南台課程大綱
學年度 108學年第一學期 系所 全球經管碩班
課程名稱 行銷管理 班級 碩全球經管一甲
授課教師 洪一碩 點 閱 次 數 42
選修
必修
課程概述
This Marketing Management course provided our international students with an Asian perspective, introducing Asian marketing concepts and applications such as Islamic marketing, Guanxi and Chaelbol to the course. Case Study Teaching Method will guide students in better learning the course. With a balanced mix of Asian and International case studies, Global MBA (GMBA) students are able to better relate to the marketing concepts helping them learn faster and better.
To keep abreast of crucial developments in the field of marketing and business ethics, the course will also explore both the theoretical and the applied aspects of the role ethics plays in marketing. Articles on Marketing Ethics in the topics such as consumer ethics, morality in marketing and corporate social responsibility are covered with breadth and depth to paint a current and comprehensive picture of the field today.
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
一瞭解行銷管理
1界定二十一世紀的行銷
2發展行銷策略與計畫

二掌握行銷洞察力
3收集資訊與掃瞄環境
4進行行銷研究與預估需求

三連結顧客
5創造顧客價值、滿意度與忠誠度
6分析消費者市場
7分析組織市場
8確認市場區隔與選擇目標市場

四建立強勢品牌
9創造品牌權益
10品牌定位
11競爭動態性

五形成產品策略
12設定產品策略
13設計並管理服務
14發展訂價策略與方案

六傳遞價值
15設計與管理行銷通路及價值網路
16管理零售、批發及物流

七溝通價值
17設計與管理整合行銷溝通
18管理大眾溝通:廣告、促銷活動、活動事件與公共關係
19管理人員溝通:直效行銷與人員銷售
八創造成功的永續成長
20發展新產品
21設計全球市場策略
22管理整體行銷組織
【行銷道德與商業倫理】 將採融滲式教學方式,相關文章與議題將會穿插在各組題中做個案分析討論。
英文大綱
Ⅰ: UNDERSTANDING MARKETING MANAGEMENT
1 Defining Marketing for the 21st Century
2 Developing Marketing Strategies and Plans
Marketing Ethics: The General Theory of Marketing Ethics: The Consumer Ethics and Intentions Issues
Ⅱ: CAPTURING MARKETING INSIGHTS
3 Gathering Information and Scanning the Environment
4 Conducting Marketing Research and Forecasting Demand
Marketing Ethics What Drives Ethics Education In Business Schools? Studying Influences On Ethics In The MBA Curriculum
Ⅲ: CONNECTING WITH CUSTOMERS
5 Creating Customer Value, Satisfaction, and Loyalty
6 Analyzing Consumer Markets
7 Analyzing Business Markets
8 Identifying Market Segments and Targets
Marketing Ethics A Review of Ethical Decision-Making Models in Marketing

Ⅳ: BUILDING STRONG BRANDS
9 Creating Brand Equity
10 Crafting the Brand Positioning
11 Competitive Dynamics
Marketing Ethics The Ethical Imperative of Constructive Engagement in a World Confounded by the Commons Dilemma, Social Traps and Geopolitical Conflicts

Ⅴ: SHAPING THE MARKET OFFERINGS
12 Setting Product Strategy
13 Designing and Managing Services
14 Developing Pricing Strategies and Programs

Marketing Ethics The Influence of Ethics Institutionalization on Ethical Decision Making in Marketing
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