{"id":73439,"date":"2023-03-29T09:51:26","date_gmt":"2023-03-29T01:51:26","guid":{"rendered":"https:\/\/ocw.nycu.edu.tw\/?post_type=course_page&#038;p=73439"},"modified":"2024-11-15T17:04:13","modified_gmt":"2024-11-15T09:04:13","slug":"%e8%a1%8c%e9%8a%b7%e7%ae%a1%e7%90%86-marketing-management-98%e5%ad%b8%e5%b9%b4%e5%ba%a6-%e7%b6%93%e7%87%9f%e7%ae%a1%e7%90%86%e7%a0%94%e7%a9%b6%e6%89%80-%e5%94%90%e7%93%94%e7%92%8b%e8%80%81","status":"publish","type":"course_page","link":"https:\/\/ocw.nycu.edu.tw\/?course_page=all-course\/college-of-management\/%e8%a1%8c%e9%8a%b7%e7%ae%a1%e7%90%86-marketing-management-98%e5%ad%b8%e5%b9%b4%e5%ba%a6-%e7%b6%93%e7%87%9f%e7%ae%a1%e7%90%86%e7%a0%94%e7%a9%b6%e6%89%80-%e5%94%90%e7%93%94%e7%92%8b%e8%80%81","title":{"rendered":"\u884c\u92b7\u7ba1\u7406 Marketing Management &#8211; 98\u5b78\u5e74\u5ea6 | \u7d93\u71df\u7ba1\u7406\u7814\u7a76\u6240 \u5510\u74d4\u748b\u8001\u5e2b"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"73439\" class=\"elementor elementor-73439\">\n\t\t\t\t\t\t\t\t\t<section class=\"penci-section penci-disSticky penci-structure-10 elementor-section elementor-top-section elementor-element elementor-element-90a0113 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"90a0113\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"penci-ercol-100 penci-ercol-order-1 penci-sticky-ct    elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-78bf394\" data-id=\"78bf394\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"penci-section penci-disSticky penci-structure-20 elementor-section elementor-top-section elementor-element elementor-element-0025485 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0025485\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"penci-ercol-50 penci-ercol-order-1 penci-sticky-ct    elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-0446ed9\" data-id=\"0446ed9\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f5840a elementor-widget elementor-widget-penci-info-box\" data-id=\"2f5840a\" data-element_type=\"widget\" data-widget_type=\"penci-info-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div id=\"penci_info_box_52179\" class=\"penci-block-vc penci-info-box penci-ibox-float-left penci-view-default penci-shape-circle\">\r\n\t\t\t<div class=\"penci-ibox-inner\">\r\n\t\t\t\t\t\t\t\t<div class=\"penci-ibox-icon penci-ibox-icon--icon penci-icon penci-tibox-text\"><span class=\"penci-ibox-icon-fa\"><\/span><\/div>\t\t\t\t<div class=\"penci-ibox-content-wrap\">\r\n\t\t\t\t\t<div class=\"penci-ibox-stit\">Marketing Management - 98 Academic Year<\/div>\t\t\t\t\t<h3 class=\"penci-ibox-title\">\u884c\u92b7\u7ba1\u7406 - 98\u5b78\u5e74\u5ea6<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6381f4 elementor-widget elementor-widget-eael-adv-tabs\" data-id=\"c6381f4\" data-element_type=\"widget\" data-widget_type=\"eael-adv-tabs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t        <div id=\"eael-advance-tabs-c6381f4\" class=\"eael-advance-tabs eael-tabs-horizontal eael-tab-auto-active\" data-tabid=\"c6381f4\">\n            <div class=\"eael-tabs-nav\">\n                <ul class=\"eael-tab-inline-icon\">\n                        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rel=\"noopener\">\u570b\u7acb\u967d\u660e\u4ea4\u901a\u5927\u5b78\u7d93\u71df\u7ba1\u7406\u7814\u7a76\u6240<\/a>\u00a0\u63d0\u4f9b\u3002<\/p><p class=\"text\"><span style=\"color: #000000;\">\u672c<\/span>\u96a8\u8457\u5168\u7403\u5316\u6b65\u4f10\u7684\u52a0\u5feb\uff0c\u7f8e\u570b\u7d93\u6fdf\u8870\u9000\u5c0d\u5404\u570b\u7d93\u6fdf\u7684\u9023\u9396\u53cd\u61c9\uff0c\u4ee5\u51fa\u53e3\u7232\u6210\u9577\u52d5\u529b\u7684\u4e9e\u6d32\u6b63\u9762\u81e8\u56b4\u5cfb\u7684\u653f\u6cbb\u3001\u7d93\u6fdf\u3001\u7523\u696d\u5404\u65b9\u9762\u7d50\u69cb\u8f49\u578b\u3002\u4e9e\u6d32\u4f01\u696d\u9762\u5c0d\u7684\u7af6\u722d\u74b0\u5883\u5c07\u6709\u5f88\u5927\u7684\u8b8a\u5316\u3002\u4ed6\u5011\u9664\u4e86\u9700\u8981\u5728\u570b\u5167\u5e02\u5834\u9762\u5c0d\u672c\u5730\u8207\u5916\u4f86\u5ee0\u5546\u7684\u7af6\u722d\uff0c\u800c\u5728\u570b\u5916\u4e5f\u5fc5\u9808\u9762\u5c0d\u4f86\u81ea\u4e16\u754c\u5404\u5730\u4f01\u696d\u7684\u6311\u6230\u3002\u5728\u9019\u7a2e\u5287\u70c8\u8f49\u8b8a\u7684\u7d93\u71df\u74b0\u5883\u4e2d\uff0c\u4f01\u696d\u4eba\u58eb\u5fc5\u9808\u80fd\u638c\u63e1\u73fe\u4ee3\u884c\u92b7\u6280\u5de7\u8207\u7b56\u7565\uff0c\u624d\u80fd\u9054\u5230\u4f01\u696d\u6c38\u7e8c\u7d93\u71df\u76ee\u6a19\u3002<\/p><p>\u00a0<\/p><p class=\"text\">\u6b64\u8ab2\u7a0b\u504f\u91cd\u4e8e\u5f15\u5c0e\u5b78\u54e1\u660e\u77ad\u884c\u92b7(\u71df\u92b7)\u5728\u4f01\u696d\u904b\u4f5c\u4e2d\u6240\u626e\u6f14\u7684\u91cd\u8981\u89d2\u8272\uff0c\u5206\u6790\u5982\u4f55\u9032\u884c\u74b0\u5883\u6383\u63cf\u8207\u884c\u92b7\u8abf\u7814\u4f86\u6d1e\u6089\u7d30\u5206\u5e02\u5834\u6230\u7565\u3001\u65b0\u7523\u54c1\u958b\u767c\u8207\u591a\u5143\u5316\u6230\u7565\u3002\u8ab2\u7a0b\u5c07\u8a0e\u8ad6\u5982\u4f55\u91c7\u7528\u9069\u7576\u7684\u884c\u92b7\u7d44\u5408\u7b56\u7565\uff0c\u4ee5\u5354\u52a9\u4f01\u696d\u5728\u5e02\u5834\u4e0a\u63d0\u9ad8\u672c\u8eab\u7684\u5e02\u5834\u5360\u6709\u7387\uff0c\u4ee5\u8d0f\u53d6\u66f4\u9ad8\u7684\u5229\u6f64\u3002\u5728\u70ba\u671f18\u9031\u8ab2\u7a0b\u4e2d\uff0c\u540c\u5b78\u5c07\u80fd\uff1a<\/p><p class=\"text\">\u00a01.\u63a2\u8a0e\u884c\u92b7\u7ba1\u7406\u7684\u91cd\u8981\u539f\u5247\u8207\u7406\u5ff5\uff0c\u4ee5\u4fbf\u77ad\u89e3\u884c\u92b7\u5728\u4f01\u696d\u7d93\u71df\u4e2d\u6240\u626e\u6f14\u7684\u91cd\u5927\u89d2\u8272\uff1b<br \/>\u00a02.\u6df1\u5165\u77ad\u89e3\u5e02\u5834\u7684\u6539\u8b8a\u8207\u8da8\u52e2\uff0c\u4ee5\u4fbf\u66f4\u6709\u6548\u5730\u6355\u6349\u884c\u92b7\u6a5f\u6703\uff1b<\/p><p class=\"text\">\u00a03.\u638c\u63e1\u884c\u92b7\u7ba1\u7406\u8207\u7b56\u7565\u5236\u5b9a\u7684\u65b9\u6cd5\uff0c\u4ee5\u4fbf\u80fd\u66f4\u6709\u6548\u5730\u57f7\u884c\u5e02\u5834\u7b56\u7565\uff0c\u63d0\u9ad8\u884c\u92b7\u7e3e\u6548\uff1b<\/p><p class=\"text\">\u00a04.\u900f\u904e\u96fb\u8166\u884c\u92b7\u535a\u5f08\u8207\u500b\u6848\u5be6\u4f8b\u7814\u7a76\uff0c\u8a0e\u8ad6\u884c\u92b7\u7ba1\u7406\u5728\u5be6\u8e10\u6642\u6240\u9047\u5230\u7684\u96e3\u984c\u8207\u89e3\u51b3\u65b9\u6cd5\uff0c\u4e26\u5f9e\u4e2d\u53d6\u5f97\u7d93\u9a57\u8207\u5553\u793a\u3002<\/p><p><span style=\"color: #000000;\"><br \/><\/span><strong><span style=\"color: #993300;\"><br \/><\/span><\/strong><\/p><p><span style=\"color: #3366ff; font-size: 16px;\">\u8ab2\u7a0b\u7528\u66f8\uff1a<br \/><span style=\"color: #000000;\">Kotler, Philip and K Keller, Marketing Management, 13\/e, Prentice Hall 2009.<br \/>Marketing Management Study Guide, Companion Website.<br \/>LOreal Estrat \u2500 The Ultimate Business Game, \u5510\u74d4\u748b\u535a\u58eb\u7de8\u8b6f.<br \/>MARKOPS\u884c\u92b7\u535a\u5f08(2004),J.Larreche\u8457,\u5510\u74d4\u748b\u535a\u58eb\u7de8\u8b6f.<\/span><br \/><\/span><\/p><p style=\"color: #ff00ff; font-size: 14px;\">\u70ba\u6c42\u5b78\u7fd2\u6210\u6548\u5b8c\u7f8e\uff0c\u8acb\u8cfc\u8cb7\u8ab2\u672c\uff01<br \/><br \/><\/p><table style=\"color: #101010; font-family: \u5fae\u8edf\u6b63\u9ed1\u9ad4, Arial; font-size: 16px;\" border=\"1\"><tbody><tr><th style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\" width=\"100\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u6388\u8ab2\u6559\u5e2b<\/span><\/span><\/th><td bgcolor=\"#EEEEEE\" width=\"518\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a0\u7d93\u71df\u7ba1\u7406\u7814\u7a76\u6240 \u5510\u74d4\u748b\u8001\u5e2b<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td><\/tr><tr><th