Type of Credit: Elective
Credit(s)
Number of Students
This course will acquaint students with practical knowledge and analytical skills necessary to create, evaluate, and execute digital marketing campaigns. This course looks at the advertising, entertainment, and media channels that make up digital marketing and explains how these tools fit into a company’s integrated marketing communication strategies. Using real-world examples from large corporations and small businesses, students will explore how marketing professionals embrace online networks, digital content, and other practices (e.g., SEO/SEM, eWOM, mobile, location-based, in-game advertising, etc.) to engender brand awareness, buzz, and desired consumer behaviors.
能力項目說明
This course will:
| 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 |
|---|---|---|
TENTATIVE READING ASSIGNMENTS AND SCHEDULE
*The following is a general plan for the course and is subject to change if necessary.
|
Week |
Date |
Topic |
Readings/Activities |
|
1 |
2/21 |
Introduction to the Course Basics of Marketing (by Prof. Chen) |
Assigning Groups |
|
2 |
2/28 |
NO CLASS (Holiday) |
|
|
3 |
3/6 |
The Role of Social Media Marketing (by Prof. Chen) |
Social Media War 2021: Snap vs. Facebook vs. TikTok (Harvard: 9721443) |
|
4 |
3/13 |
Identifying Target Audiences (by Prof. Chen) |
Guest Speaker |
|
5 |
3/20 |
Rules of Engagement for SMM (by Prof. Chen)
|
How Augmented Reality Can - and Can't - Help Your Brand (HBR) |
|
6 |
3/27 |
Big Data and Marketing Analytics (by Prof. Park) |
Predicting Consumer Tastes with Big Data at Gap (Harvard: 517115) |
|
7 |
4/3 |
NO CLASS (Holiday) |
|
|
8 |
4/10 |
IoT and Consumer Behavior (by Prof. Park) |
Voice War: Hey Google vs. Alexa vs. Siri (Harvard: 718519) |
|
9 |
4/17 |
ChatGPT and AI-driven Branding (by Prof. Park) |
Tailor Brands: Artificial Intelligence Driven Branding |
|
10 |
4/24 |
AI Influencers and Metaverse (by Prof. Park) |
BTS: Success and Risk with Fans |
|
11 |
5/1 |
FINAL GROUP PROJECT PRESENTATIONS |
Final Project Submission |
|
12 |
5/8 |
FINAL EXAM |
|
TEXTBOOKS (Recommended)
It is also suggested that you regularly read articles from the following resources as timely digital marketing-related topics are discussed.