本課程主要向同學介紹行銷管理基本概念及實務。課程涵蓋當代行銷管理議題：
•顧客導向行銷概念
•行銷市場環境分析及規劃
•市場區隔，找到目標市場及市場定位
•發展行銷策略（產品策略/定價策略/通路策略/推廣策略）
•未來行銷發展趨勢

本課程除教師授課外，還包括小組報告和個案討論研究，以提高同學分析及溝通能力。

The purpose of the course is to provide an understanding of theories and practices about marketing management so that students can understand how companies develop their marketing strategy and what marketers usually do to meet their goals. The course is structured around the critical important marketing process. Several issues will be addressed via several lectures:
• Customer-oriented marketing concept
• Marketing environment analysis and planning
• Segmentation, targeting, and positioning
• Marketing strategy development (product strategy/pricing strategy/ channel strategy/promotion strategy)
• Future marketing trend (such as digital marketing, omni marketing channel, social commerce)
Besides lectures, this course also includes group project and case studies to improve students' analysis and communication skills