| 當期課號 |
1446 |
Course Number |
1446 |
| 授課教師 |
賴建坤 |
Instructor |
LAI,CHIEN KUN |
| 中文課名 |
策略行銷 |
Course Name |
Strategic Marketing |
| 開課單位 |
行銷與流通管理系(四日)三A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
1. 介紹商業策略與市場管理的基本概念
2. 具備策略分析與策略內容及其執行等之能力
3. 扮演在市場導向策略與績效角色時所具備之態度
4. 執行效率性的市場導向策略，使擁有並持續其競爭優勢 |
Objectives |
This course is designed to help students to achieve the following objectives:
1. the introduction to the basic concept of business strategy and market management
2. to have the ability to analyse and conduct strategies
3. to have a professional attitude for market-oriented strategies and performance
4. to carry out efficient market-oriented strategies and sustain the competitive advantage |
| 教材 |
1.策略行銷，陳智凱編譯，麥格羅.希爾
2.講義及個案資料。 |
Teaching Materials |
1.Strtegies marketing.
2.Handouts, Case Materials |
| 成績評量方式 |
平常報告與表現30%
期中考試30%
期末報告40% |
Grading |
Class report and Performance 30%
Mid-term exam 30%
Final report 40% |
| 教師網頁 |
|
| 教學內容 |
1.企業策略
2.市場定位策略
3.產品定位策略
4.行銷組合
5.策略行銷分析
6.影片評析、小組競賽與個案研究 |
Syllabus |
1.Corporate Strategy
2.Market positioning strategies
3.Product positioning strategies
4.Marketing mix.
5.Strtegies marketing analysis.
6.Video studies, group competitions, and case studies. |