107年第1學期-6122 Marketing Management 課程資訊

評分方式

評分項目 配分比例 說明
Class attendance and participation 10
Group project 20
Final term report 20
Mid-term exam 20

選課分析

本課程名額為 30人,已有16 人選讀,尚餘名額14人。


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授課教師

謝慧璋 連風彥

教育目標

We will discuss the marketing concepts and applications with the mixture of lectures, case analyses, video clips and in-class discussions. Students will be divided into groups as case discussions and reports will be accomplished in groups. The learning of this course will take place both in-class as students share experiences, point of view and participate in discussion, and also occur out of class when students work together to accomplish assigned projects.

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.

課程資訊

參考書目

Kotler, P., & Keller, K.L. (2016). Marketing Management (15th Ed.). Upper Saddle River, NJ: Pearson/Prentice Hall

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