國立中山大學 110學年度第1學期 課程教學大綱

National Sun Yat-sen University 110Academic year1st Semester Course syllabus

Course name(Chinese)


Course Code


Course name(English)


Type of the course










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】


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.Class participation40%
2.Research paper60%

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 course is designed to help you develop your ability to identify research issues, and develop and present original research in marketing management.

課程目標 Objectives

         1. The course is designed to provide you with an overview of the major themes in marketing management and strategy research.
2. The course aims to help you develop the skills to critically read and evaluate research literature.
3. The course is designed to develop your ability to identify gaps in the literature and to develop your own research project to address that gap.

授課方式 Teaching methods

Consistent with the basic notion of a 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. Each session will focus on one marketing topic area. Discussion will center on the reading assignments. Each student is expected to have thought seriously about both the research and the issues relevant to each article.
Each student will prepare and submit a research paper. The paper should include the following sections: a brief literature review, conceptual framework and hypotheses development, a brief description of data collection and analysis method.

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 participation40%
2.Research paper60%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

         Articles from: Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing

每週課程內容及預計進度 Weekly scheduled progress

WeekDateContent and topic
12021/09/19~2021/09/25Course Introduction
22021/09/26~2021/10/02Science and Scientific Research in Marketing
32021/10/03~2021/10/09The History of Marketing Thought/Meta Analysis (I)
42021/10/10~2021/10/16The History of Marketing Thought/Meta Analysis (II)
52021/10/17~2021/10/23Constructs, Variables, and Definitions
62021/10/24~2021/10/30Survey Research in Marketing(I)
72021/10/31~2021/11/06Survey Research in Marketing(II)
82021/11/07~2021/11/13Market Orientation (I)
92021/11/14~2021/11/20Market Orientation (II)
102021/11/21~2021/11/27Brand Management
112021/11/28~2021/12/04Customer Equity
122021/12/05~2021/12/11Customer Satisfaction and Loyalty (I)
132021/12/12~2021/12/18Customer Satisfaction and Loyalty (II)
142021/12/19~2021/12/25Relationship Marketing (I)
152021/12/26~2022/01/01Relationship Marketing (II)
162022/01/02~2022/01/08Service Marketing (I)
172022/01/09~2022/01/15Service Marketing (II)
182022/01/16~2022/01/22Course review

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

basic disciplines and core capabilities of the department and the university
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.學術研究(academic research) 1. Academic research.V VV V     
2.高等管理知識(advanced knowledge in management) 2. Advanced knowledge in management.V VV V     
3.倫理觀(ethical practice) 3. Ethical practice.           
4.問題分析能力(analysis of problems) 4. Analysis of problems.V VV V     
※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 VV V     
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV VV V     
3.終身學習能力。 3. Lifelong learningV VV 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:

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)

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