授課教師 |
吳文貴
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開課單位 |
企業管理系台灣產業策略發展博士班
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學分數 |
3
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修課時數 |
3
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開課班級 |
日間部博士班1年級 A班
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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。Marketing research is the collection, processing, and analysis of information on topics relevant to marketing. The subject includes the functions which link the consumer, customer and public to market.
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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 |
本課程無證照、國家考試及競賽資料。
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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:
星期一,第7~8節,地點:T2-1038; 星期六,第5~6節,地點:T2-1038; 分機:7688
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