基本素養 Basic Literacy

□ 倫理道德觀
具備良好的倫理道德觀
Ethical Reasoning
Graduate students should be able to identify ethical dilemmas and to determine necessary courses of action.
□ 社會責任觀
具備良好的社會責任觀
Social Responsibility
To Possess the Social Responsibility
■ 國際視野
訓練學生以全球性視野思考
Global Vision
Graduate students should possess a global economic perspective and a vision of the global business environment.

核心能力 Competence

■ 口語溝通能力
培養良好口語溝通能力
Oral Communication / Speaking
Graduate students should be able to appreciate business research and to present research findings/ results effectively in speaking.
■ 寫作能力
培養良好寫作能力
Written Communication / Writing
Graduate students should be able to appreciate business research and to present research findings/ results effectively in writing.
■ 創新能力
具備創新能力
Innovation
Graduate students should be able to analyze business situations and to recommend innovative resolutions
■ 創意解決問題能力
利用創意方式及思考解決策略性問題
Creative Problem Solving
To Solve Strategic Problems with a Creative and Innovative Approach
■ 分析能力
具備良好分析能力
Analytical Skills
To Demonstrate analytical Skills
□ 領導能力
訓練學生擁有領導技巧
Leadership
To Demonstrate Leadership Skills demand of a Person in Authority
□ 批判能力
訓練學生具備良好批判能力
Critical Thinking
To Possess the Critical Thinking Ability
□ 專業技能
具備專業技能
Professionalism
To possess the Necessary Skills and Value Demand of a True Professional
□ 管理能力
具備良好管理能力
Management Skills
To Possess the Management Skills
□ 資訊科技能力
具備資訊科技能力
Information Technology
To Possess information technology skills

課程概述 Course Description

The course will enable students to identify customers through segmentation and targeting of the markets, and positioning of the products. It will also emphasize the integration of marketing mix, including product, price, place, and promotion. Marketers need to have a clear understanding of basic marketing elements and principles as well as quickly respond to the fast-paced business environment and consumers’ needs and wants. Therefore, the purpose of this course is to provide you with the best of today’s marketing theory and practices. It provides not only the knowledge about marketing management but also examples and case studies that are easily recognized. This enables students to relate to and grasp marketing concepts better. Especially, Asian marketing concepts and applications such as guanxi are introduced in this course. This provides a more relevant context for students in Asia. The course will be a combination of lectures and group projects.
The course will enable students to identify customers through segmentation and targeting of the markets, and positioning of the products. It will also emphasize the integration of marketing mix, including product, price, place, and promotion. Marketers need to have a clear understanding of basic marketing elements and principles as well as quickly respond to the fast-paced business environment and consumers’ needs and wants. Therefore, the purpose of this course is to provide you with the best of today’s marketing theory and practices. It provides not only the knowledge about marketing management but also examples and case studies that are easily recognized. This enables students to relate to and grasp marketing concepts better. Especially, Asian marketing concepts and applications such as guanxi are introduced in this course. This provides a more relevant context for students in Asia. The course will be a combination of lectures and group projects.

課程學習目標 Course Objectives

  • Knowledge to establish a customer-centric business
  • Essentials of a strategic marketing plan
  • Approaches to capture marketing insights
  • Key factors to connect customers and communicate values
  • Implementation of marketing activities

    • 課程進度 Progress Description

    進度說明 Progress Description
    1An overview of marketing
    2Marketing Strategic Planning
    3Capturing Marketing Insights (MOOC)
    4Mid-Autumn festival (A talk will be arranged in a different time)
    5National Holiday
    6Capturing Marketing Insights
    7Understanding your customers
    8Segmenting and Targeting Markets
    9Case discussion
    10Exam I
    11Project Part I
    12Product strategy (MOOC)
    13Branding Strategy (MOOC)
    14Pricing Strategy
    15Marketing Communication and Promotional planning
    16Case discussion
    17Project Part II
    18Exam II
    　以上每週進度教師可依上課情況做適度調整。The schedule may be subject to change.

    課程是否與永續發展目標相關調查
    Survey of the conntent relevant to SDGs

    本課程與SDGs相關項目如下：
    This course is relevant to these items of SDGs as following:
    • 責任消費與生產 (Responsible consumption and production)

    有關課程其他調查 Other Surveys of Courses

    1.本課程是否規劃業界教師參與教學或演講? 是，約 1 次
    Is there any industry specialist invited in this course? How many times? Yes, about 1 times.
    2.本課程是否規劃含校外實習(並非參訪)? 否
    Are there any internships involved in the course? How many hours? No
    3.本課程是否可歸認為學術倫理課程? 否
    Is this course recognized as an academic ethics course? In the course how many hours are regarding academic ethics topics? No
    4.本課程是否屬進入社區實踐課程? 否
    Is this course recognized as a Community engagement and Service learning course? Which community will be engaged? No