|
課程名稱 |
行銷研究
Marketing Research |
|
開課學期 |
105-1 |
|
授課對象 |
管理學院 商學研究所 |
|
授課教師 |
黃俊堯 |
|
課號 |
MBA7028 |
|
課程識別碼 |
741 M9000 |
|
班次 |
|
|
學分 |
3 |
|
全/半年 |
半年 |
|
必/選修 |
選修 |
|
上課時間 |
星期一7,8,9(14:20~17:20) |
|
上課地點 |
管二204 |
|
備註 |
本課程中文授課,使用英文教科書。碩士班數量方法之一。
限本系所學生(含輔系、雙修生)
總人數上限：30人 |
|
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1051MBA7028_ |
|
課程簡介影片 |
|
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
|
課程大綱
|
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
|
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. |
|
課程目標 |
The course is thus designed to:
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.
|
|
課程要求 |
1. Taking this course implies that you are willing to form a team, conduct 2 projects, and prepare for the cases.
2. Form your team of 3 participants by September 19.
3. You’ll need the assigned textbook for the whole semester for course preparations and the assigned cases. Get the textbook by the September 26 session.
|
|
預期每週課後學習時數 |
|
|
Office Hours |
|
|
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]. |
|
參考書目 |
TBA |
|
評量方式
(僅供參考) |
|
|
週次 |
日期 |
單元主題 |
|
第1週 |
9/12 |
Introduction |
|
第2週 |
9/19 |
The Scope of Marketing Research |
|
第3週 |
9/26 |
Research Design: Exploratory and Descriptive |
|
第4週 |
10/03 |
Invited Speaker |
|
第5週 |
10/10 |
National Holiday
*右側檔案為各組期中報告(業主部分) |
|
第6週 |
10/17 |
Research Design: Causal |
|
第7週 |
10/24 |
Questionnaire Design |
|
第8週 |
10/31 |
Data Sources & Sampling |
|
第9週 |
11/07 |
A Reflection on Conventional Research |
|
第10週 |
11/14 |
Mid-Term Project |
|
第11週 |
11/21 |
Data Analysis (I) |
|
第12週 |
11/28 |
Data Analysis (II) |
|
第13週 |
12/05 |
Data Analysis (III) |
|
第14週 |
12/12 |
Invited Speaker |
|
第15週 |
12/19 |
Research Report and Data Visualization |
|
第16週 |
12/26 |
Term Project |
|
第17週 |
1/02 |
National Holiday |
|