108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

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.

基本資料

必修課，學分數：3-0
上課時間：四/2,3,4[M242]
修課班級：國企碩學程1
修課年級：年級以上
選課備註： The Course Taught in English；管院碩士班可修。全英語授課

參考書目

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