課程大綱

內容

課程概述

會議展覽產業與國家經濟發展之間具有高度的密切關係，會展專業人才的培育亦為當務之急。本課程首先會介紹會議展覽產業之範疇，透過理論與實務之介紹，使修課同學能學習到會議展覽產業之發展背景、經濟貢獻、規劃和行銷管理、研究現況、與發展趨勢等基礎概念。接著，透過行銷與管理相關知識範疇進一步說明「會展行銷基礎知識與分析方法」、「會展行銷在會展業中的應用」、與「會展行銷理論在會展領域的發展和創新」三個部分。

The meeting and exhibition industry has a close relationship with national economic development, making the cultivation of professional talents in this field a priority. This course begins with an introduction to the scope of the meeting and exhibition industry. Through both theoretical and practical presentations, students will learn about the development background, economic contributions, planning and marketing management, current research status, and trends of the meeting and exhibition industry. Following this, the course delves deeper into marketing and management knowledge, covering three main parts: “Fundamental Knowledge and Analytical Methods in Meeting and Exhibition Marketing,” “The Application of Marketing in the Meeting and Exhibition Industry,” and “The Development and Innovation of Meeting and Exhibition Marketing Theories in the Field.”

授課內容

本課程將根據會展行銷與管理概要，介紹會展行銷環境、會展行銷調研及預測、會展市場區隔及定位、行銷組合策略、會展行銷管理、展覽會行銷、展覽中心行銷、會議行銷、會議中心行銷、節事行銷、會展行銷理論在會展領域的發展和創新，展現了會展行銷的理論擴展和實踐深化。