課程目標 (Course Objectives)
台灣社會歷經數十年的努力造就的經濟奇蹟，固然由於台灣人民的刻苦耐勞精神，加上民主化、自由化、資訊化與國際化的成功，但不可否定我國中小企業之發展，對台灣經濟成功的背後所提供資源的重要性。台灣企業的發展中如何把產品行銷出去，行銷管理是非常重要。是故，行銷活動會影響一國產值、經濟之發展、政治之穩定與社會之安定，此仍咱們社會科學所關心的議題。
我從事銀行業42年，經歷過1997亞洲金融風暴與2008年雷曼兄弟投資銀行違約事件，造成全球金融風暴，金融風暴中企業穩健與否對對社會影響非常大。我以多年的實務經驗積累，對本課程以實務面教授行銷實務與社會學相關議題，相信同學會有所收獲。
課程內涵 (Course Contents)
台灣是海島型國家，進出口貿易與企業行銷管理議題息息相關。隨著全球化與創新，當代社會處於資訊知識經濟時代。企業的發展過程中除生產外人力資源與行銷管理，對企業擴大再生產，使企業不斷的成長是重要的關鍵。社會學系的學生畢業後，到職場不論企業或個人，行銷是一門重要的課程，對外行銷與對內行銷多很重要，如此才能發個人的潛能。凃爾幹的分工論所提到的當代社會是多元化，且分工的社會，行銷管理在微觀的企業生存與否佔重要角色。
本學期上課內容，在理論為基礎下，以實務導向，對當代社會國內外數十個個案加以討論，相信修完本課程可對行銷4p實務有相當的了解。使同學畢業到職場有很大幫助。
Course Objectives
The economic miracle created by Taiwan’s social society’s decades of hard work, although due to the hard-working spirit of the Taiwanese people, coupled with the success of democratization, liberalization, informationization and internationalization, it is impossible to deny the importance of the development of our small and medium-sized enterprises to the resources provided behind Taiwan’s economic success. Marketing management is very important in how to market products in Taiwan’s enterprises. Therefore, marketing activities affect a country's industrial value, economic development, political stability and social stability, which is still a topic of concern to our social sciences.
I have been in the banking industry for 42 years. During the 1997 Asian financial storm and the 2008 Lehman Brothers Investment Banking Contract, it has caused global financial storm. In the financial storm, the stability of enterprises and the negative impact on society has a great impact on society. With years of practical experience, I have been able to teach marketing practice and social issues in this course in a practical manner. I believe that my classmates will gain something.
Course Contents
Taiwan is a sea island-type country, and import and export trade is closely related to the corporate marketing management issues. With globalization and innovation, contemporary society is in the era of information and knowledge economics. In the process of development of an enterprise, human resources and marketing management are important key to expanding reproduction and continuous growth of the enterprise. After students in the social department graduate, they go to the job, regardless of the enterprise or individual. Marketing is an important course. It is very important for external marketing and internal marketing. Only in this way can personal potential be developed. The contemporary society mentioned in the division of labor discussion is a diversified and divided society, and marketing management plays an important role in the survival and non-vibration of micro-enterprise enterprises.
The content of the courses in this period was based on theory, based on practical orientation and discussed dozens of cases at home and abroad in contemporary society. I believe that after completing this course, you can have a considerable understanding of marketing 4p practices. It is of great help to graduate from school.
行銷學第五版，林建煌，華泰文化事業股份有限公司。訂書專線:張維峻0919-388237
行銷管理實務個案分析第三版，戴國良，五南圖書出版公司。訂書專線:王裕泰0923-298128
Marketing Fifth Edition, Lin Jianhuang, Huatai Cultural Affairs Co., Ltd. Bookline: Zhang Weijun 0919-388237
Marketing Management Actual Case Analysis Third Edition, Dai Guoliang, Wunan Book Publishing Company. Bookline: Wang Yutai 0923-298128
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考，期未考，出席率與報告期中考，期未考，出席率與報告 Midterm exam, no exam, attendance rate and report |
100 | 注重出席率與報告，期中考與期未考次之 |
