課程摘要
Marketing is one of the most misunderstood management areas today. It is often used interchangeably with shopping-related activities, but it encompasses a much broader realm than simply selling a product.
This introductory course covers the fundamentals of marketing management which is the process of creating, promoting, pricing and placing products to facilitate satisfying exchange relationships in a dynamic environment. In this course, students are expected to learn the terminology and conceptual marketing models in the simplest terms and pave the way for their path to marketing excellence. This course is designed for anyone with interest in marketing.課程目標
• Basic concepts of marketing
• Marketing strategy and plan
• Positioning strategy
• Macro and microenvironment
• The marketing research process評分標準
• Five quizzes: 60%
• Participation (video watching): 40%授課教師
教師姓名：Behzad Foroughi
教師簡介：
【學歷】
Ph.D in International Marketing, Universiti Sains Malaysia, Malaysia【經歷】
Assistant Professor, IBA
課程進度表
● Introduction to Marketing
● Marketing Strategic Planning
● Segmentation, Targeting, Positioning
● Marketing Information System
● Marketing Research先修科目或先備能力
No particular basic knowledge is required for this course. Everyone can take this course as long as they are interested in Marketing.
建議參考書目/網址：
1. Philip Kotler, Kevin Lane Keller, Sewe Hoon Ang, Chin Tiong Tan, Siew Meng Leong, 2018, Marketing Management: An Asian Perspective, 7th Edition, Pearson.
2. Wirtz, J., & Lovelock, Ch. 2016, Services Marketing: People, Technology, Strategy, 8th Edition, World Scientific Publishing Co Inc (USA).- 教師: _ 義守大學教發中心