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                          市場營銷課程教學大綱
                          2009-07-02  作者:闕勝齊  訪問次數:29

                                PRINCIPLES OF MARKETING
                           
                          Course Overview:
                          The course is designed to help you develop marketing related skills as well as knowledge about marketing topics.  The assigned readings and lectures will help to familiarise you with critical marketing terminology and concepts.
                           
                          Course description
                          The foundations of marketing are explored. Lectures and practical exercises introduce students to the marketing concept, marketing environments, marketing strategy, its planning, implementation and control as well as consumer behaviour. The core elements of product, pricing, promotion and distribution are addressed.
                           
                          Objectives:
                          At the completion of the course, successful students should be able to:
                          · Understand and explain the four components of the marketing mix.
                          · Recognise the role of marketing in the strategic planning process of a firm.
                          · Link the marketing mix elements to a firm’s marketing strategy.
                          · Apply marketing concepts to specific business cases and situations.
                           
                          Assessment:
                          Assessment in this course is designed to measure the extent to which a student is able to recognise and apply marketing concepts. It is also intended to reward those who:
                          §         Consistently do the readings and other assignments on schedule,
                          §         Regularly attend lectures
                           
                           
                          Weightings and descriptions of the various pieces of assessment are as follows:

                          Course attendance                                                             _____       _(10% )

                          Middle term Test                                                                                         (20% )

                          Middle term tests will be two hours long (closed book) and cover the concepts discussed in class. The material for middle term Test will include specific chapters as described in the course outline. Term Tests will be a selection of multiple choice questions.

                          Final Exam                                                                           (70%)

                          The final exam will be three hours long (closed book), and will require students to demonstrate their knowledge of the concepts discussed in class. The final exam covers material found in all assigned chapters during the semester.
                           

                          Lecture Schedule:
                          Please do assigned readings prior to the lectures.
                           
                          Lecture
                          Week
                          Topic
                          Reading
                          Assessment
                           
                          Course Introduction
                           
                           
                           
                          1
                          Marketing: Creating Value
                           
                          Chapter 1
                           
                          2
                          Strategic Marketing Planning  
                           
                          Chapter 2
                           
                          3
                          Identifying Market Opportunities
                          Chapter 3
                           
                          4
                          Marketing Research
                                                                            
                          Chapter 4
                           
                          5
                          Market Segmentation
                           
                          Chapter 5
                           
                          6
                          Understanding
                          Consumer Behaviour Part 1
                          Chapter 6
                           
                          7
                          Understanding
                          Consumer Behaviour Part 2
                          Chapter 6
                           
                          8
                          Business-to-Business Marketing
                          Chapter 7
                           
                          9
                          Middle term test
                           
                          TEST: CH 1-7
                          10
                          Product and service Planning
                          Chapter 8
                           
                          11
                          Product Management
                          and New Product Development
                          Chapter 9
                           
                          12
                          Place: Distribution and Logistics
                          Chapter 10+11
                           
                          13
                          Pricing Strategy
                           
                          Chapter 12
                           
                          14
                          Pricing and Financial Analysis
                           
                          Chapter 13
                           
                          15
                          Promotion: Marketing Communications                  
                          Chapter 14
                           
                          16
                          Promotion: Communication Mix and Sales Management and e-marketing            
                          Chapter 15+16
                           
                          17
                          Implementation and Control Mechanisms
                          Chapter 17+18
                           
                           
                          Final Exam date in Final Exams week, TBA
                           
                          Exam: CH 118