學分數 |
3
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修課時數 |
3
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開課班級 |
日間部四年制4年級 C班
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本課程培養學生下列知識: |
課程規劃以展覽行銷、展場規劃、個案分析等三個主軸來探討。展覽行銷是以策略面為主,並以展覽行銷直接與間接人員,應具備的基本條件與態度加以輔助,已達到展覽行銷活動順利執行。展場規劃是以實際操作面為主,從了解展覽作業程序,並從中劃分出展場規劃與操作等六大步驟,使學員充分了解展覽的每一個細節,進而在實際操作時不致手忙腳亂。最後,以個案研討選檡一家個案公司,實際模擬操作展覽行銷整個過程。期許每個學員經過此課程後,均能藉由展覽活動來提昇企業績效並降低無謂的投資與資源的浪費。1.進行行銷管理例行作業及溝通,以確保與相關單位溝通及作業順暢2.掌握顧客需求並進行售後服務及客戶關係管理3.協助經銷商及零售通路進行銷售活動Curriculum planning is based on exhibition marketing, exhibition planning, and case analysis these three main axes to explore. Strategy is the main area of exhibition marketing, and to aid the exhibition direct and indirect sales personnel to supplement the basic skills and attitude, for letting the exhibition marketing activities to be executed smoothly. The exhibition planning is mainly based on the actual operation, and the purpose is to let the students be capable to understand the exhibition operational procedures from exhibition and to divide it into 6 major steps in planning and operating, so that the students can be fully understand every detail of the exhibition, and then to be not act with confusion in the actual operation. Finally, select one company to simulate operating the full exhibition marketing procedure as the case analysis. Hopefully all the students can improve the industrial efficiency and lower down the unnecessary invest waste throughout the exhibition activities.
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每週授課主題 |
第01週:會展管理 課程導論第02週:會展管理概論第03週:展覽規劃--生態結構第04週:展覽規劃--應具備之技能及態度第05週:展覽規劃-- 人力規劃(人力規劃配置 技能培訓 人員訓練、人格特質及養成、展場禮儀 )第06週:展覽行銷--展覽與整體行銷策略第07週:展覽行銷--展前評估暨作業第08週:展覽行銷執行--場地評估及場地選定第09週:期中作業第10週:展覽行銷執行--展覽主題暨系列活動第11週:展覽行銷執行--週邊資源整合第12週:展覽行銷--廣告宣傳第13週:策展型行銷-案例探討 (一)&小組工作坊第14週:策展型行銷-案例探討(二)&小組工作坊第15週:展覽行銷--專討討論&小組工作坊第16週:展覽案例分析報告(一)第17週:展覽案例分析報告(二)第18週:期末分組報告
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成績及評量方式 |
出席:20%平時成績:20%期中末考:60%
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證照、國家考試及競賽關係 |
本課程無證照、國家考試及競賽資料。
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主要教材 |
1.會展管理洪肇志滄海圖書978-986-5647-09-42015/04一 (教科書)2.會展實務範本(計畫書、範本)(自製教材)
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教師資料 |
教師網頁:http://www.cyut.edu.tw/~shirley681120/
E-Mail: shirley681120@cyut.edu.tw
Office Hour:
分機:
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