請注意:
本課程是一學年的學習進度，上學期課程名稱是[食品行銷學通論]，下學期課程名稱是[食品行銷學各論]，期望有志學習者儘早規劃選修本課程的上下學期完整內容。修習上學期並且及格者，可以獲得上學期3學分；但是想要修習下學期的學生，必須獲得上學期課程學分的學生才能選修。也就是說必須獲得上學期學分，才有機會選修下學期的課程。
課程目標:
在台灣，有許多人在從事著所謂的行銷之工作，只是隨著時代的急速進展，原本的行銷觀念已經漸漸無法通用於新的變化。所以本科目堅持使用「市場規劃」來理解「Marketing」，並且從食品產業的原料生產階段循序的介紹到消費者之購買與食用階段。藉由本科目，希望讓學習者了解食品市場的構成要素、市場目標的確認、企業在市場中的定位、消費者行為、市場規劃策略的步驟等。
如果學生可以在完成修習本科目之後，接續修習下學期的各論課程，應該可以完整建立對於食品市場的觀察能力，強化往後在升學與就業之時的學識或能力。Please note:
This course is a one-year study program. The course name for the first semester is [General Introduction to Food Marketing], and the course name for the next semester is [General Introduction to Food Marketing]. We hope that aspiring learners will plan to take this course as early as possible to cover the complete contents of the first and second semesters. Those who took courses in the previous semester and passed can get 3 credits from the previous semester; however, students who want to take courses in the next semester must obtain credits from the courses in the previous semester before they can take the electives. That is to say, you must obtain credits from the previous semester before you have the opportunity to take courses in the next semester.
Course objectives:
In Taiwan, there are many people engaged in the so-called marketing work. However, with the rapid development of the times, the original marketing concept has gradually become unable to adapt to the new changes. Therefore, this subject insists on using "market planning" to understand "Marketing", and introduces it step by step from the raw material production stage of the food industry to the consumer purchase and consumption stage. Through this subject, we hope to enable learners to understand the components of the food market, the confirmation of market goals, the positioning of enterprises in the market, consumer behavior, and the steps of market planning strategies, etc.
If students can continue to study the monograph courses in the next semester after completing this course, they should be able to fully establish their ability to observe the food market and strengthen their knowledge or abilities in future studies and employment.
本科目乃是向修習學生傳達有關「Food Marketing」的意義與功能，課程設計為上學期的通論以及下學期的各論。通論之課程內容為講解基礎的市場規劃理論與構成要素，並說明食品企業如何運用基礎的市場規劃之手段與策略。
This course is designed to convey the meaning and function of "Food Marketing" to students. The course is designed as a general introduction in the first semester and individual topics in the next semester. The content of the general course is to explain the basic market planning theory and components, and explain how food companies use basic market planning methods and strategies.
書名： 食品行銷學(王良原、張正明、鄭博宇、周淑月、林慧生、汪復進、林宏達、許育文、李芝音合著)
王良原執筆部份：第1章食品行銷導論、第2章食品行銷企劃、第6章競爭分析、第15章保證與認證策略，約5萬字
出版時間：2012/09，出版地點：華格那出版社，出版物之頁數：全書約30萬字)
Title: Food Marketing (co-authored by Wang Liangyuan, Zhang Zhengming, Zheng Boyu, Zhou Shuyue, Lin Huisheng, Wang Fujin, Lin Hongda, Xu Yuwen, and Li Zhiyin)
Parts written by Wang Liangyuan: Chapter 1 Introduction to Food Marketing, Chapter 2 Food Marketing Planning, Chapter 6 Competition Analysis, Chapter 15 Guarantee and Certification Strategy, about 50,000 words
Publication date: 2012/09, publication place: Wagner Press, number of pages of publication: about 300,000 words in the book)
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時表現與出席狀況平時表現與出席狀況 Daily performance and attendance |
20 | |
| 作業撰寫作業撰寫 Assignment writing |
20 | |
| 期中考試期中考試 midterm exam |
30 | |
| 期末考試期末考試 final exam |
30 |
