朝陽科技大學 098學年度第1學期教學大綱
Marketing Management 行銷管理

當期課號 1354 Course Number 1354
授課教師 吳桂桂 Instructor WU,KUEI KUEI
中文課名 行銷管理 Course Name Marketing Management
開課單位 保險金融管理系(四日)三A Department  
修習別 選修 Required/Elective Elective
學分數 2 Credits 2
課程目標 1. 透過本課程的學習,增進同學對行銷的認識,並輔以個案討論
2. 讓學生能應用行銷管理知識於現實生活中
3. 使學生在討論互動中提高學習興趣與效果
4. 對未來無論是就業或創業有所助益
Objectives 1. Helping students to better understand marketing through case discussions.
2. Enabling students to apply marketing management knowledge in daily life.
3. Enabling students to enhance learning interest and effects in discussions.
4. The course helps students in employment and starting business in the future.
教材 曾光華,行銷管理-理論解析與實務應用,第2版,前程文化。 Teaching Materials 曾光華,行銷管理-理論解析與實務應用,第2版,前程文化。
成績評量方式 平時成績:40%(包含課程參與程度與出席狀況)
期中考:30%
期末報告:30%
Grading Presence and participation:40%
Mid-term examination:30%,
Final Report:30%
教師網頁  
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。
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.
尊重智慧財產權,請勿非法影印。