1. 使同學瞭解當前行銷管理的重要理論與基本概念。
2. 瞭解行銷管理在實務上之應用。
3. 藉由課堂的互動討論，加深同學行銷的專業能力與學習興趣。

1. Enable students to understand the important theories and basic concepts of current marketing management.
2. Understand the practical application of marketing management.
3. Through interactive discussions in the classroom, deepen the professional ability and learning interest of students in marketing.

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 determine marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analyzes marketing opportunities, market partition technology and how to choose target markets, marketing strategy design, marketing plan planning, marketing organization, execution, and control.

丘宏昌、謝依靜、唐運佳，「服務行銷與管理」（三版），雙葉，台北，2017

Qiu Hongchang, Xie Yijing, Tang Qijia, "Service Marketing and Management" (Three Edition), Double Ye, Taipei, 2017