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課程資訊

課程名稱	行銷管理 Marketing Management
開課學期	110-2
授課對象	管理學院資訊管理學系
授課教師	黃明蕙
課號	IM3011
課程識別碼	705E33100
班次
學分	3.0
全/半年	半年
必/選修	選修
上課時間	星期一7,8,9(14:20~17:20)
上課地點	綜401
備註	本課程以英語授課。限學士班三年級或限學士班四年級總人數上限：40人

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課程概述	“The rise of artificial intelligence has inspired both fascination and fear of the world to come.” (Ginny Rometty, IBM CEO, December 2016) E-commerce is the strategic management of the creation and delivery of product in which information and communication technology play a substantial role. It is interdisciplinary, encompassing information systems, marketing management, service science, and strategic management, among others. Notably, e-commerce can be e-business, where companies have included e-commerce as part of their value creation and appropriation; can be e-marketing, where marketing activities are carried out electronically to add value to the goods and services to customers; and can be e-service, where the creation and delivery of service is digitalized.
課程目標	This semester this course has a special focus on the strategic role and impact of artificial intelligence (AI) in e-commerce. AI, manifested by machines that exhibit aspects of human intelligence, is increasingly utilized in e-commerce, and today is a major source of e-commerce innovation and revolution. For example, service robots have automated many parts of e-commerce. We have robots for healthcare and hotels, driverless cars, and automated serving at restaurants. AI has been used extensively in many e-commerce scenarios. For example, virtual bots turn customer service into self-service, big data AI applications are used to recommend portfolios to customers, and social robots such as Pepper are used for frontline customer interactions. This AI revolution is well underway in e-commerce, with AI being expected to have a “greater impact on marketing and communications than social media ever had” (Conick 2016). The course materials are organized in terms of Huang and Rust’s (2017) four artificial intelligence (AI) levels framework. I. MECHANICAL AI: does not learn or adapt 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
課程要求	The coursework includes presentations and summaries of readings, discussions, participations, and a final case or business plan, including a write-up and presentation on a self-selected e-commerce related topic.
預期每週課後學習時數
Office Hours	另約時間備註： By appointment
指定閱讀
參考書目	1. Huang, Ming-Hui and Roland T. Rust (2017), “Artificial Intelligence in Service.” 2. Huang, Ming-Hui and Roland T. Rust (2017), “Technology-Driven Service Strategy,” JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, forthcoming. 3. Rust, Roland T. and Ming-Hui Huang (2014), “The Service Revolution and the Transformation of Marketing Science,” MARKETING SCIENCE, 33(2), 206-221.
評量方式 (僅供參考)

課程進度

週次	日期	單元主題
Week 1	2.14	Overview
Week 2	2.21	Theoretical foundation: The Multiple AI intelligences view
Week 3	2.28	National holiday
Week 4	3.7	Marketing opportunity (AI-enabled marketing intelligence) I
Week 5	3.14	Marketing opportunity (AI-enabled marketing intelligence) II
Week 6	3.21	Marketing opportunity (AI-enabled marketing intelligence) III
Week 7	3.28	Marketing strategy (AI-enabled marketing strategy) I
Week 8	4.4	Spring break
Week 9	4.11	Marketing strategy (AI-enabled marketing strategy) II
Week 10	4.18	Marketing strategy (AI-enabled marketing strategy) III
Week 11	4.25	Mid-term proposal presentation
Week 12	5.2	Marketing action (AI-enabled marketing action) I
Week 13	5.9	Marketing action (AI-enabled marketing action) II
Week 14	5.16	Marketing action (AI-enabled marketing action) III
Week 15	5.23	Final AI marketing plan presentation
Week 16	5.30	Final AI marketing plan write-up