國立中山大學 108學年度第2學期 課程教學大綱
National Sun Yat-sen University 108Academic year Course syllabus
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中文名稱 Course name(Chinese) |
行銷管理 |
課號 Course Code |
HRM994 |
英文名稱 Course name(English) |
MARKETING MANAGEMENT |
課程類別 Type of the course |
講授類 | 必選修 Required/Selected | 選修 |
系所 Dept./faculty |
人力資源管理研究所碩士在職專班 |
授課教師 Instructor |
陳先郡
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學分 Credit |
3 |
因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下: |
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因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下: |
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1.Group case presentation:50% 2.Attendance, participation, and engagement:25% 3.Final report:25%
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課程大綱 Course syllabus |
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課程目標 Objectives |
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授課方式 Teaching methods |
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講授、個案研討 Lecture Case study
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評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference
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1.Group case presentation:50% 2.Attendance, participation, and engagement:25% 3.Final report:25%
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參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
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序號 | 作者 | 書名 | 出版社 | 出版年 | 出版地 | ISBN# | No. | Auther | Title | Publisher | Year of publish | Publisher place | ISBN# | 1 | Kotler and Keller | 行銷管理 | 華泰文化 | 2016 | 台北 | |
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2020/02/27~2020/02/29 | 2/28二二八和平紀念日放假 Public holiday | 2 | 2020/03/01~2020/03/07 | 課程介紹、評分方式、分組、報告順序 Course Introduction瞭解行銷管理的本質 Understanding Marketing Management | 3 | 2020/03/08~2020/03/14 | 重視價值創造與顧客關係Creating Customer Value, Satisfaction, and Loyalty | 4 | 2020/03/15~2020/03/21 | 制訂策略規劃與行銷策略 Developing Marketing Strategies and Plans | 5 | 2020/03/22~2020/03/28 | 蒐集資訊與預測需求、執行行銷研究、透視行銷環境 Capturing Marketing Insight | 6 | 2020/03/29~2020/04/04 | 4/2-4/3兒童節、民族掃墓節補假 Public holiday | 7 | 2020/04/05~2020/04/11 | 分析消費者行為 Analyzing Consumer Markets/ 分析組織購買行為 Analyzing Business Markets | 8 | 2020/04/12~2020/04/18 | 分析競爭者與發展競爭策略 Analyzing Competitors and Developing Strategies | 9 | 2020/04/19~2020/04/25 | 期中考周 Mid-term | 10 | 2020/04/26~2020/05/02 | 發展市場區隔、目標市場與定位 Identifying Market Segments and Targets | 11 | 2020/05/03~2020/05/09 | 經營品牌 Crafting the Brand Positioning | 12 | 2020/05/10~2020/05/16 | 管理產品與推出新產品 Setting Product Strategy | 13 | 2020/05/17~2020/05/23 | 服務的設計與管理 Managing Service Marketing | 14 | 2020/05/24~2020/05/30 | 發展訂價策略與方案 Developing Pricing Strategies and Programs | 15 | 2020/05/31~2020/06/06 | 整合行銷通路的設計與管理 Designing and Managing Marketing Channels and Value Networks | 16 | 2020/06/07~2020/06/13 | 管理零售、批發及物流 Managing Retailing, Wholesaling, and Logistics | 17 | 2020/06/14~2020/06/20 | 期末考週(繳交期末個人書面報告) Final Report | 18 | 2020/06/21~2020/06/24 | 期末考週(繳交期末個人書面報告) Final Report |
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課業討論時間 Office hours |
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時段1 Time period 1: 時間 Time:星期五13:00-15:00 地點 Office/Laboratory:管0029 時段2 Time period 2: 時間 Time:星期四15:00-17:00 地點 Office/Laboratory:管0029
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系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university |
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系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university | 課堂活動與評量方式 Class activities and evaluation | 本課程欲培養之能力與素養 This course enables students to achieve. | 紙筆考試或測驗 Test. | 課堂討論︵含個案討論︶ Group discussion (case analysis). | 個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment. | 群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment. | 個人口頭報告 Indivisual oral presentation. | 群組口頭報告 Group oral presentation. | 課程規劃之校外參訪及實習 Off-campus visit and intership. | 證照/檢定 License. | 參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions. | 課外閱讀 Outside reading. | ※系所學生專業能力 Basic disciplines and core capabilities of the department | |
1.學生能注意企業倫理及專業倫理。 1. Students are able to pay attention to business and professional ethics. | | | | | | | | | | | | 2.學生能習得專業知識並成為具備足夠能力的管理者。 2. Students are able to acquire professional knowledge and become the managers who possess adequate abilities. | V | | V | | | | V | | | | | 3.學生能發展自己的邏輯思考及解決問題的能力。 3. Students are able to develop their own logical thinking and problem solving abilities. | | | | | | | | | | | | 4.學生能具備國際觀。 4. Students are able to have global perspectives. | | | | | | | | | | | | 5.學生能注意並參與社會責任的議題。 5. Students are able to strengthen their leading abilities. | V | | V | V | | | V | | | | | 6.學生能加強自己的領導能力。 6. Students are able to strengthen their leading abilities. | | | | | | | | | | | | ※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university | |
1.表達與溝通能力。 1. Articulation and communication skills | V | | V | | | | V | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | V | | V | V | | | V | | | | | 3.終身學習能力。 3. Lifelong learning | | | | | | | | | | | | 4.倫理與社會責任。 4. Ethnics and social responsibility | | | | | | | | | | | | 5.美感品味。 5. Aesthetic appreciation | | | | | | | | | | | | 6.創造力。 6. Creativity | | | | | | | | | | | | 7.全球視野。 7. Global perspective | | | | | | | | | | | | 8.合作與領導能力。 8. Team work and leadership | | | | | | | | | | | | 9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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