■ 課程概述 (Course Description)

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。

■ 課程內涵 (Course Contents)

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。

■ Course Description (Course Description)

The purpose of this course is to provide a systematic framework to help students understand and apply marketing concepts and theories. Students will learn the basics and principles of marketing management, thereby enhancing their analysis, planning and execution abilities. The content covers consumer and corporate purchasing behavior, market research, product management, price strategy, channel issues and marketing promotion strategies. Through this course, students will develop strategic thinking and solving abilities when facing marketing problems.

■ Course Contents

This course is mainly based on teacher lectures, supplemented by cases, videos and classroom discussions for interactive teaching. Teachers will provide course-related cases for class discussion. In addition, this course will also divide the students into several groups. The role of the groups is daily group activities, case discussions and final reports, and they will complete the assigned group assignments in a cooperative manner. In the course, through practical observation and analysis of the actual operation of corporate brands, solutions are proposed to cultivate real marketing 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 originally focused on manufacturing. However, what characteristics should the product have to meet market needs? At the same time, how should the product be delivered to consumers? These issues interact with manufacturing, which is a topic of marketing management. This course covers topics such as product and market positioning, production and sales coordination, 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 create good products, but also successfully sell the products.

13th edition, Upper Saddle River, NJ: Prentice Hall (華泰書局經銷)

13th edition, Upper Saddle River, NJ: Prentice Hall (distributed by Huatai Book Company)