本課程以行銷學理論為基礎，介紹行銷要素、行銷在組織企業及社會扮演的角色。
內容包含市場區隔、目標市場、產品定位、行銷組合策略、消費者心理與行為、
品牌行銷、廣告及促銷等。首以理論基礎為課程架設框架，再以我國觀光產業為個案據以鋪陳。讓學生對行銷管理內容、實務運用能有基本的了解。
The course is designed to provide an introduction to marketing, focusing on key marketing concepts, the role of marketing within organizations, and the role of marketing in society. Topics covered includes the STP process, elements of marketing mix, consumer behavior, marketing research, marketing planning, branding, advertising and promotion.
內容包含市場區隔、目標市場、產品定位、行銷組合策略、消費者心理與行為、
品牌行銷、廣告及促銷等。首以理論基礎為課程架設框架，再以我國觀光產業為個案據以鋪陳。讓學生對行銷管理內容、實務運用能有基本的了解。
The course is designed to provide an introduction to marketing, focusing on key marketing concepts, the role of marketing within organizations, and the role of marketing in society. Topics covered includes the STP process, elements of marketing mix, consumer behavior, marketing research, marketing planning, branding, advertising and promotion.
- 教師: 周 錦梅