109年第1學期-2813 Marketing Management 課程資訊

評分方式

評分項目 配分比例 說明
Midterm Presentation 20 Group
Project Presentation 40 Group
Project Post-mortem 10 Group
Attendance and Class Participation 10 Individual

選課分析

本課程名額為 40人,已有33 人選讀,尚餘名額7人。


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授課教師

Tan Jue Xin

教育目標

1. Develop understanding about marketing management concepts and frameworks. 2. Justify the appropriate marketing tools on companywide problems. 3. Critically analyze problems associated with marketing in a global business environment. 4. Propose effective solutions to marketing-related problems domestically and internationally.

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). A Framework for Marketing Management, 6e. New Jersey: Pearson Education.

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