課程大綱

課程資訊

課程名稱

網路資料庫行銷研究
Internet Database Marketing Research

開課學期

103-2

授課對象

管理學院國際企業學研究所

授課教師

任立中

課號

IB7056

課程識別碼

724 M4110

班次

學分

全/半年

半年

必/選修

選修

上課時間

星期五2,3,4(9:10~12:10)

上課地點

備註

限大學部三年級以上且限本系所學生(含輔系、雙修生),修課人數上限：30人。上課地點：管一103
限學士班三年級以上且限本系所學生(含輔系、雙修生)
總人數上限：30人

Ceiba 課程網頁

http://ceiba.ntu.edu.tw/1032IB7056_

課程簡介影片

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課程概述

Database Marketing is a study of recent data/model-driven research in the academic marketing literature and in the practice of e-commerce. The perspective developed in Marketing Management, Statistical Decision Science, and Computer Science (esp. in Web Warehousing) provides a useful base for the investigation of research literature.

課程目標

The objectives of this course are the following:
1. Develop an awareness of the current level of understanding and state of research in several areas of database marketing study. It is hoped that pursuit of this goal will provide the student with a greater understanding of database marketing itself, as new questions are posed from the practice perspective.
2. Develop the ability to read and understand the current research literature. Pursuit of this goal will provide a familiarity with research procedure as it is applied to database marketing. This background should be very useful as the student begins to design and execute research program in the content of e-commerce.

課程要求

CLASS SESSIONS
In each week, the class will be divided into two sessions. A Lecture Session will be given so that the students will get familiar with the ideas and methods related to the certain topics. A Panel Session will be followed and it will be discussion oriented with each student exploring ideas and questions proposed by others and exposing his/her own ideas and questions for investigation by others. Each session will focus on one topic area as indicated in the following class schedule. Discussion will center on the reading assignments, computer programming, and practice simulation. Each student is expected to have thought seriously about both the modeling and the marketing issues relevant to each piece. Every student is expected to participate in the discussion of all materials, and not just a "show and tell" for the article you reviewed.

LITERATURE PRESENTATION/DISCUSSION:
Great emphases will be placed on literature reviews in terms of grading. For the literature reviews grade, students will be evaluated at both group and individual level. In addition to oral presentation/discussion, each group is subject to submit a written report summarizing the discussion of the literature review. At the group level, the group’s performance will be evaluated based on the submitted written report. At the individual level, each student will peer-evaluate other group members’ performance based on his/her i) attendance in paper discussion; ii) preparation for paper preview and review; and iii) contributions to the discussions. The given group grade will be weighted based on individual grade. In other words, individual grade is the weighted group grade using peer-assessment as the weighting factor. This part of excise will count as 30% of the final mark. Students who voluntarily deliver their insights to the class will be given extra credit based on the quality of content, organization and clarity as part of the 10% class participation mark.

TERM PAPER

Each group (or student) will be required to turn in a typed formal research proposal designed to advance a major theoretical or methodological issue considered in this course. It is to be a proposal for research that can actually be carried out by you while you are in the MBA program. This proposal will be expected to include an up-to-date literature review and hypotheses (e.g. a better research framework or model), which follow directly from that literature review. In addition, a research design should be specified which provides a test of the implications of these hypotheses. A section on limitations may be advisable to treat weaknesses in the design as well as to incorporate changes or additions that would strengthen the design. A discussion section could be used to spell out the implications of the student’s proposed research for understanding marketing models and to suggest implications for further research. The paper will be due, with enough copies for distribution to the other members of the class, at the beginning of class on the 16th week (June 7). An oral defense of the proposal will be presented in class at the last session (June 14).

MIDTERM AND FINAL EXAM:
There are two exams during the semester, a midterm and a final exam. Each exam will comprise of 4 to 6 short essay questions. The short essay questions will focus on the various topics discussed throughout the semester. Therefore, in order to get a good mark, you should not limit yourself to those topics you presented in class, but also need to study the rest of the topics. The Midterm and the Final Exam will each count towards 20% of the final mark.

