課程名稱 |
網路行銷 Network Marketing |
開課學期 |
107-1 |
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 |
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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 |
管二103 |
備註 |
本課程中文授課,使用英文教科書。 限本系所學生(含輔系、雙修生) 且 限學士班三年級以上 總人數上限:60人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1071MBA5026_ |
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 |
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. The course is thus designed to:
1. Help senior undergraduate as well as MBA students more realistically understand the commercial Internet environment.
2. Familiarize participants with marketing mixes in the digital environment.
3. Familiarize participants with various business models for both offline and online market players.
4. Familiarize participants with keyword advertising practices.
5. Familiarize participants with marketing by social media. |
課程目標 |
1. Help senior undergraduate as well as MBA students more realistically understand the commercial Internet environment.
2. Familiarize participants with marketing mixes in the digital environment.
3. Familiarize participants with various business models for both offline and online market players.
4. Familiarize participants with keyword advertising practices.
5. Familiarize participants with marketing by social media. |
課程要求 |
1. Taking this course implies that you are willing to show on time, form a team, contribute in two projects, work out the assigned cases, participates in classroom discussions, and take a final exam.
2. The digital environment is global and ever evolving. Do not be obsessed only by current, local phenomena.
3. 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.
4. Form your team of 5~7 participants by September 17. DON’T TAKE THIS COURSE IF YOU CANNOT MAKE IT.
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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 |
待補 |
參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Three one-page case discussion summaries |
10% |
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2. |
Mid-Term project presentation |
20% |
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3. |
Term project presentation |
20% |
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4. |
Class contribution |
20% |
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5. |
Final exam |
30% |
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週次 |
日期 |
單元主題 |
第1週 |
9/10 |
Course Introduction |
第2週 |
9/17 |
Strategic Marketing in the Digital Context |
第4週 |
10/01 |
Customer Insight in the Digital Context |
第5週 |
10/08 |
Marketing Communications: Owned Media |
第6週 |
10/15 |
Marketing Communications: Digital Advertising |
第7週 |
10/22 |
Marketing Communications: Social and Mobile Marketing |
第8週 |
10/29 |
Invited Speaker (I) |
第9週 |
11/05 |
Mid-term Project Presentation |
第10週 |
11/12 |
Data and Digital Marketing |
第11週 |
11/19 |
Value Delivery in the Digital Context |
第12週 |
11/26 |
Value Creation in the Digital Context |
第13週 |
12/03 |
The B2B Context |
第14週 |
12/10 |
Invited Speaker (II) |
第15週 |
12/17 |
Aspects of Digital Development in China |
第16週 |
12/24 |
Term Project Presentation |
第18週 |
1/7 |
Final Exam |
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