style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u8ab2\u7a0b\u5b78\u5206<\/span><\/span><\/th><td class=\"text\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a03\u5b78\u5206<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td><\/tr><tr><th class=\"text\" style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u6388\u8ab2\u5e74\u5ea6<\/span><\/span><\/th><td class=\"text\" bgcolor=\"#EEEEEE\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a098\u5b78\u5e74\u5ea6<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td><\/tr><tr><th style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u6388\u8ab2\u5c0d\u8c61<\/span><\/span><\/th><td class=\"text\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a0\u78a9\u58eb\u73ed\u5b78\u751f<br \/><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td><\/tr><tr><th style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u9810\u5099\u77e5\u8b58<\/span><\/span><\/th><td class=\"text\" bgcolor=\"#EEEEEE\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a0\u7121\uff1b\u5168\u82f1\u6587\u6388\u8ab2<\/span><\/td><\/tr><tr><th style=\"text-align: center;\" nowrap=\"nowrap\" bgcolor=\"#FFF3DB\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"font-weight: 400; white-space: normal;\">\u8ab2\u7a0b\u63d0\u4f9b<\/span><\/span><\/th><td class=\"text\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\"><span style=\"color: #313131; font-family: PT Serif, serif;\">\u00a0<a href=\"#video\">\u8ab2\u7a0b\u5f71\u97f3<\/a>\u00a0 \u00a0<a href=\"#syllabus\">\u8ab2\u7a0b\u7db1\u8981<\/a> \u00a0\u00a0<a href=\"#calendar\">\u8ab2\u7a0b\u884c\u4e8b\u66c6<\/a> \u00a0<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td><\/tr><\/tbody><\/table>\t\t\t\t                            <\/div>\n\t\t        \n                    <div id=\"video-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"video-tab\">\n\t\t\t\t        \t\t\t\t\t        <p>\n<table id=\"tablepress-270\" class=\"tablepress tablepress-id-270\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">\u9031\u6b21<\/th><th class=\"column-2\">\u8ab2\u7a0b\u5167\u5bb9<\/th><th class=\"column-3\">\u8ab2\u7a0b\u5f71\u97f3<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u8ab2\u7a0b\u7c21\u4ecb Mechanics &amp; Set up<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=73455\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u5168\u65b9\u4f4d\u884c\u92b7\u7ba1\u7406 Introduction, Holistic Marketing (1, 22)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90351\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u6230\u7565\u5e02\u5834\u7ba1\u7406 Marketing Strategy &amp; Plan (2, 3,11)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90357\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u5e02\u5834\u7814\u7a76 Marketing Research (4, 5)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90365\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u9867\u5ba2\u884c\u70ba Buyer Behavior (6, 7)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90371\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">STP\u7b56\u7565\/\u5e02\u5834\u5b9a\u4f4d STP &amp; Positioning Strategy (8, 10)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90377\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">E-Start\u5c0e\u8ad6 E-Strat Overview<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90383\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-9 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u54c1\u724c\u7b56\u7565 Brand Equity (9): brand value chain<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90389\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-10 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u7522\u54c1\u7b56\u7565 Product and Service strategy (12, 13): service