課程資訊
課程名稱
 大數據行銷
Big Data Marketing 
開課學期
 108-2 
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
 IB5082 
課程識別碼
 724 U4610 
班次
  
學分
 3.0 
全/半年
 半年 
必/選修
 選修 
上課時間
 星期一A,B,C(18:25~21:05) 
上課地點
 管一101 
備註
 限學士班三年級以上
總人數上限：100人
外系人數限制：10人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1082IB5082_ 
課程簡介影片
 
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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. 

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
 COURSE PREREQUISITES:
1. Marketing Management
2. Statistics

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. 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，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。
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.
11. Koch, Richard (1998), The 80/20 Principle: The Secret of Achieving More
with Less, Doubleday, New York, NY. 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Contribution to Class Discussion (extra credit) 
30% 
  
2. 
 Term Paper 
30% 
 due on June 15 
3. 
 Final Exam  
20% 
 in class on June 15 
4. 
 Midterm Exam  
20% 
 in class on April 27 
 
課程進度
週次
日期
單元主題
第1週
 03/02  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 
第2週
 03/09  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 
第3週
 03/16  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 
第4週
 03/23  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 
第5週
 03/30  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 
第6週
 04/06  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 
第7週
 04/13  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 
第8週
 04/20  Crouse Review and Discussion 
第9週
 04/27  Midterm Exam 
第10週
 0504  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 
第11週
 05/11  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 
第12週
 05/18  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 
第13週
 05/25  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 
第14週
 06/01  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 
第15週
 06/08  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 
第16週
 06/15  Final Exam 
第17週
 06/22  彈性補充教學 
第18週
 06/29  彈性補充教學