教學大綱與進度
課程基本資料:
學年期
課號
課程名稱
階段
學分
時數
修
教師
班級
人
撤
備註
108-2
273797
行銷管理
1
3.0
3
★
吳忠敏
管理博所
10
0
教學大綱與進度:
教師姓名
吳忠敏
Email
cmwu@ntut.edu.tw
最後更新時間
2019-12-24 16:44:33
課程大綱
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。 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.
課程進度
Part 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and Plans Part 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing Research Part 3. Connecting with Customers 5. Creating Long-term Loyalty Relationships 6. Analyzing Consumer Markets 7. Analyzing Business Markets 8. Tapping into Global Markets Part 4. Building Strong Brands 9. Identifying Market Segments and Targets 10. Crafting the Brand Positioning 11. Creating Brand Equity 12. Addressing Competition and Driving Growth Part 5. Shaping the Market Offerings 13. Setting Product Strategy 14. Designing and Managing Services 15. Introducing New Market Offerings 16. Developing Pricing Strategies and Programs Part 6. Delivering Value 17. Designing and Managing Integrated Marketing Channels 18. Managing Retailing, Wholesaling, and Logistics Part 7. Communicating Value 19. Designing and Managing Integrated Marketing Communications 20. Managing Digital Communications: Online, Social Media and Mobile Marketing 21. Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 22. Managing Personal Communications: Direct Marketing, Word of Mouth, and Personal Selling
評量方式與標準
課堂參與: 50% 專題報告: 50%
使用教材、參考書目或其他
【遵守智慧財產權觀念,請使用正版教科書,不得使用非法影印教科書】
使用外文原文書:是
Marketing Management (15th Edition), Philip Kotler, Kevin Lane Keller, 2015 ISBN: 0133856461 國際行銷(三版), 陳澤義, 曾忠蕙, 高立圖書, 2020 ISBN:9789579548083
課程諮詢管道
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