南台課程大綱
學年度 107學年第一學期 系所 國際商務學位學程
課程名稱 行銷研究 班級 四國際商務三甲
授課教師 洪一碩 點 閱 次 數 40
選修
選修
課程概述
Marketing Research addresses the practice how to systematically and logically gather and analyze the information that is relevant to the objective of making marketing decisions. The main objective of this course is to equip students with the key concepts and methods of marketing research, and allow student to understand how to apply those tools to solve real-life business problems. Both qualitative and quantitative research methods are covered through the lectures. We also discuss real life application through various mini-cases. A small-scale project report demonstrating students’ learning at this course is required where students identify and solve a real business problem using marketing research methods.
課程目標
課程大綱
一、行銷研究導論
二、研究設計
三、資料蒐集來源與方法
四、資料分析方法
五、研究結果撰寫與報告
英文大綱
The course will cover the following important topics:
1. Introduction to Marketing Research
2. Research Process and Problem Formulation
3. Basic research process and four major steps of a marketing research project
4. Marketing research in the social media, TV industry, In-store shopper, and brand perception
5. The Marketing 4-Ps: pricing, promotion, product design, positioning
6. Exploring company competitive advantages using M. Porter’s Five Forces Analysis.
7. Introducing process of marketing quantitative research
8. Sampling, questionnaires, survey design, and data analysis
9. Making conclusion and marketing suggestions.
The course will conclude with student presentations of their group-based marketing research project.
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