南台課程大綱
學年度 103學年第一學期 系所 高企碩士班
課程名稱 策略性行銷管理 班級 高企碩士班二甲
授課教師 簡南山 點 閱 次 數 103
選修
必修
課程概述
Marketing knowledge is the driver of marketing performance improvement. The format of class sessions includes lecture material supplemented by cases and assignments for illustrating certain topics.
課程目標
The objectives are :To help students developing four competencies of marketing career:
1. Understanding the market and consumers.
2. Designing a customer-driven marketing strategy and marketing mix.
3. Measuring and managing return on marketing
4. Harnessing new marketing technologies in digital age
課程大綱
1 Defining Marketing for the 21st Century
Creating Customer Value, Satisfaction, and Loyalty (A1,A5)
2 Developing Marketing Strategies and Plans (A2)
3 Gathering Information and Scanning the Environment (A3)
4 Conducting Marketing Research and Forecasting Demand (A4)
5 Analyzing Consumer and Business Markets (A6, A7)
Cruise Ships – Not Just for Grandma and Grandpa Anymore
6 Identifying Market Segments and Targets (A8)
Fast Food Turns Healthy
7 Crafting the Brand Positioning (A10)
Acer
8 Setting Product Strategy (A12)
Procter & Gamble in Europe A roll-out launch
9 Designing and Managing Services (A13)
Ryanair : Low Prices, High Profits- But Increasing Competition
10 Developing Pricing Strategies and Programs (A14)
Krispy Kreme Doughnuts Going Global ?
11 Designing and Managing Value Networks and Channels (A15)
Wal-Mart : The World’s Largest Company vs. Whole Food Market
12 Managing Retailing, Wholesaling, and Logistics (A16)
Nestle:The Infant Formula Controversy
13 Designing and Managing Integrated Marketing Communications (A17)
National Office Machines — Motivating Japanese Salespeople:Straight Salary or Commission?
14 Managing Mass Communications:Advertising, Sales Promotions, Events, and Public Relations (A18)
Integrated Marketing Communication Takes on Some New Twists
15 Managing Personal Communications:Direct Marketing and Personal Selling (A19)
Starbucks-Going Global Fast
16 Tapping into Global Markets (A21)
AIDS, Condoms, and Carnival
17 Managing a Holistic Marketing Organization (A22)
18 Final Exam
英文大綱
1 Defining Marketing for the 21st Century
Creating Customer Value, Satisfaction, and Loyalty (A1,A5)
2 Developing Marketing Strategies and Plans (A2)
3 Gathering Information and Scanning the Environment (A3)
4 Conducting Marketing Research and Forecasting Demand (A4)
5 Analyzing Consumer and Business Markets (A6, A7)
Cruise Ships – Not Just for Grandma and Grandpa Anymore
6 Identifying Market Segments and Targets (A8)
Fast Food Turns Healthy
7 Crafting the Brand Positioning (A10)
Acer
8 Setting Product Strategy (A12)
Procter & Gamble in Europe A roll-out launch
9 Designing and Managing Services (A13)
Ryanair : Low Prices, High Profits- But Increasing Competition
10 Developing Pricing Strategies and Programs (A14)
Krispy Kreme Doughnuts Going Global ?
11 Designing and Managing Value Networks and Channels (A15)
Wal-Mart : The World’s Largest Company vs. Whole Food Market
12 Managing Retailing, Wholesaling, and Logistics (A16)
Nestle:The Infant Formula Controversy
13 Designing and Managing Integrated Marketing Communications (A17)
National Office Machines — Motivating Japanese Salespeople:Straight Salary or Commission?
14 Managing Mass Communications:Advertising, Sales Promotions, Events, and Public Relations (A18)
Integrated Marketing Communication Takes on Some New Twists
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