1. 建立市場與企業行銷問題之發掘與分析能力
2. 培養針對實務行銷問題進行研究設計之能力
3. 訓練蒐集質化及量化資料之能力
4. 熟習運用統計軟體進行分析
1. Establish market and enterprise marketing problems discovery and analytical capabilities
2. Cultivate the ability to research and design practical marketing problems
3. Training ability to collect quality and quantify data
4. Be familiar with the use of statistical software for analysis
Hair, J. F., Bush, R. P., & Ortinau, D. J. 著，王蕙芝譯，「行銷研究：市場調查」，第三版，麥格羅•希爾出版，滄海圖書經銷。
Hair, J. F., Bush, R. P., & Ortinau, D. J., translated by Wang Huizhi, "Selling Research: Market Survey", third edition, published by Macro Hill, Sales of the Book of Cher.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
20 | |
| 期末考期末考 Final exam |
20 | |
| 平時作業（如個案研討、作業）平時作業（如個案研討、作業） Regular work (such as case study, operation) |
10 | |
| 企業實案行銷研究企業實案行銷研究 Research on enterprise practical marketing |
40 | |
| 課堂表現與參與課堂表現與參與 Class presentation and participation |
10 | 如遲到（扣總分1分）、無故缺席（扣總分2分）、上課主動發言或討論（視情況酌予加分） |
