111年第1學期-2773 Marketing Management 課程資訊

評分方式

評分項目 配分比例 說明
Attendance & Class Participation 15 Individual
Mid Term Presentation 20 Group
Final Presentation 30 Group
Final Examination 35 Individual

選課分析

本課程名額為 40人,已有37 人選讀,尚餘名額3人。


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授課教師

禤祈華

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., & Chernev, A., (2022). Marketing Management, 16th Global Edition, Pearson Education