必修

The objectives are to help students developing four competencies of marketing career：
1. Understanding the market and consumers.
2. Designing a customer-driven marketing strategy and marketing mix.
3. Measuring and managing return on marketing
4. Harnessing new marketing technologies in digital age

本課程先藉由一些生活案例的介紹，然後將行銷知識融入其中，並系統性的整合行銷相關知識，強調思考邏輯過程的完整性。

1.行銷理論
2.行銷環境分析
3.關鍵成功因素與競爭優勢
4.市場區隔與目標市場選擇
5.消費市場的顧客分析
6.產品策略

The course will cover the following important topics:
Part 1: Defining marketing and the marketing Process
Part 2: Understanding the Marketplace and Consumers
Part 3: Designing a Customer-Driven Strategy and Mix
Part 4: Extending Marketing