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 basic concepts and analysis framework of marketing.
2. Develop basic marketing analysis and planning abilities.

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 originally focused on manufacturing. However, what characteristics should the product have to meet market needs? At the same time, how should the product be delivered to consumers? These issues interact with manufacturing, which is a topic of marketing management. This course covers topics such as product and market positioning, production and sales coordination, 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 create 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. (Canghai Book Agency)
Textbook translation: Perreault, Cannon and McCarthy, etc., translated by Huang Yancong and Chen Yingru, Marketing Management, Thirteenth Edition, published by American McGraw-Hill Company, agent of Huatai Culture.