開課班級Class：	授課教師Teacher：	學分數Credits：
四熱農二A	鍾惠雯	2

課程大綱Course Description：

高度資訊化發展的社會造就碎片化的市場結構，農產品須制訂好的行銷策略，創造顧客參與，增進顧客價值，推廣公共關係，以符應市場的需求。本課程透過課堂講授，分組報告，校外教學，了解農產品行銷的實務與規劃。 課程內容包含行銷的概念，環境分析，消費者行為，農產品屬性，農產品開發與創新，品牌策略，農產品驗證，訂價策略，通路策略，電子商務與物聯網，推廣與溝通，廣告與公共關係，休閒行銷。

English Outline：

In todays highly informed society, the agricultural market structure has become fragmented, necessitating effective marketing strategies that encourage customer participation, promote customer value, and improve public relations to meet market demands. This course is designed to provide comprehensive knowledge of agricultural marketing practices and planning through classroom lectures, group presentations, and field trips. The course covers a wide range of marketing concepts, including environmental analysis, consumer behavior, agricultural product attributes, and product development and innovation. In addition, branding strategies, agricultural product certification, pricing strategies, channel strategies, e-commerce, and the Internet of Things (IoT), promotion and communication, advertising, public relations, and leisure marketing are also discussed in depth. By the end of the course, students will have a strong understanding of the essential marketing strategies needed to succeed in todays competitive agricultural market.

本科目教學目標Course Objectives：

1.培育熱帶農業基礎人才。 2.發展農、林、漁、牧相關技術。 3.建立永續農業經營與國際合作觀。

教學型態Teaching Models：	成績考核方式Grading：
課堂教學+實習 (校內、校外)	平時成績General Performance：0% 期中考Midterm Exam：30% 期末考Final exam：40% 其它 Other：Participation and Attendance: 10% Field trip paper: 20%

參考書目Textbooks/References：

1.Kotler, P. and G. Armstrong. Principles of Marketing, 18th edition, Pearson Education Inc. 2.廖淑伶‧馬友蕙 編譯 (2022) 行銷管理，高立圖書

SDGs指標：

UCAN職業項目：

課程更新狀態：

課程匯入時間Import Time：2025-07-04 09:23:30

最後更新時間Last Modified：2025-07-04 09:32:54，更新人modified by：