1.理解與活用行銷管理的觀念與分析架構
2.培養企業行銷活動觀察與分析的能力
3.訓練行銷情報蒐集、解讀及分析的能力
4.建立行銷決策制定與執行的能力
5.發展對特定行銷主題的進階知識與研究能力。1. Understand and apply marketing management concepts and analysis structures
2. Cultivate the ability to observe and analyze corporate marketing activities
3. Training the ability to collect, interpret and analyze marketing information
4. Establish marketing decision-making and execution capabilities
5. Develop advanced knowledge and research capabilities for specific marketing topics.
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.
1.教科書：Marketing Management, 16th edition, by Kotler/Keller/Chernev, Pearson Education, Inc 2022, ISBN 0-13-588715-1.
2.期刊文章:TBA
3.個案:TBA
1.Text and Scientific Book: Marketing Management, 16th edition, by Kotler/Keller/Chernev, Pearson Education, Inc 2022, ISBN 0-13-588715-1.
2. Journal Article: TBA
3. Case: TBA
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績（出席、課堂參與、個人摘要）平時成績（出席、課堂參與、個人摘要） Regular achievements (attendance, class participation, personal summary) |
15 | |
| 分組成績（小組案例、個案、期刊文章報告）分組成績（小組案例、個案、期刊文章報告） Sub-grouping results (small cases, cases, journal article reports) |
30 | |
| 期末報告期末報告 Final report |
30 | |
| 期末考期末考 Final exam |
25 |
