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「從零到壹」的運動行銷課程：實踐能力、問題解決能力與就業力自我效能之養成
"From Zero to Hero" Sports Marketing Course: Development of Practical Ability, Problem-Solving Ability, and Employability Self-Efficacy
Abstracts
許多學生在學習運動行銷課程理論與實踐之間存在落差，未必能有效解決困境。因此，本研究目的為引導學生將運動行銷理論運用於實際案例，以提升學生運動行銷實踐能力、運動行銷問題解決能力及知覺就業三方面之自我效能。以「運動行銷研究」課程的8位碩士生為研究參與者，課程為期18週，前9週為運動行銷理論之講述，後9週為實作專案進行。研究結果顯示：運動行銷實踐能力自我效能並未有明顯提升；運動行銷問題解決能力自我效能在量化研究中未顯著提升；知覺就業自我效能在量化研究中呈現顯著差異，顯示課程對學生知覺就業自我效能有積極影響。質性研究顯示課程有助於提升學生的實踐能力和團隊合作能力，問題導向教學方法能培養學生解決問題能力，將理論轉化為實際經驗，且讓學生初步瞭解運動行銷產業，並提升其專業興趣及就業先備知識，為未來職涯發展奠定堅實基礎。本研究結論認為課程結合產學合作，能提升學生運動行銷產業相關知識，也可以提供人文社會科學中應用性高的學科參考。
Parallel abstracts
There is a mismatch between the theory and practice of sports marketing courses for many students, and they may not be able to effectively bridge that gap. Therefore, the purpose of this study is to provide students with the practical application of sports marketing theories through real-world, hands-on case studies. The objective is to boost students' self-efficacy in three practical areas: sports marketing, problem-solving in sports marketing, and perceived employability. Eight master's students in an 18-week "Sports Marketing Research" course were selected as participants. The first 9 weeks covered the theory of sports marketing, while the latter 9 weeks were focused on the implementation project. The results showed that there was no significant enhancement in self-efficacy for sports marketing practice or problem-solving self-efficacy for sports marketing. Nonetheless, the quantitative research revealed a significant positive impact on the students' perceived self-efficacy regarding employability. The results indicated that the course enhanced the students' practical competencies and team working skills. The problem-based learning approach fostered their capabilities in problem-solving and facilitated transposing their theoretical knowledge into practical know-how. It provided students with an initial comprehension of the sports marketing industry, boosted their professional interest, and prepared them with knowledge for their career development, establishing a strong base for their future endeavors. We conclude that the curriculum combined with industry-university cooperation can improve students' knowledge of the sports marketing industry and can also provide highly applied subject references in the humanities and social sciences.