本課程引導學生進入有趣的行銷與品牌管理領域，幫助學生從行銷經理的觀點來看行銷。本課程讓學生瞭解行銷的基本概念，可以應用在營利與非營利組織。課程規劃上分為五個部份，第一個部份是行銷的本質；第二個部份重點放在行銷的環境與管理；第三個部份是有關行銷研究，包括：行銷資訊系統、市場區隔、及定位；第四個部份是有關發現行銷組合4Ps，包括：產品、推廣、及定價；第五個部份是當代行銷議題，包括：服務行銷、關係行銷、及網路行銷。This course introduces students to the interesting field of marketing and brand management, helping students see marketing from the perspective of a marketing manager. This course provides students with an understanding of basic marketing concepts that can be applied to both for-profit and non-profit organizations. The course plan is divided into five parts. The first part is the essence of marketing; the second part focuses on the marketing environment and management; the third part is related to marketing research, including: marketing information system, Market segmentation and positioning; the fourth part is about the 4Ps of discovery marketing mix, including: product, promotion, and pricing; the fifth part is about contemporary marketing issues, including: service marketing, relationship marketing, and online marketing .
張國雄，行銷管理，第四版，雙葉書廊，2014。
Zhang Guoxiong, Marketing Management, Fourth Edition, Shuangye Bookstore, 2014.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席及參與討論課堂出席及參與討論 Attend classes and participate in discussions |
40 | |
| 期末個案報告期末個案報告 Final case report |
40 | |
| 課堂作業課堂作業 Classwork |
20 |
