行銷學
Principles of Marketing
學期
111-2
學分
3
學分
當期課號
517102
永久課號
MGCM10016
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 |
|---|---|
2 09:00–09:50 | 行銷學 M205 3 節連堂 |
3 10:10–11:00 | |
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 and class participation 30% Team Homeworks and Project 30% (Weighted by the peer evaluation score) Midterm 20% Final Exam 20%
週次計畫
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction and Creating Customer Value and Engagement |
| 第 2 週 | Marketing Strategy and Analyzing the Market Environment |
| 第 3 週 | Managing Marketing Information |
| 第 4 週 | Consumer Behavior |
| 第 5 週 | Customer Value-Driven Marketing Strategy |
| 第 6 週 | Product, Service, and Brand |
| 第 7 週 | Developing New Products |
| 第 8 週 | No class |
| 第 9 週 | Midterm |
| 第 10 週 | Managing the Product Life Cycle |
| 第 11 週 | Advertising and Public Relations/Personal Selling and Sales Promotion |
| 第 12 週 | Direct, Online, Social Media, and Mobile Marketing/Pricing |
| 第 13 週 | Marketing Channel, Retailing and Wholesaling/The Global Marketplace |
| 第 14 週 | Team Project Presentation |
| 第 15 週 | Team Project Presentation |
| 第 16 週 | Final Exam |
| 第 17 週 | |
| 第 18 週 |
教科書
Armstrong, G., Kotler, P., & Opresnik, M. O. (2023). Marketing: An Introduction (15 Ed.). Pearson Education.
Office Hours
- 時間
- By appointment.
- 聯絡方式
- cluan@nycu.edu.tw