國立中山大學 109學年度第1學期 課程教學大綱
National Sun Yat-sen University 109Academic year1st Semester Course syllabus
|
中文名稱 Course name(Chinese) |
行銷研究方法 |
課號 Course Code |
BM831A |
英文名稱 Course name(English) |
MARKETING RESEARCH METHOD |
課程類別 Type of the course |
講授類 | 必選修 Required/Selected | 選修 |
系所 Dept./faculty |
企業管理學系博士班 |
授課教師 Instructor |
黃明新
|
學分 Credit |
3 |
因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下: |
|
因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下: |
|
1.Research paper :60% 2.Class participation:40%
|
|
課程大綱 Course syllabus |
|
課程目標 Objectives |
|
1.To gain a detailed understanding and practical working knowledge of research design and methodology fundamentals in marketing. 2.To include stimulating research creativity and critical thinking in the realm of research design and methodology. 3.To use fundamental research concepts gained in the course in designing and evaluating research in marketing.
|
|
授課方式 Teaching methods |
|
Consistent with the basic notion of an advanced Ph.D course, the sessions will be discussion oriented with each student exploring ideas and questions proposed by others and exposing his/her own ideas and questions for investigation by others. Readings from required academic marketing literature are assigned which will form the background for discussions in class. The readings are grouped so as to cover a specific area of marketing research method to a reasonable depth each week. Students are expected to have read all the articles assigned for the week well enough to be able to discuss them without referring back to them during class session. My role in the class is that of a coordinator. My participation will be limited to clarifying issues that you are having difficulty with, ensuring that the discussion does not stray the expected path, and tying the readings together and point to future research directions.
|
|
評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference
|
|
1.Research paper :60% 2.Class participation:40%
|
|
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
|
|
Articles from markeitng journals, e.g., Journal of Marketing, Journal of marketing Research, Journal of the Academy of Marketing Science
|
|
彈性暨自主學習規劃 Alternative learning periods
|
|
每週課程內容及預計進度 Weekly scheduled progress |
|
週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2020/09/06~2020/09/12 | Introduction | 2 | 2020/09/13~2020/09/19 | Research and Publishing | 3 | 2020/09/20~2020/09/26 | Theory, Model, Constructs and Measures (I) | 4 | 2020/09/27~2020/10/03 | Theory, Model, Constructs and Measures (II) | 5 | 2020/10/04~2020/10/10 | Theory, Model, Constructs and Measures (III) | 6 | 2020/10/11~2020/10/17 | Foundations of Measurement (I) | 7 | 2020/10/18~2020/10/24 | Foundations of Measurement (II) | 8 | 2020/10/25~2020/10/31 | Construct, Discriminate, and Convergent Validity (I) | 9 | 2020/11/01~2020/11/07 | Construct, Discriminate, and Convergent Validity (II) | 10 | 2020/11/08~2020/11/14 | Internal and External Validity (I) | 11 | 2020/11/15~2020/11/21 | Internal and External Validity (II) | 12 | 2020/11/22~2020/11/28 | Some Common Threats to Validity | 13 | 2020/11/29~2020/12/05 | Data Analysis Issues | 14 | 2020/12/06~2020/12/12 | Effect Size and Significance Testing | 15 | 2020/12/13~2020/12/19 | Research Synthesis | 16 | 2020/12/20~2020/12/26 | Getting Your Work Published | 17 | 2020/12/27~2021/01/02 | Reviewing(I) | 18 | 2021/01/03~2021/01/09 | Reviewing(I) |
|
|
課業討論時間 Office hours |
|
時段1 Time period 1: 時間 Time:星期二10:00~12:00 地點 Office/Laboratory:管4109 時段2 Time period 2: 時間 Time:星期四10:00~12:00 地點 Office/Laboratory:管4109
|
|
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university |
|
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university | 課堂活動與評量方式 Class activities and evaluation | 本課程欲培養之能力與素養 This course enables students to achieve. | 紙筆考試或測驗 Test. | 課堂討論︵含個案討論︶ Group discussion (case analysis). | 個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment. | 群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment. | 個人口頭報告 Indivisual oral presentation. | 群組口頭報告 Group oral presentation. | 課程規劃之校外參訪及實習 Off-campus visit and intership. | 證照/檢定 License. | 參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions. | 課外閱讀 Outside reading. | ※系所學生專業能力 Basic disciplines and core capabilities of the department | |
1.溝通能力(Ability of communication) 1. Ability of communication. | V | | V | V | | V | | | | | | 2.學術與產業結合知識(Industry-academic collaboration) 2. Industry-academic collaboration. | V | | V | V | | V | | | | | | 3.倫理觀與社會責任實踐(Ethics and social responsibilities) 3. Ethics and social responsibilities. | | | | | | | | | | | | 4.概念化與問題分析能力(Conceptualization and ability of problem analysis) 4. Conceptualization and ability of problem analysis. | V | | V | V | | V | | | | | | 5.國際觀(global perspective) ? 5. Global perspective. | | | | | | | | | | | | ※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university | |
1.表達與溝通能力。 1. Articulation and communication skills | V | | V | V | | V | | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | V | | V | V | | V | | | | | | 3.終身學習能力。 3. Lifelong learning | V | | V | V | | V | | | | | | 4.倫理與社會責任。 4. Ethnics and social responsibility | | | | | | | | | | | | 5.美感品味。 5. Aesthetic appreciation | | | | | | | | | | | | 6.創造力。 6. Creativity | | | | | | | | | | | | 7.全球視野。 7. Global perspective | | | | | | | | | | | | 8.合作與領導能力。 8. Team work and leadership | | | | | | | | | | | | 9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature | | | | | | | | | | | |
|
|
本課程與SDGs相關項目:The course relates to SDGs items: |
|
本課程校外實習資訊: This course is relevant to internship: |
|