1. 建構學生重要的行銷概念
2. 協助學生建立行銷分析、規劃與執行的能力
3. 建立對行銷戰術的了解
3. 培養面對行銷問題策略性思考的能力
■ 課程內涵 (Course Contents)
本課程以老師講授內容為主，並輔以案例、影片與課堂討論來進行互動式教學。老師將提供與課程有關的個案作為課堂討論之用。此外，本課程也會將修課同學分成若干小組，小組作用在於平時小組活動、個案討論與期末報告，以合作方式完成小組指定作業。課程中透過實務觀察與對企業品牌實際操作的分析，提出解決方案，培養真實的行銷企劃能力。

1. Construct important marketing concepts for students
2. Help students establish marketing analysis, planning and execution capabilities
3. Establish an understanding of marketing
3. Cultivate the ability to strategically think about marketing problems
■ Course Contents
This course focuses on the content taught by teachers, and provides interactive teaching based on cases, videos and class discussions. The teacher will provide course-related cases for class discussion. In addition, this course will also divide the students in the course into several groups. The functions of the group are to perform daily group activities, case discussions and final reports, and to complete the designated group operations in a cooperative manner. During the course, we will conduct practical observation and analysis of the actual operation of corporate brands, propose solutions and cultivate real marketing enterprise planning capabilities.

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 was originally based on manufacturing. However, what characteristics should a product have to meet the needs of the market; at the same time, what method should the product be handed over to consumers; these problems affect manufacturing, which is the subject of marketing management. This course contains topics such as product and market positioning, sales cooperation, 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 make good products, but also successfully sell the products.

Gary Armstrong and Philip Kotler (2015), Marketing: An Introduction, 12th edition, Upper Saddle River, NJ: Prentice Hall (華泰書局經銷)

Gary Armstrong and Philip Kotler (2015), Marketing: An Introduction, 12th edition, Upper Saddle River, NJ: Prentice Hall (Selling by Huatai Books Bureau)