課程名稱 |
行銷管理 Marketing Management |
開課學期 |
110-2 |
授課對象 |
國際企業學系 |
授課教師 |
謝明慧 |
課號 |
IB2008 |
課程識別碼 |
704 20600 |
班次 |
01 |
學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
必修 |
上課時間 |
星期三2,3,4(9:10~12:10) |
上課地點 |
管一102 |
備註 |
欲加選者,務必於第一週上課至課堂領取授權碼。 限學士班二年級以上 總人數上限:70人 外系人數限制:20人 |
|
|
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
課程概述 |
This course is designed to provide an informed appreciation of marketing as an academic subject as well as an important management practice. Linked to this attempt are the three following aims: i) To provide students with fundamental knowledge of marketing concepts and the marketing process, and its role in relation to company strategy. ii) To understand the marketplace and consumers by examine the characteristics of volatile marketing environment and exploring customer buying behavior. iii) To focus on the planning and implementation of a marketing strategy and marketing mix. In additions, extending marketing issues including e-commerce, global marketing and marketing ethics will also be covered. |
課程目標 |
The objectives of this course are:
1. To familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical frameworks to implement such techniques.
2. To develop the skills in organizing an effective marketing management strategy in a real business world.
By the end of the course, you should be able to apply the key frameworks and tools for analyzing customers, competition, and marketing strength and weakness. The class materials should also help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve customer needs. |
課程要求 |
The grade will be based on two exams (25% *2) and one titanic term paper of which is composed of a series of homework assignments (20%+30%, 20 points for the weekly reports and 30 points for the final report). The exams will be designed to measure how well the students have absorbed the text, assigned readings, and lecture material. Every each one of you is required to hand in a term paper on marketing filed. Late reports (including weekly and final) will NOT be accepted. Performance of class participation will be considered as extra points (10% maximum) and to be added to the final grade. |
預期每週課後學習時數 |
|
Office Hours |
|
指定閱讀 |
|
參考書目 |
Reference Books:
Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston, Massachusetts.
Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.
Koch, Richard (1998), The 80/20 Principle: The Secret of Achieving More with Less, Doubleday, New York, NY. |
評量方式 (僅供參考) |
|
|