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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
104-1 |
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授課對象 |
企業管理組 |
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授課教師 |
簡怡雯 |
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課號 |
BA3001 |
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課程識別碼 |
701 30200 |
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班次 |
01 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期一6,7,8(13:20~16:20) |
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上課地點 |
管二102 |
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備註 |
本課程中文授課,使用英文教科書。電機系同學限5名,抽籤發放授權碼。
限本系所學生(含輔系、雙修生)
總人數上限：65人 |
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課程網頁 |
http://140.112.110.2/webx?14@51.gytmajFAAe6.0@.ef46223 |
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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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課程概述 |
The primary goal of this course is aimed at enhancing participants' capacity for problem identification, issue analysis, strategy developing, and decision making with respect to general marketing management. Basic tools and frameworks for resolving marketing related issues are introduced. This course is designed to not only deliver general marketing knowledge for making good decisions, but also stimulate and guide students to think of the best solutions for establishing sustainable marketing advantages in a highly competitive market. The primary topics discussed are marketing analysis modes, market segmentation, target market identification, brand/product positioning, product designing/development, pricing, promotion, and distribution channels. |
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課程目標 |
The objective of this courses 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. |
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課程要求 |
Mid Term 30%
Final Exam 30%
HBS Case Report/Presentation 20%
Marketing Excellence/Participation 20%
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
Kotler, Philip and Keller, Kevin Lane, Marketing Management, 15th edition (Global Edition), Pearson Education Limited 2016 (華泰文化) |
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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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