|
課程名稱 |
網路行銷
NETWORK MARKETING |
|
開課學期 |
98-1 |
|
授課對象 |
管理學院 工商管理學系 |
|
授課教師 |
黃俊堯 |
|
課號 |
MBA5026 |
|
課程識別碼 |
741 U9300 |
|
班次 |
|
|
學分 |
3 |
|
全/半年 |
半年 |
|
必/選修 |
選修 |
|
上課時間 |
星期二2,3,4(9:10~12:10) |
|
上課地點 |
管二303 |
|
備註 |
本課程中文授課,使用英文教科書。
總人數上限：60人 |
|
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/981emarketing |
|
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 |
受限於本網站設計限制，詳細課程大綱PDF檔請進入本課程後下載。 |
|
課程目標 |
The digital environment, including but not only the Internet, if well understood and creatively utilized, is an efficient and effective platform which complements other offline avenues to maximize the return of marketing activities. The course is thus designed to:
1. Help senior undergraduate as well as MBA students majoring in Marketing more realistically understand the commercial Internet environment.
2. Familiarize participants with marketing mixes on the Internet.
3. Familiarize participants with various business models for both offline and online market players.
4. Familiarize participants with keyword advertising practices given the opportunity provided by the Google Online Marketing Challenge initiative.
|
|
課程要求 |
1. Be curious and ambitious. Participants are expected to be very interested in e-marketing, in terms of both theory and practice.
2. The digital environment is a wildly evolving global platform. Do not be obsessed only by current, local phenomena.
3. Participate in both classroom and group discussions.
4. Get your case pack and form your team of 4~6 participants by September 29.
5. The cases are at your own cost. A TA will collect a sum of NT$___ from you for the 10 cases used for this course for the purchase of case copyrights. An invoice from HBR for the purchase will be posted for you to check.
6. Teaching materials will be browseable on http://www.scribd.com/, in a group under the name “e.marketing.tw”. You have to first sign up at that site.
|
|
預期每週課後學習時數 |
|
|
Office Hours |
備註： 09:00~11:00, Wednesdays, Room 1107. |
|
指定閱讀 |
Readings
R1: Theodore Levitt (1960), “Marketing Myopia,” Harvard Business Review.
R2: “What is Web 2.0” http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
R3: “Human Information Behavior” http://inform.nu/Articles/Vol3/v3n2p49-56.pdf
Cases
HBR Cyworld: Cyworld: Creating and Capturing Value in a Social Network (9-509-021).
HBR Bankinter: Internet Customer Acquisition Strategy at Bankinter (9-103-021).
HBR BzzAgent Blogging at BzzAgent (9-508-102).
HBR UnME: UnME Jeans: Branding in Web 2.0 (9-509-035).
HBR Restaurant: Online Restaurant Promotions (9-909-034).
HBR Google: Google Advertising 9-507-038
KEL Air France Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search (KEL319)
STD Netflex: Netflix (9-607-138)
HBR Zappos.com Zappos.com: Developing a Supply Chain to Deliver WOW(GS65)
HBR Dove: Dove: Evolution of a Brand (9-508-047)
Textbook
Strauss, Judy and Raymond Frost (2009), E-Marketing, Pearson. [華泰代理]
|
|
參考書目 |
|
|
評量方式
(僅供參考) |
|
|
週次 |
日期 |
單元主題 |
|
第1週 |
9/15 |
Introducing the Course |
|
第2週 |
9/22 |
Testing the Water |
|
第3週 |
9/29 |
What’s Marketing? |
|
第4週 |
10/06 |
Customer Lifetime Value |
|
第5週 |
10/13 |
Web 2.0 |
|
第6週 |
10/20 |
More on Web 2.0 |
|
第7週 |
10/27 |
Online Branding |
|
第8週 |
11/03 |
Marketing Research and NPD in the Digital Environment |
|
第9週 |
11/10 |
Pricing on the Internet |
|
第10週 |
11/17 |
Mid-Term Project Presentation |
|
第11週 |
11/24 |
Communications on the Internet |
|
第12週 |
12/01 |
SEO/SEM |
|
第13週 |
12/08 |
Competing Channels |
|
第14週 |
12/15 |
Behind the Scenes |
|
第15週 |
12/22 |
Branding on the Internet |
|
第16週 |
12/29 |
Summing Up |
|
第17週 |
1/05 |
Term Project Presentation |
|