在台灣，有許多人在從事著所謂的行銷之工作。只是隨著時代的急速進展，原本的行銷觀念已經漸漸無法通用於新的變化。 在過去10年間，本科目名稱是「食品市場規劃」，雖然為了配合周遭環境對於「Marketing」的固有認知，而從2013年起將本科目名稱調整為通俗名稱的「食品行銷學」，但是本科目在授課過程中，會提示學生以「市場規劃」的方式來理解「Marketing」，並且從食品產業的原料生產階段循序的介紹到消費者之購買與食用階段。 本科目乃是在本系的「食品流通學」之教學體系上，扮演著向修習學生傳達有關「商流」的學問，亦即是「Food Marketing」的意義與功能；特別是銜接上學期所授課之食品行銷學通論，在本科目當中藉由各論的方式向學生講解食品企業如何運用各項細膩的市場規劃之手段與策略。 如果修習學生可以完整修習「食品流通學」之教學體系，應該可以建立對於食品流通的正確知識，強化往後在升學與就業之時的學識或能力。In Taiwan, there are many people engaged in so-called marketing work. However, with the rapid development of the times, the original marketing concept has gradually become unable to adapt to new changes. In the past 10 years, the name of this subject has been "Food Marketing Planning". Although in order to match the inherent understanding of "Marketing" in the surrounding environment, the name of this subject has been adjusted to the popular name "Food Marketing" since 2013. During the teaching process of the subject, students will be prompted to understand "Marketing" through the method of "market planning", and will be introduced step by step from the raw material production stage of the food industry to the consumer purchase and consumption stage. This subject is based on the teaching system of "Food Marketing" of this department, and plays a role in conveying to the students the knowledge about "Business Flow", that is, the meaning and function of "Food Marketing"; especially it connects the knowledge learned in the previous semester. The general introduction to food marketing taught in this course explains to students how food companies use various detailed market planning methods and strategies through each topic. If students can complete the teaching system of "Food Distribution", they should be able to establish correct knowledge about food distribution and strengthen their knowledge or abilities in future studies and employment.
本科目乃是向修習學生傳達有關「Food Marketing」的意義與功能，課程設計為上學期的通論以及下學期的各論。
各論之課程內容為講解市場規劃策略的4大項構成要素，並說明食品企業如何運用各項細膩的市場規劃之
手段與策略。
This course is to convey to students the meaning and function of "Food Marketing". The course is designed as a general introduction in the first semester and individual topics in the next semester.
The course content of each monograph is to explain the four major components of market planning strategies and explain how food companies use various detailed market planning elements.
Means and Strategies.
林慧生主編
王良原、張正明、鄭博宇、周淑月、林慧生、汪復進、林宏達、鄭建益、鄭雅升、許育文、李芝音 合著
食品行銷學，華格納出版社(2012年初版)
Editor-in-chief Lin Huisheng
Co-authored by Wang Liangyuan, Zhang Zhengming, Zheng Boyu, Zhou Shuyue, Lin Huisheng, Wang Fujin, Lin Hongda, Zheng Jianyi, Zheng Yasheng, Xu Yuwen, Li Zhiyin
Food Marketing, Wagner Press (first edition 2012)
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出席狀況出席狀況 Attendance status |
20 | |
| 案例分析作業案例分析作業 Case analysis assignment |
20 | |
| 期中考試期中考試 midterm exam |
30 | |
| 期末考試期末考試 final exam |
30 |
