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
5.發展對特定行銷主題的進階知識與研究能力。

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
5. Develop advanced knowledge and research skills on specific marketing topics.

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 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 students in this department can not only create good products, but also successfully sell the products.

● 指定教科書
(暫定)Perreault, W. D., Cannon, J. P., and McCarchy, E. J., Basic Marketing: A Marketing Strategy Planning Approach, 19th Edition, 2014, Irwin/McGraw-Hill. （華泰文化代理）
● 指定研討個案（依授課進度排列）
1. Drypers Corporation (A)(Case 2-2)
2. High Museum of Art (Case 3-2)
3. Capital (Case 6-1)
4. Singapore Airlines (Case 8-1)
5. The Coca-Cola Company: Venezuela (Case 10-2)
6. Pepsi-Cola Spain (Case 13-2)

● 指定研討論文（依授課進度排列）
1. Webster, F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4): 1-17. 【行銷管理總論】
2. Fornell, C., Johnson, M. D., Anderson, E. W., Jaesung C., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings, Journal of Marketing, 60(4): 7-18. 【顧客滿意度理論模型】
3. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management, Journal of Marketing, 50(4): 135-45. 【品牌管理】
4. Stern, L. W., & Reve, T. (1980). Distribution channels as political economies: A framework for comparative analysis, Journal of Marketing, 44(3), 52-64. 【通路管理】
5. Peltier, J. W., Schibrowsky, J. A. & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing, International Journal of Advertising, 22(1): 93-115.【整合行銷溝通】
6. Shimp, T. C. (1981), Attitude toward the Ad as mediator of consumer brand choice, Journal of Advertising, 10(2): 9-15. 【廣告與態度理論】

● Designated textbooks
(tentative)Perreault, W. D., Cannon, J. P., and McCarchy, E. J., Basic Marketing: A Marketing Strategy Planning Approach, 19th Edition, 2014, Irwin/McGraw-Hill. (Huatai Cultural Agency)
● Designated seminar cases (arranged according to teaching progress)
1. Drypers Corporation (A)(Case 2-2)
2. High Museum of Art (Case 3-2)
3. Capital (Case 6-1)
4. Singapore Airlines (Case 8-1)
5. The Coca-Cola Company: Venezuela (Case 10-2)
6. Pepsi-Cola Spain (Case 13-2)

● Designated discussion papers (arranged according to teaching progress)
1. Webster, F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4): 1-17. [Overview of Marketing Management]
2. Fornell, C., Johnson, M. D., Anderson, E. W., Jaesung C., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings, Journal of Marketing, 60(4): 7-18. [Theoretical Model of Customer Satisfaction]
3. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management, Journal of Marketing, 50(4): 135-45. 【Brand Management】
4. Stern, L. W., & Reve, T. (1980). Distribution channels as political economies: A framework for comparative analysis, Journal of Marketing, 44(3), 52-64. [Channel Management]
5. Peltier, J. W., Schibrowsky, J. A. & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing, International Journal of Advertising, 22(1): 93-115.【Integrated marketing communication】
6. Shimp, T. C. (1981), Attitude toward the Ad as mediator of consumer brand choice, Journal of Advertising, 10(2): 9-15. [Advertising and Attitude Theory]