113年第1學期-2770 Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
Attendance and Class Participation	20	Individual
Quizzes	20	Individual
Group Presentation	30	Group
Final Examination	30	Individual

教育目標

1. Develop an understanding of marketing management concepts and frameworks. 2. Justify the appropriate marketing tools for 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.

基本資料

必修課，學分數：3-0
上課時間：一/2,3,4[PG301]
修課班級：國經學程2
修課年級：2年級以上
選課備註：雙號學生修習。

參考書目

Kotler, P., Keller, K.L., & Chernev, A., (2022). Marketing Management, 16th Global Edition, Pearson Education.