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104-1 行銷管理教案 CH1-CH4
by 趙永祥, 2015-09-16 09:16, Views(946)


104-1 行銷管理教案 CH1-CH4


南華大學104第學1期授課大綱
課程代碼00038888
中文名稱行銷管理
英文名稱Marketing Management
學分3/選修
任課教師趙永祥
上課時間星期3第3節
星期3第4節
星期3第5節
課程時數3
授課語言1中文
授課語言2英文
是否使用原文書None
本課程是否安排業師授課
本課程是否配
置教學助理
或助教輔導教學
A.課程概述主旨: 本課程旨在提供一個瞭解、研究及發展行銷管理的架構。 
1. 面對瞬息萬變、機會與挑戰並存的環境,企業必須隨時掌握市場競爭狀態,才能預防競爭者的威脅。所涉及的課題包括:如何建立客戶價值、如何規劃競爭策略、如何收集與衡量市場情報、如合分析消費市場的購買行為、如何精確切割市場選定目標客戶、如何根據產品生命週期進行市場定位、以及行銷競爭分析、整合行銷、如何進行行銷通路管理和擬定價格策略等等。 
2. 本課程除提供學生基礎的行銷知識及行銷技能,使其能將行銷概念及知識應用到實務上
3. 本課程將訓練學生獨立思考能力;報告撰寫能力;口頭報告能力;和團隊互動能力。 

1. The objects of marketing management are to introduce the application of concepts, tools and procedures employed by practicing marketing managers. Specific attention is given to product development and management, promotion development and management, channel selection and management, physical distribution management, and price setting and management. 
2. Students acquire skills in the essentials of case analysis and written as well as oral presentation of their analysis. 
3. Oral presentations may be made using electronic media. Groups may be required for case work and enhance the ability to analyze which is the best strategy to take. 
B.教學目標
中文教學目標英文教學目標對應能力指標
學習現代行銷的基本概念與實務,使得將來能運用在產品與服務公司、消費者與企業市場、營利與非營利機構、本國與全球公司,中小型與大型企業。To learn the basic concepts of modern marketing strategy in order to put these professional knowledge in product and service, customer and corporate analysis, etc.,A-A-DA1. 具備財金相關專業知識
學習現代行銷的基本概念與實務,使得將來能運用在產品與服務公司、消費者與企業市場、營利與非營利機構、本國與全球公司,中小型與大型企業。To learn the basic concepts of modern marketing strategy in order to put these professional knowledge in product and service, customer and corporate analysis, etc.,B-A-DA2. 具有多元化思維、國際金融視野及持續學習成長的能力
現代行銷基本概念與個案探討,提出行銷4P之實際成功個案,強化學生在實際應用能力,並藉由個案探討讓學生有提出解決方案之能力。To strengthen the thinking and solving ability.C-A-DA1. 具備理論與實務,提升解決財金問題之能力
讓學生能對實際社會有一份關懷,藉由行銷管理的案例探討結合基本學理,讓學生對於現今社會狀態有較充分之瞭解。To strengthen the ability in caring about the society and industry developed, and lead to stimulate the passion into the society.E-A-DA2. 具有環境永續與奉獻社會的精神。
藉由行銷管理的分組報告,讓同學在進行期末分組報告時,能針對所選擇企業進行行銷4P與STP分析時,在實務應用能力方面能有更深入之瞭解,並能建立溝通協調與團隊合作之能力。To strengthen the ability in understanding the operation and application method in order to match with the marketing developments, in addition, enhancing both communication and cooperation abilities.D-A-DA2. 具有溝通協調及團隊合作的能力
希望藉由本課程能強化學生在時間管理與EQ管理之能力,在進行個案探討時去檢測學生在這兩方面之能力。To straenthen the students' time control and EQ control abilities by way of case study to stimulate their potential ability.F-A-DA2. 具有時間管理與情緒管理的能力
藉由本課程培養同學們具有溝通協調、解決問題及團隊合作的能力To train the students having the ability to solve,communicate with others and team-work to finish the target .D-A-DA2. 具有溝通協調及團隊合作的能力
C.核心能力財金專業知能自覺學習財金實務應用溝通合作身心康寧社會關懷
D.課程權重301525101010
E.教材大綱所涉及的課題包括:
1. 如何建立客戶價值
2. 如何規劃競爭策略
3. 如何收集與衡量市場情報
4. 如合分析消費市場的購買行為
5. 如何精確切割市場選定目標客戶
6. 如何根據產品生命週期進行市場定位
7. 以及行銷競爭分析
8. 整合行銷 等等
Topics headlines include the following: 
1. how to create customer value 
2. How to Plan Competitive Strategy 
3. How to measure market intelligence gathering and 
4. The combined analysis of the consumer market buying behavior 
5. How accurate cutting selected target market customers 
6. How to conduct market positioning based on product life cycle 
7. and marketing competitive analysis 
8. integrated marketing, etc.

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