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課程名稱 |
網路行銷
Network Marketing |
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開課學期 |
102-2 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
黃俊堯 |
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課號 |
MBA5026 |
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課程識別碼 |
741 U9300 |
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班次 |
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學分 |
3 |
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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 |
星期二6,7,8(13:20~16:20) |
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上課地點 |
管二103 |
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備註 |
限本系所學生(含輔系、雙修生)
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1022MBA5026_ |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
The digital environment, including but not only the Internet, if well understood and creatively utilized, provides efficient and effective platforms which complement conventional avenues to maximize the return of marketing activities. This course thus helps senior undergraduate as well as MBA students more realistically understand the digital environment for marketing purposes. |
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課程目標 |
Aiming to let participants gain real-world experiences in E-marketing, the course is designed to:
1. Familiarize participants with marketing mixes in the digital environment.
2. Familiarize participants with various business models for both offline and online market players.
3. Familiarize participants with keyword advertising practices given the opportunity provided by the Google Online Marketing Challenge initiative.
4. Familiarize participants with marketing by social media.
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課程要求 |
1. 這是一門份量相當重的課，且強調團體分工實作。沒有充分興趣或沒有時間可投入配合準備的同學，都請勿貿然修課，以免自誤誤人。
2. Taking this course implies that you are willing to form a team, take part in the 2014 Google Online Marketing Challenge (in which you’ll have to collaborate with a suitable business or NPO of your own choice), present 3 times, and work out 6 cases.
3. The digital environment is global and ever evolving. Do not be obsessed only by current, local phenomena.
4. Be curious and ambitious. Participate in both classroom and group discussions. Participants are expected to be very interested in e-marketing, in terms of both theory and practice.
5. Form your team of 4~6 participants by February 24. |
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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 |
Chaffey, Dave (2013), Digital Marketing: Strategy, Implementation, and Practice, Pearson. [高立代理]. |
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參考書目 |
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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 |
2/18 |
Course Introduction |
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第2週 |
2/25 |
CLV and the Bank of America Case |
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第3週 |
3/04 |
Integrating Online and Offline (I) |
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第4週 |
3/11 |
Search Marketing |
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第5週 |
3/18 |
Usability and Analytics |
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第6週 |
3/25 |
Invited Speaker (I) |
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第7週 |
4/01 |
Invited Speaker II |
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第8週 |
4/08 |
第一次報告 |
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第9週 |
4/15 |
eWOM |
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第10週 |
4/22 |
SoLoMo |
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第11週 |
4/29 |
Online Consumer Behavior + Netnograhy |
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第12週 |
5/06 |
Big Data + O2O |
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第13週 |
5/13 |
B2B & Platform |
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第14週 |
5/20 |
第二次報告 |
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第15週 |
5/27 |
E-tailing |
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第16週 |
6/03 |
China Factors |
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第17週 |
6/10 |
Summing Up |
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第18週 |
06/17 |
Project 3 |
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