學分數 |
3
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修課時數 |
3
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開課班級 |
日間部碩士班1年級 A班
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本課程與系所培養學生能力指標關聯度: |
核心能力 | 能力指標 | 高度關聯 | 中度關聯 | 低度關聯 |
專業倫理與團隊合作態度。 | 人際溝通 |
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✔
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自主學習與終身學習態度。 | 自主學習 |
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✔
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本課程培養學生下列知識: |
本學科為行銷管理領域之課程之一,修行此課程之同學可以明暸行銷管理研究之範疇,輔以實務案例研討,加上相關文獻之協助,可啟發研究生對於行銷管理議題之興趣,並提昇其研究能力。1.具備分析行銷環境、消費者及競爭對手的能力,進而從中得知可能之各種機會。2.學習如何選擇目標顧客,瞭解顧客需求,並據此規劃適當的行銷工具組合。3.具備分析診斷及方案企劃之實務能力。This course covers the major research topics of marketing management. It provides an assessment of the marketing management research filed. 1. To establish customer-oriented management thinking. 2. Learn how to understand customers and how to use these understanding to develop the marketing task.
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每週授課主題 |
第01週:INTRODUCING MARKETING RESEARCH第02週:Intelligence Scope – Determining the Purpose, Targ第03週:Intelligence Scope – Determining the Purpose, Targ第04週:Intelligence Process – Turning Random Data into Me第05週:Intelligence Process – Turning Random Data into Me第06週:Intelligence Deliverables – Building a High-Impact第07週:Intelligence Deliverables – Building a High-Impact第08週:Intelligence Tools – Collecting, Storing, and Diss第09週:Mid-term exam.第10週:Market Intelligence for Strategic Planning第11週:Market Intelligence for Strategic Planning第12週:Market Intelligence for Marketing, Sales, and Acco第13週:Market Intelligence for Marketing, Sales, and Acco第14週:Market Intelligence for Innovation and Product Lif第15週:Market Intelligence for Innovation and Product Lif第16週:Measuring Marketing : 110+ Key Metrics Every Marke第17週:Measuring Marketing : 110+ Key Metrics Every Marke第18週:Final exam.
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成績及評量方式 |
期中考、期末報告:60%平時作業及出席:40%
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證照、國家考試及競賽關係 |
■飛鷹創業競賽■其他各類型創意競賽
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主要教材 |
1.參考網站:http://www.learnmarketing.net/theory.htm(自製教材)2.Handbook of Market Intelligence : Understand, Compete and Grow in Global Markets (2nd Edition)Hedin, H., Hirvensalo, I., & Vaarnas, M. Somerset, NJ, USA: Wiley.978111892361020142nd (教科書)3.Marketing ResearchSontakki, C.N.Himalaya Publishing House97893504330342010 (教科書)4.Measuring Marketing : 110+ Key Metrics Every Marketer Needs (2nd Edition)Davis, John A.John Wiley & Sons9781118153888November 2012 (教科書)
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教師資料 |
教師網頁:
E-Mail:
Office Hour:
星期二,第5~6節,地點:T2-1038; 星期三,第5~6節,地點:T2-1038; 分機:7688、7688
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