SemesterSpring Semester, 2025
DepartmentPhD Program of Business Administration, First Year PhD Program of Business Administration, Second Year PhD Program of Business Administration, Third Year
Course NameDigital Banking & Fintech Marketing
InstructorPARK SUNG JUN
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule





































































































































週次



Week



課程主題



Topic



課程內容與指定閱讀



Content and Reading Assignment



教學活動與作業



Teaching Activities and Homework



學習投入時間



Student workload expectation



課堂講授



In-class Hours



課程前後



Outside-of-class Hours



1



Research Overview



What is scientific research?



Journals



3



12



2



Research Questions



Developing hypotheses



Journals



3



12



3



Research



Method 1



Causal research



Journals



3



12



4



Research



Method 2



Descriptive research



Journals



3



12



5



Research



Method 3



Exploratory research



Journals



3



12



6



Research Framework



Mediation vs. Moderation



Journals



3



12



7



SPSS



Data analysis



Journals



3



12



8



Research Proposal (Midterm Exam)



3



12



9



Questionnaire design



Journals



3



12



10



Pretest



Journals



3



12



11



Data collection



Journals



3



12



12



Analysis



Journals



3



12



13



Interpretations



Journals



3



12



14



Becoming a Reviewer Project (Assignment)



Journals



3



12



15



Presentation



Journals



3



12



16



Research Paper (Final project)



Journals



3



12



Teaching Methods
Teaching Assistant

N/A


Requirement/Grading

50%: Class participation and weekly assignment



50%: Final report & presentation (Research proposal)


Textbook & Reference

Journal of Marketing



Journal of Marketing Research



Journal of Consumer Research



Journal of Academy and Marketing Science

International Journal of Research in Marketing



Journal of Consumer Psychology



Journal of Retailing



Journal of Advertising



Journal of Advertising Research



Psychology & Marketing



Marketing Letters


Urls about Course
Attachment