本課程「促銷策略與管理」專為進修學士設計，旨在結合理論、行為心理學與數據科學，培養具備實戰能力的行銷決策者。
課程跳脫傳統「削價競爭」的單一思維，從整合行銷溝通（IMC）出發，深度剖析價格與非價格導向工具的運作機制。
前半學期著重於消費者決策心理（如行為經濟學框架）與通路博弈，並透過期中「逆向工程」拆解失敗案例；
後半學期則直擊數位轉型核心，涵蓋電商節慶大促、OMO 全通路佈局、動態定價演算法與 A/B 測試數據驅動評估。
《 課程簡介 -- English 》
Specifically designed for continuing education undergraduate students,
"Sales Promotion Strategy and Management" bridges academic theory,
behavioral psychology, and data science to cultivate strategic marketing decision-makers
with practical capabilities. Moving beyond the simplistic notion of traditional "price-cutting competition,"
this course positions sales promotion within the Integrated Marketing Communications (IMC) framework,
offering an in-depth analysis of the operational mechanisms behind both price-oriented and non-price-oriented tools.
The first half of the semester focuses on consumer decision-making psychology
(such as behavioral economics frameworks) and channel power dynamics,
culminated by a midterm project that reverse-engineers real-world failures.
The second half of the semester directly addresses the core of digital transformation,
covering e-commerce mega-sales, OMO (Online-Merge-Offline) omni-channel deployment,
dynamic pricing algorithms, and data-driven evaluations through A/B testing.
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