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 apply marketing management concepts and analytical structure
2. Cultivate the ability to observe and analyze corporate marketing activities
3. Training the ability to collect, interpret and analyze marketing information
4. Establish marketing decision-making and execution capabilities
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 and analyze marketing opportunities; and guide students how to determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets, marketing strategy design, 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. W. D. Perreault et al., Huang Yanteng, Translation, Marketing Management – Strategic Views, 17th Edition, Agent of the New Building Books Bureau.
2. Written by R. F. Hartley, Reviewed by Yu Zhuomin, Marketing Case Analysis (translated by the 11th Edition), published by Zhisheng.
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