預期每週課後學習時數

Office Hours

指定閱讀

COURSE SUPPLEMENT MATERIALS
1. Shugan, Steven M. (2006), “Save Research – Abandon the Case Method of Teaching,” Marketing Science, 25(2), 109-115.
2. Morgan, Michael S. (2001), “Research Boosts Database’s Power,” Marketing News, Oct 8, 2001, 16.
3. McKim, Bob (2002), “The Differences Between CRM and Database Marketing,” Journal of Database Marketing, Vol. 9 (4), 371-375.
4. Tapp, Alan (2001), “The Strategic Value of Direct Marketing: What Are We Good At? Part 1,” Journal of Database Marketing, Vol. 9 (1), p. 9-15.
5. Tapp, Alan (2002a), “The Strategic Value of Direct Marketing: Expanding Its Role Within the Company, Paper 2,” Journal of Database Marketing, Vol. 9 (2), p. 105-112.
6. Tapp, Alan (2002b), “Proactive or Reactive Marketing? The Influence of the Internet on Direct Marketing, Paper 3,” Journal of Database Marketing, Vol. 9 (3), p. 238-247.
7. Peltier, Schibrowsky, Schultz, and Davis (2002), “Interactive Psychographics: Cross-Selling in the Banking Industry,” Journal of Advertising Research, March/April, p. 7-22.
8. Wulf, Kristof De, Gaby Odekerken-Schröder, and Dawn Iacobucci (2001), “Investments in Customer Relationships: A Cross-Country and Cross-Industry Exploration,” Journal of Marketing, 65(4), 33-50.
9. Chandon, Pierre, Vicki G. Morwitz, and Werner J. Reinartz (2005), “Do Intentions Really Predict Behavior? Self-Generated Validity Effects in Survey Research,” Journal of Marketing, 69(2), 1-14.
10. Zack (1999), "Managing Codified Knowledge," Sloan Management Review, Summer, p. 45-58.
11. Jayachandran, Satish, Subhash Sharma, Peter Kaufman, and Pushkala Raman (2005), “The Role of Relational Information Processes and Technology Use in Customer Relationship Management,” Journal of Marketing, 69(4), 177-192.
12. Srinivasan, Raji and Christine Moorman (2005), “Strategic Firm Commitments and Rewards Customer Relationship Management in Online Retailing,” Journal of Marketing, 69(4), 193-200.
13. Miglautsch, John (2002), “Application of RFM Principles: What to Do with 1-1-1 Customers?” Journal of Database Marketing, Vol. 9(4), p.319-324.
14. Lewis, Michael (2005), “Incorporating Strategic Customer Behavior into Customer Valuation,” Journal of Marketing, 69(4), 230-238.
15. Ryals, Lynette (2005), “Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships,” Journal of Marketing, 69(4), 252-261.
16. Verhoef, Peter C. (2003), “Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development,” Journal of Marketing, 67(4), 30-45.
17. Boulding, William, Richard Staelin, Michael Ehret, and Wesley J. Johnston (2005), “A Customer Relationship Management Roadmap: What is Known, Potential Pitfalls, and Where to Go,” Journal of Marketing, 69(4), 155-166.
18. Payne, Adrian and Pennie Frow (2005), “A Strategic Framework for Customer Relationship Management,” Journal of Marketing, 69(4), 167-176.
19. Allenby, Greg M., Lichung Jen, and Robert P. Leone (1996), “Economic Trends and Being Trendy: The Influence of Consumer Confidence on Retail Fashion Sales,” Journal of Business & Economic Statistics, 14(1), 103-111.
20. Allenby, Greg M., Neeraj Arora, and James L. Ginter (1998), “On the Heterogeneity of Demand,” Journal of Marketing Research, 35(3), 384-389.
21. Shugan, Steven M. (2006), “Errors in the Variables, Unobserved Heterogeneity, and Other Ways of Hiding Statistical Error,” Marketing Science, 25(3), 203-216.
22. Schmittlein and Peterson (1994), “Customer Base Analysis: An Industrial Purchase Process Application,” Marketing Science, 13(1), 41-67.
23. Jen, Lichung, Chien-Heng Chou, and Greg M. Allenby (2003), “A Bayesian Approach to Modeling Purchase Frequency,” Marketing Letters, 14(1), 5-20.
24. Jen, Lichung and Shih-Ju Wang (2002), Segmentation vs. Individualization: The Indisputable Role of Heterogeneity, Western Decision Sciences Institute, Thirty -First Annual Meeting, April 2-6, 2002, MGM Grand, Las Vegas, Nevada, USA. (Best Paper Award in Marketing Strategy and Management).
25. Reinartz, Werner J. and V. Kumar (2003), “The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration,” Journal of Marketing, 67(1), 77-99.
26. Rust, Roland T., Katherine N. Lemon, and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68(1), 109-127.
27. Vorhies, Douglas W. and Neil A. Morgan (2005), “Benchmarking Marketing Capabilities for Sustainable Competitive Advantage,” Journal of Marketing, 69(1), 80-94.
28. Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer (2005), “Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay,” Journal of Marketing, 69(2), 84-96.
29. Mithas, Sunil, M. S. Krishnan, and Claes Fornell (2005), “Why Do Customer Relationship Management Applications Affect Customer Satisfaction?” Journal of Marketing, 69(4), 201-209.
30. Gustafssopm, Anders, Michael D. Johnson, and Inger Roos (2005), “The Effects of Customer Satisfaction, Relationship commitment Dimensions, and Triggers on Customer Retention,” Journal of Marketing, 69(4), 210-218.
31. Allenby, Leone, & Jen (1999), “A Dynamic Model of Purchase Timing with Application to Direct Marketing,” Journal of the American Statistical Association, Vol. 93 (June), p.365-374.
32. Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68(4), 106-125.
33. Lemon, Katherine N., Tiffany Barnett White, and Russell S. Winer (2002), “Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision,” Journal of Marketing, 66(1), 1-14.
34. Jen, Lichung, Chien-Heng Chou, and Greg M. Allenby, “A Bayesian Approach to Integrating the Interpurchase Time and the Purchase Amount in Customer Portfolio Analysis,” Working paper, National Taiwan University.
35. Johnson, Michael and Fred Selnes (2004), “Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships,” Journal of Marketing, 68(2), 1-17.
36. Chen, Ching-I (2005), “When and How Many to Buy: A Hierarchical Bayesian Forecasting Model Incorporating Latent Consumption Rates,” Journal of Marketing Science, 1(1), 5-22.

