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本課程之授課內容主要培養學生對「時尚行銷」的概念及行銷形成與企業環境的關係。時尚行銷是一門流行議題的文創行銷課程，經由老師之之引導，可貫穿同學所學有關時尚行銷管理知識，以增進學生培養發掘企業問題，及決策執行的能力。本課程強化解說協助學生了解時尚行銷管理的原則與理念。本課程希望為學生建立正確的時尚行銷管理與經營觀念、並討論各種常見的時尚行銷管理個案。學生應發揮創意，創新地討論時尚行銷管理相關議題。透過課程解說協助學生了解時尚行銷的基本原則與理念，並訓練同學行銷推廣實作以加深學習興趣；讓學生深入瞭解時尚行銷的實務，以達理論與實務合一的目的。
《 課程簡介 -- English 》
This course concentrates on the marketing in the fashion industry as well as real world hand-made skills.
Marketing is an universal activity, regardless of the political, social, or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. Therefore, this course will explore the trade distortions and marketing barriers, foreign market entry strategies, culture, product and branding strategies, consumer behavior, promotion and pricing strategies, marketing research and so on so forth. The major purpose for this course is to develop the core competencies for the international marketing profession
The core values of this course will:
1.Focus on the Physical Environment and Geography
2.Encourage students to analyze the cases: Each Part section is followed by 4 cases, with 2 additional cases online. Presented on a variety of topics, these cases present students with real business situations. All cases address the activities of actual or former companies and cover a broad geographic spectrum.
3.Watch Video Cases: Video cases are located within the case section and are available on DVD for instructors. These cases further illustrate chapter topics and have been expanded from previous editions.
4.Offer Recommended Readings: Found at the end of each chapter, the authors have provided additional recommended reading to be assigned in class, or to be utilized as an additional resource.
5. Do the Internet Exercises: Included at the end of each chapter, Internet exercises give readers online experience at the international and global issues that arise in marketing.
6.Encourage students to understand the E-Commerce and Technology: The impact of technology and e-commerce on marketing communications, channels, logistics, and research is thoroughly integrated throughout the text.
7.Explore the Culture and Government: The text emphasizes on culture and how it affects business decisions in marketing, while also emphasizing policy issues to accurately portray the increase in governments' role in international marketing.
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