| 當期課號 | 3072 | Course Number | 3072 |
|---|---|---|---|
| 授課教師 | 吳政峰 | Instructor | WU,CHENG FENG |
| 中文課名 | 行銷規劃與策略 | Course Name | Strategic Marketing Management |
| 開課單位 | 企業管理系(四進)二A | Department | |
| 修習別 | 選修 | Required/Elective | Elective |
| 學分數 | 3 | Credits | 3 |
| 課程目標 | 使學生熟悉1、各種需要規劃的行銷狀況2、在各種行銷狀況下，可資運用的行銷策略3、從事行銷規劃時應考慮的資訊以及4、取得及運用這些資訊的方法;以便有能力進一步學習「行銷規劃實務課程」課程內容:1、銷狀況/問題2、營評估及SWOT分析3、SIP分析(問標市場區隔、定位)4、4P’s組合之規劃、方法5、行銷預算與控制6、銷規劃與控制 | Objectives | The purpose of this course is to help students to understand development ,evaluation ,and implementation of business strategies about succentful management. The key is management system that will help managers 1.provide vision to their business 2.monitor and underatand a dynamic enviroment 3.Generate visionary and creative strategic options that will be responsive to changes faceing a bussiness. 4.Develop strategies based on sustainable competitive advantages. |
| 教材 | (1)策略行銷管理/林隆儀/華泰。 (2)行銷企劃：邏輯、創意、執行力/曾光華/前程文化。 (3)行銷管理－行銷實戰與本土案例/戴國良/高立‧ |
Teaching Materials | Marketing Management 13/e, Kotler,Pearson Education, 2008. |
| 成績評量方式 | (1)出席與課堂討論(20%) (2)個人作業(20%) (3)小組報告(30%) (4)期末考(30%) |
Grading | 1.Class Participation:20% 2.Assignment:20% 3.Term Paper:30% 4.Final Exam:30% |
| 教師網頁 | none | ||
| 教學內容 | (1)概說 (2)環境、市場與產業分析 (3)行銷規劃 (4)行銷方案企劃 (5)行銷策略制定 (6)執行力與控制 |
Syllabus | 1.Introduction 2.Analyzing the Marketing Environment 3.Marketing Planning 4.Marketing Strategies 5.Executing and Controlling for the Strategies of Marketing |