司目標之行銷策略。 |
Syllabus |
The purpose of this course is to integrate strategic management and markeitng management process, so as to provide an overall framework to help students analyze transaction problems, and then design marketing strategies to attain corporate goals. |