| 課程代碼 |
65D00T01
|
| 課程中文名稱 |
行銷研究
|
| 課程英文名稱 |
Marketing Research
|
| 學分數 |
3.0
|
| 必選修 |
選修
|
| 開課班級 |
四國際商務三甲
|
| 任課教師 |
洪一碩
|
| 上課教室(時間) |
|
週三
|
第2節
|
(S510)
|
|
週三
|
第3節
|
(S510)
|
|
週三
|
第4節
|
(S510)
|
|
| 課程時數 |
3
|
| 實習時數 |
0
|
| 授課語言 |
1.英語
◎全程外語教學
|
| 輔導考證 |
無
|
| 課程概述 |
Marketing Research addresses the practice how to systematically and logically gather and analyze the information that is relevant to the objective of making marketing decisions. The main objective of this course is to equip students with the key concepts and methods of marketing research, and allow student to understand how to apply those tools to solve real-life business problems. Both qualitative and quantitative research methods are covered through the lectures. We also discuss real life application through various mini-cases. A small-scale project report demonstrating students’ learning at this course is required where students identify and solve a real business problem using marketing research methods.
|
| 先修科目或預備能力 |
|
|
課程學習目標與核心能力之對應
|
| 編號 | 中文課程學習目標 | 英文課程學習目標 | 對應系指標 |
|
1
|
國際商務知識
|
International business knowledge
|
1 國際商務知識
|
|
2
|
資料分析能力
|
Data analysis ability
|
4 資料分析能力
|
|
3
|
商務簡報能力
|
Business presentation
|
6 商務簡報能力
|
|
4
|
商務企劃能力
|
Business planning
|
11 商務企劃能力
|
|
5
|
邏輯思考能力
|
Logical thinking and reasoning
|
12 邏輯思考能力
|
|
| 就業力培養目標 |
| |
校指標 |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
9 |
10 |
| |
專業知識 |
實務技能 |
資訊能力 |
整合創新 |
外語能力 |
熱誠抗壓 |
表達溝通 |
敬業合群 |
人文素養 |
服務關懷 |
| |
10% |
30% |
0% |
30% |
0% |
0% |
20% |
5% |
5% |
0% |
| |
系指標 |
1 |
4 |
9 |
2 |
11 |
12 |
10 |
5 |
13 |
3 |
6 |
7 |
14 |
8 |
| |
國際商務知識 |
資料分析能力 |
實務技能 |
電腦應用技能 |
商務企劃能力 |
邏輯思考能力 |
外語能力 |
穩定度抗壓性 |
主動負責學習 |
自我行銷能力 |
商務簡報能力 |
整合協調溝通 |
人文素養 |
企業倫理 |
| |
10% |
30% |
0% |
0% |
20% |
10% |
0% |
0% |
0% |
0% |
20% |
5% |
5% |
0% |
|
| 中文課程大綱 |
一、行銷研究導論
二、研究設計
三、資料蒐集來源與方法
四、資料分析方法
五、研究結果撰寫與報告
|
| 英/日文課程大綱 |
The course will cover the following important topics:
1. Introduction to Marketing Research
2. Research Process and Problem Formulation
3. Basic research process and four major steps of a marketing research project
4. Marketing research in the social media, TV industry, In-store shopper, and brand perception
5. The Marketing 4-Ps: pricing, promotion, product design, positioning
6. Exploring company competitive advantages using M. Porter’s Five Forces Analysis.
7. Introducing process of marketing quantitative research
8. Sampling, questionnaires, survey design, and data analysis
9. Making conclusion and marketing suggestions.
The course will conclude with student presentations of their group-based marketing research project.
|
| 課程進度表 |
PART Ⅰ: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION
Ch 1 Marketing Research for Managerial Decision Making
Ch 2 The Marketing Research Process and Proposals
PART Ⅱ: DESIGNING THE MARKETING RESEARCH PROJECT
Ch 3 Secondary Data, Literature Reviews and Hypotheses
Ch 4 Exploratory Research Designs and Data Collection Approaches
Ch 5 Descriptive and Casual Research Designs
PART Ⅲ: GATHERING AND COLLECTING ACCURATE DATA
Ch 6 Sampling: Theory and Methods
Ch 7 Measurement and Scaling
Ch 8 Designing the Questionnaire
PART Ⅳ: DATA PREPARATION, ANALYSIS AND REPORTING THE RESULTS
Ch 9 Qualitative Data Analysis
Ch10 Preparing Data for Quantitative Analysis
Ch11 Basic Data Analysis for Quantitative Research
Ch12 Examining Relationships in Quantitative Research
Ch13 Reporting and Presenting Results
|
| 課程融入SDGs |
|
| 期考調查 |
| 期中考(第9週)考試方式 |
midterm written exam
|
| 期末考(第18週)考試方式 |
final written exam
|
| 其他週考試考試週次與方式 |
marketing research project
|
|
| 教學方式與評量方式 |
| 課程學習目標 | 教學方式 | 評量方式 |
| 國際商務知識 |
課堂講授
|
筆試
（
平時
）
筆試
（
期中
）
筆試
（
期末
）
|
| 資料分析能力 |
課堂講授
|
筆試
（
期中
）
|
| 商務簡報能力 |
分組討論
|
口頭報告
（
期末
）
|
| 商務企劃能力 |
分組討論
|
口頭報告
（
期末
）
|
| 邏輯思考能力 |
分組討論
|
口頭報告
（
期末
）
|
|
| 指定用書 |
| 書名 |
Essentials of Marketing Research
|
| 作者 |
Hair, Celsi, Bush, Ortinau
|
| 書局 |
HcGraw-Hill
|
| 年份 |
2017
|
| 國際標準書號(ISBN) |
978-1-259-25246-4
|
| 版本 |
4
|
請同學尊重智慧財產權，使用正版教科書，不得非法影印，以免觸犯智慧財產權相關法令
。 |
| 參考書籍 |
(in Chinese)
行銷研究：實務與理論應用
邱志聖 2015/05/29 第四版
9789577299970
512 pages
|
| 教學軟體 |
Microsoft Excel and SPSS
|
| 課程規範 |
Please check "my e-learning" from time to time and see if any announcement from the teacher.
|