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課程名稱 |
大數據行銷
Big Data Marketing |
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開課學期 |
111-2 |
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授課對象 |
管理學院 國際企業學系 |
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授課教師 |
任立中 |
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課號 |
IB5082 |
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課程識別碼 |
724 U4610 |
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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A,B,C(18:25~21:05) |
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上課地點 |
管一101 |
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備註 |
限學士班三年級以上
總人數上限：120人
外系人數限制：20人 |
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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 |
Big Data 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. the Big Data in Web Warehousing) provides a useful base for the investigation of research literature. |
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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 big data marketing. This background should be very useful as the student begins to design and execute research program in the content of e-commerce.
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課程要求 |
COURSE PREREQUISITES:
1. Marketing Management
2. Statistics |
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預期每週課後學習時數 |
4 hours |
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Office Hours |
另約時間 |
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指定閱讀 |
COURSE METERIALS:
Textbook
1. 任立中，陳靜怡(2019)，大數據行銷：邁向智能行銷之路 (BIG DATA MARKETING: THE ROAD TO AI MARKETING)，前程文化，臺北市。 |
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參考書目 |
Reference Books
1. 任立中，周建亨，陳靜怡(譯)，2016年12月，行銷人攀越的7個頂峰，前程文化，臺北市。
2. 任立中主編，2016年10月，大數據戰略4.0，前程文化，臺北市。
3. 任立中，陳靜怡(2015)，行銷研究：發展有效行銷策略之基石，前程文化，臺北市。
4. 任立中(2010)，行銷源典，前程文化，臺北市。
5. Blattberg, Robert C., Byung-Do Kim, and Scott A. Neslin (2008), Database Marketing: Analyzing and Managing Customers, Springer, New York, NY.
6. Aaker, David A., V. Kumar, George S. Day, and Robert P. Leone (2011), Marketing Research, 10th edition, John Wiley & Sons, Inc.
7. Rossi, Peter E., Greg Allenby, and Rob McCulloch (2005), Bayesian Statistics and Marketing, John Wiley and Sons, New York, NY.
8. Leeflang, Peter S.H., Dick R. Wittink, Michel Wedel, and Philippe A. Naert (2000), Building Models for Marketing Decisions, Lower Academic Publishers, Norwell, MA.
9. 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.
10. Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.
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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. |
Weekly Homework |
80% |
The evaluation of each student's performance in the course will be based on the quality of the homework, performance on the online course materials, and the term paper. Details of the comprehensive homework will be provided in class. |
2. |
Term Paper |
20% |
Due on June 5 |
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針對學生困難提供學生調整方式 |
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上課形式 |
以錄影輔助 |
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作業繳交方式 |
書面報告取代口頭報告, 學生與授課老師協議改以其他形式呈現, 個人報告取代團體報告 |
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考試形式 |
書面(口頭)報告取代考試 |
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其他 |
由師生雙方議定 |
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週次 |
日期 |
單元主題 |
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第1週 |
2/20 |
In class lecture:
(1) The Course Philosophy, Structure, and Policy
