教學目標：The objective of this course is to provide students with a comprehensive understanding of the principles and practices of marketing management. Students will learn how to analyze markets, identify consumer needs, and develop effective strategies to create, communicate, deliver, and sustain customer value. Emphasis is placed on applying core marketing concepts—including segmentation, targeting, positioning, product development, pricing, distribution, and promotion—in both domestic and global contexts. The course also aims to cultivate critical thinking, ethical awareness, and practical skills through case studies, projects, and real-world applications, preparing students to make informed marketing decisions in a dynamic and diverse business environment.