課程名稱 |
行銷研究 Marketing Research |
開課學期 |
110-2 |
授課對象 |
管理學院 商學研究所 |
授課教師 |
柯冠州 |
課號 |
MBA7028 |
課程識別碼 |
741 M9000 |
班次 |
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學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期五2,3,4(9:10~12:10) |
上課地點 |
管二302 |
備註 |
限碩士班以上 且 限本系所學生(含輔系、雙修生) 總人數上限:30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 |
課程大綱
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課程概述 |
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. The specific objectives are to:
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 |
課程目標 |
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. |
課程要求 |
待補 |
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 |
Dawn Iacobucci, Gilbert Churchill. Marketing Research: Methodological Foundations. Cengage Learning, 2009 (10th edition). |
評量方式 (僅供參考) |
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