課程資訊
課程名稱
 數位行銷
Digital Marketing 
開課學期
 108-1 
授課對象
 管理學院  商學研究所  
授課教師
 黃俊堯 
課號
 MBA5085 
課程識別碼
 741 U9310 
班次
  
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/1081MBA5085_ 
課程簡介影片
 
核心能力關聯
 本課程尚未建立核心能力關連
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, this semester collaborated with Google, helps participants get a realistic understanding of aspects of current digital marketing concepts and practices.  

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. Guide participants to get the gist of keyword advertising and its ecosystem through a learning-by-doing module designed and delivered by Google.
4. Encourage participants to think strategically and plan systematically upon facing future marketing tasks.
 
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、二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。另有兩次報告，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人的小組 (教師與助教將不會介入任何分組安排)，或無法於第三周前確定學期報告合作對象的同學，請勿修習本課程。


1. Taking this course implies that you are willing to show on time, form a team, work out the assignments, participates in classroom discussions, contribute to two projects, and take a 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 the start of the second session (Sep. 16). Identify and get the consent from an (either for- or non-profit) partner for the term project by the third session (Sep.23). This will be explained in detail in Session 1.
5. DON’T TAKE THIS COURSE IF YOU CANNOT COMMIT TO ANY OF THE ABOVEMENTIONED POINTS.
 
預期每週課後學習時數
  
Office Hours
 另約時間 
指定閱讀
 待補 
參考書目
 * Chaffey, Dave (2012), Digital Marketing: Strategy, Implementation, and Practice, Pearson. [高立代理].

* 黃俊堯 (2019)，數位行銷 [雙葉書廊]。
 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Mid-Term project  
20% 
 An in-depth comparison of two competing marketers’ marketing communications in terms of their owned, paid, and earned media.  
2. 
 Term project  
30% 
 A mini keyword advertising campaign for the group’s partner. Graded by Googlers. 
3. 
 Class contribution 
20% 
  
4. 
 Final exam 
30% 
 選擇題，題目涵蓋各課次所進行的討論內容 
 
課程進度
週次
日期
單元主題
第1週
 9/9  Course Introduction 
第2週
 9/16  Strategic Marketing in the Digital Context 
第3週
 9/23  Customer Insight in the Digital Context+ Student brief for ads project partner (3 minutes per group) 
第4週
 9/30  Marketing Communications: Owned Media 
第5週
 10/07  Marketing Communications: Paid Media 
第6週
 10/14  Marketing Communications: Earned Media 
第7週
 10/21  Mid-term Project Presentation 
第8週
 10/28  WHY/WHAT: Digital Trend & Insight Sharing 
第9週
 11/04  HOW: help your business/client succeed in digital world (define goal/media proposal/be a business consultant/measurement) 
第10週
 11/11  HOW: Google ads training (I)  
第11週
 11/18  HOW: Google ads training (II)  
第12週
 11/25  HOW: Google ads training (III)+ Student brief for ads project (5 minutes per group) 
第13週
 12/02  Data and Digital Marketing 
第14週
 12/09  Value Delivery in the Digital Context 
第15週
 12/16  Visiting Google Office in Taipei 101 with a Career Talk  
第16週
 12/23  Group Project Presentation (I) 
第17週
 12/30  Group Project Presentation (II) 
第18週
 1/6  Final Exam