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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
112-2 |
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授課對象 |
學程 品牌與顧客經營學分學程 |
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授課教師 |
柯冠州 |
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課號 |
BA4010 |
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課程識別碼 |
701E46610 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期四2,3,4(9:10~12:10) |
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上課地點 |
管二206 |
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備註 |
本課程以英語授課。此課程納入品牌與顧客經營學分學程。
限本系所學生(含輔系、雙修生) 且 限學士班二年級以上
總人數上限：60人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
The goals of the course will be for students to:
(i) Acquire knowledge of concepts and techniques required to conduct marketing research, and
(ii) Apply this knowledge in practice by solving real marketing research problems.
Overall, the course will introduce students to marketing research, its applications to managerial decision-making and emphasize research as an aid to problem solving in marketing management. The course will take students through all the steps in the process of conducting marketing research and using the obtained insights to make well-informed decisions. |
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課程目標 |
‧ Develop the participants’ problem analysis skills, and ability to translate a management problem into a feasible research question
‧ Provide participants with a working knowledge of the concepts and methods of marketing research
‧ Increase sensitivity to the biases and limitations of marketing data
‧ Introduce students to the utility of the internet in conducting marketing research
These goals will be achieved through several means – lectures, discussions, exams, and a semester-long, team-based marketing research project. Lectures and class discussions will be designed to introduce concepts. A marketing research project will give students the opportunity to apply knowledge acquired in the class and gain hands-on experience in using research techniques to solve managerial problems. Students will also learn to use the R language and SPSS software (an industry standard in the marketing research field) for solving specific research problems through data analysis. Working knowledge of the R language and SPSS software is a valuable skill in marketing management, marketing research and a variety of other managerial and technical/analytical positions. Showing that you have this skill will be very helpful when you are on the job market.
As a result of taking this class, students should understand the steps in the process of designing a research study that yields relevant and accurate information for decision-making. |
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課程要求 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
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評量方式
(僅供參考) |
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