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
110-1	299155	網路行銷研究與資料分析	1	3.0	3	★	劉祐綸	經管所 管理外國學生專班 管理博所	65	2	◎IMBA&IMFI&管理博班

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	2021-09-02 13:22:36
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	1 Introduction to marketing research 2 Quantitative Methods I - Experiment Part A 3 Quantitative Methods II - Experiment Part B 4 Example paper discussion – Experimental method [Presentation I] 5 Quantitative Methods III - Survey Part A 6 Quantitative Methods IV - Survey Part B 7 Quantitative Methods V - Survey Part C 8 Mid-term exam week (no class) 9 Example paper discussion – Survey method [Presentation II] 10 Qualitative methods I - Projective Techniques 11 Qualitative methods II - Interview and Diary studies 12 Qualitative methods III - Coding 13 Example paper discussion – Qualitative method [Presentation III] 14 Mixed Method 15 Discussing findings, drawing recommendations and conclusions writing the research report
評量方式與標準	Group video presentation (30%) In-class group exam (open book, administered on computer; 3 hours) (40%) Individual report (30%)
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 Sponder, M. and Khan, G. (2017). Digital analytics for marketing. 1st ed. New York: Routledge. ISBN- 10: 0789750309
課程諮詢管道	Email: y.l.liu@ntut.edu.tw Office hour: 11:00 – 14:00 (Tuesdays) & 9:00 – 12:00 (Mondays) Line: yulunliu820
備註	●上課方式：遠距上課 ●評量方式： Group video presentation: Online presentation In-class exam (administered on computer): Students will use their own PC/laptop for the test. Different datasets and slightly different questions will be applied. Students are expected to receive their exam questions and datasets via email, and will have to analyse the data and send solutions within 3 hours. Individual report (30%): Submit via NTUT-I Plus ●補充說明資訊： The first two sessions (weeks) will be online (on Google meet). Will discuss the teaching/learning mode of the following week in class. Learning materials will be available on NTUT i-Plus a week before the teaching session starts.