國立中山大學 110學年度第2學期 課程教學大綱

National Sun Yat-sen University 110Academic year Course syllabus

中文名稱
Course name(Chinese)

行銷傳播管理研究方法

課號
Course Code

ICM904

英文名稱
Course name(English)

MARKETING COMMUNICATION RESEARCH METHODS

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

行銷傳播管理研究所碩士在職專班

授課教師
Instructor

王紹蓉    

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:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

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.課堂參與Participation20%
2.論文評析Response Essay20%
3.小組報告Group Report20%
4.期末報告Final Report40%

課程大綱 Course syllabus

         本課程教學大綱已提供完整英文資訊(本選項僅供統計使用,未提供完整英文資訊者,得免勾記)【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

本課程指在以深入淺出方式,介紹傳播研究方法的觀念與運用,俾使同學了解質化與量化的基本研究設計、分析及其相關問題,常用的量化研究方法如調查法與實驗法,以及常用的質化方法如面談和觀察法等,皆為本課程討論的範圍。此外,本課程將循序漸進的教導同學撰寫具學術研究標準的企劃書以及論文寫作法。
This course will explore step by step of the research process, to help students develop methods for conducting their own research.This will include refining the research questions, introducing both quantitative and qualitative methods, implementing the chosen method, and analizing and presenting the results. This course will also help students to write their own thesis proposal.



課程目標 Objectives

         學生在學習後期能獨立設計小規模的研究計畫,並能著手撰寫研究企劃書及學術論文。
At the end of the course, students are expected to design their own research and complete a draft version of their thesis proposal.


授課方式 Teaching methods

         講授 Lecture



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.課堂參與 Participation20%
2.論文評析 Critics Essay20%
3.期中報告 Midterm Report20%
4.期末報告 Final Report40%

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

        
序號作者書名出版社出版年出版地ISBN#
No.AutherTitlePublisherYear of
publish
Publisher
place
ISBN#
1王雲東社會研究方法-量化與質性取向及其應用 (第三版)揚智2016臺北市

彈性暨自主學習規劃 Alternative learning periods

本門課程是否有規劃實施學生彈性或自主學習內容(每1學分2小時)
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否:教師需於「每週課程內容及預計進度」填寫18週課程進度(每1學分18小時之正課內容)。
No:The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是:教師需於「每週課程內容及預計進度」填寫16週課程內容(每1學分16小時之正課內容),並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。
    Yes:The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).

學生彈性或自主學習活動
Alternative learning periods
勾選或填寫規劃內容
Place a check in the appropriate box or provide details
時數
Number of hours
學生分組實作及討論
Group work and discussion
參與課程相關作業、作品、實驗
Participation in course-related assignments, work, or experiments
參與校內外活動(研習營、工作坊、參訪)或競賽
Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀
Extracurricular reading
線上數位教材學習
Learning with online digital learning materials
其他(請填寫規劃內容)
Other (please provide details)

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
WeekDateContent and topic
12022/02/13~2022/02/19課程簡介 Course Overview
22022/02/20~2022/02/26甚麼是研究? What is research
32022/02/27~2022/03/05如何做研究 (I) How do I start my own research
42022/03/06~2022/03/12全校運動會
52022/03/13~2022/03/19如何做研究 (II) How do I start my own research
62022/03/20~2022/03/26論文結構與閱讀(I) Thesis Reading
72022/03/27~2022/04/02論文結構與閱讀(II) Thesis Reading
82022/04/03~2022/04/09研究程序、主題、方向、問題與研究設計 Design your own research
92022/04/10~2022/04/16期中考週 Midterm
102022/04/17~2022/04/23理論的概念化、操作化; 測量與樣本 Conceptualization and Operationalization
112022/04/24~2022/04/30調查研究法 Survey Research
122022/05/01~2022/05/07實驗法 Experimental Design
132022/05/08~2022/05/14訪談法 Interview
142022/05/15~2022/05/21網路民族誌 Online Ethnography
152022/05/22~2022/05/28文獻查找與撰寫 Literature Review and Endnote workshop
162022/05/29~2022/06/04研究計畫書撰寫 Proposal writing
172022/06/05~2022/06/11期末報告 Final report
182022/06/12~2022/06/18期末考週 Final week

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期二13:00-15:00
地點 Office/Laboratory:4092
時段2 Time period 2:
時間 Time:星期三13:00-15:00
地點 Office/Laboratory:4092

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.具備良好的理解、表達、與溝通能力。 1. With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.V  VVVV    
2.具備行銷傳播學業知識與技能,並有效分析與解決問題。 2. Mastering the social trends, our programme based on marketing communication management with theory and practice combination.           
3.以行銷傳播管理為基礎,結合行銷理論與實務,確切掌握社會各面向的脈動。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
4.發揮領導與團隊精神,能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Mastering the social trends, our programme based on marketing communication management with theory and practice combination.           
5.具備專業倫理觀念,明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
※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 skillsV  VVVV    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV  VVVV    
3.終身學習能力。 3. Lifelong learning           
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:

        
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

本課程校外實習資訊: This course is relevant to internship:

         本課程包含校外實習(本選項僅供統計使用,無校外實習者,得免勾記)
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義:規劃具有學分或時數之必修或選修課程,且安排學生進行實務與理論課程實習,於實習終了取得考核證明繳回學校後,始得獲得學分;或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

回上一頁