管理英文

臺北科技大學 115-1 學期課程，課號 363988。

課程大綱

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. 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.

課程進度

W1 09/07 Course introduction and marketing decision-making W2 09/14 Marketing Environment and Competitive Analysis W3 09/21 Consumer Behavior and Decision-Making W4 09/28 National Holiday W5 10/05 Market Segmentation, Targeting, and Positioning (STP) W6 10/12 Marketing Research Foundations & Methods W7 10/19 Questionnaire & Online Marketing Research W8 10/26 National Holiday W9 11/02 Mid-term Exam. W10 11/09 School Anniversary W11 11/16 Marketing Analytics and Data Interpretation W12 11/23 Product and Brand Management W13 11/30 Pricing and Revenue Management W14 12/07 Promotion and integrated marketing communication W15 12/14 Digital Marketing and Omnichannel Strategy W16 12/21 Final Exam. W17 12/28 Marketing Research Case Study & Report I. W18 01/04 Marketing Research Case Ctudy & Report II.

評量方式

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.

教材

【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