Introduction to Marketing Management
Topics:
Overview of Marketing Management
The Role of Marketing in Organizations
Key Marketing Concepts and Definitions
Evolution of Marketing Strategies
| 課程名稱： | 行銷管理(英) |
課程英文名稱： | Marketing Management (English) | ||||||||||||||||||||||
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教學目標：
This course outline balances theory, real-world application, and hands-on projects to give students a comprehensive understanding of marketing management.
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教材大網：
Introduction to Marketing Management
Topics:
Overview of Marketing Management The Role of Marketing in Organizations Key Marketing Concepts and Definitions Evolution of Marketing Strategies 教學參考節數: 2
Understanding the Marketing Environment
Micro and Macro Environment
PESTEL Analysis Competitive Forces in Marketing 教學參考節數: 2
Consumer Behavior & Market Research
The Consumer Decision-Making Process
Factors Influencing Consumer Behavior Market Research Methods and Techniques The Consumer Decision-Making Process Factors Influencing Consumer Behavior Market Research Methods and Techniques 教學參考節數: 4
Segmentation, Targeting, and Positioning (STP)
Market Segmentation Types and Approaches
Criteria for Effective Targeting Crafting a Positioning Strategy 教學參考節數: 4
Product Strategy and Management
Product Life Cycle (PLC) and Its Implications
New Product Development Process Managing Product Portfolios 教學參考節數: 4
Branding and Brand Management
Branding Concepts and Importance
Building Strong Brands Brand Equity and Value 教學參考節數: 2
4Ps
Pricing Strategies、 Distribution and Supply Chain Management、Product、Promotion
教學參考節數: 4
Integrated Marketing Communications (IMC)
Elements of the IMC Mix (Advertising, PR, Sales Promotions, etc.)
Crafting an Effective IMC Campaign Digital Marketing and Its Role in IMC 教學參考節數: 2
Digital Marketing Strategies
Social Media and Content Marketing
Search Engine Optimization (SEO) and Pay-per-Click (PPC) Email and Influencer Marketing 教學參考節數: 2
Personal Selling and Sales Management
Role of Personal Selling in Marketing
Sales Force Management and Performance Techniques for Effective Selling 教學參考節數: 4
Marketing Metrics and Performance Evaluation
Key Marketing Metrics (ROI, Customer Lifetime Value, etc.)
Evaluating Marketing Effectiveness Data-Driven Marketing Decisions 教學參考節數: 2
Strategic Marketing Planning
Strategic Marketing Process
SWOT Analysis for Strategic Planning Long-Term Marketing Strategy Development 教學參考節數: 4
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基本素養能力圖
系科專業能力圖
授課形式分析圖
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