1. 建構學生重要的行銷概念
2. 協助學生建立行銷分析、規劃與執行的能力
3. 建立對行銷戰術的了解
3. 培養面對行銷問題策略性思考的能力

1. Construct students important marketing concepts
2. Assist students to build marketing analysis, planning and execution capabilities
3. Build understanding of marketing tactics
3. Cultivate the ability to think strategically when facing marketing issues

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.

Gary Armstrong, Philip Kotler and Marc O. Opresnik (2017), Marketing: An Introduction, 13th edition, Upper Saddle River, NJ: Prentice Hall (華泰書局經銷)

Gary Armstrong, Philip Kotler and Marc O. Opresnik (2017), Marketing: An Introduction, 13th edition, Upper Saddle River, NJ: Prentice Hall (distributed by Huatai Book Company)