| 課程代碼 |
W0Q01201
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| 課程中文名稱 |
策略性行銷管理
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| 課程英文名稱 |
Strategic Marketing
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| 學分數 |
3.0
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| 必選修 |
必修
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| 開課班級 |
高企碩士班二甲
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| 任課教師 |
洪敏莉
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| 選課人數 |
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| 上課教室(時間) |
|
週五
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第11節
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(E0603)
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週五
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第12節
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(E0603)
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週五
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第13節
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(E0603)
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| 課程時數 |
3
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| 實習時數 |
0
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| 授課語言 |
1.華語
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| 輔導考證 |
無
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| 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.
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| 先修科目或預備能力 |
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課程學習目標與核心能力之對應
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| 編號 | 中文課程學習目標 | 英文課程學習目標 |
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1
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瞭解市場導向，顧客滿意與利潤之關係。
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To understand the connectivity between market orientation, customer satisfaction, market-based management, and profitability
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2
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瞭解如何進行行銷分析。
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To understand the fundamental inputs of market analysis
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3
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學習如何進行策略市場規畫。
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To be acquainted with knowledge and skills needed for strategic market planning
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4
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學習如何進行行銷戰術規畫。
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To be acquainted with knowledge and skills for tactical marketing strategies designed
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| 就業力培養目標 |
此門課程無設定權重值
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| 中文課程大綱 |
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
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| 英/日文課程大綱 |
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
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| 課程進度表 |
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| 課程融入SDGs |
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| 期考調查 |
| 期中考(第9週)考試方式 |
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| 期末考(第18週)考試方式 |
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| 其他週考試考試週次與方式 |
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| 教學方式與評量方式 |
| 課程學習目標 | 教學方式 | 評量方式 |
| 瞭解市場導向，顧客滿意與利潤之關係。 |
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| 瞭解如何進行行銷分析。 |
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| 學習如何進行策略市場規畫。 |
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| 學習如何進行行銷戰術規畫。 |
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請同學遵守智慧財產權觀念，使用正版教科書，不得不法影印、下載及散布，以免觸犯智慧財產權相關法令
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