一、科目名稱：行銷管理                    授課班級：經管所一年級

二、授課學期：95學年度第1學期

三、授課時數：3學分3小時

四、授課老師：關復勇

五、課程目標：

  日常生活中倘若細心領會，處處可見行銷應用的例子，本課程希望讓修課學生能培養出洞觀箇中奧妙的能力，體會行銷生活化的樂趣所在，並瞭解行銷管理所需具備的知識與態度。

六、課程概述：

由行銷概念談起，讓學生建立起必要的基本行銷觀念，進而逐步引導學生進入行銷管理領域，透過文獻研讀與個案討論，瞭解行銷管理的流程，以及在管理過程中所能加以應用的分析工具。

七、授課大綱：

Week01   95/09/11    Chapter 1: Defining Marketing for the 21st Century

Week02   95/09/18    Chapter 2: Developing Marketing Strategies and Plans

Week03   95/09/25    Chapter 3: Gathering Information and Scanning the Environment

Week04   95/10/02    Chapter 4: Conducting Marketing Research and Forecasting Demand

Week05   95/10/09    Chapter 5:Creating Customer Value, Satisfaction, and Loyalty

Week06   95/10/16    Chapter 6: Analyzing Consumer Markets

Chapter 7: Analyzing Business Markets

Week07   95/10/23    Chapter 8: Identifying Market Segments and Targets

Week08   95/10/30    【期中考試】

Week09   95/11/06    Chapter 9: Creating Brand Equity

Chapter 10: Crafting the Brand Positioning

Week10   95/11/13    Chapter 12: Setting Product Strategy

                          Chapter 13: Designing and Managing Services

Week11   95/11/20    Chapter 14: Developing Pricing Strategies and Programs

Week12   95/11/27    Chapter 15: Designing and Managing Value Networks and Channels

                     Chapter 16: Managing Retailing, Wholesaling, and Logistics

Week13   95/12/04    Chapter 17: Designing and Managing IMC.

Week14   95/12/11    Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Week15   95/12/18    Chapter 19: Managing Personal Communications: Direct Marketing and Personal Selling

Week16   95/12/25    Chapter 20: Introducing New Market Offerings

                          Chapter 21: Tapping into Global Markets

Chapter 22: Managing a Holistic Marketing Organization

Week17   96/01/01    元旦假期

Week18   95/01/08    【期末考試】

  八、教學方法：

講課，課堂討論

  九、教    材：

         Philip Kotler and Kevin Lane Keller(2006). Marketing Management,.12e. Prentice Hall.

  十、評量方法：

學習精神與態度(10%)、課堂報告與討論參與(30%)、期中考試(30%)、期末考試(30%)

上課前務必先瀏覽進度內容，主要由老師來講解章節內容，但課堂中將不定時隨機抽問，請課前務必事先預習，抽問應答情況列為評量學習表現的參考。

  十一、參考書目：

        1.黃俊英(2002)，行銷學的世界，天下文化書坊，台北。   

        2.補充課外講義與相關個案文章