2011 左永安顧問 行銷管理 MARKETING Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice-Hall, 8th edition,1996.

2011 左永安顧問 行銷管理 MARKETING Philip Kotler and Gary Armstrong, Principles of Marketing, Prentice-Hall, 8th edition,1996.

MARKETING

COURSE DESCRIPTION AND SCOPE

The objective of the course is to enable students to gain a basic but comprehensive
understanding of the principles and practice of marketing.

The course syllabus will cover the various aspects of marketing, such as the marketing
concept, marketing research, buyer behavior, market segmentation, targeting and
positioning, elements of the marketing mix, marketing of services and global marketing.

PROPOSED LECTURE SCHEDULE – SEMESTER 2, 1998 – 99

Week No. Topics Readings
1 1. Marketing in a Changing World:
1.1 Introduction to the Course
1.2 What is Marketing?
1.2 Marketing Concept
1.3 Marketing Process
2. The Global Marketing Environment:
2.1 The Company’s Micro Environment
2.2 The Company’s Macro Environment
2.3 Responding to the Marketing Environment
Kotler
Chapters 1,3
2 3 Developing Marketing Opportunities & Strategies:
3.1 The Buyer Decision Process
3.2 Model of Consumer Behavior
3.3 Business Buyer Behavior
3.4 Consumer Behavior Across Int’l Borders
3.5 Institutional and Government Markets
Kotler
Chapters 5, 6
3 4. Marketing Research & Information Systems:
4.1 Marketing Research System
4.2 Marketing Research Process
4.3 Other Marketing Research Considerations
5. Selecting rget Markets:
5.1 Market Segmentation
5.2 Market Targeting
5.3 Market Postioning
Kotler
Chapters 4, 7
4 6. Product & Services Strategies:
6.1 Product Classification
6.2 Product Line Decisions
6.3 Product Mix Decisions
6.4 Services Marketing
6.5 International Product & Services Marketing
7. New Product Development & Product Life-Cycle:
7.1 New Product Development Strategy
7.2 Product Life-Cycle Strategies
Kotler
Chapters 8, 9

5 8. Pricing Strategies:
8.1 Price Setting Objectives
8.3 New Product Pricing Strategies:
8.4 product Mix Pricing Strategies
8.5 Product-Adjustment Strategies
8.6 Price Changes
Kotler
Chapter 10, 11
6 9. Placing Products: Distribution Channels and
Logistics Management, Retailing & Wholesaling:
9.1 Functions of Channels
9.2 Factors Affecting Choice of Channels
9.3 Channel Design
9.4 Store Retailing
9.5 Non-Store Retailing
9.6 Wholesaling
Kotler
Chapter 12, 13
7 10. Integrated Marketing communications Strategy:
10.1 The Marketing Communication Mix
10.2 The Communication Process
10.3 Steps in Developing Effective Communication
10.4 Setting the Total Promotion Budget & Mix
10.5 The Changing Face of Marketing
Communications
10.6 Socially Responsible Marketing
Communications
Kotler
Chapter 14
8 R E C E S S
9 11. Advertising, Sales Promotion, & Public Relations:
11.1 Advertising
11.2 Major Decisions in Advertising
11.3 Sales Promotion
11.4 Public Relations
Kotler
Chapter 15
10 12 Personal Selling & Sales Management :
12.1 The Role of Personal Selling
12.2 Managing the Sales Force
12.3 Principles of Personal Selling
Kotler
Chapter 16
11 Direct and On-Line Marketing:
13.1 What is Direct Marketing?
13.2 Growth and benefits of Direct
Marketing
13.3 Customer Databases and
Direct Marketing
13.4 Forms of Direct Marketing
Communication
13.5 Online Marketing &
Electronic Commerce
13.6 Integrated Direct Marketing
Kotler
Chapter 17

12 14. Strategic Planning and Competitive Marketing
14.1 Strategic Planning
14.2 Managing the Marketing Effort
14.3 Defining Customer Value & Satisfaction
14.4 Retaining Customers
14.5 Delivering Customer Value & Satisfaction
14.6 Implementing Total Quality Marketing
14.7 Competitive marketing Strategies
14.8 Balancing Customer and Competitor
Orientations
Kotler
Chapters 2,
18
13 15. The Global Market Place:
13.1 The Global Marketing into the 21st Century
13.2 International Entry Strategies
13.3 Global Market Programs
16. Marketing & Society
16.1 Social Criticism of Marketing
16.2 Ethical Practices
16.3 Social Responsibility and Consumerism
17. Course Review
Kotler
Chapters 19,20

BASIC TEXT:
Philip Kotler and Gary Armstrong,
Principles of Marketing, Prentice-Hall, 8th edition,1996.
OTHER REFERENCES:
1. W. J. Keegan, S.E. Moriarty & T. R. Duncan, Marketing ,
Prentice-Hall, 2nd edition,1995.
2. W. J. Stanton, Michael J. Etzel &
Bruce J. Walker, Fundamentals of Marketing
Prentice-Hall, 10th edition, 1994.

 

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