| 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 |
|---|---|---|---|---|
| 7407013 | 行銷管理 | Marketing Management | 3.0 | 3 |
| 中文概述 Chinese Description | 行銷活動是管理業務的核心，它提供了與客戶進行交互的重點，並且是有關客戶、競爭對手和整個業務環境的情報來源。行銷管理關注公司與客戶的長期關係，以及短期銷售活動。成功的行銷人員可以為客戶創造並提供卓越的價值。本課程目的是：（1）使學生了解行銷作為一個管理挑戰在公司中的作用和重要性；（2）從概念、理論、實踐和分析的角度使學生熟悉與行銷相關的知識；（3）幫助學生發展組織有效的行銷策略和活動所需的技能；（4）使學生提高團隊合作解決問題、案例和項目的能力。 | |||
| 英文概述 English Description | Marketing activity is at the core of managing a business; it provides the focus for interfacing with customers and is the source of intelligence about customers, competitors, and the business environment in general. Marketing management is concerned with the long-term relationships of the firm with its customers as well as short-term sales activity. The purpose of this course is to (1) familiarize students with marketing related knowledge from conceptual, theoretical, practical and analytical perspectives; (2) provide students an understanding of the role and importance of marketing in a firm as a managerial challenge; (3) help students developing skills required in organizing effective marketing strategies and activities; and (4) enable students to improve the ability of working out problems, cases and projects as a team. | |||
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