Type of Credit: Elective
Credit(s)
Number of Students
It is technically possible to connect everyone to everyone else either by wire or wireless means. But would this necessarily be a good democratic society or even a pleasant place to live in? The same technology that can provide surveillance for national security, law enforcement and commerce accountability can also be used for social and political control and the propaganda targeting of unpopular groups and individuals. The same technology that can bring instant and cheap communication can also bring pornography and hate speech.
These challenges are so fundamental that in this course we will explore the essentials of e-marketing tools: personal branding, search engine optimization, social media marketing, conversion optimization, content marketing, and email marketing. We will also revisit the necessary traits of digital age, including media, competition, reality, time, matter, space, mind, destiny, religion, definition, knowledge, listening, happiness, grief, joy, spirituality, attachment, obsession, desire, authority, dependence, and compassion.
能力項目說明
This course explores the multi-faceted nature of new media and e-marketing. Classroom lecture is supplemented by website visits, guest lectures, and field research to develop an appreciation of the ways that new media and the latest e-marketing applications have shaped the work and leisure of life. One very important investment is in building more flexible mind that allows for constant reinvention, and knowing yourself well enough that you don’t get drawn into the deep Internet traps. This course also provides a broad review of the history, culture, and political development of information revolution in the infrastructure, liberalization, and deregulation arena concerning information technology and e-marketing applications, press media (printed, broadcast, and online), privacy, intellectual property, and equity access to information.
| 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 |
|---|---|---|
|
1 |
Understand how to use digital marketing for multiple goals in different political and economic arrangements (i.e. conglomerate media versus independent media, main stream media versus alternative media, etc.) of old and new media and laws and public policies that promote or hinder democratic outcomes of fairness, economic justice, universal and ubiquitous access to true high-speed and ultra-speed broadband.. Weekly hours required: 4 |
3 |
1 |
|
2 |
3 |
1 |
|
|
3 |
3 |
1 |
|
|
4 |
Website design and management: social media, search engine optimization, paid search advertising, e-commerce trend, online newsletters, mobile apps. Weekly hours required: 4. |
3 |
1 |
|
5 |
3 |
1 |
|
|
6 |
3 |
1 |
|
|
7 |
Major digital marketing channels – online advertising, digital display, video, mobile, search engine. Weekly hours required: 4 |
3 |
1 |
|
8 |
3 |
1 |
|
|
9 |
3 |
1 |
|
|
10 |
Develop and execute comprehensive digital marketing plan. Measure digital marketing efforts and calculate ROI. Weekly hours required: 4. |
3 |
1 |
|
11 |
3 |
1 |
|
|
12 |
3 |
1 |
|
|
13 |
Explore the latest digital advertising technologies. Weekly hours required: 4.
|
3 |
1 |
|
14 |
3 |
1 |
|
|
15 |
3 |
1 |
|
|
16 |
Other latest digital marketing information and communication services. Weekly hours required: 4. |
3 |
1 |
|
17 |
3 |
1 |
|
|
18 |
3 |
1 |
Participation 30%
Mid-term 20%
Final 50%
The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand (Ekaterina Walter)
Contagious: Why Things Catch On (Jonah Berger)
Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works (Pam Didner)
Social Media ROI (Olivier Blanchard) Epic Content Marketing (Joe Pulizzi)
Creative Confidence (Tom Kelley and David Kelley)
Lessig, Lawrence, Code and Other Laws of Cyberspace, Chaps. 11-13. O'Brien, Richard. Global Financial Integration: The End of Geography (New York: Council on Foreign Relations Press, 1992)
Bar, François and Michael Borrus with Benjamin Coriat, “Information Network and Competitive Advantages: The Issues for Government Policy and Corporate Strategy,” Final Report on the Seminar 'Information Networks and Business Strategies' (Paris: OECD-BRIE, 1989), excerpts, pp. 26-35.
Bach, David and Abe Newman, “Self-Regulatory Trajectories in the Shadow of Public Power: Resolving Digital Dilemmas in Europe and the United States.”
Cioffi, John, 'The Collapse of the European Union Directive on Corporate Takeovers: The EU, National Politics and the Limits of Integration', BRIE Briefing Paper 2001.
Gilbert, Richard J., Networks, Standards, and the Use of Market Dominance: Microsoft (1995),” Case 17 in John E. Kwoka, Jr. and Lawrence J. White, The Antitrust Revolution: Economics, Competition, and Policy, 3d Edition (New York and Oxford: Oxford University Press, 1999).
Limstedt, Henrik and Udo Zander, “Sweden's Wireless Wonders: The Diverse Roots and Selective Adaptations of the Swedish Internet Economy,” in Bruce Kogut ed., The Global Internet Economy, Cambridge: The MIT Press, 2003.
Center for Democracy and Technology Platform for Internet Content Selection (PICS) Electronic Frontier Foundation European Information Network FTC, Privacy Online: A Report to Congress, June 1998 Free Speech TV http://amic.org.sg/ http://www.internetnews.com/ http://www.epic.doc.gov/ http://www.ntia.doc.gov/ http://www.gpsr.org/ http://www.marketwire.com/ http://www.nytimes.com http://www.soumu.go.jp/ http://www.wired.com/ http://www.washingtonpost.com http://infoition.com/ http://www.networkworld.com/ http://thomas.loc.gov/ http://www.fcc.gov/Welcome.html http://www.totaltele.com/