課程大綱
課程名稱
課程編碼
系所代碼
開課班級
開課教師
學分
時數
上課節次地點
必選修
課程概述
課程目標
行銷管理（ IMBA 及雙 MBA ）
70M00102
7
碩研國際一甲 碩研企管一甲
黃盈裕
3.0
3
二 2 3 4 教室 S303
必修
This course will provide an overview of marketing management. Marketing theories, practices and operating environments will be emphasized in both the text and the readings. These conceptual tools and applications of these tools will be discussed in both the text and the readings. Each student will be required to be familiar with the readings and be prepared to discuss them in class.
Course Description （課程簡介） Understanding Marketing Management,
Analyzing Marketing Opportunities, Developing Market Strategies, Shaping the
Market Offering, Managing and Delivering Marketing Programs.
A. Textbook lecturing: occupies about two-thirds semester
1. Defining Marketing for the Twenty-First Century
2. Building Customer Satisfaction, Value, and Retention
3. Winning Markets Through Market-Oriented Strategic Planning
4. Gathering Information and Measuring Market Demand
5. Scanning the Marketing Environment
6. Analyzing Consumer Markets and Buyer Behavior
7. Identifying Market Segments and Selecting Target Markets
8. Positioning and Differentiating the Market Offering Through the Product Life
Cycle
9. Developing New Market Offerings
10. Setting the Product and Branding Strategy
11. Designing and Managing Services
12. Developing Price Strategies and Programs
13. Designing and Managing Value Networks and Marketing Channels
14. Managing Retailing, Wholesaling, and Market Logistics
15. Managing Integrated Marketing Communications
16. Managing Advertising, Sales Promotion, Public Relations, and Direct
1

英文大綱
教學方式
評量方法
指定用書
參考書籍
先修科目
教學資源
注意事項
全程外語授課
授課語言 1
授課語言 2
輔導考照 1
輔導考照 2
Marketing
B. Presentation of journal articles: occupies about one-third semester.
C. Group （分組） several students to form a group (To be determined)
D. Assignment ： Assignments from applications of textbook.
G. Contact: 253-3131 ext.4321
， YYUHUANG@mail.stut.edu.tw
， L305-2 participation 15%, paper presentation 15%, assignment 30%, Final Exam 40%.
Marketing Management
F. References:
1. Marketing (Michael J. Etzel, Bruce J. Walker, and William J. Stanton),
McGraw-Hill.
2. Principles of Marketing (Philip Kotler & Gary Armstrong), Prentice-Hall.
Prerequisite （先修課程） Marketing Management of undergraduate level
2