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使用者名稱: mba_mktg
密碼: actiflex
國立台灣大學國際企業學研究所
Autumn 2004
行銷管理
Marketing Management
任課教師： 任 立 中
國立台灣大學國際企業學系暨研究所副教授
台北市106羅斯福路四段1號管理學院二號館804室
纡：(02) 2363-0231 EXT 3693 FAX：(02) 2363-8439
ftp://140.112.109.64 ID: mba_mktg PW: actiflex
e-mail: lichung@mba.ntu.edu.tw
Office Hours: 2~5pm. Tuesday
COURSE DESCRIPTION
This course is designed to help the students learn the basic concepts of modern marketing in a management-orientation way. It focuses on the major decisions that marketing managers face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the marketplace. Moreover, this class attempts to cover all the topics that a marketing manager needs to know, if time is permitted. It covers the main issues faced in strategic, tactical, and
administrative marketing. Some newest development in marketing practice topics, such as database marketing, internet marketing, and customer relationship marketing are also included.
Thus, the objectives of this course are (1) to familiarize the students with the marketing concepts and techniques, and to develop skills in using a variety of analytical framework to implement such techniques; (2) to develop the skills in organizing an effective marketing management strategy in a real company case.
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