課程說明
培養與維持成功買賣雙方關係的基本概念，包括顧客與競爭者分析、區隔、目標鎖定與定位。將目標市場與定位決策轉化為可執行的行銷計畫，涵蓋產品、定價、通路/促銷決策，以及預測/評估成效的工具。需完成組織性的總整專案。
原文參考文本
Essential concepts for cultivating and maintaining successful buyer-seller relationships, customer and competitor analysis, segmentation, targeting, and positioning. Translation of target market and positioning decisions into actionable marketing plans, including product, pricing, channel/promotional decisions, and tools for forecasting/evaluating success. Organizational capstone project required.
來源與參考
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來源參考 : https://calendar.carleton.ca/grad/courses/MKTG/