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課程名稱 |
行銷研究
Marketing Research |
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開課學期 |
104-1 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
陳瑀屏 |
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課號 |
IB7059 |
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課程識別碼 |
724 M4600 |
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班次 |
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學分 |
3 |
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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 |
星期一6,7,8(13:20~16:20) |
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上課地點 |
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備註 |
上課教室:管二201教室。先修科目:行銷管理。
限碩士班以上 且 限本系所學生(含輔系、雙修生)
總人數上限：15人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1041IB7059_ |
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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. The basic objective of this course is to help you conduct and use research to make more effective business decisions. |
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課程目標 |
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. This course focuses equally on (i) technical competence and (ii) application to real-life problems. We cover the technical aspects of marketing research (both qualitative and quantitative research methods) through the lectures, homework assignments, and the group project. We also discuss real life application using various mini-cases. |
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課程要求 |
Homework 25%
—Comments to other groups’ presentation
Group Project 35%
—First-round presentation (5%)
—Second-round presentation (5%)
—Final presentation (15%)
—Written report (10%), due January 11
Exams 40%
—Midterm: November 9 (20%)
—Final: January 11 (20%)
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預期每週課後學習時數 |
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Office Hours |
每週二 14:20~16:20 |
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指定閱讀 |
Essentials of Marketing Research: A Hands-On Orientation (2014). Naresh K. Malhotra. Pearson Education. |
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參考書目 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Exams |
40% |
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2. |
Homework |
25% |
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3. |
Group Project |
35% |
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週次 |
日期 |
單元主題 |
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第1週 |
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Introduction |
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第2週 |
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Chapter 1 & 2 |
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第3週 |
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Holiday |
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第4週 |
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Chapter 3 & 4 |
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第5週 |
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Chapter 5 & 6 |
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第6週 |
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Chapter 7 & 8 |
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第7週 |
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Chapter 9 |
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第8週 |
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Chapter 10 & SPSS |
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第9週 |
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Midterm |
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第10週 |
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Chapter 11 |
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第11週 |
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Chapter 12 |
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第12週 |
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Second-round Presentation |
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第13週 |
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Chapter 13 |
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第14週 |
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Supplement I |
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第15週 |
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Supplement II |
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第16週 |
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Final Presentation I |
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第17週 |
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Final Presentation II |
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第18週 |
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Final Exam |