國立中山大學 109學年度第2學期 課程教學大綱

National Sun Yat-sen University 109Academic year Course syllabus

中文名稱
Course name(Chinese)

行銷專題研討(一)

課號
Course Code

BM357A

英文名稱
Course name(English)

SEMINAR IN MARKETING MANAGEMENT (I)

課程類別
Type of the course

研討類

必選修
Required/Selected

必修

系所
Dept./faculty

企業管理學系

授課教師
Instructor

佘健源    

學分
Credit

2

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:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         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:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

        
1.Group Projects100%

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.)】

This is course is the first part of a one-year training. In this training, through completing a data science project, we will let you know how to use data science to get an insight to markets. We will extensively collect and clean lots of on-line and off-line data, and find possible correlations among variables. Then, you have to combine your business background knowledge with these finding of correlations, and get your own insights on markets or evaluate effects of different marketing strategies. Through completing this project, we will also let you know the idea of evidence-based management.
Hence, our team will provide you a basic training about coding, a training about statistical analysis software (for doing regressions), and an introduction of geographic information system (for handling spatial data). Hence, to let you be able to correctly understand or explain the relationship among variables, you need knowledge regarding statistical inference and regressions. Therefore, if you want to take this course, you need also take (or at least, audit) another course I teach in this semester, INDUSTRIAL ECONOMICS (BM625), where I will teach you how to use plenty of industrial or market data to quickly catch an insight into a market or industry. In that course, we will probably spend 1.5 months to introduce some advanced regression methods.
Finally, because there is a ceiling for the number of students each teacher can guide, students who have enrolled in BM625 will have a priority to enroll in this course. Moreover, I will also divide this class into several groups. We will deal with these issue in the first week (2/25). If you are interested in this one-year training, you are advised to attend the first lecture of this course.

課程目標 Objectives

         1. Understand the idea of evidence-based management.
2. Know how to use data science methods to get market insights and evaluate the effects of different marketing strategies.
3. Through exploring data about real business worlds, you can verify and enhance your business background knowledge.

授課方式 Teaching methods

         Lecture, Discussion, and Data Science Projects

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.Class Participation and Discussion30%
2.Group Projects70%

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

         According to your projects, we will give you different books/papers/documents.

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
12021/02/21~2021/02/27Course Introduction and Grouping
22021/02/28~2021/03/06An Introduction of R
32021/03/07~2021/03/13An Introduction of R
42021/03/14~2021/03/20An Introduction of R
52021/03/21~2021/03/27An Introduction of Statistical Software (STATA)
62021/03/28~2021/04/03Seminar: Presentation of MA Students
72021/04/04~2021/04/10Seminar: Presentation of MA Students
82021/04/11~2021/04/17Midterm; Meeting Suspended
92021/04/18~2021/04/24Seminar: Presentation of MA Students
102021/04/25~2021/05/01Seminar: Presentation of MA Students
112021/05/02~2021/05/08Seminar: Presentation of Undergraduate Students
122021/05/09~2021/05/15Seminar: Presentation of Undergraduate Students
132021/05/16~2021/05/22An Introduction of Geographic Information System Software (QGIS)
142021/05/23~2021/05/29An Introduction of Geographic Information System Software (QGIS)
152021/05/30~2021/06/05Seminar: Presentation of MA Students
162021/06/06~2021/06/12Seminar: Presentation of MA Students
172021/06/13~2021/06/19Seminar: Presentation of MA Students
182021/06/20~2021/06/26Seminar: Presentation of MA Students

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期三1000-1200
地點 Office/Laboratory:CM4067
時段2 Time period 2:
時間 Time:星期四1000-1200
地點 Office/Laboratory:CM4067

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.
課外閱讀 Outside reading.
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
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
3.問題解決能力(Ability of problem solution) 3. Ability of problem solution.V V V V   V
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.            
※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 V V V   V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV V V V   V
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 leadershipV V V V   V
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:

         尚未建立SDGS資料

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

         本課程無註記包含校外實習

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