國立中山大學 108學年度第1學期 課程教學大綱

National Sun Yat-sen University 108Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

策略行銷管理

課號
Course Code

EMBA927

英文名稱
Course name(English)

STRATEGIC MARKETING MANAGEMENT

課程類別
Type of the course

講授類

必選修
Required/Selected

必修

系所
Dept./faculty

管理學院高階經營碩士學程在職專班

授課教師
Instructor

黃明新    

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:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         尚未建立傳染性肺炎(武漢肺炎)授課方式調整

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:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

         尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞

課程大綱 Course syllabus

         本課程教學大綱已提供完整英文資訊(本選項僅供統計使用,未提供完整英文資訊者,得免勾記)【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

Introduction of core strategic marketing, and strategic marketing framework and implementation procedures. This course systematically explains various marketing management decisions and relevant topics. This course covers the creation of customer values, the formulation and implementation of marketing strategies, customer analysis methods, sales employees management, and brand operation and management.
介紹策略行銷的核心觀念,提供完整策略行銷規劃的架構與執行程序,並從策略性的觀點有系統地說明各項行銷管理決策及重要的行銷管理議題。課程內容涵蓋顧客價值的創造,行銷策略的擬訂與執行,顧客分析的方法,銷售人員管理,品牌的經營與管理。

課程目標 Objectives

         Understand the nature of strategic marketing management, and the implementation of customer value creation to prevent marketing myopia.
Familiarize with the framework of strategic marketing planning, and apply it to organization strategic planning.
Learn the methods and skills of market analysis, and implement related marketing campaigns, to improve overall operating performance.
Understand the methods and procedures of brand management. Implement brand strategies and improve marketing performance.
1. 了解策略行銷管理的本質,與顧客價值創造的意涵,避免行銷短視症。
2. 熟悉策略行銷規劃的架構,並將其應用於公司整體策略規劃中。
3. 學習市場分析的方法與技術,並配合相關行銷活動,提升整體營運績效。
4. 了解品牌經營的程序及方法,有效導入品牌策略,強化行銷績效並提升公司價值。

授課方式 Teaching methods

         Lectures (including lecturing, case study, and discussion)
授課方式除教師講解,並輔以個案分析與企業管理實務研討,採互動式教學,藉此啟發學員之策略思考與分析之能力,達成管理知識內化的目的,並有效應用於日常之經營與管理實務中。

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

        
1.課堂討論In-class discussion50%
2.學期報告Presentation50%

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

         In-class handouts 上課講義

每週課程內容及預計進度 Weekly scheduled progress

        
週次日期授課內容及主題
WeekDateContent and topic
12019/09/09~2019/09/15Course Introduction 課程介紹
22019/09/16~2019/09/22Marketing strategies in the new era 新世紀的策略行銷
32019/09/23~2019/09/29Overall environmental analysis 總體環境分析
42019/09/30~2019/10/06Chinese market analysis 中國市場分析
52019/10/07~2019/10/13Customer analysis 顧客分析
62019/10/14~2019/10/20Market segmentation 市場細分
72019/10/21~2019/10/27Choose target market 選擇目標市場
82019/10/28~2019/11/03Market positioning 市場定位
92019/11/04~2019/11/10Marketing 行銷組合
102019/11/11~2019/11/17Marketing 行銷組合
112019/11/18~2019/11/24Brand management 品牌管理
122019/11/25~2019/12/01Brand management 品牌管理
132019/12/02~2019/12/08Customer relation management 顧客關係管理
142019/12/09~2019/12/15Customer relation management 顧客關係管理
152019/12/16~2019/12/22Sales staff management 銷售人員管理
162019/12/23~2019/12/29Sales staff management 銷售人員管理
172019/12/30~2020/01/05Presentation and discussion 學期報告與討論
182020/01/06~2020/01/12Presentation and discussion 學期報告與討論

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期四15:00~ 17:00
地點 Office/Laboratory:管4109
時段2 Time period 2:
時間 Time:星期一10:00~ 12:00
地點 Office/Laboratory:管4109

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

        
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.瞭解國際管理新知 1. Exploring updated knowledge of International Business.V VV  V    
2.高階經營人才的再培育 2. Re-educating senior working professionals.V VV  V    
3.新觀念的刺激與新思維的訓練 3. Training the professionals for new ideas.V VV  V    
4.跨行業交流互動與團隊友誼之建立 4. Creating a network for crossover cooperation and friendship.           
5.全球化的訓練與視野 5. Developing the global mindset of each professional.V VV  V    
6.多元化的學習 6. Providing pluralistic approaches to learning.           
※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 skillsV V V V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV V V V    
3.終身學習能力。 3. Lifelong learningV V V V    
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 leadershipV V V V    
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

本課程與SDGs相關項目:The course relates to SDGs items:

         尚未建立SDGS資料

本課程校外實習資訊: This course is relevant to internship:

         本課程無註記包含校外實習

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