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 achieved by Taiwanese society after decades of hard work is certainly due to the hard-working spirit of the Taiwanese people, as well as the success of democratization, liberalization, informatization, and internationalization. However, the importance of the development of my country's small and medium-sized enterprises in the resources provided behind Taiwan's economic success cannot be denied. In the development of Taiwanese enterprises, marketing management is very important in how to market their products. Therefore, marketing activities will affect a country's output, economic development, political stability, and social stability. This is still an issue of concern to our social sciences.
I have been in the banking industry for 42 years and have experienced the 1997 Asian financial crisis and the 2008 Lehman Brothers investment bank default, which caused a global financial crisis. The stability of enterprises during the financial crisis has a great impact on society. I have accumulated many years of practical experience and use this course to teach marketing practice and sociology-related topics from a practical perspective. I believe that students will gain something from it.
Course Contents
Taiwan is an island country, and import and export trade are closely related to corporate marketing management issues. With globalization and innovation, contemporary society is in the era of information and knowledge economy. In the development process of an enterprise, in addition to production, human resources and marketing management are important keys to the expansion of reproduction and the continuous growth of the enterprise. After students from the Department of Sociology graduate, marketing is an important course in the workplace, whether it is a business or an individual. It is important to have both external marketing and internal marketing, so that one can develop his/her potential. The contemporary society mentioned in Durkheim's theory of division of labor is a diversified and divided society, and marketing management plays an important role in the survival of micro-enterprises.
The content of this semester's classes is based on theory and practice-oriented, discussing dozens of cases in contemporary society at home and abroad. I believe that after completing this course, you will have a considerable understanding of the 4Ps of marketing practice. It helps a lot in preparing students to graduate into the workplace.

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 Industry Co., Ltd. Book ordering hotline: Zhang Weijun 0919-388237
Marketing Management Practice Case Analysis Third Edition, Dai Guoliang, Wunan Book Publishing Company. Book ordering hotline: Wang Yutai 0923-298128