113年第2學期-1157 Marketing Management 課程資訊

評分方式

評分項目	配分比例	說明
Class attendance and participation	10
Group project	15
Final term report	20
Mid-term exam	25
Final exam	30

教育目標

The Marketing Management course is designed to help students understand how marketing creates value, and describes the key elements of the marketing mix, so that the nature and strategic role of marketing in business are comprehended. The course topics of marketing management include strategic planning, marketing research, buyer behavior, product and service management, pricing, retail management and integrated communications. Through the course, students are expected to build up strategic thinking and implementation ability in face of a competitive marketing environment.

基本資料

必修課，學分數：0-3
上課時間：三/6,7,8
修課班級：管院國際菁英組2-4
修課年級：2年級以上
選課備註：全英語授課，限管院國際菁英組人工加選修課。

參考書目

Gary Armstrong, Philip Kotler and Marc O. Opresnik (2023), Marketing: An Introduction, 15th edition,
Upper Saddle River, NJ: Prentice Hall