（一）瞭解產業特性，找出最佳策略：世界經濟環境變動快速，廠商必須採取適當的行銷策略來因應，才能在激烈競爭中勝出。每個產業的特性不同策略也不盡相同。換言之，企業採取某項策略，必須在某些產業特性下才會成功，如果企業不符合這些條件必會失敗，還需考慮管理能力以及執行力，但成功機會大增。
（二）瞭解創新的時點及內容：張忠謀曾經說，台灣企業未來的競爭力在商業模式( Business model)的創新，本課程在各單元裡會穿插各種創新的觀念。
（三）理論與實務配合：每個理論討論後會配合個案討論；以達到理論與實務的配合。本課程引導學生進入有趣的行銷領域，幫助學生從行銷經理的觀點來看行銷。本課程讓學生瞭解行銷的基本概念，可以應用在營利與非營利組織。課程規劃上分為五個部份，第一個部份是行銷的本質；第二個部份重點放在行銷的環境與管理；第三個部份是有關行銷研究，包括：行銷資訊系統、市場區隔、及定位；第四個部份是有關發現行銷組合4Ps，包括：產品、推廣、及定價；第五個部份是當代行銷議題，包括：服務行銷、關係行銷、及網路行銷。(1) Understand the characteristics of the industry and find the best strategy: The world economic environment changes rapidly, and manufacturers must adopt appropriate marketing strategies to respond in order to win in the fierce competition. Each industry has different characteristics and different strategies. In other words, if a company adopts a certain strategy, it must be successful under certain industry characteristics. If the company does not meet these conditions, it will fail. Management capabilities and execution capabilities also need to be considered, but the chance of success is greatly increased.
(2) Understand the timing and content of innovation: Zhang Zhongmou once said that the future competitiveness of Taiwanese enterprises lies in the innovation of business models. This course will intersperse various innovative concepts in each unit.
(3) Cooperation between theory and practice: Each theoretical discussion will be followed by case discussion to achieve coordination between theory and practice. This course introduces students to the interesting field of marketing and helps students see marketing from the perspective of a marketing manager. This course provides students with an understanding of basic marketing concepts that can be applied to both for-profit and non-profit organizations. The course plan is divided into five parts. The first part is the essence of marketing; the second part focuses on the marketing environment and management; the third part is related to marketing research, including: marketing information system, Market segmentation and positioning; the fourth part is about the 4Ps of discovery marketing mix, including: product, promotion, and pricing; the fifth part is about contemporary marketing issues, including: service marketing, relationship marketing, and online marketing .
介紹行銷管理之概念，分析行銷機會;並指導同學如何擬定行銷計畫及策略，主要內容介紹行銷與行銷管理之基本概念、分析行銷機會、市場區隔技術與如何選擇目標市場、行銷策略的設計、行銷方案規劃、行銷組織、執行、控制。
Introduce the concept of marketing management, analyze marketing opportunities; and guide students on how to formulate marketing plans and strategies. The main content introduces the basic concepts of marketing and marketing management, analysis of marketing opportunities, market segmentation technology, how to select target markets, and the design of marketing strategies. , Marketing plan planning, marketing organization, execution, and control.
(1)張國雄著，行銷管理，第5版，雙葉書廊，2018年。
(2)Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. 行銷個案分析；中譯第三版(2010)，智勝書局。
「遵守智慧財產權觀念」及「不得不法影印」
(1) Zhang Guoxiong, Marketing Management, 5th Edition, Shuangye Bookstore, 2018.
(2)Robert F. Hartley (2009), Marketing: Mistakes and Successes, Eleventh edition. Marketing case analysis; Chinese translation third edition (2010), Zhisheng Book Company.
"Abide by the concept of intellectual property rights" and "Photocopy without permission"
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
30 | |
| 每週小組個案報告每週小組個案報告 Weekly group case reports |
20 | |
| 期末產品行銷計畫報告(微電影)期末產品行銷計畫報告(微電影) Final product marketing plan report (microfilm) |
20 | |
| 期末考期末考 final exam |
30 |
