| 當期課號 | 3246 | Course Number | 3246 |
|---|---|---|---|
| 授課教師 | 陳博舜 | Instructor | CHEN,PO SHUN |
| 中文課名 | 行銷與流通企劃實務 | Course Name | Marketing & Distribution Case Study And Practices |
| 開課單位 | 行銷與流通管理系(四進)三A | Department | |
| 修習別 | 必修 | Required/Elective | Required |
| 學分數 | 3 | Credits | 3 |
| 課程目標 | 藉由分組指定或自選企劃實務專題，教導學生運用所學基礎理論如行銷學、管理學、市場調查與產業預測等，與活用相關企劃知識與技巧；透過課堂的國內外應時個案研習激發創意，訓練學生撰寫企畫案的邏輯性思考與能力；進而相互評估企劃案可行性，以強化對企業場域的實際認知，培養職場即戰力。 | Objectives | This course includes theories and practice of the semester research topics about marketing and logistic. Students acquire creative and critical thinking skills in case study. |
| 教材 | 台灣行銷科學學會(2010),2010 TIMS 行銷專業能力認證(初階),前程文化事業有限公司 曾光華(2009),行銷企劃,前程文化事業有限公司 戴國良(2008),行銷管理,普林斯頓國際有限公司 劉典嚴(2006),促銷管理,普林斯頓國際有限公司 |
Teaching Materials | Taiwan Marketing Science Association (2010), 2010 TIMS Marketing expertise certification(introduction),Future Career Management Corporation. Kong-Fah Cheng (2009), Marketing planning, Future Career Management Corporation. Dai Guoliang (2008), Marketing Management, Princeton International Limited Dian Liu Yan (2006), promotions management, Princeton International Limited |
| 成績評量方式 | 課堂參與 10%[個人分數] 課堂考試 40%[個人分數] 期中考試 30%[個人分數] 期末報告 20%[團隊分數] |
Grading | Class participation 10%(individual score) Class exam 40%(individual score) Midterm exam 30%(individual score) Final report 20%(team score) |
| 教師網頁 | http://www.meworks.net/meworksv2a/meworks/page.aspx?no=39190 | ||
| 教學內容 | 行銷策略規劃 市場區隔與定位 消費者行為 產品策略 品牌策略 訂價策略 通路策略 銷售推廣 行銷議題 |
Syllabus | Marketing strategy Market segmentation and positioning Consumer Behavior Product Strategy Brand Strategy Pricing strategy Channel Strategy Sales promotion Marketing issues |