行銷管理
Marketing Management
| 節 | 週三 |
|---|---|
6 14:20–15:10 | 行銷管理 光寶廳 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 根據陽明交大上課時間表所列
The objective of this course is to develop a deeper understanding of the role of marketing within the business community. Students shall learn the principles and basic knowledge of marketing management, which includes consumer and business purchase behavior, marketing research, product management, pricing strategies, channel management, promotion skills, and other related issues. The course seeks to prepare students for more advanced marketing studies.
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The course will be taught primarily in the format of a combination of both lecture and case discussions. Occasionally, it will include case studies and some small group activities. However, it is subject to any changes as the professor see fit. Shall students have any question with regard to the class administration, please contact Dr. Chia-Chi Chang.
Midterm 30% Final 40% Cases and Participation 30%
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| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction Marketing in the Twenty-First Century |
| 第 2 週 | Building Customer Satisfaction, Value, and Retention |
| 第 3 週 | Managing Marketing Information |
| 第 4 週 | Consumer and Business Behavior |
| 第 5 週 | Building the Right Relationships with the Right Customer |
| 第 6 週 | Segmentation, Targeting, and Positioning: |
| 第 7 週 | Product, Service, and Branding Strategy |
| 第 8 週 | Midterm |
| 第 9 週 | New-Product Development and Product Life-Cycle Strategies |
| 第 10 週 | Pricing Considerations and Strategies |
| 第 11 週 | Marketing Channels and Supply Chain Management |
| 第 12 週 | Retailing and Wholesaling |
| 第 13 週 | IMC: Advertising, Sales Promotion, and Public Relations |
| 第 14 週 | IMC: Personal Selling and Direct Marketing |
| 第 15 週 | Marketing in the Digital Age |
| 第 16 週 | The Global Marketplace |
| 第 17 週 | Final |
Armstrong, Gary; Kotler, Philip, Marketing: An Introduction, 7th ed., Englewood Cliffs, N. J.: Prentice-Hall, 2005. Assigned materials
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