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，使本所同學不但能製造好產品，並能成功把產品賣出去。另外，本課強調個案研究，盼能藉此培養同學執行行銷管理之研究。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 our students can not only create good products, but also sell them successfully. In addition, this course emphasizes case studies, hoping to train students to conduct research on marketing management.
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management, analyze marketing opportunities; and guide students on how to formulate marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analysis of marketing opportunities, market segmentation technology, how to select target markets, and the design of marketing strategies. , Marketing plan planning, marketing organization, execution, and control.
行銷學原理 – 全球觀點，Kolter P., et al, 楊絜瑜等譯，2011
Principles of Marketing – A Global Perspective, translated by Kolter P., et al, Yang Jieyu et al., 2011
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