1. 理解與活用行銷管理的觀念與分析架構
2. 培養企業行銷活動觀察與分析的能力
3. 訓練行銷情報蒐集、解讀及分析的能力
4. 建立行銷決策制定與執行的能力1. Understand and utilize the concepts and analytical framework of marketing management
2. Cultivate the ability to observe and analyze corporate marketing activities
3. Train the ability to collect, interpret and analyze marketing intelligence
4. Establish the ability to make and execute marketing decisions
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.
1. W. D. Perreault等人著，黃延聰 編譯，行銷管理–策略化觀點 第十七版，新陸書局代理。
2. R. F. Hartley著，于卓民 審訂，，行銷個案分析 （第11版翻譯），智勝出版。
1. Written by W. D. Perreault et al., compiled by Huang Yancong, Marketing Management – A Strategic Perspective, 17th Edition, distributed by Xinlu Book Company.
2. Written by R. F. Hartley, edited by Yu Zhuomin, Marketing Case Analysis (11th edition translation), Zhisheng Publishing.
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