行銷學
Principles of Marketing
學期
109-2
學分
3
學分
當期課號
1461
永久課號
DOM1049
開課單位
管理科學系
授課教師
欒紀成
校區
光復
類別
必修
上課時間表
| 節 | 週三 | 週四 |
|---|---|---|
2 09:00–09:50 | 行銷學 M205 | |
3 10:10–11:00 | 行銷學 M205 2 節連堂 | |
4 11:10–12:00 |
* 根據陽明交大上課時間表所列
概述
This is a basic course in which the main functions, institutions and concepts of marketing are studied. Attention is focused on providing an analytical and corporate framework for studying and understanding the marketing system within changing environmental forces.
教學方式
Marketing examples and videos.
評分方式
Attendance 10% Class Participation 20% Team Participation 10% Team Projects 20% Midterm 20% Final Exam 20%
週次計畫
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction |
| 第 2 週 | Creating Customer Value and Engagement |
| 第 3 週 | Marketing Strategy and Analyzing the Market Environment |
| 第 4 週 | Managing Marketing Information |
| 第 5 週 | Consumer Behavior |
| 第 6 週 | Customer Value-Driven Marketing Strategy |
| 第 7 週 | Product, Service, and Brand |
| 第 8 週 | Midterm |
| 第 9 週 | Developing New Products and Managing the Product Life Cycle |
| 第 10 週 | Pricing |
| 第 11 週 | Marketing Channel, Retailing and Wholesaling |
| 第 12 週 | Advertising and Public Relations |
| 第 13 週 | Personal Selling and Sales Promotion |
| 第 14 週 | Direct, Online, Social Media, and Mobile Marketing |
| 第 15 週 | The Global Marketplace |
| 第 16 週 | Final Exam |
教科書
Armstrong, G., Kotler, P., & Opresnik, M. O. (2019). Marketing: An Introduction (14 Ed.). Pearson Education.
Office Hours
- 時間
- By appointment.
- 聯絡方式
- cluan@nctu.edu.tw