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

108-2 270767 行銷研究 1 3.0 3 ★ 劉祐綸經管所 23 0 英語授課

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
108-2	270767	行銷研究	1	3.0	3	★	劉祐綸	經管所	23	0	英語授課

教學大綱與進度：

教師姓名劉祐綸

Email y.l.liu@ntut.edu.tw

最後更新時間 2020-02-24 13:28:00

課程大綱 In day-to-day life, consumers and companies generate large amounts of data all over the web that could provide valuable and useful business insights. Marketing research is the process of harnessing the Internet data and putting the data to meaningful use. Marketing research provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and problems, to initiate marketing action, and to improve marketing performance. This module aims to provide students with an understanding of the methods used in digital marketing research, and their roles in supporting marketing decisions. The module addresses the stages of the digital marketing research process, from identification of the problems and definition of the research objectives, to the presentation, visualisation and interpretation of research findings.

課程進度 Week Thursday Topic 1 5 March Introduction to marketing research 2 12 March Quantitative Methods I - Experiment Part A 3 19 March Quantitative Methods II - Experiment Part B 4 26 March Example paper discussion – Experimental method [Presentation I] 5 2 April National holiday 6 9 April Quantitative Methods III - Survey Part A 7 16 April Quantitative Methods IV - Survey Part B 8 23 April Quantitative Methods V - Survey Part C 9 30 May Mid-term exam week (no class) 10 7 May Example paper discussion – Survey method [Presentation II] 11 14 May Qualitative methods I - Projective Techniques 12 21 May Qualitative methods II - Interview and Diary studies 13 28 May Qualitative methods III - Coding 14 4 June Example paper discussion – Qualitative method [Presentation III] 15 11 June Mixed Method 16 18 June Discussing findings, drawing recommendations and conclusions writing the research report 17 25 June Group video presentation 18 2 July End-of-term exam week (no class)

評量方式與標準 Group video presentation (40%) Individual report (60%)

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
1. Grossnickle, J. and Raskin, O. (2001). Handbook of online marketing research. 1st ed. McGraw-Hill. ISBN-10: 0470710403 2. Sponder, M. and Khan, G. (2017). Digital analytics for marketing. 1st ed. New York: Routledge. ISBN- 10: 0789750309

課程諮詢管道

備註

教師姓名	劉祐綸
Email	y.l.liu@ntut.edu.tw
最後更新時間	2020-02-24 13:28:00
課程大綱	In day-to-day life, consumers and companies generate large amounts of data all over the web that could provide valuable and useful business insights. Marketing research is the process of harnessing the Internet data and putting the data to meaningful use. Marketing research provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and problems, to initiate marketing action, and to improve marketing performance. This module aims to provide students with an understanding of the methods used in digital marketing research, and their roles in supporting marketing decisions. The module addresses the stages of the digital marketing research process, from identification of the problems and definition of the research objectives, to the presentation, visualisation and interpretation of research findings.
課程進度	Week Thursday Topic 1 5 March Introduction to marketing research 2 12 March Quantitative Methods I - Experiment Part A 3 19 March Quantitative Methods II - Experiment Part B 4 26 March Example paper discussion – Experimental method [Presentation I] 5 2 April National holiday 6 9 April Quantitative Methods III - Survey Part A 7 16 April Quantitative Methods IV - Survey Part B 8 23 April Quantitative Methods V - Survey Part C 9 30 May Mid-term exam week (no class) 10 7 May Example paper discussion – Survey method [Presentation II] 11 14 May Qualitative methods I - Projective Techniques 12 21 May Qualitative methods II - Interview and Diary studies 13 28 May Qualitative methods III - Coding 14 4 June Example paper discussion – Qualitative method [Presentation III] 15 11 June Mixed Method 16 18 June Discussing findings, drawing recommendations and conclusions writing the research report 17 25 June Group video presentation 18 2 July End-of-term exam week (no class)
評量方式與標準	Group video presentation (40%) Individual report (60%)
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 1. Grossnickle, J. and Raskin, O. (2001). Handbook of online marketing research. 1st ed. McGraw-Hill. ISBN-10: 0470710403 2. Sponder, M. and Khan, G. (2017). Digital analytics for marketing. 1st ed. New York: Routledge. ISBN- 10: 0789750309
課程諮詢管道
備註