| 課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
|---|---|---|---|---|
| 3736008 | 行銷管理 | Marketing Management | 3.0 | 3 |
| 中文概述 Chinese Description | 本課程的目的在於幫助中高階主管面對二十一世紀的行銷挑戰，並為提升其經營管理能力而做準備。無論未來計劃在企業、政府單位，或非營利組織服務，有效的行銷概念、策略及技術，都是與中高階主管息息相關的。本課程的內容安排上，從基本的概念介紹起，到行銷的主要任務，最後敘述行銷在組織中的策略角色等皆具邏輯性。也密切關注行銷所扮演的全球性角色，強調消費者市場及企業市場的相似處及差異處。結合需求預測，與具邏輯性的分析順序 -- 市場區隔、目標市場及定位。於學員了解消費者市場、企業市場及市場區隔後，亦涵蓋行銷研究。也提供寬廣的策略性思考脈絡 -- 整體計劃、執行及評估。同時也檢視科技在行銷上的重要性及與日俱增的角色。 | |||
| 英文概述 English Description | The purpose of this course is try to help top management prepare to operate in and contribute to the 21st century. Regardless of whether a person intends to work in a business, for the government, or in a nonprofit organization, the concepts, strategies, and techniques of effective marketing are relevant. This course is: Providing from fundamental concepts through the major tasks associated with marketing to the strategic role of marketing in an organization. Bringing early attention to the global nature of marketing. Emphasizing the similarities as well as the differences between consumer and business marketing. Combining demand forecasting with its logical antecedents-segmentation, targeting, and position. Covering marketing research, after students have been exposed to consumer and business markets and segmentation. Integrating planning, implementation, and evaluation to provide a broad strategic context after students have a grasp of what marketing entails. | |||
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