112年第1學期-2734 Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
Class Participation andAttendance	30	The learning process for this course will beprimarily driven by class discussion. Hence,student participation, in the form of classdiscussion is an integral part of the course andattendance is strongly recommended. If you areabsent THREE times throughout the semesterwithout a legitimate reason, you will bepenalized with FIVE point deduction off yourfinal grade. If a conflict or emergency arises,contact me to discuss the situation;
Mid Term	20	Multiple Choice
Logo	10	Story of new establish company and logo design
On-site competition project	40	Group presentation is designed to give studentsan opportunity to be innovative and apply theconcepts learned in class to their project. • E-fileof Poster and Video must upload onto the NewE-Learn website by 25-Dec-2023 at 22:00. • Apaper Poster and Video must hand in the class on26-Dec-2023
Additional quiz points	10	Each quiz will be conducted during the class

教育目標

1. Provide essential knowledge about marketing including key concepts, theories, practices, etc. 2. To apply marketing concepts/theories into real situations 3. Understanding of global issues in marketing 4. Provide opportunities to analyze marketing activities in firms through cases/articles and interviews (if possible)

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

選修課，學分數：3-0
上課時間：二/6,7,8[PG301]
修課班級：國際學院2
修課年級：2年級以上
選課備註：限人工加選。與國經學程2771課程併班上課。

參考書目

Armstrong,G., Kotler, P. and Armstrong M.O.(2020) Marketing An Introduction, 14th ED. Person
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.