課程名稱 |
數位科技與顧客管理 Digital Technology and Customer Management |
開課學期 |
111-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
黃俊堯 |
課號 |
MBA5092 |
課程識別碼 |
741 U1520 |
班次 |
|
學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一2,3,4(9:10~12:10) |
上課地點 |
管二205 |
備註 |
限管理學院學生(含輔系、雙修生) 且 限學士班三年級以上 總人數上限:60人 |
|
|
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
課程概述 |
[NOTE: 課程以中文進行 / Lectures and classroom disucssions in Mandarin]
[NOTE: 首次上課請務必到課,以確切掌握課程內容,評估是否合適自己興趣]
[NOTE: 確定選修本課程同學應自行線上購買三英文個案,合計US$12.75]
The digital terrain today not only presents various challenges but also provides immense opportunities to market players. A series of trends that is highly relevant to businesses upon facing digital realities has been emerging. As businesses in the digital era are exploring new value creation, delivery and communication approaches, a fundamental issue to them is to transform the business with a customer-centric view. This course aims to introduce business-relevant digital technologies and their customer-centric applications for undergraduate and MBA students. |
課程目標 |
The course consists of lecture, case discussion, and group project presentations. At the end of the semester, participants are expected to be familiar with business-relevant digital technologies and their customer-centric applications. Participants are also expected to get the gist of customer-centric strategic considerations through case discussions and projects. |
課程要求 |
1. Form your group (4 students in each group) and nominate a team leader by Mar. 6.
2. Purchase the 3 cases in English from Harvard Business Publishing (https://hbsp.harvard.edu/import/1011645, total cost $12.75) by Mar. 6.
3. Choose and fix your seat in the classroom. Group members should sit together.
4. Complete the case assignments and readings before coming to the class.
5. Active participation, both in class and in group, is emphasized in this course.
6. Participants should carefully follow the course schedule, show up on time, complete the case assignments before coming to the class, and be ready to engage in classroom discussions.
|
預期每週課後學習時數 |
1 Hour |
Office Hours |
|
指定閱讀 |
Readings
Mary Meeker’s Internet Trends reports (since 1996).
Gartner’s Hype Graphs (since 1995).
Cases
Afterpay U.S.: The Omnichannel Dilemma (519086-PDF-ENG)
Michelin: Building a Digital Service Platform (520061-PDF-ENG)
Allianz Customer Centricity: Is Simplicity the Way Forward? (522008-PDF-ENG)
SO NICE 的數位轉型
|
參考書目 |
|
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Group case assignments |
15% |
|
2. |
Group mid-term project |
10% |
|
3. |
Group term project |
20% |
|
4. |
Course contributions |
15% |
|
5. |
Final exam |
40% |
|
|
週次 |
日期 |
單元主題 |
第1週 |
2/20 |
Course Introduction & Evolution of Digital Technologies |
第3週 |
3/6 |
Data in the Digital Environment |
第4週 |
3/13 |
Digital Platform Business Models + Case: Afterpay |
第5週 |
3/20 |
Customer Base Management |
第6週 |
3/25 (s. 4/3) |
Customer Base Analysis & Strategy + Case: Allianz Customer Centricity |
第7週 |
3/27 |
Growth Hacking & Agile Marketing |
第8週 |
4/10 |
Mid-term Project Presentation |
第9週 |
4/17 |
B2B Customer Management I. |
第10週 |
4/24 |
B2B Customer Management II. + Case: Michelin Digital Service Platform |
第11週 |
5/1 |
Managing Customers in the New Financial Context |
第12週 |
5/8 |
Managing Customers in the New Retailing Context I. |
第13週 |
5/15 |
Managing Customers in the New Retailing Context II. + Case: So Nice |
第14週 |
5/22 |
Customer-Facing Digital Transformation |
第15週 |
5/29 |
Term Project Presentation |
第16週 |
6/5 |
Final Exam |