Marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The concepts of marketplace include 1) customer needs, wants, and demands, 2) market offerings, 3) customer value and satisfaction, 4) exchanges and relationships, and 5) markets. This course aims to help students with the background of Industrial Engineering understand not only how to manufacture products, but produce valuable products to meet market demand.

Marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The concepts of marketplace include 1) customer needs, wants, and demands, 2) market offerings, 3) customer value and satisfaction, 4) exchanges and relationships, and 5) markets. This course aims to help students with the background of Industrial Engineering understand not only how to manufacture products, but produce valuable products to meet market demand.

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 was originally based on manufacturing. However, what characteristics should a product have to meet the needs of the market; at the same time, what method should the product be handed over to consumers; these problems affect manufacturing, which is the subject of marketing management. This course contains topics such as product and market positioning, sales cooperation, 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 make good products, but also successfully sell the products.

Kotler P. and Armstrong G. (2018) Principles of Marketing, 17th global ed. Harlow, UK: Pearson Education Limited.

Kotler P. and Armstrong G. (2018) Principles of Marketing, 17th global ed. Harlow, UK: Pearson Education Limited.