Type of Credit: Elective
Credit(s)
Number of Students
This class will give you the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, you will be able to walk into any company with an online presence and improve their use of the Internet.
The course examines digital marketing strategy, implementation and executional considerations for BtoB and BtoC brands and provides a detailed understanding of all digital channels and platforms. Students will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation.
能力項目說明
This course is designed to let students learn:
Apply best practices for social media marketing.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
*Please note that the following course schedule is subject to change depending on circumstances.
|
週次 Week |
課程主題 Topic |
課程內容與指定閱讀 Content and Reading Assignment |
教學活動與作業 Teaching Activities and Homework |
學習投入時間 Student workload expectation |
|
|
課堂講授 In-class Hours |
課程前後 Outside-of-class Hours |
||||
|
1(9/13) |
Introduction |
Course introduction |
|
3 |
3 |
|
2(9/20) |
Digital marketing intro |
Internet and digital marketing foundation &Team building activity |
Form a group project team |
3 |
9 |
|
3(9/27) |
Consumer behavior |
Consumer behavior in the digital age |
Case presentation 1 |
3 |
9 |
|
4(10/4) |
Business model |
Business model and strategies |
Group assignment 1 & Case presentation 2 |
3 |
9 |
|
5(10/11) |
Market research |
Importance of market research |
Case presentation 3 |
3 |
9 |
|
7(10/25) |
Strategy 1 |
Content marketing strategy |
Group assignment 2 & Case presentation 4 |
3 |
9 |
|
8(11/1) |
Strategy 2 |
Customer relationship management |
Case presentation 5 |
3 |
6 |
|
9 (11/8) |
Field trip |
||||
|
10(11/15) |
Design |
User experience and Web development design |
Field trip report & Case presentation 6 |
3 |
6 |
|
11(11/22) |
Mid-group project presentation |
||||
|
12(11/29) |
Strategy 3 |
Search engine optimization |
Group assignment 3 & Case presentation 7 |
3 |
9 |
|
13(12/6) |
Online advertising 1 |
Affiliate, mobile marketing, and email marketing |
Case presentation 8 |
3 |
6 |
|
14(12/13) |
Online advertising 2 |
Social media marketing strategy 1 |
Case presentation 9 |
3 |
6 |
|
|
Online advertising 3 |
Social media marketing strategy 2 |
Group assignment 4 |
3 |
6 |
|
15(12/20) |
Take-home final: Case Write-up |
||||
|
16(12/27) |
Final group project presentation |
||||
|
17(1/3) |
Guest lecture: research presentation |
||||
|
18(1/10) |
Guest lecture: research presentation |
||||
Textbooks:
eMarketing Essential, 6th edition by Rob Stokes, Red & Yellow,
ISBN: 978-0-620-56515-8
Free to download at https://open.umn.edu/opentextbooks/textbooks/14
Reading Materials:
You are required to read any articles if given before each class session that pertains to the subject matter we will be discussing in that class. Articles will be posted to MOODLE. Be prepared to answer questions during discussions related to the content of these articles. The sources of articles are as follows: