一、課程基本資料 Course Information | ||||||||||||||||||||||||||||||||||||||||||||
科目名稱 Course Title: (中文)綠色行銷 (英文)GREEN MARKETING |
開課學期 Semester:108學年度第2學期 開課班級 Class:企三A |
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授課教師 Instructor:葉英斌 YEH, YING-PIN | ||||||||||||||||||||||||||||||||||||||||||||
科目代碼 Course Code:PGS10901 | 單全學期 Semester/Year:單 | 分組組別 Section: | ||||||||||||||||||||||||||||||||||||||||||
人數限制 Class Size:70 | 必選修別 Required/Elective:選 | 學分數 Credit(s):2 | ||||||||||||||||||||||||||||||||||||||||||
星期節次 Day/Session: 一AB | 前次異動時間 Time Last Edited:109年02月11日21時44分 | |||||||||||||||||||||||||||||||||||||||||||
企業管理學系基本能力指標 Basic Ability Index | ||||||||||||||||||||||||||||||||||||||||||||
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二、指定教科書及參考資料 Textbooks and Reference (請修課同學遵守智慧財產權,不得非法影印) |
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●指定教科書 Required Texts Kirgiz, Ayca Can. Green Matketing: A Case Study of the Sub-Industry in Turkey.Basingstoke: Palgrave Macmillan, 2016. DOI: 10.1057/9781137535894.0008. (請自行至本校圖書館網站下載電子書) ●參考書資料暨網路資源 Reference Books and Online Resources 1.林建煌,行銷學(5版),華泰文化出版,2017.05 2.駱少康 編譯,Kotler & Keller原著,行銷管理學,東華書局出版,2012.06 | ||||||||||||||||||||||||||||||||||||||||||||
三、教學目標 Objectives | ||||||||||||||||||||||||||||||||||||||||||||
企業競爭議題持續,綠色行銷受到高度注目,綠色行銷的重要議題,包括行銷環境分析、消費者行為分析、市場定位、與綠色行銷4P(產品、價格、通路、與促銷)。本課程強調理論與個案的結合、個案討論,全球觀點,在地思考,進而探討綠色行銷相關課題。本課程之設計乃針對企業進行綠色行銷經常面臨的經營管理相關課題以實際案例方式來進行探討,以協助同學們根據實際案例來深入了解相關理論之意涵與規則,有助於提升同學們學習意願並具有行銷管理之能力。 |
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Green marketing employs various tools from economics and competitive strategy to analyze the industry context in which the firm operates. Green marketing often finds it necessary to invest in research to collect the data required to perform accurate marketing analysis. Taken together, the company’s implementation choices across the 4Ps are often described as the green marketing mix, meaning the mix of elements the business will employ to "go to green market" and execute the marketing strategy. This course is an introduction to green marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss green marketing concepts, we will read chapters from green marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate green marketing principles and to apply green marketing concepts to the real world. | ||||||||||||||||||||||||||||||||||||||||||||
四、課程內容 Course Description | ||||||||||||||||||||||||||||||||||||||||||||
●整體敘述 Overall Description 本課程強調理論與個案的結合、個案討論,全球觀點,在地思考,進而探討綠色行銷相關課題。本課程之設計乃針對企業進行綠色行銷經常面臨的經營管理相關課題以實際案例方式來進行探討,以協助同學們根據實際案例來深入了解相關理論之意涵與規則,有助於提升同學們學習意願並具有行銷管理之能力。 |
●分週敘述 Weekly Schedule
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五、考評及成績核算方式 Grading | ||||||||||||||||||||||||
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六、授課教師課業輔導時間和聯絡方式 Office Hours And Contact Info | ||||||||||||||||||||||||
●課業輔導時間 Office Hour 星期一晚上 |
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●聯絡方式 Contact Info
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七、教學助理聯絡方式 TA’s Contact Info | |||||||||
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八、建議先修課程 Suggested Prerequisite Course | |||||||||
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九、課程其他要求 Other Requirements | |||||||||
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十、學校教材上網及教師個人網址 University’s Web Portal And Teacher's Website | |||||||||
學校教材上網網址 University’s Teaching Material Portal: 東吳大學Moodle數位平台:http://isee.scu.edu.tw |
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教師個人網址 Teacher's Website: | |||||||||
其他 Others: | |||||||||
十一、計畫表公布後異動說明 Changes Made After Posting Syllabus | |||||||||