設計教育強調理論與實務並重，因此，即使是理論課程也可以運用主題的擬定，讓學生進行實作設計的練習，達到對專業知識的認知與實作技能的培養。本研究旨在透過行銷概論課程之教學活動，先就其理論之意涵與特質提出說明，其次，在配合課程特質的考量下，讓學生以自由分組的方式進行月曆之獨創品牌的設計，並且透過故事性之文字敘述與口頭報告的方式，將設計的意涵與創意予以呈現。再者，希望藉由師生對於實作設計的討論過程，能幫助學生對行銷概念的理解，進而達到具有創意行銷之實作設計的技能。

Designing education accentuated that equal attention to both theory and reality should be paid. Therefore, even though it was a theoretic cour5se, applying primary subject's contrivance could as well make the students carry on practice in the practically operative layout so that recognition of specialized knowledge and cultivation of practically operative technique could be achieved hereafter. This research, passing through a marketing generalization course in teaching activity, in the commencement, was aimed at significant connotation in theory and peculiarity to submit explanation and interpretation. In addition to that, in coordination with curriculum idiosyncrasy which was under consideration, permission was made to let the students proceed monthly calendar brand in uniquely creative design in the form of free fractionalization into group discussions and have design's significant connotation and originative conception manifested through both the lettering description of narrative tale and oral report. Furthermore, hopefully dependence on discussion about how the teacher and students carry on the practically operative layout can assist the students fully comprehend the marketing conception and proceed to the next step to achieve technical ability of the practically operative layout with originatively conceptional marketing accordingly.