98年第2學期-2124 行銷學 課程資訊

評分方式

評分項目	配分比例	說明
Attendance	5	� Up to 5 calls will be held during this semester. Good attendance would lead to gain up to 5 points.
Class discipline	5	� The use of cell phones is forbidden in all lectures. Offenders may expect a grade reduction at the discretion of the instructor.
Participation	5
Pop-up quiz	10
Group term paper	25	Check point #1 (5%), Check point #2 (5%), Check point #3 (10%)(paper-due), Presentation (selected groups ONLY)(5%)
Mid-term exam	25

教育目標

To give the overview and insights of marketing management. To help students learn theh concepts and practices of contemporary marketing knowledges, which will form a solid foundation of Hospitlaity Marketing Management, a required course for hospitality education. Important topics include: 1. Marketing plan 2. Environment analysis 3. Marketing strategy: Segmentation, Targeting, and Positioning. 4. 4P strategies: product, price, place, promotion

基本資料

選修課，學分數：0-3
上課時間：二/1,2,五/5[M107]
修課班級：餐旅系2
修課年級：年級以上
選課備註：

參考書目

Textbook: 行銷管理，林建煌，華泰出版社 (2008 年 4版)。
Reference book:
� 好行銷，吳國卿 譯，臉譜出版社 (2007 年)。
� Kotler, P. and Keller, K.L., Marketing Management (2008, 13th Edition).
� Morrison, A.M., Hospitaltiy and Travel Marketing (2009). (桂魯代理)