（一）瞭解產業特性，找出最佳策略：世界經濟環境變動快速，廠商必須採取適當的行銷策略來因應，才能在激烈競爭中勝出。每個產業的特性不同策略也不盡相同。換言之，企業採取某項策略，必須在某些產業特性下才會成功，如果企業不符合這些條件必會失敗，還需考慮管理能力以及執行力，但成功機會大增。
（二）瞭解創新的時點及內容：張忠謀曾經說，台灣企業未來的競爭力在商業模式( Business model)的創新，本課程在各單元裡會穿插各種創新的觀念。
（三）理論與實務配合：本課程會以淺顯易懂的自編講義為主，每個理論討論後會配合個案討論；以達到理論與實務的配合。(1) Understand the characteristics of the industry and find the best strategy: the world's economic environment is changing rapidly, and manufacturers must adopt appropriate marketing strategies to achieve success in fierce competition. The characteristics of each industry are different and different strategies. In other words, if an enterprise adopts a certain strategy, it must be successful under certain industrial characteristics. If the enterprise does not meet these conditions, it will fail. It also needs to consider management capabilities and execution capabilities, but the chance of success will increase greatly.
(II) Understand the timing and content of innovation: Zhang Zhongqi once said that the future competitiveness of Taiwanese enterprises is in the innovation of business models. This course will be interspersed with various innovative ideas in various units.
(III) Cooperation of theory and practice: This course will focus on self-editing and easy-to-understand self-editing, and each theoretical discussion will cooperate with case discussion; to achieve the cooperation of theory and practice.
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.
(1)張國雄著，行銷管理，第3版，雙葉書廊，2011年。
(2)Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. 行銷個案分析；中譯第三版(2010)，智勝書局。
「遵守智慧財產權觀念」及「不得不法影印」
(1) by Zhang Guoxiong, Marketing Management, 3rd edition, Double Leaf Library, 2011.
(2) Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. Marketing case analysis; Chinese translation third edition (2010), Intelligent Book Bureau.
"Abide by the concept of wisdom property rights" and "must have to copy illegally"
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 每週行銷Reading心得報告每週行銷Reading心得報告 Weekly Marketing Reading Experience Report |
50 | 張國雄老師 |
| 每週小組個案報告每週小組個案報告 Weekly group of case reports |
25 | 張國雄老師 |
| 期末新產品行銷計畫報告(微電影)期末新產品行銷計畫報告(微電影) New Product Marketing Plan Report at the End of the Period (Micro Movie) |
25 | 張國雄老師 |
