115年第1學期-2770 Marketing Management 課程資訊

教育目標

Upon successful completion of this course, students will be able to: 1) Understand the fundamental concepts, principles, and importance of marketing management in contemporary organizations. 2) Analyze customer behavior, market opportunities, and competitive environments using marketing frameworks and tools. 3) Apply Segmentation, Targeting, and Positioning (STP) strategies to identify and serve appropriate target markets. 4) Evaluate and develop marketing mix strategies involving product, price, place, and promotion decisions. 5) Assess branding, innovation, distribution, marketing communications, and social media marketing strategies.

課程概述

1.Describe the relevance of consumer behavior to the entire international marketing process, the nature and stages of consumers’ decision making and the factors influencing consumers’ choice. 2.To develop skill in using a variety of analytical frameworks for making decision in international marketing 3.Explain the impact of global effect on the development of international marketing strategies including marketing communication, segmentation and target marketing. 4.Apply the consumer behavior theories covered in the course to devise effective solutions in enhancing international marketing performance in the global business environment.