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課程名稱 |
社群媒體行銷
Social Media Marketing |
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開課學期 |
111-2 |
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授課對象 |
學程 品牌與顧客經營學分學程 |
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授課教師 |
林嘉薇 |
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課號 |
MBA5096 |
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課程識別碼 |
741 U4420 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期三7,8,9(14:20~17:20) |
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上課地點 |
管一203 |
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備註 |
本課程中文授課,使用英文教科書。此課程列入品牌與顧客經營學分學程。
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 |
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課程簡介影片 |
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核心能力關聯 |
本課程尚未建立核心能力關連 |
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課程大綱
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課程概述 |
This course will provide the students with the philosophies, concepts, and fundamental skills needed to utilize new and constantly evolving social media marketing tools. Major topics covered in this course are marketing principles and the psychology of social media, content strategy, channel strategy, community building, and brand management.
*Note: The course will be taught in Mandarin. But most of the assigned readings are in English. |
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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. |
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課程要求 |
Grading Components and Percentages
1. Term Project and Assignments 50%
2. Quizzes and Midterm Exam 25%
3. Worksheets and Class Participation 20% |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Weekly Reading Materials (mainly in English): The links for our weekly reading and practice materials will be posted on NTU COOL. These materials include, but are not limited to, open-textbook chapters, free social media certification study guides, business blogs, academic articles, and practice worksheets. Each week’s reading assignments include two sections: pre-class and post-class. Students are required to complete the pre-class reading assignments before class and use post-class materials to review and reflect on the topics after class. |
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
2/22 |
Overview of the Class
Introduction to Social Media |
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第2週 |
3/01 |
Marketing Principles and Social Media |
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第3週 |
3/08 |
The Psychology of Social Media |
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第4週 |
3/15 |
Social Media Marketing Strategy |
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第5週 |
3/22 |
Channel Evaluation |
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第6週 |
3/29 |
Content Strategy for Social Media
Developing a Brand Voice |
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第7週 |
4/05 |
= Tomb-Sweeping Festival [No Class] = |
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第8週 |
4/12 |
Workshop: Design Thinking and Idea Generation |
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第9週 |
4/19 |
Midterm Exam |
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第10週 |
4/26 |
Social Media and E-Commerce in Taiwan |
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第11週 |
5/03 |
Community Management |
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第12週 |
5/10 |
Social Media Monitoring, Reporting, & Optimizing |
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第13週 |
5/17 |
Paid Media in Social Media |
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第14週 |
5/24 |
The Dark Side of Social Media |
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第15週 |
5/31 |
Term Project Presentation [Written report and reflection is due June 7] |
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