淡江大学九十二学年度教学计划书.docxVIP

淡江大學九十二學年度教學計劃書 TeachingProgram TamKangUniversity 大傳系 系別 Dept. of 年級 二年級 課號 學分 2 Mass Credit Department Year Class Communication Hours 科目名稱 行銷原理 Marketing 授課時間 Time 課程目標 Course Objectives  2 小時 /每週 授課老師 曹富生 (選／必 )修 選 Hours/Week Teacher Andrew F. S. Tsao Req./ Elec. Elec. 本課程係以大學部學生為對象，課程目標分為四部分： (1)提供其有關行銷之基本概念及系統性觀念架構。 (2)對於問題的探討係採跨科際及實務應用觀點，包括科技、經濟、行為、社會等各種觀點。 (3)課目內容有環境、顧客、企業、競爭者、市場、行銷組合及其管理等。 (4)以應用實例說明各種有價值的行銷概念，增強學生之基本概念，並使行銷學變得生活化。 This course is designed specifically for undergraduate. The objectives are fourfold. To provide them a basic and systematic concept related to the general area of marketing. (2) Furthermore, the approaches adopted are multidisciplinary in nature and practical application; i.e., economic, behavioral, social and technologic. (3) The contents of this course include environments, customers, corporation, competitors, markets, marketing mix and their management. (4) To emphasize using actual examples to bring those valued marketing concepts, to enhance basic concept and make it life for students. 先修科目 NIL Prerequisites 課程大綱 如附件 Syllabus See attachments 指定用書 Philip Kotler and Gary Armstrong, Principles of Marketing 9 edition. Text Prentice-Hall,2001 參考書籍 如附件 References See attachments 教學方式 講演、個案分組討論、行銷實務講座。 Teaching Lectures, team case discussions and Marketing business Lecture. Methods 教學進度 Teaching 如附件 Schedules See attachments 成績考核 課堂出席與討論 class participation and discuss (20%) 評分方式 小組報告與作業 team presentationand assignments (40%) Evaluation 學期考試 mid terms and final examination(40%) 教學設備 單槍投影機 課程大綱 Outline and Readings: 1 / 4 Week Topics Reading Assignments 1 Marketing Introduction 9/16 2 Creating Customer Text: Chapter 1 9/23 Value Satisfaction 3 Strategic Planning Text: Chapter 2 9/30 Marketing Process 4 Reading Presentation: Company Case : 10/7 5 行銷實務講座一 : 10/14 6 The Marketing Environment Text: Chapter 3 10/21 Reading Presentation 7 Marketing Research 2. Company Case : 10/28 Information Systems 8 Consumer Markets Text: Chapter