當期課號 |
1165 |
Course Number |
1165 |
授課教師 |
王珮珍 |
Instructor |
WANG,PEI CHEN |
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 |
*朝陽堂編譯:行銷策略及企劃,新文京/朝陽堂,2002 *行銷企劃最佳實戰,作者:戴國良,商周出 版 *大師輕鬆讀,No.171,刊名:一天學會計畫 書(Business Plan in a Day) *大師輕鬆讀,No.200,事業計畫書-讓你站 穩第一步 |
Teaching Materials |
*How to development marketing strategic and prepare the marketing plan. *Marketing planning and case report. *Business plan in a day. *Outline of a business plan. |
成績評量方式 |
學期計畫提案與分組報告 20%; 期中考 30%; 個案分析報告 30%; 課堂參與 20%。 |
Grading |
Term project and report 20%, Test 30% Cases Report 30%, Participation 20%. |
教師網頁 |
|
教學內容 |
一 課程介紹;9/12 二 擬定行銷策略的準備工作;9/19 三 情況分析:確認需求,問題以及機會9/26 四 學期計畫提案;10/3 五 策略計畫:準備任務敘述;10/17 六 策略計畫:設定目的和目標;10/17 七 策略計畫:規劃行銷策略;10/24 八 策略計畫:控制行銷策略;10/31 九 期中考週;11/7 十 預測行銷成果;11/14 十一 建立行銷策略及行銷組合戰略11/21 十二 執行行銷計畫;11/28 十三 訂行銷預算;12/5 十四 建立行銷控管;12/12 十五 個案分析報告(一,二)12/19 十六 個案分析報告(三,四)12/26 十七 個案分析報告(五,六)1/2 十八 期末考1/9 |
Syllabus |
09/12 Introduction; 09/19 Preparing work for making market strtegy; 09/26 Situation analysis; 10/03 Term project proposal presentation; 10/17 Strategic plan: mission statement; 10/17 Strategic plan: setting goals; 10/24 Strategic plan: planning; 11/31 Strategic plan: controlling; 11/07 Midterm week; 11/14 Forecasting; 11/21 Establish marketing strategies and marketing mix tactics; 11/28 Implementing market plan; 12/05 Set up marketing budget; 12/12 Control market plan; 12/19 Case1; 12/26 Case2; 01/02 Case3; 01/09 Final exam week. |