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課程名稱 |
行銷管理
Marketing Management |
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開課學期 |
106-2 |
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授課對象 |
管理學院 資訊管理學系 |
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授課教師 |
黃明蕙 |
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課號 |
IM3011 |
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課程識別碼 |
705E33100 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期一7,8,9(14:20~17:20) |
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上課地點 |
管一403 |
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備註 |
本課程以英語授課。
限學士班三年級以上
總人數上限：30人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1062IM3011_ |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
This semester this course has a special focus on the strategic applications of artificial intelligence (AI) in marketing. AI, manifested by machines that exhibit aspects of human intelligence, is increasingly utilized in marketing, and today is a major source of marketing innovation and revolution. For example, chatbots turn customer service into self-service, big data AI applications provide personalized recommendations to customers, cognitive technology offers idiosyncratic solutions to complex service, and social robots engage customers in frontline interactions. |
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課程目標 |
The overarching goal of this course is to equip you with the relevant knowledge, perspectives, and practical skills required to develop marketing strategies that leverage the capabilities of artificial intelligence for achieving business and marketing goals.
The course materials are organized in terms of Huang and Rust’s (2018) four AI levels framework.
I. MECHANICAL AI: Learn or adapt at the minimum
II. ANALYTICAL AI: learn and adapt systematically based on data
III. INTUITIVE AI: learn and adapt intuitively based on understanding
IV. EMPATHETIC AI: learn ad adapt emphatically based on experience |
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課程要求 |
The coursework includes presentations and summaries of readings, discussions, participations, and a final marketing campaign, including a write-up and presentation on a self-selected topic. |
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預期每週課後學習時數 |
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Office Hours |
另約時間 備註： Office hour: by appointment |
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指定閱讀 |
The major readings of this course are built up through a combination of assigned readings. All the required readings are available for purchase at Harvard Business School Publishing or from the National Taiwan University Library databases. |
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參考書目 |
1. Huang, Ming-Hui and Roland T. Rust (2018), “Artificial Intelligence in Service,” Journal of
Service Research, forthcoming.
2. Huang, Ming-Hui and Roland T. Rust (2018), “Service Strategy in an Automated World,”
2018 Frontiers in Service Presentation.
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Reading summary and presentation |
20% |
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2. |
Mini-case presentation |
10% |
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3. |
Weekly reading summary |
20% |
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4. |
Attendance and participation |
25% |
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5. |
Final marketing campaign write-up and presentation |
25% |
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週次 |
日期 |
單元主題 |
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第2週 |
3/5 |
Overview
Huang, Ming-Hui and Roland T. Rust (2017), “Technology-Driven Service Strategy,” Journal of the Academy of Marketing Science, 45, 906-924. |
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第3週 |
3/12 |
3.12 I. Mechanical AI-enabled Marketing Strategies (1)
1. (G8) Huang, Ming-Hui and Roland T. Rust (2018), “Artificial Intelligence in Service,” Journal of Service Research, February 5, Online First.
2. (G7) Huang, Ming-Hui and Roland T. Rust (2018), “Service Strategy in an Automated World,” 2018 Frontiers in Service Presentation.
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第4週 |
3/19 |
3.19 I. Mechanical AI-enabled Marketing Strategies (2)
3. (G6) Davenport, Thomas H. and Rajeev Ronanki (2018), “Artificial Intelligence for the Real World,” Harvard Business Review, 108-115, 8p.
4. (G5) Ransbotham, Sam, David Kiron, Philipp Gerbert, and Martin Reeves (2017), “Reshaping Business with Artificial Intelligence: Closing the Gap between Ambition and Action,” MIT Sloan Management Review, 22p.
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第5週 |
3/26 |
II. Analytical AI-enabled Marketing Strategies (1)
5. (G4) Christensen, Karen (2016), “Leadership Forum: Machine Learning 101,” Rotman Management Magazine, September 1, 5p.
6. (G3) Israeli, Ayelet and Jill Avery (2017), “Predicting Consumer Tastes with Big Data at Gap,” HBSP case, July 10, 23p.
Mini-cases (G5/G6): Machine learning
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第6週 |
4/2 |
Spring break. No class. |
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第7週 |
4/9 |
II. Analytical AI-enabled Marketing Strategies (2)
7. (G2) Brynjolfsson, Erik and Tom Mitchell (2017), “What Can Machine Learning Do? Workforce Implications,” Science, 358 (6370), 1530-1534, 5p.
8. (G1) Bernstein, Ethan, Paul McKinnon, and Paul Yarabe (2017), “GROW: Using Artificial Intelligence to Screen Human Intelligence,” Harvard Business School case, 12p.
Mini-cases (G7/G8): Cognitive technology (e.g., IBM Watson)
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第8週 |
4/16 |
Mid-term proposal presentation. |
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第9週 |
4/23 |
III. Intuitive AI-enabled Marketing Strategies (1) (Online forum)
9. (G7) Singh, Aditya (2017), “Deep Learning Will Radically Change the Ways We Interact with Technology,” Harvard Business Review Web article, January 30, 2133 words.
10. (G8) Power, Brad (2017), “How Harley-Davidson Used Artificial Intelligence to Increase New York Sales Leads by 2,930%,” Harvard Business Review Web article, May 30, 1179 words.
Mini-cases (G2/G1): Deep learning (e.g., Facebook’s DeepFace, Google’s DeepMind)
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第10週 |
4/30 |
4.30 III. Intuitive AI-enabled Marketing Strategies (2)
11. (G5) Di Fiore, Alessandro (2017), “The Democratization of Judgment,” Rotman Management Magazine, December 1, 5p. / Hess, Ed (2017), “In the AI Age, ‘Being Smart’ Will Mean Something Completely Different,” Harvard Business Review Web article, June 19, 548 words.
12. (G6) Ferreira, Kris and Karim Lakhani (2017), “Flashion: Art vs. Science in Fashion Retailing,” Harvard Business School case, March 17, 12p.
Mini-cases (G4/G3): Artificial intuition, intuitive AI (e.g., Google’s driverless cars)
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第11週 |
5/7 |
IV. Empathetic AI-enabled Marketing Strategies (1)
13. (G3) Beck, Megan and Barry Libert (2017), “The Rise of AI Makes Emotional Intelligence More Important,” Harvard Business Review Web article, February 15, 1058 words.
14. (G4) Youngdahl, William E. (2017), “JetBlue and Gladly: Omnichannel Customer Service,” Thunderbird School of Global Management case, December 31, 7p.
Mini-cases (G6/G5): Emotional machines, emotional analytics (e.g., Affectiva, Emotional chatbot Replika, customer service chatbots)
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第12週 |
5/14 |
5.14 IV. Empathetic AI-enabled Marketing Strategies (2)
15. (G1) Wallis, Jodie and Deborah Santiago (2017), “The Future of Growth: AI Comes of Age,” Rotman Management Magazine, December 1, 6p.
16. (G2) Niessing, Joerg and Hilke Plassmann (2017), “Telenor: Revolutionizing Retail Banking in Serbia,” INSEAD case, February 2017, 28p.
Mini-cases (G8/G7): Human-machine integration (e.g., Hanson’s humanoid robot Sophia, Neuralink’s implantable brain-computer interfaces)
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第13週 |
5/21 |
Final AI-enabled marketing campaign presentation (12.30~6.30). |
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