110年第1學期-2772 Marketing Management 課程資訊
|Attendance and participation||20|
本課程名額為 80人，已有74 人選讀，尚餘名額6人。
The overall objective of this course is to train the students with theoretical as well as practical aspects of marketing. This course provides a systematic and thorough introduction to marketing various management topics/concepts such as marketing fundamentals, market segmentation, marketing mix, retailing, advertising, pricing, plans/strategies, Internet marketing, and marketing research. To develop a better understanding of the role of marketing in a business organization, various cases, articles, and journal papers will be discussed during this course.
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.
Office HourWednesday (9.10 am -12.10 pm)
Marshall, G., and Johnston, M. (2019) Marketing management, 3rd Ed. McGraw Hill Education
Kotler, P. T., Keller, L. K., Ang, S.H., Tan, C.T. and Leong, S. M. (2017) Marketing Management: An Asian Perspective, 7th, Ed. Pearson.
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