本課程要旨是在提供一個系統性的架構，幫助學生瞭解以及應用行銷的概念與理論。學生將會學習到行銷管理的基礎與法則，因此可以增進學生分析、規劃與執行的能力。內容涵蓋消費者與企業的購買行為、市場調查、產品管理、價格策略、通路議題與行銷推廣策略。藉由本課程學生將建立面對市場行銷問題時的策略思考解決能力。
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。The essence of this course is to provide a systematic structure that helps students understand and discuss the concepts and theories of application marketing. Students will learn the basics and methods of marketing management, so they can improve their ability to analyze, plan and execute. The content covers the purchase behavior, market survey, product management, price strategies, channel issues and marketing promotion strategies of consumers and enterprises. Through this course, students will develop strategic thinking and solutions to market marketing problems.
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, Philip Kotler and Marc O. Opresnik (2016), Marketing: An Introduction, 13th edition, Upper Saddle River, NJ: Prentice Hall (華泰書局經銷)
Gary Armstrong, Philip Kotler and Marc O. Opresnik (2016), Marketing: An Introduction, 13th edition, Upper Saddle River, NJ: Prentice Hall (Selling by Huatai Books Bureau)
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席、參與及討論課堂出席、參與及討論 Class attendance, participation and discussion |
10 | |
| 小組報告 (平時) 小組報告 (平時) Group Report (usually) |
15 | 個案討論(書面+口頭報告) |
| 期末報告期末報告 Final report |
20 | 書面+口頭報告 |
| 期中考期中考 Midterm exam |
25 | |
| 期末考期末考 Final exam |
30 |
