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課程名稱 |
網路行銷
Network Marketing |
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開課學期 |
104-2 |
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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 |
星期二2,3,4(9:10~12:10) |
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上課地點 |
管二101 |
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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)
總人數上限：60人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1042MBA5026_ |
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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. Taking this course implies that you are willing to form a team, present 3 times, and work out the assigned cases.
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 6 participants by March 1. DON’T TAKE THIS COURSE IF YOU CANNOT MAKE IT.
5. Purchase the case package directly from HBP online from https://cb.hbsp.harvard.edu/cbmp/access/46748376 ($7.90) and fill out the form at http://goo.gl/8n1TTN.
6. Groups are required to turn in case assignments for each assigned case BEFORE the corresponding discussion session. Case assignments have to be word-processed, with reasonable line space and fonts, and signed by team members before turning in. Please limit your group’s assignment within ONE A4 page. There will be no credit provided for overdue (i.e., handed in after 09:20) assignments and, for the sake of fairness, no excuse.
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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 |
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參考書目 |
Chaffey, Dave (2012), Digital Marketing: Strategy, Implementation, and Practice, Pearson. [高立代理]. |
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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 |
2/23 |
Introducing the Course |
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第2週 |
3/01 |
Strategic Marketing in the Digital Context |
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第3週 |
3/08 |
Customer-Oriented Foundations of Digital Marketing |
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第4週 |
3/15 |
Marketing Research in the Digital Context |
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第5週 |
3/22 |
Communication in the Digital Context (I) |
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第6週 |
3/29 |
Communication in the Digital Context (II) |
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第8週 |
4/12 |
Project (I): Cause Marketing (A) |
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第9週 |
4/19 |
Platform |
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第10週 |
4/26 |
Invited Speaker |
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第11週 |
5/03 |
Group Counseling (Seminar Room, 11F) |
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第12週 |
5/10 |
The China Factors |
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第13週 |
5/17 |
Project (II): The China Factors |
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第14週 |
5/24 |
Value Creation in the Digital COntext |
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第15週 |
5/31 |
Value Delivery in the Digital COntext |
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第16週 |
6/07 |
Integrating Online and Offline Marketing |
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第17週 |
6/14 |
Project (III): Cause Marketing (B) |
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