課程資訊
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  商學研究所  
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
 
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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% 
  
 
課程進度
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