| 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 |
|---|---|---|---|---|
| 4835043 | 策略行銷（EMBA） | Strategic Marketing（EMBA） | 3.0 | 3 |
| 中文概述 Chinese Description | 透過課堂上課方式以及鼓勵學生將實務上碰到的案例帶入課堂參與討論，使學生對策略行銷之理論與實務有更深入的瞭解，包括 1. 市場導向、顧客滿意及利潤、 2. 市場為基礎的管理、 3. 定義市場、潛在市場、市場需求、 4. 客戶分析與價值創造、 5. 市場區隔與區隔策略、 6. 競爭者分析與競爭地位、 7. 產品定位與產品策略、 8. 市場為基礎的定訂價與訂價策略、 9. 行銷通路與銷售系統、 10. 行銷溝通與顧客回應、 11. 攻擊性行銷策略 、12. 防禦性行銷策略、13. 全球行銷策略、14. 行銷計畫擬定、15. 策略執行與績效衡量、16. 市場為基礎的策略與利潤成長、17. 其他學生有興趣研究或學習的行銷策略主題。 | |||
| 英文概述 English Description | To make students have a better understanding on various topics regarding strategic marketing strategy. Topics are as follows: 1. Market Orientation, Customer Satisfaction, and Profitability, 2. Market-Based Management, 3. Market Definition, Potential, and Demand, 4. Customer Analysis and Value Creation, 5. Market Segmentation and Segmentation Strategies, 6. Competitor Analysis and Competitive Position, 7. Product Positioning and Product Strategies, 8. Market-Based Pricing and Pricing Strategies, 9. Marketing Channel and Sales Systems, 10. Marketing Communications and Customer Response, 11. Offensive Marketing Strategies, 12. Defensive Marketing Strategies, 13. Global Marketing Strategies, 14. Developing a Marketing Plan, 15. Strategy Implementation and Performance Metrics, 16. Market-Based Strategies and Profitable Growth, 17. Other topics that students are interested in their related researches and/or studies. | |||
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