國立中山大學 111學年度第1學期 課程教學大綱
National Sun Yat-sen University 111Academic year1st Semester Course syllabus
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中文名稱 Course name(Chinese) |
行銷研究 |
課號 Course Code |
BM316 |
英文名稱 Course name(English) |
MARKETING RESEARCH |
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 |
授課教師 Instructor |
周泰華
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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: |
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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: |
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尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞
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課程大綱 Course syllabus |
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課程目標 Objectives |
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This course provides a comprehensive introduction to marketing research, and discusses nature, key concepts, theories, processes, and techniques, as well as their applications. Students gain an appreciation for the breadth and depth of the subject and its significance for a business enterprise, whether a start-up, manufacturers, retailers, or an not-for-profits company. The discussions center on planning executing marketing research proposals, and writing up of final reports.
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授課方式 Teaching methods |
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上課視情況將採 Google Meet 進行同步遠距課程,將另以電郵通知已選課學生連結: https://meet.google.com/ lecturing, projects, case studies and students reports
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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
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1.student reports:50% 2.written exam.:50%
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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
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1. 周泰華 (民一百零一年),行銷研究方法與個案,第二版,台中市:滄海書局。 2. Hair, Joseph Jr., Mary Celsi, David J. Ortinau, Robert P. Bush (2017), Essentials of Marketing Research, 4th edition, Columbus, OH , McGraw Hill Education International. 3. 林呈昱, 行銷研究:大數據與傳統行銷工具的結合, 2019年第1 版, 華泰書局
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2022/09/04~2022/09/10 | introduction | 2 | 2022/09/11~2022/09/17 | student report proposals | 3 | 2022/09/18~2022/09/24 | student report proposals | 4 | 2022/09/25~2022/10/01 | The role, scope and procedures of marketing research | 5 | 2022/10/02~2022/10/08 | Secondary data and marketing research proposals | 6 | 2022/10/09~2022/10/15 | National holidays | 7 | 2022/10/16~2022/10/22 | Observation and experiments Questionnaire design | 8 | 2022/10/23~2022/10/29 | Mid-term exam. | 9 | 2022/10/30~2022/11/05 | Student oral reports –research proposals | 10 | 2022/11/06~2022/11/12 | Attitude measurements | 11 | 2022/11/13~2022/11/19 | Sampling methods | 12 | 2022/11/20~2022/11/26 | Data analysis | 13 | 2022/11/27~2022/12/03 | data analysis and research reports | 14 | 2022/12/04~2022/12/10 | Data analysis | 15 | 2022/12/11~2022/12/17 | Procedures of data analysis and research reports | 16 | 2022/12/18~2022/12/24 | Student oral reports –research proposals | 17 | 2022/12/25~2022/12/31 | Student oral reports –questionnaires | 18 | 2023/01/01~2023/01/07 | Finals and hand-in of all reports |
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課業討論時間 Office hours |
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時段1 Time period 1: 時間 Time:星期五7:00-9:00 地點 Office/Laboratory:管3041室 時段2 Time period 2: 時間 Time:星期六7:00-9:00 地點 Office/Laboratory:管3041室
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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 |
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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.基礎的管理知識(general knowledge of business management) 1. General knowledge of business management. | V | V | V | V | V | | V | | | | | 1.基礎的管理知識(general knowledge of business management) 1. General knowledge of business management. | V | V | V | V | V | | V | | | | | 2.溝通能力與團隊合作(Communication ability and team cooperation) 2. Communication ability and team cooperation. | V | V | V | V | V | | V | | | | | 2.溝通能力與團隊合作(Communication ability and team cooperation) 2. Communication ability and team cooperation. | | | | | | | | | | | | 3.問題解決能力(Ability of problem solution) 3. Ability of problem solution. | | | | | | | | | | | | 3.問題解決能力(Ability of problem solution) 3. Ability of problem solution. | | | | | | | | | | | | 4.倫理觀與社會責任實踐(Ethics and social responsibilities) 4. Ethics and social responsibilities. | | | | | | | | | | | | 4.倫理觀與社會責任實踐(Ethics and social responsibilities) 4. Ethics and social responsibilities. | | | | | | | | | | | | 5.國際觀(Global perspective)? 5. Global perspective. | | | | | | | | | | | | 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 | | | | | | | | | | | | 1.表達與溝通能力。 1. Articulation and communication skills | | | | | | | | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | | | | | | | | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | | | | | | | | | | | | 3.終身學習能力。 3. Lifelong learning | | | | | | | | | | | | 3.終身學習能力。 3. Lifelong learning | | | | | | | | | | | | 4.倫理與社會責任。 4. Ethnics and social responsibility | | | | | | | | | | | | 4.倫理與社會責任。 4. Ethnics and social responsibility | | | | | | | | | | | | 5.美感品味。 5. Aesthetic appreciation | | | | | | | | | | | | 5.美感品味。 5. Aesthetic appreciation | | | | | | | | | | | | 6.創造力。 6. Creativity | | | | | | | | | | | | 6.創造力。 6. Creativity | | | | | | | | | | | | 7.全球視野。 7. Global perspective | | | | | | | | | | | | 7.全球視野。 7. Global perspective | | | | | | | | | | | | 8.合作與領導能力。 8. Team work and leadership | | | | | | | | | | | | 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 | | | | | | | | | | | | 9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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