（一）瞭解產業特性，找出最佳策略：世界經濟環境變動快速，廠商必須採取適當的行銷策略來因應，才能在激烈競爭中勝出。每個產業的特性不同策略也不盡相同。換言之，企業採取某項策略，必須在某些產業特性下才會成功，如果企業不符合這些條件必會失敗，還需考慮管理能力以及執行力，但成功機會大增。
（二）瞭解創新的時點及內容：張忠謀曾經說，台灣企業未來的競爭力在商業模式( Business model)的創新，本課程在各單元裡會穿插各種創新的觀念。
（三）理論與實務配合：每個理論討論後會配合個案討論；以達到理論與實務的配合。本課程引導學生進入有趣的行銷領域，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。(1) Understand the characteristics of the industry and find out the best strategy: the world's economic environment has changed rapidly. Manufacturers must take appropriate marketing strategies to respond to win in fierce competition. Different strategies of each industry are different. In other words, an enterprise adopts a certain strategy to succeed under certain industrial characteristics. If the enterprise does not meet these conditions, it will fail, and the management ability and execution must be considered, but the opportunity for success has increased greatly.
(2) Understand the time and content of innovation: Zhang Zhongmou once said that the future competitiveness of Taiwanese companies in the business model (Business Model) will intersperate the concepts of innovation in various units.
(3) Cooperation of theory and practice: After each theoretical discussion, it will cooperate with case discussions; to achieve the cooperation of theory and practice. This course guides students to enter interesting marketing fields and help students look at marketing from the point of view of marketing managers. This course allows students to understand the basic concepts of marketing and can be applied to profit and non -profit organizations. The curriculum planning is divided into five parts. The first part is the essence of marketing; the second part focuses on the environment and management of marketing; the third part is related marketing research, including: marketing information system, Market segmentation and positioning; the fourth part is the discovery of 4PS of marketing portfolios, including: products, promotion, and pricing; Essence
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management and analyze marketing opportunities; and guide students how to formulate marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market segmentation technology and how to choose the target market, marketing strategy design, marketing strategy design, marketing strategy design, marketing strategy design , Marketing plan planning, marketing organization, execution, control.
(1)張國雄著，行銷管理，第4版，雙葉書廊，2015年。
(2)Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. 行銷個案分析；中譯第三版(2010)，智勝書局。
「遵守智慧財產權觀念」及「不得不法影印」
(1) Zhang Guoxiong, Marketing Management, 4th Edition, Shuangye Book Lomans, 2015.
(2) Robert F. Hartley (2009), Marketing: Mistakes and Successs, ELEVENTH EDITION.
"Concerning the concept of intelligent property rights" and "have to make a photo"
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Secondary entrance examination |
30 | |
| 每週小組個案報告每週小組個案報告 A weekly group case report |
20 | |
| 期末產品行銷計畫報告(微電影)期末產品行銷計畫報告(微電影) Report on the Final Product Marketing Plan (Micro Movie) |
20 | |
| 期末考期末考 Final exam |
30 |
