首先介紹顧客導向的行銷基本觀念，以及行銷觀念的演進，其次介紹行銷策略規劃的涵義和步驟，行銷環境、消費者行為、市場區隔和行銷研究的步驟，最後介紹行銷的策略，包括產品策略，訂價策略，促銷策略和行銷通路策略等，探討行銷管理相關理論，並研討經典與最新有關行銷管理的文獻。The course is designed to help the students learn the basic concepts of modern marketing in a management-orientation way. The most basic objectives of this course are to provide you with a broad introduction to marketing concepts, the role of marketing in society and in the firm, and the various factors that influence marketing decision-making. You will be expected to familiarize with the ‘language of marketing’ (i.e., terms, concepts, and frameworks) used by practicing marketing managers, and have a solid understanding of the major decision area under marketing responsibility. It focuses on major decisions that marketing managers may face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Within time limits, this class attempts to cover all the topics that a marketing manager needs to face in strategic, tactical, and administrative marketing. The objective of this courses are 1.To familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical frameworks to implement such techniques. 2.To develop the skills in organizing an effective marketing management strategy in a real business world. By the end of the course, you should be able to apply the key frameworks and tools for analyzing customers, competition, and marketing strength and weakness. The class materials should also help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve customer needs.
科目名稱 Course Title： (中文)創業管理 (英文)MANAGEMENT AND ENTREPRENEURSHIP
開課學期 Semester：110學年度第2學期 開課班級 Class：企四Ａ
授課教師 Instructor：歐素華 OU, SU-HUA
科目代碼 Course Code：BBA40701
單全學期 Semester/Year：單
分組組別 Section：
人數限制 Class Size：70
必選修別 Required/Elective：選
學分數 Credit(s)：3
星期節次 Day/Session： 三34E
前次異動時間 Time Last Edited：111年02月21日17時11分
教學目標
本課程目的在介紹創業管理實務，課程內容以課堂講授為主，學生報告為輔。除由產業歷史脈絡理解創業環境變遷外，也將由個案管理研討，讓學生思考創業的挑戰與伴隨而來的管理議題。 預期目標： 一，了解創業管理的基本議題。 二，認思時代創業家，以學習尋找創業機會點。 三，熟悉創業理論，以反思創業的機會與挑戰。 This course aims to introduce the practices for entrepreneurship as well as the theoretical backgrounds. Students learn from cases studies and also from the touch-base investigation in specific case context. There are three main objects in this course. First of all, to learn the basic issues and background knowledge of entrepreneurship. To be specific, students have to know the sources of innovation and entrepreneurship opportunities. Secondly, the know the representative leaders in this research trend, as well as their concepts and theories in entrepreneurship. Thirdly, to be familiar with the stories and theories of entrepreneurship to reflect the insightful opportunities for innovation.
