1. 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人的觀點來看行銷與品牌管理。本課程讓學生瞭解行銷策略與品牌管理的基本概念，可以應用在營利與非營利組織。
2.本課程特色在介紹行銷的基本原理、實務，以及這些實務的應用。本課程從管理的角度審視了我們當今的行銷系統，並提供了一些時事、個案來幫助強調當今商業世界中的行銷原則。掌握行銷洞察力，包括：1 瞭解行銷管理的本質，2.重視價值創造與顧客關係，3 確認市場區隔與目標市場，4. 打造品牌定位；涵蓋的主題包括消費者行為、市場研究和目標市場、產品、推廣、分銷通路、定價、以及行銷中的技術使用。課堂上的大部分時間都將用在經典個案分析討論，以市場行銷原理為基礎，討論市場行銷案例實務演練與實作的各種解決方案。

1. This course guides students into the interesting marketing field and helps students view marketing and brand management from the perspective of a marketing manager. This course provides students with an understanding of the basic concepts of marketing strategy and brand management that can be applied to both for-profit and non-profit organizations.
2. The feature of this course is to introduce the basic principles and practices of marketing, as well as the application of these practices. This course examines our current marketing systems from a management perspective and provides current events and case studies to help highlight marketing principles in today's business world. Master marketing insights, including: 1. Understand the nature of marketing management, 2. Pay attention to value creation and customer relationships, 3. Identify market segments and target markets, 4. Create brand positioning; topics covered include consumer behavior, market research and target markets, products, promotion, distribution channels, pricing, and the use of technology in marketing. Most of the class time will be spent on classic case analysis and discussions, based on marketing principles, discussing various solutions to the practical exercises and implementation of marketing cases.

(1). 張國雄著，行銷管理，第6版，雙葉書廊，2023年。

(1). Written by Zhang Guoxiong, Marketing Management, 6th Edition, Shuangye Bookstore, 2023.