行銷管理

This marketing management course examines the role and importance of marketing to the contemporary organizations. It is designed to provide the students with an understanding of the basic concepts of marketing management in making marketing decisions. It focuses on the process of marketing management, with a strong application tone. The course aims to provide students with both theoretical and hands-on understanding of the major concepts, issues, and practices in marketing management. It also seeks to strengthen students’ skills in rational thinking, critical analysis, problem solving, and effective communication in the business context. Upon completion of this course, you will be able to: •identify, define, and explain the fundamental principles, concepts, theories, tools, and practices relating to marketing management, including their role and application in a range of organizations; • explain the marketing management process, the role of market segmentation, targeting and positioning (STP) for the design of marketing strategy; • use knowledge of the marketing tools, STP, and marketing mix elements in a coherent and integrated way to construct a marketing plan; • use information literacy skills and effectively communicate marketing knowledge and ideas in presentation and in written form. The course is conducted through lectures, case studies, field visits, in-class discussion and exercises, readings, competitions, presentations, and project writing.

Class participation (10%) Group Presentation (20%) Group project (40%) Final exam (30%)

•Kotler, P. & Kevin, L. K. (2014) Marketing Management, 14th edition. Pearson. •John Mullins, Orville Walker, (2012) Marketing Management: A Strategic Decision-Making Approach, McGraw-Hill. •Mohr, J. J., Sengupta, S.& Slater, S. F. (2010) Marketing of High Technology Products and Innovations, Pearson. •Cases, journal papers and other reading materials.