quality, e-service, self-service<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90395\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-11 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u50f9\u683c\u7b56\u7565 Price Strategy (14): dynamic (smart) pricing<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90401\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-12 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u6e20\u9053\u96f6\u552e\u7ba1\u7406 Channel &amp; Retailing strategy (15, 16): retailing trends<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90407\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-13 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u884c\u92b7\u50b3\u64ad Integrated Marketing Communication (17)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90413\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-14 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u5ba2\u6236\u95dc\u4fc2\u7ba1\u7406 Promotional Mix Management (18, 19)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90419\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-15 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u65b0\u884c\u92b7\u624b\u6cd5 New Marketing Offering (20)<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90425\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<tr class=\"row-16 even\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\">\u71df\u92b7\u9769\u547d\u8207\u672a\u4f86\u6311\u6230 Long-term Growth (21, 22): holistic marketing and cause-related marketing, Course Review<\/td><td class=\"column-3\"><a href=\"\/?post_type=course_page&amp;p=90431\">\u7dda\u4e0a\u89c0\u770b<\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-270 from cache -->\u00a0<\/p>\t\t\t\t                            <\/div>\n\t\t        \n                    <div id=\"syllabus-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"syllabus-tab\">\n\t\t\t\t        \t\t\t\t\t        <p class=\"title\"><strong>\u8ab2\u7a0b\u76ee\u6a19<\/strong><\/p><p class=\"text\">\u96a8\u8457\u5168\u7403\u5316\u6b65\u4f10\u7684\u52a0\u5feb\uff0c\u7f8e\u570b\u7d93\u6fdf\u8870\u9000\u5c0d\u5404\u570b\u7d93\u6fdf\u7684\u9023\u9396\u53cd\u61c9\uff0c\u4ee5\u51fa\u53e3\u70ba\u6210\u9577\u52d5\u529b\u7684\u4e9e\u6d32\u6b63\u9762\u81e8\u56b4\u5cfb\u7684\u653f\u6cbb\u3001\u7d93\u6fdf\u3001\u4f01\u696d\u5404\u65b9\u9762\u7d50\u69cb\u8f49\u578b\u3002\u4e9e\u6d32\u4f01\u696d\u9762\u5c0d\u7684\u7af6\u722d\u74b0\u5883\u5c07\u6709\u5f88\u5927\u7684\u8b8a\u5316\u3002\u4ed6\u5011\u9664\u4e86\u9700\u8981\u5728\u570b\u5167\u5e02\u5834\u9762\u5c0d\u672c\u5730\u8207\u5916\u4f86\u5ee0\u5546\u7684\u7af6\u722d\uff0c\u800c\u5728\u570b\u5916\u4e5f\u5fc5\u9808\u9762\u5c0d\u4f86\u81ea\u4e16\u754c\u5404\u5730\u4f01\u696d\u7684\u6311\u6230\u3002\u8655\u5728\u9019\u7a2e\u5287\u70c8\u8f49\u8b8a\u7684\u7d93\u71df\u74b0\u5883\u4e2d\uff0c\u4f01\u696d\u4eba\u58eb\u5fc5\u9808\u80fd\u638c\u63e1\u73fe\u4ee3\u7684\u884c\u92b7\u6280\u5de7\u8207\u7b56\u7565\uff0c\u624d\u80fd\u9054\u5230\u4f01\u696d\u6c38\u7e8c\u7d93\u71df\u7684\u76ee\u6a19\u3002<br \/><br \/><\/p><p class=\"text\">\u6b64\u8ab2\u7a0b\u504f\u91cd\u4e8e\u5f15\u5c0e\u5b78\u54e1\u660e\u77ad\u884c\u92b7(\u71df\u92b7)\u5728\u4f01\u696d\u904b\u4f5c\u4e2d\u6240\u626e\u6f14\u7684\u91cd\u8981\u89d2\u8272\uff0c\u5206\u6790\u5982\u4f55\u9032\u884c\u74b0\u5883\u6383\u63cf\u8207\u884c\u92b7\u8abf\u7814\u4f86\u6d1e\u6089\u7d30\u5206\u5e02\u5834\u6230\u7565\u3001\u65b0\u7522\u54c1\u958b\u767c\u8207\u591a\u5143\u5316\u6230\u7565\u3002\u8ab2\u7a0b\u5c07\u8a0e\u8ad6\u5982\u4f55\u91c7\u7528\u9069\u7576\u7684\u884c\u92b7\u7d44\u5408\u7b56\u7565\uff0c\u4ee5\u5354\u52a9\u4f01\u696d\u5728\u5e02\u5834\u4e0a\u63d0\u9ad8\u672c\u8eab\u7684\u5e02\u5834\u5360\u6709\u7387\uff0c\u4ee5\u8d0f\u53d6\u66f4\u9ad8\u7684\u5229\u6f64\u3002<br \/><br \/><\/p><p class=\"text\">\u5728\u70ba\u671f18\u9031\u7684\u7814\u8a0e\u8ab2\u7a0b\u4e2d\uff0c\u540c\u5b78\u5c07\u80fd\uff1a<\/p><p class=\"text\">\u63a2\u8a0e\u884c\u92b7\u7ba1\u7406\u7684\u91cd\u8981\u539f\u5247\u8207\u7406\u5ff5\uff0c\u4ee5\u4fbf\u77ad\u89e3\u884c\u92b7\u5728\u4f01\u696d\u7d93\u71df\u4e2d\u6240\u626e\u6f14\u7684\u91cd\u5927\u89d2\u8272\uff1b<\/p><p class=\"text\">\u6df1\u5165\u77ad\u89e3\u5e02\u5834\u7684\u6539\u8b8a\u8207\u8da8\u52e2\uff0c\u4ee5\u4fbf\u66f4\u6709\u6548\u5730\u6355\u6349\u884c\u92b7\u6a5f\u6703\uff1b<\/p><p class=\"text\">\u638c\u63e1\u884c\u92b7\u7ba1\u7406\u8207\u7b56\u7565\u5236\u5b9a\u7684\u65b9\u6cd5\uff0c\u4ee5\u4fbf\u80fd\u66f4\u6709\u6548\u5730\u57f7\u884c\u5e02\u5834\u7b56\u7565\uff0c\u63d0\u9ad8\u884c\u92b7\u7e3e\u6548\uff1b<\/p><p class=\"text\">\u900f\u904e\u96fb\u8166\u884c\u92b7\u535a\u5f08\u8207\u500b\u6848\u5be6\u4f8b\u7814\u7a76\uff0c\u8a0e\u8ad6\u884c\u92b7\u7ba1\u7406\u5728\u5be6\u8e10\u6642\u6240\u9047\u5230\u7684\u96e3\u984c\u8207\u89e3\u6c7a\u65b9\u6cd5\uff0c\u4e26\u5f9e\u4e2d\u53d6\u5f97\u7d93\u9a57\u8207\u555f\u793a\u3002<br \/><br \/><\/p><p class=\"text\">This marketing management course is a survey course designed to provide the students with an understanding of the basic concepts of marketing management and experience in making marketing decisions. The objectives of this course are threefold:<\/p><p class=\"text\">(1) to develop students ability to identify marketing problems and opportunities,<\/p><p class=\"text\">(2) to deepen students understanding about strategic issues such as competitive analysis, product positioning, target markets selection, and making decisions with right blend of marketing 4Ps, and<\/p><p class=\"text\">(3) to analyze current business events in the context of established marketing principles. The course focuses on the process of marketing management with a strong application tone. As a result, knowledge of marketing concepts are generated from theoretical concepts, real life company examples, and marketing simulation game Markops. Learning will result from active participation in class discussion and from teamwork in game simulation.<\/p><p>\u00a0<\/p><p class=\"title\"><strong>\u8ab2\u7a0b\u7ae0\u7bc0<\/strong><\/p><table border=\"1\" cellspacing=\"0\"><tbody><tr class=\"stitle\"><td bgcolor=\"#e4d8b0\"><strong> \u7ae0\u7bc0<\/strong><\/td><td bgcolor=\"#e4d8b0\"><strong> \u7ae0\u7bc0\u5167\u5bb9<\/strong><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e00\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u8ab2\u7a0b\u7c21\u4ecb Mechanics &amp; Set up<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u4e8c\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5168\u65b9\u4f4d\u884c\u92b7\u7ba1\u7406 Introduction, Holistic Marketing (1, 22)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e09\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\"> \u6230\u7565\u5e02\u5834\u7ba1\u7406 Marketing Strategy &amp; Plan (2, 11)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u56db\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5168\u7403\u5316\u5e02\u5834\u74b0\u5883 Marketing environment &amp; Globalization (3, 21)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e94\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u5e02\u5834\u7814\u7a76 Marketing Research (4, 5)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u516d\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u9867\u5ba2\u884c\u70ba Buyer Behavior (6, 7)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e03\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">STP\u7b56\u7565\/\u5e02\u5834\u5b9a\u4f4d STP &amp; Positioning Strategy (8, 