110年第1學期-2772 Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
Attendance and participation	20
Assignments/quizzes	20
Mid-term	30
Final	30

教育目標

The overall objective of this course is to train the students with theoretical as well as practical aspects of marketing. This course provides a systematic and thorough introduction to marketing various management topics/concepts such as marketing fundamentals, market segmentation, marketing mix, retailing, advertising, pricing, plans/strategies, Internet marketing, and marketing research. To develop a better understanding of the role of marketing in a business organization, various cases, articles, and journal papers will be discussed during this course.

課程概述

1.Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice. 2.To develop skill in using a variety of analytical frameworks for making decision in international marketing 3.Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing. 4.Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.

基本資料

必修課，學分數：3-0
上課時間：二/2,3,4[M232]
修課班級：國經學程2
修課年級：年級以上
選課備註：

參考書目

Marshall, G., and Johnston, M. (2019) Marketing management, 3rd Ed. McGraw Hill Education

Kotler, P. T., Keller, L. K., Ang, S.H., Tan, C.T. and Leong, S. M. (2017) Marketing Management: An Asian Perspective, 7th, Ed. Pearson.