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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
112-1 |
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授課對象 |
品牌與顧客經營學分學程 |
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授課教師 |
陳瑀屏 |
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課號 |
IB3002 |
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課程識別碼 |
704 30530 |
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班次 |
01 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期三6,7,8(13:20~16:20) |
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上課地點 |
管二301 |
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備註 |
先修科目 : 行銷管理．
此課程納入品牌與顧客經營學分學程。
限學士班三年級以上
總人數上限：70人
外系人數限制：10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 |
Marketing research is about collecting quality information for data-driven managerial decision-making. In this course, we will learn the basic concepts to conduct marketing research, as well as to use marketing research. |
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課程目標 |
In the first half semester, we will focus on topics related to data collection, and learn research design to collect high-quality data. In the second half semester, we will focus on data analysis & interpretation. Specifically, we will focus on data exploration & visualization to correctly extract information from your data and get valuable insights. |
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課程要求 |
Classroom instruction is augmented by group projects, which is intended to provide you with experience in problem definition, critical evaluation of alternative research designs, implementation of these designs, and the use of data analysis procedures.
Project 1: Survey Design
Project 2: Data Analysis |
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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 |
1, Marketing Research: An Applied Orientation, 7th Edition (2019). Malhotra. Pearson Education.
2, Marketing Research, 9th Edition (2020). Burns & Veeck. Pearson Education.
3, Marketing Research, 13th Edition (2018). Kumar, Leone, Aaker, and Day. Wiley Global Education. |
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評量方式
(僅供參考) |
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