| 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 |
|---|---|---|---|---|
| 9805007 | 行銷管理 | Marketing Management | 3.0 | 3 |
| 中文概述 Chinese Description | 本課程的目的是幫助學生在 21 世紀準備行銷業務並為之做出貢獻。無論是打算在企業、政府還是非營利組織工作，有效營銷的概念、策略和技術都是相關的。本課程是：從基本概念到與營銷相關，再到營銷在組織中的策略運用；儘早關注營銷的全球性。強調消費者營銷和企業營銷之間的相同點和不同點。將需求預測與其市場區隔、目標定位和市場定位相結合，在接觸消費者和商業市場以及市場區格之後，涵蓋市場營銷研究。在學生掌握市場營銷的含義後，整合規劃、實施和評估以提供眾向的行銷策略。 | |||
| 英文概述 English Description | The purpose of this course is try to help students 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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