| 當期課號 |
1261 |
Course Number |
1261 |
| 授課教師 |
薛夙珍 |
Instructor |
HSUEH,SUE CHEN |
| 中文課名 |
行銷資訊管理 |
Course Name |
Marketing Information Management |
| 開課單位 |
資訊管理系(四日)四B |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
行銷決策的正確，有賴於各種行銷資訊的提供。藉由蒐集與分析各樣的行銷資訊，而能充分地掌握顧客的需求，達成有效地顧客關係管理（Customer Relationship Management，簡稱為CRM）。因此希望藉由本課程，可以深入瞭解行銷資訊與其重要性、資訊蒐集與分析概念與技術，將其應用 |
Objectives |
As marketing environments become more complicated, market scopes keep expanding, business face keen market competitions. Marketing managers need sufficient, timely, and reliable marketing information as references for making marketing decisions and plans. |
| 教材 |
授課、課堂討論、個案研究、同學分組報告的方式來進行。 |
Teaching Materials |
give lectures
class discussion
case study
group discussion/presentation |
| 成績評量方式 |
1. 作業 ＆期中考 55%
2. 期末報告 30%
3. 課堂參與與個案討論 20% |
Grading |
1. assignment, mid-term exam. 55%
2. final report 30%
3. class participation & case discsuuion 20% |
| 教師網頁 |
|
| 教學內容 |
行銷決策的正確，有賴於各種行銷資訊的提供。藉由蒐集與分析各樣的行銷資訊，而能充分地掌握顧客的需求，達成有效地顧客關係管理（Customer Relationship Management，簡稱為CRM）。因此希望藉由本課程，可以深入瞭解行銷資訊與其重要性、資訊蒐集與分析概念與技術，將其應用在行銷管理上，以增進行銷決策的效能與效率。 |
Syllabus |
The major subjects of this course are as follows﹕
As marketing environments become more complicated, market scopes keep expanding, business face keen market competitions. Marketing managers need sufficient, timely, and reliable marketing information as references for making marketing decisions and plans. The topics of this course are comprised of value of marketing information, marketing information system, research planning, marketing information gathering, analysis of marketing information, and predictions using marketing information. The emphasis is on the collection and analysis of marketing information. Important concepts and techniques which includes questionnaire design, experiments design, visiting, and various statistic methods will be lectured. These issues provide appropriate marketing information and the quality of marketing decisions is increased. In summary, the correctness of marketing decisions lie on the provision of complete marketing information. The objective of this course is to give an in-depth understanding of various concepts and techniques of marketing information, which can be applied to improve the efficiency and performance of marketing decisions. |