10)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u516b\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">E-Start\u5c0e\u8ad6 E-Strat Overview<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e5d\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u54c1\u724c\u7b56\u7565 Brand Equity (9): brand value chain<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u7522\u54c1\u7b56\u7565 Product and Service strategy (12, 13): service quality, e-service, self-service<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e00\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u50f9\u683c\u7b56\u7565 Price Strategy (14): dynamic (smart) pricing<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u4e8c\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u6e20\u9053\u96f6\u552e\u7ba1\u7406 Channel &amp; Retailing strategy (15, 16): retailing trends<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e09\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u884c\u92b7\u50b3\u64ad Integrated Marketing Communication (17)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u56db\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5ba2\u6236\u95dc\u4fc2\u7ba1\u7406 Promotional Mix Management (18, 19)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e94\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u65b0\u884c\u92b7\u624b\u6cd5 New Marketing Offering (20)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u516d\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u71df\u92b7\u9769\u547d\u8207\u672a\u4f86\u6311\u6230 Long-term Growth (21, 22): holistic marketing and cause-related marketing, Course Review<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e03\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u8ab2\u7a0b\u56de\u9867<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u516b\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u671f\u672b\u8003<\/span><\/td><\/tr><\/tbody><\/table><p>\u00a0<\/p><p class=\"title\"><strong>\u8ab2\u7a0b\u66f8\u76ee<\/strong><\/p><p class=\"text\">Kotler, Philip and K Keller, Marketing Management, 13\/e, Prentice Hall 2009<br \/>Marketing Management Study Guide, Companion Website<br \/>LOreal Estrat \u2500 The Ultimate Business Game, \u5510\u74d4\u748b\u535a\u58eb\u7de8\u8b6f<br \/>MARKOPS\u884c\u92b7\u535a\u5f08(2004),J.Larreche\u8457,\u5510\u74d4\u748b\u535a\u58eb\u7de8\u8b6f<\/p><p>\u00a0<\/p><p class=\"title\"><strong>\u8a55\u5206\u6a19\u6e96<\/strong><\/p><table border=\"1\" cellspacing=\"0\"><tbody><tr class=\"stitle\"><td bgcolor=\"#e4d8b0\"><strong>\u9805\u76ee<\/strong><\/td><td bgcolor=\"#e4d8b0\"><strong>\u767e\u5206\u6bd4<\/strong><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u671f\u672b\u8003\u8a66<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">30%<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">ESTRAT\u5e02\u5834\u4efd\u984d\u548c\u5229\u6f64 (\u5c0f\u7d44)<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">40%<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u884c\u92b7\u7814\u7a76\u5831\u544a(\u5c0f\u7d44)<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">30%<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u8ab2\u5802\u8a0e\u8ad6\u8207\u5c0f\u7d44\u5718\u968a\u53c3\u8207<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">10%<\/span><\/td><\/tr><\/tbody><\/table>\t\t\t\t                            <\/div>\n\t\t        \n                    <div id=\"calendar-tab\" class=\"clearfix eael-tab-content-item inactive\" data-title-link=\"calendar-tab\">\n\t\t\t\t        \t\t\t\t\t        <p><span style=\"font-family: \u65b0\u7d30\u660e\u9ad4; font-size: 15px;\">\u672c\u8ab2\u7a0b\u884c\u4e8b\u66c6\u63d0\u4f9b\u8ab2\u7a0b\u9032\u5ea6\u8207\u8003\u8a66\u8cc7\u8a0a\u53c3\u8003\u3002<\/span><\/p><table border=\"1\" cellspacing=\"0\"><tbody><tr