105年第1學期-3089 Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
In-Class Participation and attendance	20	A student’s participation and interaction with other students, as well as the professionalism displayed in all aspects of this class, will be a major component of the class instruction.
Group Case 1	10	The case questions will require you to apply your understanding of course principles to the situations described in the cases.
Group Case 2	10	The case questions will require you to apply your understanding of course principles to the situations described in the cases
Mid Term Exam	30	Written Exam consists short questions and multiple choice
Group Presentation	30	3000 works paper report and 20 mins presentation (Q & A)

教育目標

Marketing Management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations. This course will not enable students to step directly into the role of Vice-President of Marketing/Management at a Fortune 500 service company. It will, however, help students to gain an understanding of marketing management issues and provide a good foundation for other marketing classes and future business endeavors. By the completion of this course the student should, at minimum, be able to: 1. Describe and discuss key terms and frameworks in marketing. 2. Discuss the role that marketing plays in the organization and the economy 3. Describe steps in the marketing process/marketing strategy and the effect of marketing environment 4. Demonstrate the knowledge of consumer behavior and consumer buying decision process 5. Demonstrate the knowledge of marketing mix elements and their role in the marketing plan Additionally, the course assignments are designed to continue to improve students’ verbal, written, and thinking skills in preparing them for positions in the business world.

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：三/8,9,10[LAN202]
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

• Kotler, Philip (2014), Marketing Management (15th edition), Prentice Hall.