1. 建立行銷的基本概念及分析架構。
2. 培養基本之行銷分析與規劃的能力。1. Establish the basic concepts and analysis structure of marketing.
2. Cultivate basic marketing analysis and planning skills.
工業工程原以製造為主題。但是，產品應具有何種特性，才滿足市場需要;同時，產品要用何種方式交到消費者手中;這些問題，與製造相互影響，也即是行銷管理的課題。本課程函蓋產品與市場定位，產銷配合，行銷策略及銷售作業等主題。修習本課，可瞭解行銷行為的基本要素，使本系同學不但能製造好產品，並能成功把產品賣出去。
Industrial engineering was originally based on manufacturing. However, what characteristics should a product have to meet the needs of the market; at the same time, what method should the product be handed over to consumers; these problems affect manufacturing, which is the subject of marketing management. This course contains topics such as product and market positioning, sales cooperation, marketing strategies and sales operations. By studying this course, you can understand the basic elements of marketing behavior, so that students in this department can not only make good products, but also successfully sell the products.
Perreault, W. D., Cannon, J. P., and McCarthy, E. J., Essentials of Marketing: A Marketing Strategy Planning Approach, 13th Edition, 2012, Irwin/McGraw-Hill. （滄海圖書代理）
教科書翻譯本：Perreault、Cannon及McCarthy等著，黃延聰、陳盈如 譯，行銷管理，第十三版，美商麥格羅•希爾公司出版，華泰文化代理。
Perreault, W. D., Cannon, J. P., and McCarthy, E. J., Essentials of Marketing: A Marketing Strategy Planning Approach, 13th Edition, 2012, Irwin/McGraw-Hill. (Yanhai Book Agent)
Translated textbooks: Perreault, Cannon and McCarthy, Huang Yantong, Chen Yingru, Marketing Management, 13th edition, published by American businessman McGros Hill, Huatai Culture Agency.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
30 | |
| 期末考期末考 Final exam |
30 | |
| 平時成績平時成績 Regular achievements |
20 | 包括行銷實務與個案研討報告（書面+口頭）及小考 |
| 期末行銷企劃報告期末行銷企劃報告 Final marketing enterprise plan report |
20 | 書面+口頭報告 |
