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課程概述
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事件行銷又稱為活動行銷，是各家廠商經常操作也是相當重要的推廣活動之一。事件行銷涉及範圍相當廣泛，辦理結果的成效不僅顧客非常在意，利益關係人非常關心，也會影響公司的聲望與商譽。本課程將藉由事件行銷的個案分析來探討及了解，企業如何藉由事件行銷建立與維持公司品牌的聲望與顧客的良好關係。透過規劃活動流程與實作體驗讓同學對「事件行銷」有清楚的概念，是理論與實作並重的一門課。
Event marketing is one of the most important promotional activities frequently operated by various manufacturers. Event marketing covers a wide range. The effectiveness of the activity processing results is not only very concerned by customers, but also by stakeholders, and it will also affect the company's reputation and goodwill. This course will explore and discuss how to use event marketing to establish the company’s brand reputation and maintain a good relationship of customers through case study. Through planning the activity process and practical experience, students will have a clear knowledge of event marketing. It is a course that emphasizes both theory and practice.
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授課內容
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本課程屬於行銷管理領域進階課程，課程設計聚焦於實用導向，主要是在探討事件行銷活動的基本原理與方法，幫助學生瞭解事件行銷活動實際運作情形。課程目標如下︰
1.探討事件行銷活動基本原理，常用的策略，及其對企業的貢獻。
2.介紹事件行銷策略應用實例，瞭解各種事件行銷活動的應用情形。
This is an advanced course in the field of marketing management. The course design focuses on practical orientation, mainly to explore the basic principles and methods of event marketing activities, and to help students understand the actual operation of event marketing activities. The course objectives are as follows:
1.Explore the basic principles of event marketing activities, common strategies, and their contribution to the enterprise.
2.Introduce the application examples of event marketing strategies and understand the application situation of various event marketing activities.
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