南台課程大綱
學年度 100學年第一學期 系所 企管系
課程名稱 行銷策略 班級 碩企管國際二甲
授課教師 周德光,張永佶 點 閱 次 數 42
選修
選修
課程概述
The course will provide the elementary conlepts of marketing and its application in the business management. The course emphasize in the tourism and recreation industry. Students are required to write some reports and to do the oral presentations.
課程目標
The purpose of the course is to let the students understand and apply the marketing concepts and to learn how to make strategies for the real business.
課程大綱
本課程以原文書為教科書,課程及大綱請參照以下英文部分
英文大綱
綱 1 Marketing Defined
2 Marketing Hospitality and Travel Services
3 Customer Behavior
4 Analyzing Marketing Opportunities
5 Marketing Strategy: Market Segmentation and Trends
6 Marketing Strategy: Strategies, Positioning, and Marketing Objectives
7 The Marketing Plan and the 8 Ps
8 Product Development and Partnership
9 People: Services and Service Quality
10 Packaging and Programming
11 The Distribution Mix and the Travel Trade
12 Communications and the Promotional Mix
13 Personal Selling and Sales Management
14 Public Relations and Publicity
15 Pricing
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