B5410A 教學大綱表

教學大綱表 (106學年度第1學期)

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課程名稱 Course Title	(中文) 行銷管理研究 (英文) Study To Marketing Management			開課單位 Departments	事業與資訊經營研究所
				課程代碼 Course No.	B5410A
授課教師 Instructor	潘明全
學分數 Credit	3.0	必/選修 core required/optional	必修	開課年級 Level	研究所
先修科目或先備能力(Course Pre-requisites)：
課程概述與目標(Course Overview and Goals)： This course will cover the followings: 1. Understanding Marketing Management 2. Capturing Marketing Insights 3. Connecting with Customers 4. Building Strong Brands 5. Shaping the Market Offerings 6. Delivering Value 7. Communicating Value 8. Creating Successful Long- Term Growth 本課程旨在以管理策略面的觀點，來探討網際網路時代的行銷管理策略。其間並配合 INTERNET 的上網技術，來幫助同學熟悉網路行銷的觀念及相關衍生的知識。
教科書(Textbook)	P.Kotler and K. L. Keller, Marketing Management,15th Edition,Pearson Education, 2016. 華泰書局
參考教材(Reference)	G.David Hughes,Marketing Management- A Planning Approach,開發.

課程大綱 Syllabus			學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
序 No.	單元主題 Unit topic	內容綱要 Content summary	學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
1	1	Understanding Marketing Management	Understanding Marketing Management
2	1	Understanding Marketing Management	Understanding Marketing Management
3	2	Capturing Marketing Insights	Capturing Marketing Insights
4	2	Capturing Marketing Insights	Capturing Marketing Insights
5	3	Connecting with Customers	Connecting with Customers
6	3	Connecting with Customers	Connecting with Customers
7	4	Building Strong Brands	Building Strong Brands
8	4	Building Strong Brands	Building Strong Brands
9	5	Shaping the Market Offerings	Shaping the Market Offerings
10	5	Shaping the Market Offerings	Shaping the Market Offerings
11	5	Shaping the Market Offerings	Shaping the Market Offerings
12	6	Delivering Value	Delivering Value
13	6	Delivering Value	Delivering Value
14	7	Communicating Value	Communicating Value
15	7	Communicating Value	Communicating Value
16	8	Creating Successful Long- Term Growth	Creating Successful Long- Term Growth
17	8	Creating Successful Long- Term Growth	Creating Successful Long- Term Growth
18	9	Presentation	Presentation

教學要點概述：
1.自編教材 Handout by Instructor：
□ 1-1.簡報 Slides
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
□ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
□ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation：期末考：34% 期中考：33% 作業：33%

教學資源(Teaching Resources)：
□ 教材電子檔(Soft Copy of the Handout or the Textbook)
□ 課程網站(Website)
扣考規定：https://curri.ttu.edu.tw/p/412-1033-1254.php