課程教學目標

This course provides a thorough overview of essential marketing principles to the first-year students, and helps them develop the knowledge and decision-making skills they need to succeed in today's competitive business environment. The textbook delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and so on. The followings are the main learning targets,
1.Guide Student’s Learning
The Marketing Journey presents five major Customer Value and Engagement themes. The innovative customer value framework uses is a five-step marketing process model:
(1)Creating value for customers in order to capture value from customers in return
(2)Customer engagement and today’s digital and social media
(3)Building and managing strong, value-creating brands
(4)Measuring and managing return on marketing
(5)Sustainable marketing around the globe
2.Encourage Students to Apply Concepts
Marketing at Work highlights provide countless in-depth, real-life examples and stories from Netflix, Google, Amazon, Nike, Harley-Davidson, and more, which engage students with basic marketing concepts and bring the marketing journey to life. Every chapter contains a First Stop opening story plus Marketing at Work highlight features that reveal the drama of modern marketing.

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課綱參考

https://cmap.cycu.edu.tw:8443/Syllabus/CoursePreview.html?yearTerm=1121&opCode=CD259D