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課程名稱 |
數位行銷
Digital Marketing |
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開課學期 |
111-1 |
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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 |
MBA5085 |
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課程識別碼 |
741 U9310 |
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班次 |
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學分 |
3.0 |
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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A,B,C(18:25~21:05) |
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上課地點 |
管一104 |
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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) 且 限學士班三年級以上
總人數上限：60人 |
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課程簡介影片 |
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核心能力關聯 |
本課程尚未建立核心能力關連 |
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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 |
請注意: 本學期本課程並無任何與企業合作之規畫。請斟酌考慮課程內容是否合適自身需求。
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 discusses how marketers can improve value creation, delivery and communication in the digital environment.
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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 communications in the digital environment.
3. Encourage participants to think strategically and plan innovatively upon facing future marketing tasks. |
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課程要求 |
* 本課程較適合已修畢行銷管理的同學選修。
* 不接受任何第一次上課未出席或遲到同學的加選要求。
* 本課程有選擇題型態之期末考試，需要全程出席參與。另有三次報告，需要修課同學投入相當的時間。
* 若無法於第二周前組成5~7人小組者 (教師與助教將不會介入任何分組安排)請勿修習本課程。
1. Taking this course implies that you are willing to show on time, form a teamparticipates in classroom discussions, contribute to the projects, and take quizzes and the final exam.
2. The digital environment is global and ever evolving. Do not be obsessed only by current and 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 Sept. 12.
5. DON’T TAKE THIS COURSE IF YOU CANNOT COMMIT TO ANY OF THE ABOVEMENTIONED POINTS.
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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 |
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參考書目 |
* Dave Chaffey (2022), Digital Marketing, 8th edition, Pearson.
* 黃俊堯 (2022)，數位行銷，第二版，雙葉書廊。 |
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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. |
Team Challenge (I) |
15% |
Telling a story based on a website’s Google Analytics |
2. |
Team Challenge (II) |
15% |
An in-depth analysis of a mobile app’s online reviews |
3. |
Team Challenge (III) |
15% |
A digital marketing plan |
4. |
Class Involvement & Contributions |
15% |
Involvement and Contributions to both class discussions and team works |
5. |
Final Exam |
40% |
Multiple-choice questions |
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週次 |
日期 |
單元主題 |
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第1週 |
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Course Introduction |
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第2週 |
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Platform & Analytics in the Digital Context |
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第3週 |
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Marketing Strategy in the Digital Context |
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第4週 |
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Consumer Behavior in the Digital Context |
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第5週 |
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Team Challenge (I) |
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第7週 |
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Digital Product Management |
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第8週 |
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Customer Experience Management |
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第9週 |
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Team Challenge (II) |
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第10週 |
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Marketing Communications: Owned Media |
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第11週 |
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Marketing Communications: Paid Media (I) |
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第12週 |
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Marketing Communications: Paid Media (II) |
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第13週 |
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Marketing Communications: Earned Media |
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第14週 |
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Frontiers of Digital Marketing |
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第15週 |
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Team Challenge (III) |
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第16週 |
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Final Exam |
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