課 程 概 述
Course Description

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.

備註:

  1. 本資料係由本校各教學單位、教務處課務組、進修部教務組、進修學院教務組及計網中心所共同提供!
  2. 本資料僅供參考,正式資料仍以教務處、進修部、進修學院所公佈之書面資料為準。