On Line Viewing Assignment:
(1) 大數據時代之行銷戰略(上)
(2) 大數據時代之行銷戰略(中)
Homework Assignment: To be announced on the NTU COOL |
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第2週 |
2/27 |
National Holiday, no class |
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第3週 |
3/6 |
Class Discussion:
(1) 大數據時代之行銷戰略(上)
(2) 大數據時代之行銷戰略(中)
On Line Viewing Assignment:
(3) 大數據時代之行銷戰略(下)
(4) 萬丈高樓平地起：建構顧客關係行銷資料庫(上)
Homework Assignment: To be announced on the NTU COOL |
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第4週 |
3/13 |
Class Discussion:
(3) 大數據時代之行銷戰略(下)
(4) 萬丈高樓平地起：建構顧客關係行銷資料庫(上)
On Line Viewing Assignment:
(5) 萬丈高樓平地起：建構顧客關係行銷資料庫(中)
(6) 萬丈高樓平地起：建構顧客關係行銷資料庫(下)
Homework Assignment: To be announced on the NTU COOL |
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第5週 |
3/20 |
Class Discussion:
(5) 萬丈高樓平地起：建構顧客關係行銷資料庫(中)
(6) 萬丈高樓平地起：建構顧客關係行銷資料庫(下)
On Line Viewing Assignment:
(7) 顧客價值的解析與策略運用：ARFM模型(上)
(8) 顧客價值的解析與策略運用：ARFM模型(中)
Homework Assignment: To be announced on the NTU COOL |
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第6週 |
3/27 |
Class Discussion:
(7) 顧客價值的解析與策略運用：ARFM模型(上)
(8) 顧客價值的解析與策略運用：ARFM模型(中)
On Line Viewing Assignment:
(9) 顧客價值的解析與策略運用：ARFM模型(下)
(10) 海誓山盟：顧客終身價值與遷徙路徑之預測(上)
Homework Assignment: To be announced on the NTU COOL |
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第7週 |
4/3 |
National Holiday, no class |
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第8週 |
4/10 |
Course Review and Discussion (In class) |
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第9週 |
4/17 |
Class Discussion:
(9) 顧客價值的解析與策略運用：ARFM模型(下)
(10) 海誓山盟：顧客終身價值與遷徙路徑之預測(上)
On Line Viewing Assignment:
(11) 海誓山盟：顧客終身價值與遷徙路徑之預測( (中)
(12) 海誓山盟：顧客終身價值與遷徙路徑之預測(下)
Homework Assignment: To be announced on the NTU COOL |
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第10週 |
4/24 |
Class Discussion:
(11) 海誓山盟：顧客終身價值與遷徙路徑之預測(中)
(12) 海誓山盟：顧客終身價值與遷徙路徑之預測(下)
On Line Viewing Assignment:
(13) 啤酒與尿布、廚具與內褲：購物籃分析(上)
(14) 啤酒與尿布、廚具與內褲：購物籃分析(中)
Homework Assignment: To be announced on the NTU COOL |
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第11週 |
5/1 |
Class Discussion:
(13) 啤酒與尿布、廚具與內褲：購物籃分析(上)
(14) 啤酒與尿布、廚具與內褲：購物籃分析(中)
On Line Viewing Assignment:
(15) 啤酒與尿布、廚具與內褲：購物籃分析(下)
(16) 透視需求、百步穿揚：新產品推薦系統(上)
Homework Assignment: To be announced on the NTU COOL |
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第12週 |
5/8 |
Class Discussion:
(15) 啤酒與尿布、廚具與內褲：購物籃分析(下)
(16) 透視需求、百步穿揚：新產品推薦系統(上)
On Line Viewing Assignment:
(17) 透視需求、百步穿揚：新產品推薦系統(中)
(18) 透視需求、百步穿揚：新產品推薦系統(下)
Homework Assignment: To be announced on the NTU COOL |
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第13週 |
5/15 |
Class Discussion:
(17) 透視需求、百步穿揚：新產品推薦系統(中)
(18) 透視需求、百步穿揚：新產品推薦系統(下)
On Line Viewing Assignment:
(19) 物以類聚，人以群分：顧客的分群與複製(上)
(20) 物以類聚，人以群分：顧客的分群與複製(中)
Homework Assignment: To be announced on the NTU COOL |
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第14週 |
5/22 |
Class Discussion:
(19) 物以類聚，人以群分：顧客的分群與複製(上)
(20) 物以類聚，人以群分：顧客的分群與複製(中)
On Line Viewing Assignment:
(21) 物以類聚，人以群分：顧客的分群與複製(下)
(22) 消費行為大透視：理論、模型、預測、決策(上)
Homework Assignment: To be announced on the NTU COOL |
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第15週 |
5/29 |
Class Discussion:
(21) 物以類聚，人以群分：顧客的分群與複製(下)
(22) 消費行為大透視：理論、模型、預測、決策(上)
On Line Viewing Assignment:
(23) 消費行為大透視：理論、模型、預測、決策(中)
(24) 消費行為大透視：理論、模型、預測、決策(下)
Homework Assignment: To be announced on the NTU COOL |
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第16週 |
6/5 |
Class Discussion:
(23) 消費行為大透視：理論、模型、預測、決策(中)
(24) 消費行為大透視：理論、模型、預測、決策(下)
Lecture: 大數據時代之行銷戰略_結論 |
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