教學大綱 Syllabus

科目名稱：數位行銷

Course Name: Digital Marketing
  • 學年學期：113-2 Spring Semester, 2025
  • 科目代碼：933865001 Course No.933865001

修別：選

Type of Credit: Elective

2.0

學分數

Credit(s)

60

預收人數

Number of Students

課程資料Course Details
  • 開課單位：國營碩一、國營碩二 Course Department:International Master of Business Administration/M/1&2
  • 授課老師：朴星俊、陳冠儒 Instructor: PARK SUNG JUN/CHEN KUAN-JU
  • 先修科目：無Prerequisite(N/A)
  • 上課時間：一FGH Session: mon19-22

課程簡介Course Description

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.

核心能力分析圖 Core Competence Analysis Chart

能力項目說明

    課程目標與學習成效Course Objectives & Learning Outcomes

    This course will:

    1. Provide insights about and experience with digital and social media technologies.
    1. Emphasize the importance of managing a business/organization’s online presence and reputation through digital and social communication tools.
    1. Provide awareness of ethical, legal, and privacy issues when using online outlets for digital marketing. Stress the significance of listening to, participating in, and monitoring online conversations.
    1. Increase knowledge of the implications and need for evaluation when incorporating digital marketing strategies in an integrated marketing communication campaign.

    每周課程進度與作業要求 Course Schedule & Requirements

    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

    Instructor

    Topic

    Readings/Activities

    1

    2/17

    Dr. Park

    [Introduction] Basics of Marketing

     

    [Place] Digital Marketing

    Sell Direct-to-Consumer or Through Amazon? (HBR Case Study)

    2

    2/24

    Dr. Park

    [Product] Generative AI and AI-driven Branding

    Tailor Brands: Artificial Intelligence Driven Branding
    (Harvard: 519017)

    3

    3/3

    Dr. Park

    [Consumer Behavior] AI & IoT Adoption

    Voice War: Hey Google vs. Alexa vs. Siri

    (Harvard: 718519)

    4

    3/10

    Dr. Park

    [Promotion] AI Influencers & Metaverse-based Advertising

    BTS: Success and Risk with Fans and Influencers on Social Media (IVEY: W21227)

    5

    3/17

    Dr. Park

    [Marketing Research] Big Data and AI Analytics

    Predicting Consumer Tastes with Big Data at Gap (Harvard: 517115)

    6

    3/24

    Both

    Guest Speaker & Final Project Discussions

    7

    3/31

    Dr. Chen

    The Role of Social Media Marketing

    Social Media War 2021: Snap vs. Facebook vs. TikTok

    (Harvard: 9721443)

    8

    4/7

    Dr. Chen

    Identifying Target Audiences

    Guest Speaker

    9

    4/14

    Dr. Chen

    Rules of Engagement for SMM

    How Augmented Reality Can - and Can't - Help Your Brand

    (HBR)

    10

    4/21

    Both

    FINAL GROUP PROJECT PRESENTATIONS

     

     

    授課方式Teaching Approach

    50%

    講述 Lecture

    20%

    討論 Discussion

    30%

    小組活動 Group activity

    0%

    數位學習 E-learning

    0%

    其他： Others:

    評量工具與策略、評分標準成效Evaluation Criteria

    • Class Participation (15%)
    • Attendance (10%)
    • Group Assignments (20%)
    • Exams (25%)
    • Final Group Project (30%)

    指定/參考書目Textbook & References

    TEXTBOOKS (Recommended)

    1. Social Media Marketing: A Strategic Approach by Melissa Barker, Donald Barker, Nicolas Bormann, Mary Roberts, and Debra Zahay (3rd Edition), CENAGAGE Learning.
    2. Additional materials, such as cases, will be provided in class or on the online course system.

     

    It is also suggested that you regularly read articles from the following resources as timely digital marketing-related topics are discussed.

     

    已申請之圖書館指定參考書目 圖書館指定參考書查詢 |相關處理要點

    維護智慧財產權，務必使用正版書籍。 Respect Copyright.

    本課程可否使用生成式AI工具Course Policies on the Use of Generative AI Tools

    完全開放使用 Completely Permitted to Use

    課程相關連結Course Related Links

    
            
    
        
    
        
    
        
    
            
    
                
                
    
                
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                    To Use Smart Devices During the Class
                
    
                
    
                        
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                        Approval
                
    
            
    
        
    
    
    
    
    
    
        
        
    
            
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