一、瞭解行銷的基本理論與實務。
二、探討運動與休閒行銷之專業知能。
三、學習行銷討論與分析概念
四、了解健康與運動休閒的行銷現況與趨勢

1. Understand the basic theories and practices of marketing.
2. Explore professional knowledge and knowledge of sports and leisure marketing.
3. Learn marketing discussion and analysis concepts
4. Understand the marketing and trends of health and sports and leisure

•鄭志富、蕭嘉惠、陳美燕、呂宛蓁、黃蕙娟、廖柏雅譯 (2010)。運動行銷學。臺北市：麥格羅希爾。
•徐揚 (2016)。運動行銷學 (二版)。臺中市：華格納。
•潘明珠等 (2015)。休閒行銷管理學 (二版)。臺中市：華格納。
•黃煜（2008）。運動行銷學 (二版)。臺北市：華都文化。
•運動行銷學相關學術期刊，如Sport Marketing Quarterly、Journal of Marketing、Journal of Marketing Management、Journal of Consumer Research、Journal of Sport Management、European Sport Management Quarterly、大專體育學刊、體育學報、臺灣體育運動管理學報等。
•教師自編教材。

•Zheng Zhifu, Xiao Jiahui, Chen Meiyan, Ji Wanzhen, Huang Huijuan, Liao Baiyaru (2010). Sports marketing. Taipei City: Macrochill.
•Xu Yang (2016). Sports marketing (second edition). Taichung City: Huagena.
•Pan Mingzhu et al. (2015). Leisure Marketing Management (Second Edition). Taichung City: Huagena.
•Huang Yu (2008). Sports marketing (second edition). Taipei City: Huadu Culture.
• Sports marketing-related academic journals, such as Sport Marketing Quarterly, Journal of Marketing, Journal of Marketing Management, Journal of Consumer Research, Journal of Sport Management, European Sport Management Quarterly, university professional PE journals, physical education newspapers, Taiwan sports management newspapers, etc.
•Teacher compiles textbooks.