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 guides students into interesting marketing and brand management fields, helping students view marketing from the marketing manager's perspective. This course allows students to understand the basic concepts of marketing and can be applied to profit-making and non-profit organizations. The course 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 to marketing research, including: marketing information system, market area, and positioning; the fourth part is related to discovering marketing combination 4Ps, including: products, promotion, and pricing; the fifth part is contemporary marketing topics, including: service marketing, related marketing, and online marketing.
張國雄，行銷管理，第四版，雙葉書廊，2015。
Zhang Guoxiong, Marketing Management, Fourth Edition, Double Leaf Library, 2015.
| 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 Class attendance and participation discussion |
20 | |
| 期末個案報告期末個案報告 Final Case Report |
30 | |
| 課堂作業課堂作業 Classroom Works |
50 |
