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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
111-2 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
林嘉薇 |
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課號 |
BA3001 |
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課程識別碼 |
701E30200 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期四7,8,9(14:20~17:20) |
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上課地點 |
管二304 |
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備註 |
本課程以英語授課。
限管理學院學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限：40人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
The goal of this course is to provide a decision-oriented overview of marketing management. This course focuses on the management challenge of designing and implementing marketing strategies that maximize customer satisfaction, firm profitability, and societal well-being.
*Note: This course will be conducted in English, including lecture, readings, exams, presentations, reports, etc. |
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課程目標 |
1) Describe what marketing is using the concept of customer value.
2) Match the marketing strategies we discussed in class with the situations they would most likely be effective.
3) Evaluate the business’ marketing decisions and actions.
4) Apply marketing principles to market themselves. |
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課程要求 |
1. Marketing Plan Assignments and Presentations and Reflection (35%)
2. Exams (35%; midterm and final)
3. ICEs, Worksheets, Class Participation (30%)
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預期每週課後學習時數 |
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Office Hours |
備註： Wednesdays and Thursdays morning or by appointment. Please email Prof. Lin to set up an appointment. |
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指定閱讀 |
Online textbook and supplementary material |
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
2/23 |
Overview of Marketing |
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第2週 |
3/02 |
Marketing Strategies and Marketing Plan |
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第3週 |
3/09 |
Marketing Strategies and Marketing Plan |
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第4週 |
3/16 |
Marketing Research |
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第5週 |
3/23 |
Marketing Research |
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第6週 |
3/30 |
Segmentation, Targeting and Positioning |
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第7週 |
4/06 |
Segmentation, Targeting and Positioning |
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第8週 |
4/13 |
Midterm |
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第9週 |
4/20 |
Product and Branding |
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第10週 |
4/27 |
Product and Branding |
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第11週 |
5/04 |
Pricing Concept |
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第12週 |
5/11 |
Promotion |
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第13週 |
5/18 |
Promotion |
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第14週 |
5/25 |
Place |
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第15週 |
6/01 |
Presentation |
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