查詢教學大綱與進度

教學大綱與進度

課程基本資料：

學年期課號課程名稱階段學分時數修教師班級人撤備註

114-1 347983 行銷研究 1 3.0 3 ★ 郭五鳳經管三 40 0 英語

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
114-1	347983	行銷研究	1	3.0	3	★	郭五鳳	經管三	40	0	英語

教學大綱與進度：

教師姓名郭五鳳

Email ckuo66ntut@ntut.edu.tw

最後更新時間 2025-06-05 16:38:41

課程大綱 This course, Marketing Research, is meticulously designed to enhance undergraduate students' understanding and proficiency in leveraging marketing research for informed decision-making. The technological advancements of the 21st century, notably the advent of the Google search engine, the proliferation of social media, and the integration of artificial intelligence (AI), have profoundly reshaped our world. Since 2022, generative AI has become a dominant force in human life. Throughout this course, we will explore global market trends and their implications for career advancement. Emphasis will be placed on qualitative marketing research analysis, with in-depth case studies, theoretical frameworks, and methodological applications examined in class.

課程進度 Week Date Topics 01 09-10 Introduction and References to Marketing Research 02 09-17 The Role of Marketing Research 03 09-24 Prob. Def., Exploratory Research & Research Process 04 10-01 Primary data reach and case study 05 10-08 Secondary data and case study 06 10-15 Industry reports by one guest speaker 07 10-22 Qualitative Research & case study 08 10-29 Observation Research & case study 09 11- 05 Mid-term Exam. 10 11-12 Traditional Marketing Survey & case study 11 11-19 Online Marketing Survey Research & case study 12 11-26 Industry reports & Sampling methods 13 12-03 Questionnaire Design 14 12-10 Communicating the Research Results 15 12-17 Managing Marketing Research 16 12-24 Adv.& DisAdv. 0f A.I. in Marketing Research 17 12-31 Future trends of A.I. in Marketing Research 18 01-07/2026 Final Exam.

評量方式與標準 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.

使用教材、參考書目或其他 【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】

使用外文原文書：是
Ref.: Marketing Research, Carl McDaniel & Roger Gates

課程諮詢管道 Catherine W. Kuo, Ph.D. (ckuo66ntut@ntut.edu.tw)

課程對應SDGs指標 SDG1：消除貧窮（No Poverty）
SDG2：消除飢餓（Zero Hunger）
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）
SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure）
SDG12：負責任的消費與生產（Responsible Consumption and Production）
SDG17：夥伴關係（Partnerships for the Goals）

課程是否導入AI AI1：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）
AI4：簡單介紹AI的基本概念（Briefly introduce the basic concept of AI）

備註

教師姓名	郭五鳳
Email	ckuo66ntut@ntut.edu.tw
最後更新時間	2025-06-05 16:38:41
課程大綱	This course, Marketing Research, is meticulously designed to enhance undergraduate students' understanding and proficiency in leveraging marketing research for informed decision-making. The technological advancements of the 21st century, notably the advent of the Google search engine, the proliferation of social media, and the integration of artificial intelligence (AI), have profoundly reshaped our world. Since 2022, generative AI has become a dominant force in human life. Throughout this course, we will explore global market trends and their implications for career advancement. Emphasis will be placed on qualitative marketing research analysis, with in-depth case studies, theoretical frameworks, and methodological applications examined in class.
課程進度	Week Date Topics 01 09-10 Introduction and References to Marketing Research 02 09-17 The Role of Marketing Research 03 09-24 Prob. Def., Exploratory Research & Research Process 04 10-01 Primary data reach and case study 05 10-08 Secondary data and case study 06 10-15 Industry reports by one guest speaker 07 10-22 Qualitative Research & case study 08 10-29 Observation Research & case study 09 11- 05 Mid-term Exam. 10 11-12 Traditional Marketing Survey & case study 11 11-19 Online Marketing Survey Research & case study 12 11-26 Industry reports & Sampling methods 13 12-03 Questionnaire Design 14 12-10 Communicating the Research Results 15 12-17 Managing Marketing Research 16 12-24 Adv.& DisAdv. 0f A.I. in Marketing Research 17 12-31 Future trends of A.I. in Marketing Research 18 01-07/2026 Final Exam.
評量方式與標準	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.
使用教材、參考書目或其他	【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】使用外文原文書：是 Ref.: Marketing Research, Carl McDaniel & Roger Gates
課程諮詢管道	Catherine W. Kuo, Ph.D. (ckuo66ntut@ntut.edu.tw)
課程對應SDGs指標	SDG1：消除貧窮（No Poverty） SDG2：消除飢餓（Zero Hunger） 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） SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure） SDG12：負責任的消費與生產（Responsible Consumption and Production） SDG17：夥伴關係（Partnerships for the Goals）
課程是否導入AI	AI1：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） AI4：簡單介紹AI的基本概念（Briefly introduce the basic concept of AI）
備註