課程資訊
課程名稱
 數位行銷
Digital Marketing 
開課學期
 112-1 
授課對象
 學程  品牌與顧客經營學分學程  
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A,B,C(18:25~21:05) 
上課地點
 管一104 
備註
 本課程中文授課,使用英文教科書。此課程納入品牌與顧客經營學分學程。
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 
  
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
為確保您我的權利,請尊重智慧財產權及不得非法影印
課程概述

*** 欲選修本課程的同學，9/4請務必準時到課，瞭解課程內容與進行方式 ***

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. 

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. 
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. 
預期每週課後學習時數
  
Office Hours
  
指定閱讀
 TBA 
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。 
評量方式
(僅供參考)
  
No.
項目
百分比
說明
1. 
 Team Challenge (I)  
15% 
 Analyzing information from a website’s Google Analytics 
2. 
 Team Challenge (II)  
15% 
 Assessing a digital marketing campaign 
3. 
 Team Challenge (III)  
15% 
 Proposing a digital marketing plan 
4. 
 Class Contributions 
15% 
  
5. 
 Final Exam 
40% 
  
 
課程進度
週次
日期
單元主題
第1週
 9/04  Course Introduction  
第2週
 9/11  Introducing the Context and Outlining the Directions of Challenges 
第3週
 9/18  Platform & Analytics in the Digital Context  
第4週
 9/25  Marketing Strategy in the Digital Context  
第5週
 10/02  Consumer Behavior in the Digital Context 
第6週
 10/09  Team Challenge (I) 
第7週
 10/16  Digital Product Management (II) 
第8週
 10/23  Customer Experience Management 
第9週
 10/30  Attribution: Concepts and Simulation 
第10週
 11/06  Attribution: Concepts and Simulation
Team Challenge (II)
 
第11週
 11/13  Marketing Communications: Owned Media 
第12週
 11/20  Marketing Communications: Paid Media (I) 
第13週
 11/27  Marketing Communications: Paid Media (II) 
第14週
 12/04  Marketing Communications: Earned Media 
第15週
 12/11  Team Challenge (III) 
第16週
 12/18  Final Exam