106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
Chapter Quizzes	22
Big Quizzes	18
Final Exam	20
Group Project	30
Discussion Leadership	10

教育目標

At the end of this course, students will be able to 1. Demonstrate their knowledge of basic concepts in marketing. 2. Articulate their personal views on ethical questions related to marketing. 3. Explain the principles governing consumer behavior. 4. Develop a marketing plan.

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[H106] 四/3,4[LAN012]
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

Essentials of Marketing, 15th ed. (Perreault, Cannon, and McCarthy, 2017)
I S B N - 13 ：9781259921292
I S B N - 10 ：1259921298