Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Fall Semester
Year 2026 363988 Management Seminar in English 1 3.0 3 ★ Catherine W. Kuo GBM 8 0 　

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Fall Semester Year 2026	363988	Management Seminar in English	1	3.0	3	★	Catherine W. Kuo	GBM	8	0

Course Plan：

Instructor Catherine W. Kuo

Email ckuo66ntut@ntut.edu.tw

Last Updated 2026-06-09 17:41:00

Course Objective Marketing Management and Research This course examines the principles and practices of marketing management and applied market research for graduate students. It focuses on how organizations identify market opportunities, understand customer behavior, design marketing strategies, and use research evidence to support managerial decisions. Students will explore strategic marketing decision-making, consumer insights, market analytics, digital transformation, and evidence-based marketing practices. The course emphasizes both academic rigor and managerial application, preparing students to design, evaluate, and implement data-driven marketing strategies in complex global environments.

Course Schedule Week Date Topic 01 Sep. 07 Course introduction and marketing decision-making 02 14 Marketing Environment and Competitive Analysis 03 21 Consumer Behavior and Decision-Making 04 28 National Holiday 05 Oct. 05 Market Segmentation, Targeting, and Positioning (STP) 06 12 Marketing Research Foundations 07 19 Qualitative research methods 08 26 National Holiday 09 Nov. 02 Mid-term Exam. 10 09 Quantitative Research and Survey Design 11 16 Marketing Analytics and Data Interpretation 12 23 Product and Brand Management 13 30 Pricing and Revenue Management 14 Dec. 07 Promotion and integrated marketing communication 15 14 Digital Marketing and Omnichannel Strategy 16 21 Sustainable Marketing and Ethical Issues 17 28 Emerging Trends in Marketing Management 18 Jan/2027 04 Final Exam.

Evaluation and grading policy Students will engage in team and individual presentations, contributing 30% to the midterm and 40% to the final exam. The remaining 30% of the overall grade will be determined by class attendance.

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:Yes
REF: Marketing Research, Carl McDaniel & Roger Gates

The access to curricular consultation Catherine W. Kuo, Ph.D. (ckuo66ntut@ntut.edu.tw)

Expanding teaching and resources ● 數位教材資源應用 (Application of Digital Resources)
採用影音多媒體或具開放授權之資源（如OCW、開放教科書）作為主要或輔助教材。
Adopts multimedia or open-licensed resources (e.g., OCW, Open Textbooks) as primary or supplementary teaching materials.

The course corresponds to the SDGs SDG3：良好健康和福祉（Good Health and Well-being）
SDG4：優質教育（Quality Education）
SDG5：性別平等（Gender Equality）
SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth）
SDG10：減少不平等（Reduced Inequalities）
SDG11：永續城市與社區（Sustainable Cities and Communities）
SDG16：和平正義與有力的制度（Peace, Justice and Strong Institutions）
SDG17：夥伴關係（Partnerships for the Goals）

Does the course incorporate AI ● 使用生成式AI作為教學過程的輔助工具（Use generative AI tools as an aid to the teaching process）

Note
　

Instructor	Catherine W. Kuo
Email	ckuo66ntut@ntut.edu.tw
Last Updated	2026-06-09 17:41:00
Course Objective	Marketing Management and Research This course examines the principles and practices of marketing management and applied market research for graduate students. It focuses on how organizations identify market opportunities, understand customer behavior, design marketing strategies, and use research evidence to support managerial decisions. Students will explore strategic marketing decision-making, consumer insights, market analytics, digital transformation, and evidence-based marketing practices. The course emphasizes both academic rigor and managerial application, preparing students to design, evaluate, and implement data-driven marketing strategies in complex global environments.
Course Schedule	Week Date Topic 01 Sep. 07 Course introduction and marketing decision-making 02 14 Marketing Environment and Competitive Analysis 03 21 Consumer Behavior and Decision-Making 04 28 National Holiday 05 Oct. 05 Market Segmentation, Targeting, and Positioning (STP) 06 12 Marketing Research Foundations 07 19 Qualitative research methods 08 26 National Holiday 09 Nov. 02 Mid-term Exam. 10 09 Quantitative Research and Survey Design 11 16 Marketing Analytics and Data Interpretation 12 23 Product and Brand Management 13 30 Pricing and Revenue Management 14 Dec. 07 Promotion and integrated marketing communication 15 14 Digital Marketing and Omnichannel Strategy 16 21 Sustainable Marketing and Ethical Issues 17 28 Emerging Trends in Marketing Management 18 Jan/2027 04 Final Exam.
Evaluation and grading policy	Students will engage in team and individual presentations, contributing 30% to the midterm and 40% to the final exam. The remaining 30% of the overall grade will be determined by class attendance.
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:Yes REF: Marketing Research, Carl McDaniel & Roger Gates
The access to curricular consultation	Catherine W. Kuo, Ph.D. (ckuo66ntut@ntut.edu.tw)
Expanding teaching and resources	● 數位教材資源應用 (Application of Digital Resources) 採用影音多媒體或具開放授權之資源（如OCW、開放教科書）作為主要或輔助教材。 Adopts multimedia or open-licensed resources (e.g., OCW, Open Textbooks) as primary or supplementary teaching materials.
The course corresponds to the SDGs	SDG3：良好健康和福祉（Good Health and Well-being） SDG4：優質教育（Quality Education） SDG5：性別平等（Gender Equality） SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth） SDG10：減少不平等（Reduced Inequalities） SDG11：永續城市與社區（Sustainable Cities and Communities） SDG16：和平正義與有力的制度（Peace, Justice and Strong Institutions） SDG17：夥伴關係（Partnerships for the Goals）
Does the course incorporate AI	● 使用生成式AI作為教學過程的輔助工具（Use generative AI tools as an aid to the teaching process）
Note