課程名稱 |
社群媒體行銷 Social Media Marketing |
開課學期 |
112-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
林嘉薇 |
課號 |
MBA5096 |
課程識別碼 |
741 U4420 |
班次 |
|
學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期三7,8,9(14:20~17:20) |
上課地點 |
管一203 |
備註 |
本課程中文授課,使用英文教科書。欲加簽同學,請至教室參與第一週課程並依課堂規定索取授權碼。授課開始前之加簽信恕不回覆,感謝配合。 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:40人 |
|
|
課程簡介影片 |
|
核心能力關聯 |
本課程尚未建立核心能力關連 |
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 |
*註一:本課程主要以中文授課;指定及參考書目多為英文;考試為英文出題,可用中文或英文回答。
*註二:社群媒體行銷有許多值得探討的主題,也有很多可以切入角度,建議想修本課的同學請認真閱讀課程說明,再判斷此課程是不是適合自身需求。
*註三:欲加簽本課程之同學,請至教室參與第一週的課程,並依照課堂中宣布之規定索取授權碼。能加簽多少同學取決於有多少人選上及多少人退選本課程。加簽將以品牌及顧客管理學程、管院高年級學生、及已經修過行銷管理的同學為優先。授課開始前之加簽信恕不一一回覆,感謝配合。
This course will provide the students with the philosophies, concepts, relevant theoretical background, and some fundamental skills needed to utilize new and constantly evolving social media marketing. Major topics covered in this course are marketing principles and the psychology of social media, content strategy, channel strategy, community building, and brand management.
Our approach in this course aims to strike a balance between theory and practical application. In other words, in contrast to the social media workshops available on the web, this course places a stronger emphasis on delving into social media theory, fundamental concepts, and overarching strategies, complemented by practical exercises. This is because the primary objective of this course is not solely to impart fundamental knowledge of prevalent social media strategies, but also to enable students to grasp the factors that render social media impactful in today's landscape. This equips them to anticipate and adapt to future changes within the realm of social media.
As a result, this program caters particularly well to two specific student profiles: 1) Individuals who have recently acquired knowledge of marketing principles but possess limited experience in using social media beyond personal usage. 2) Those seeking a comprehensive understanding of the mechanisms behind social media marketing strategies commonly employed by both firms and individuals. |
課程目標 |
1. Describe how social media marketing fits into the overall marketing plan to help a business, an organization, or a person.
2. Compare social media platforms from the perspective of media characteristics and user demographics and psychographics.
3. Develop a social media strategy for a specific business goal for a particular target audience.
4. Analyze social media performance results and suggest optimization plans. |
課程要求 |
Grading Components and Percentages
1. Term Project and Assignments 50%
2. Quizzes and Exam 20%
3. Worksheets and Class Participation 30% |
預期每週課後學習時數 |
|
Office Hours |
|
指定閱讀 |
The links for our weekly reading and practice materials will be posted on NTU COOL. These materials include, but are not limited to, open-source textbook chapters, free social media certification study guides, business blogs, academic articles, and practice worksheets. Students are required to complete the pre-class reading assignments before class. |
參考書目 |
|
評量方式 (僅供參考) |
|
週次 |
日期 |
單元主題 |
第1週 |
|
Overview of the Class
Introduction to Social Media |
第2週 |
|
**Peace Memorial Day** (No Class) |
第3週 |
|
Define Social Media Marketing (i.e., Marketing Principles and Social Media)
The Dark Side of Social Media |
第4週 |
|
The Psychology of Social Media |
第5週 |
|
Social Media Marketing Strategy Overview |
第6週 |
|
Social Media Segmentation, Targeting, and Positioning |
第7週 |
|
Channel Evaluation |
第8週 |
|
Content Strategy for Social Media |
第9週 |
|
Content Strategy for Social Media |
第10週 |
|
Community Building and One-on-One Communications |
第11週 |
|
Exam |
第12週 |
|
Social Media Crisis Management and Social Media Policy |
第13週 |
|
Imagine the Future of Social Media |
第14週 |
|
Paid Social and Social Commerce |
第15週 |
|
Term Project Presentation 1
All Project Slides Due |
第16週 |
|
Term Project Presentation 2
Individual Reflection Due |
|