class=\"stitle\"><td bgcolor=\"#e4d8b0\"><strong> \u7ae0\u7bc0<\/strong><\/td><td bgcolor=\"#e4d8b0\"><strong> \u7ae0\u7bc0\u5167\u5bb9<\/strong><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e00\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u8ab2\u7a0b\u7c21\u4ecb Mechanics &amp; Set up<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u4e8c\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5168\u65b9\u4f4d\u884c\u92b7\u7ba1\u7406 Introduction, Holistic Marketing (1, 22)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e09\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\"> \u6230\u7565\u5e02\u5834\u7ba1\u7406 Marketing Strategy &amp; Plan (2, 11)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u56db\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5168\u7403\u5316\u5e02\u5834\u74b0\u5883 Marketing environment &amp; Globalization (3, 21)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e94\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u5e02\u5834\u7814\u7a76 Marketing Research (4, 5)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u516d\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u9867\u5ba2\u884c\u70ba Buyer Behavior (6, 7)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e03\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">STP\u7b56\u7565\/\u5e02\u5834\u5b9a\u4f4d STP &amp; Positioning Strategy (8, 10)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u516b\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">E-Start\u5c0e\u8ad6 E-Strat Overview<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u4e5d\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u54c1\u724c\u7b56\u7565 Brand Equity (9): brand value chain<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u7522\u54c1\u7b56\u7565 Product and Service strategy (12, 13): service quality, e-service, self-service<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e00\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u50f9\u683c\u7b56\u7565 Price Strategy (14): dynamic (smart) pricing<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u4e8c\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u6e20\u9053\u96f6\u552e\u7ba1\u7406 Channel &amp; Retailing strategy (15, 16): retailing trends<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e09\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u884c\u92b7\u50b3\u64ad Integrated Marketing Communication (17)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u56db\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u5ba2\u6236\u95dc\u4fc2\u7ba1\u7406 Promotional Mix Management (18, 19)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e94\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u65b0\u884c\u92b7\u624b\u6cd5 New Marketing Offering (20)<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u516d\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\"> \u71df\u92b7\u9769\u547d\u8207\u672a\u4f86\u6311\u6230 Long-term Growth (21, 22): holistic marketing and cause-related marketing, Course Review<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\"><span class=\"text\">\u7b2c\u5341\u4e03\u9031<\/span><\/td><td style=\"padding: 5px;\"><span class=\"text\">\u8ab2\u7a0b\u56de\u9867<\/span><\/td><\/tr><tr><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u7b2c\u5341\u516b\u9031<\/span><\/td><td style=\"padding: 5px;\" bgcolor=\"#f2f2ec\"><span class=\"text\">\u671f\u672b\u8003<\/span><\/td><\/tr><\/tbody><\/table>\t\t\t\t                            <\/div>\n\t\t                    <\/div>\n        <\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7723a8 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d7723a8\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div 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