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課程名稱 |
網路行銷
NETWORK MARKETING |
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開課學期 |
95-2 |
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授課對象 |
管理學院 商學研究所 |
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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 |
星期一6,7,8(13:20~16:20) |
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上課地點 |
管壹203 |
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備註 |
本課程中文授課,使用英文教科書。
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 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
PLEASE NOTE THAT THE COURSE TITLE SHOULD BE 'MARKETING ON THE INTERNET'......
This course adopts a viewpoint that 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. With a customer orientation focus, emphasis will be put on understanding multifarious online consumer behaviors. Opportunities to initiate new online marketing activities from such understanding will thus be explored from various perspectives. |
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課程目標 |
The course is designed to help senior undergraduate as well as MBA students majoring in Marketing more realistically understand the Internet platform. |
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課程要求 |
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預期每週課後學習時數 |
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Office Hours |
每週一 09:00~11:00 |
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指定閱讀 |
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參考書目 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Class contributions |
20% |
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2. |
First report |
20% |
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3. |
Second report |
20% |
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4. |
Case competition |
15% |
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5. |
Term project |
25% |
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週次 |
日期 |
單元主題 |
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第1週 |
2/26 |
Introduction |
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第2週 |
3/05 |
Digital Environment and Digital Convergence |
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第3週 |
3/12 |
Online Information Behavior |
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第4週 |
3/19 |
Networks: the Social Perspective |
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第5週 |
3/26 |
Web Business Models |
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第6週 |
4/02 |
Online Branding |
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第7週 |
4/09 |
Innovation |
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第8週 |
4/16 |
Traffic Building |
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第9週 |
4/23 |
Case Competition [First Report Due] |
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第10週 |
4/30 |
Personalization, Trust, and Commitment |
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第11週 |
5/07 |
Guest Speaker’s Session (I) |
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第12週 |
5/14 |
Pricing on the Internet |
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第13週 |
5/21 |
B2C e-Commerce [Second Report Due] |
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第14週 |
5/28 |
B2B e-Commerce |
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第15週 |
6/04 |
Online Research |
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第16週 |
6/11 |
Term Project Presentation |
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第17週 |
6/18 |
No Class This Week |
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第18週 |
6/25 |
No Class This Week |
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