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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 商學研究所 |
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授課教師 |
黃俊堯 |
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課號 |
MBA7028 |
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課程識別碼 |
741 M9000 |
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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 |
星期一2,3,4(9:10~12:10) |
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上課地點 |
管二302 |
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備註 |
限本系所學生(含輔系、雙修生)
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1041MBA7028_ |
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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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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
Marketing is a critical business process in creating, delivering, and communicating value to customers. What is fundamental in such a process is an in-depth understanding of customers, competitors and the environment. Marketing research serves the purpose of gaining and accumulating such understanding and ensuing insights. |
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課程目標 |
1. Help participants more realistically understand the scope of marketing research, as well as uses and limitations of various tools.
2. Help participants learn both qualitative and quantitative research approaches.
3. Familiarize participants with marketing research process.
4. Give participants first-hand experiences in conducting marketing research.
5. Make participants capable of evaluating marketing research reports.
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課程要求 |
1. It is necessary for participants to have completed at least an undergraduate Marketing-related course before taking this course.
2. Taking this course implies that you are willing to form a team, conduct 2 projects, and work out 8 cases.
3. Be curious and ambitious. Actively participate in both classroom and group discussions.
4. Prepare the assigned preparations before a session starts.
5. Form your team of 3 or 4 participants by September 21.
6. You’ll need the assigned textbook for the whole semester for course preparations and the assigned cases. Get the textbook by the Oct. 5 session.
7. Groups are required to turn in case assignments for each assigned case BEFORE the corresponding discussion session. Case assignments have to be word-processed, with reasonable line space and fonts, and signed by team members before turning in. Please limit your group’s assignment within TWO A4 pages. There will be no credit provided for overdue (i.e., handed in after 09:20) assignments and, for the sake of fairness, no excuse.
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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 |
Iacobucci, Dawn and Gilbert A. Churchill (2010), Marketing Research Methodological Foundations, 10th ed., South-Western Gengage Learning. [華泰代理] |
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
9/14 |
Introduction to the Course |
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第2週 |
9/21 |
Marketing Intelligence & Research Process |
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第3週 |
9/28 |
National Holiday |
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第4週 |
10/05 |
Research Design |
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第5週 |
10/12 |
Data Forms and Sources |
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第6週 |
10/19 |
Sampling |
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第7週 |
10/26 |
Data Analysis (I) |
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第8週 |
11/02 |
Invited Speech: Making Sense of Business Data (I) |
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第9週 |
11/09 |
Data Analysis (II) |
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第10週 |
11/16 |
Invited Speech |
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第11週 |
11/23 |
The Right Brain |
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第12週 |
11/30 |
First Project Presentation (a quantitative one) |
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第13週 |
12/07 |
Basics of R |
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第14週 |
12/14 |
Invited Speech: Making Sense of Business Data (II) |
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第15週 |
12/21 |
Research Report |
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第16週 |
12/28 |
Marketing Research in the Digital Environment |
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第17週 |
1/04 |
Second Project Presentation (a qualitative one) |
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