課程資訊
課程名稱
資料庫行銷
DATABASE MARKETING 
開課學期
95-1 
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
IB5040 
課程識別碼
724 U4140 
班次
 
學分
全/半年
半年 
必/選修
選修 
上課時間
星期五6,7,8(13:20~16:20) 
上課地點
管貳303 
備註
總人數上限:70人 
Ceiba 課程網頁
http://ceiba.ntu.edu.tw/951DM_JEN 
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
COURSE PREREQUISITES:
1. Marketing Management
2. Statistics

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 15th week (December 29). An oral defense of the proposal will be
presented in class at the last two sessions (January 5 and 12).
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 articles assigned throughout the semester.
Therefore, in order to get a good mark, you should not limit yourself to those
papers you presented in class, but also need to study the rest of the
articles. 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
每週一 14:00~17:00 
參考書目
COURSE TEXTBOOK
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.
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 
指定閱讀
 
評量方式
(僅供參考)
 
No.
項目
百分比
說明
1. 
Term Paper 
20% 
Term Paper (due on December 29) and Presentation (on January 5 and 12) 
2. 
Midterm and Final Exams 
40% 
Midterm Exam (in class on November 17) Final Exam (in class on January 19) 
3. 
Group Presentation 
40% 
Contribution to Class Discussion 10% Presentation 30% 
 
課程進度
週次
日期
單元主題
第1週
9/22  Introducing the Course Philosophy, Structure, and Policy 
第2週
9/29  The Paradigm Shift in Modern Marketing Thoughts (I) 
第3週
10/06  Moon Festival Holiday/No Class 
第4週
10/13  The Paradigm Shift in Modern Marketing Thoughts (II) 
第5週
10/20  Marketing Engineering: From Mental Models to Decision Models 
第6週
10/27  Strategic Planning for Database Marketing 
第7週
11/03  Building Relationships with Customers 
第8週
11/10  Bayesian Statistical Decision Analysis 
第9週
11/17  Midterm Exam 
第10週
11/24  Bayesian Conjoint Analysis 
第11週
12/01  Market Basket Analysis 
第12週
12/08  Targeting the Best Customers 
第13週
12/15  Purchase Timing Models 
第14週
12/22  Patterns in Time Series 
第15週
12/29  Dependency Derivation 
第16週
1/05  Student Research Proposal Presentations 
第17週
1/12  Student Research Proposal Presentations 
第18週
1/19  Final Exam