參考書目

Textbook
1. 任立中(2010)，行銷源典，前程文化。
2. Blattberg, Robert C., Byung-Do Kim, and Scott A. Neslin (2008), Database Marketing: Analyzing and Managing Customers, Springer, New York, NY.
3. Aaker, David A., V. Kumar, George S. Day, and Robert P. Leone (2011), Marketing Research, 10th edition, John Wiley & Sons, Inc. (雙葉書局)

Reference Books
1. Rossi, Peter E., Greg Allenby, and Rob McCulloch (2005), Bayesian Statistics and Marketing, John Wiley and Sons, New York, NY.
2. Leeflang, Peter S.H., Dick R. Wittink, Michel Wedel, and Philippe A. Naert (2000), Building Models for Marketing Decisions, Lower Academic Publishers, Norwell, MA.
3. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston, Massachusetts.
4. Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.
5. Koch, Richard (1998), The 80/20 Principle: The Secret of Achieving More with Less, Doubleday, New York, NY.

Articles from:
Journal of Database Marketing
Journal of Marketing Research
Journal of Marketing
Marketing Science
Sloan Management Review
Journal of the American Statistical Association
Selected Master Theses or Doctorial Dissertations and other journals

評量方式
(僅供參考)

No.	項目	百分比	說明
1.	Midterm Exam	20%	in class on April 7
2.	Final Exam	20%	in class on June 16
3.	Term Paper	30%	due on June 2 and Presentation on June 9
4.	Contribution to Class Discussion (extra credit)	10%
5.	Group Presentation and Written Report	20%

課程進度

週次	日期	單元主題
第1週	2/27	National Holiday no class
第2週	3/6	(1) The Course Philosophy, Structure, and Policy (2) The Paradigm Shift in Modern Marketing Thoughts
第3週	3/13	(1) Strategic Planning in Database Marketing (2) Organizing for Database Marketing (BKN 3) (3) Customer Privacy and Database Marketing (BKN 4) (4) Sources of Data (BKN 8)
第4週	3/20	(1) Data Collection and Questionnaire Design (2) Test Design and Analysis (BKN 9)
第5週	3/27	(1) The Predictive Modeling Process (BKN 10) (2) Statistical Issues in Predictive Modeling (BKN 11)
第6週	4/3	National Holiday (no class)
第7週	4/10	(1) FRM Analysis (BKN 12) (2) Marketing Basket Analysis (BKN 13)
第8週	4/17	(1) Profiling and Cloning Customers (BKN 16) (2) Targeting the Best/Right Customers (BKN 17)
第9週	4/24	Midterm Exam (25%)
第10週	5/1	(1) Collaborative Filtering (BKN 14) (2) Discrete Dependent Variables (BKN 15)
第11週	5/8	(1) Lecturing Bayesian Statistical Decision Analysis
第12週	5/15	(1) Purchase Timing Models and Duration (Hazard) Models (BKN 15) (2) Patterns in Time Series (3) Dependency Derivation
第13週	5/22	(1) Customer Lifetime Value: Fundamentals (BKN 5)
第14週	5/29	(1) Issues in Computing Customer Lifetime Value (BKN 6) (2) Customer Lifetime Value Applications (BKN 7)
第15週	6/5	(1) Acquiring Customers (BKN 20) (2) Cross-Selling and Up-Selling (BKN 21) (3) Frequency Reward Programs (BKN 22) (4) Customer Tier Programs (BKN 23)
第16週	6/12	管理學院教師評鑑委員會(停課一天)
第17週	6/19	National Holiday (no class)
第18週	6/25	Term Paper (40%) and Final Exam (25%)