Week

Unit Topics

Week

Unit Topics

1^st Week

Course Preparation and Introduction

10^th Week

Building Brand Equity and Establishing Brand Positioning in the Food and Beverage Industry

2^nd Week

Trends in Modern Marketing and the Development of Marketing in the Food and Beverage Industry

11^th Week

Developing Product Strategies in the Food and Beverage Industry

3^rd Week

Developing Marketing Strategies and Plans for the Food and Beverage Industry

12^th Week

Design and Management of Food and Beverage Service Operations

4^th Week

Information Gathering, Food and Beverage Marketing Research, and Environmental Scanning

13^th Week

Developing Pricing Strategies and Plans

 5^th Week

Creating Customer Value, Customer Satisfaction, and Customer Loyalty in the Food and Beverage Industry

14^th Week

Designing and Managing Integrated Marketing Channels and Store Location Selection

6^th Week

Analyzing Consumer Behavior in the Food and Beverage Industry

15^th Week

Managing Retailing, Wholesaling, and Back-End Logistics in the Food and Beverage Industry

7^th Week

Analyzing the Marketing Mix in the Food and Beverage Industry

16^th Week

Designing and Managing Integrated Marketing Communications

8^th Week

Identifying Market Segmentation and Target Markets

17^th Week

Managing Mass Communication in the Food and Beverage Industry: Advertising, Sales Promotion, Experiential Mark

9^th Week

Midterm Examination

18^th Week

Final Examination

Course Category

■Innovative Teaching Course □Innovation and Entrepreneurship Course □Programming Course □STEM Field Courses □Technical Excellence Leadership Program □Next Generation Talent Cultivation Program for Vocational and Technical Colleges □Teaching Practice Research Project □Others(Service Learning. Labor Education)

Course Content

■PBL Innovation □Enhance students' basic understanding of logical operations and programming design □Cultivate students to use programming to solve real-world problems ■Courses not belonging to the STEM fields

Foreign Language Teaching

□Full Immersion Language Instruction □EMI(English Medium Instruction)Less then 70%

Integration of the United Nations Sustainable Development Goals into the Curriculum(SDGs)

□SDG1(No Poverty) □SDG2(Zero Hunger) □SDG3(Good Health and Well-Being) □SDG4(Quality Education) □SDG5(Gender Equality) □SDG6(Clean Water and Sanitation) □SDG7(Affordable and Clean Energy) □SDG8(Decent Work and Economic Growth) □SDG9(Industry, Innovation and Infrastructure) □SDG10(Reduced Inequalities) □SDG11(Sustainable Cities and Communities) ■SDG12(Responsible Consumption and Production) □SDG13(Climate Action) □SDG14(Life below Water) □SDG15(Life on Land) □SDG16(Peace,Justice and Strong Institutions) □SDG17(Partnerships for the Goals) □None of Above

Teaching Methods

■Introduction  ■Group discussion  □Practice  □Collaboration with industry experts  □Field Study  ■Online Teaching (Please check at least two of the above)

Grading Assessment

Attend:30%  Test:40%  paper report/ presentation:15%  oral presentation:15%  Others:0%

Teaching Materials

■textbook (No copies for intellectual property rights.!)
Kotler, P., Keller, K. & Chernev, A. (2023) Marketing Management 行銷管理16e 台北:華泰書局(中譯版作/譯者:楊景傅,徐世同)
■Reference book (No copies for intellectual property rights.!)  
無

Cultivate student's basic ability and professional ability index project

²Core Capabilities： ■語文表達與溝通 ■資訊素養與科技 ■實務技能與創新 ■團隊合作與倫理

²General Ability： ¤Art Appreciation and Life Application  ¤Life experience and physical and mental health care  ¤Social Responsibility and the Rule Law for Human Rights  ¤Science Applications and Environmental Trends

²Professional Ability： □中餐廚藝 □西餐廚藝 □烘焙製作 □飲料調製 ■餐飲服務 ■餐飲產業管理 ■餐飲研發創新 ■餐飲微型創業

²Demonstrate Ability： ¤Professional Attitude and Emotional Management  ¤Self Traits and Career Orientation  ¤Civic Character and Service Learning  ¤Strengths development and function demonstration