國立中山大學111學年度第1學期行銷傳播管理研究方法課程大綱

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

中文名稱
Course name(Chinese)

行銷傳播管理研究方法

課號
Course Code

ICM557

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班

授課教師
Instructor

周軒逸

學分
Credit

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.評分方式不調整 (唯口頭報告改為線上方式進行；考試改為在家施測) 請欲遠距同學配合相關事項：%

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.)】

本課程旨在介紹從事行銷傳播管理相關議題的研究時，所會使用到的研究方法，並以量化研究為核心焦點。
This course mainly introduced the research methods adopted in the field of marketing communication, with emphasis on quantitative research.

課程目標 Objectives

1. 何謂研究方法 (特別是企業研究、行銷研究)？量化研究法 (調查法/實驗法的取捨、執行、抽樣)？研究方法的重要性？什麼是一個好的研究？論文寫作注意事項有哪些？論文題目從哪來？研究架構/研究假說是什麼？... 本課程將深入討論上述議題。
2. 使修課學生瞭解執行研究的必備觀念，知曉整個研究流程，能依研究主題採取適當的研究方法與設計、並能有效進行資料的蒐集與分析，俾完成結案報告等。
3. 課程修習完畢後，學生應能夠學會如何進行量化研究與分析，並具備獨力完成碩士論文的能力。
4. 藉由期末報告的撰寫，真實操作一次實驗設計的流程與結果分析、討論，實際利用課程所學之研究方法，初步完成一個基礎導向型的研究。
The purpose of this course is to provide students with a managerial overview of research methods (especially in marketing and communication areas). The course will employ a mix of lectures, discussion of cases, and students’ oral presentation of their final projects. The case write-ups and final projects are conducted by groups. The final project may involve the analysis of datasets and thus some computer packages (i.e., SPSS) need be used.
Why study marketing communication research methods? Qualitative versus Quantitative research? The importance of research methods? What is good research? How to write research report? The language of research?
to familiarize students with the quantitative techniques and data interpretation of marketing communication research
The key to familiarizing research methods is “learning by doing”. Only through hands-on experiments, the students could realize the possible knowledge gap and difficulties in executing experiments. Therefore, the topic of the term paper was set to be “Experimental imitation and extension”, which involved experimental design and questionnaires that measured participant response. These ensured their practice of the two main methods of quantitative research (i.e. experiments and questionnaires).

授課方式 Teaching methods

教師講授、小組報告與討論為主
Multiple teaching methods were utilized, e.g., lecture, discussion, and group presentations, etc.

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.case write-ups：20%
2.group projects：40%
3.midterm exam：25%
4.class participation：15%

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

Text: Schindler, Pamela S. (2019), Business Research Methods 13th, McGraw Hill. (華泰文化代理)
Recommended Textbook:
1. Hair, J. F. Jr et al. (2021). Essentials of Marketing Research (5th ed.). 華泰文化
2. 吳萬益 (2019)，企業研究方法 (第六版)，華泰文化。
3. 邱志聖 (2015)，行銷研究：實務與理論應用 (第四版)，智勝文化。
4. 黃俊英 (2008)，行銷研究 – 管理與技術 (第八版)，華泰文化。
5. Churchill, Iacobucci (2010), Marketing Research Methodological Foundations 10th, South-Western Cengage Learning.
6. Hair Jr et al. (2020). Essentials of Business Research Methods (4th ed.). 華泰文化
7. 俞洪亮、蔡義清、莊懿妃 (2018)，商管研究資料分析 – SPSS的應用 (修訂三版)，華泰文化。
8. 顏志龍、鄭中平 (2021)，給論文寫作者的統計指南：傻瓜也會跑統計，五南。
9. 林隆儀 (2019)，論文寫作要領 (第3版)，五南。
10. 顏志龍 (2021)，傻瓜也會寫論文(量化+質化增訂版)：社會科學學位論文寫作指南，五南。

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
Week	Date	Content and topic
1	2022/09/04~2022/09/10	Course organization and Introduction (subject to change)
2	2022/09/11~2022/09/17	Research foundations and fundamentals
3	2022/09/18~2022/09/24	Research foundations and fundamentals
4	2022/09/25~2022/10/01	The Research Process: An Overview
5	2022/10/02~2022/10/08	Clarity the Research Question; Research Design: An Overview
6	2022/10/09~2022/10/15	10/10國慶紀念日放假
7	2022/10/16~2022/10/22	Experiments I
8	2022/10/23~2022/10/29	Midterm Exam
9	2022/10/30~2022/11/05	Experiments II
10	2022/11/06~2022/11/12	Presenting Insights and Findings – Written Reports
11	2022/11/13~2022/11/19	Measurement Instruments
12	2022/11/20~2022/11/26	Measurement foundations; Measurement Questions
13	2022/11/27~2022/12/03	Data Analysis and Interpretation
14	2022/12/04~2022/12/10	Survey Research
15	2022/12/11~2022/12/17	Sampling; Ethical Issues
16	2022/12/18~2022/12/24	Presentations of Projects
17	2022/12/25~2022/12/31	彈性學習
18	2023/01/01~2023/01/07	彈性學習

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期三13:00-15:00
地點 Office/Laboratory：管4082
時段2 Time period 2：
時間 Time：星期五13:00-15:00
地點 Office/Laboratory：管4082

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.

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. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 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. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

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 skills

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

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.