網路社群經營策略

Strategic management of Social Media

學期

106-2

學分

3 學分

當期課號

5494

永久課號

IMS2332

開課單位

管理科學系

授課教師

蕭嬋

校區

光復

類別

選修

上課時間表

節	週四
5 13:20–14:10	網路社群經營策略 M301 3 節連堂
6 14:20–15:10
7 15:30–16:20

* 根據陽明交大上課時間表所列

概述

1. Students are required to read the chapters and articles indicated in the reading lists. The lecture will be given according to the integration based on the underlying articles connected between topics. 2. Students are required to complete two papers by the middle and the end of the semester. The title for the paper will be given during the course. The paper should demonstrate an understanding of the issues raised in the relevant lecture, and brings personal critical or creative viewpoints for the particular topic. 3. Students are required to give a presentation on their chosen topic to the class every two weeks. The materials are the case studies related to the weekly topic so that they can apply the conceptual framework on the real cases. Presentations can be given last for a maximum of 15 minutes and a joint discussion followed after it. Presentations are to be prepared in PowerPoint, and should ensure that the necessary time limits. A hard copy of the slides should be given to the course coordinator prior to the oral presentation

先修科目

不限

教學方式

課堂進行方式: 上課前,同學需事先閱讀課表安排的精選哈佛商業評論文章、以及哈佛商業個案。每堂課分成兩部份進行:前半部分由一組同學報告當週文章、發表省思及看法、接著讓同學討論此文章議題內容。後半部份針對當週個案進行劇情瞭解、並讓同學互相討論。課堂最後開放老師時間,同學可詢問問題、發表意見。課堂時間分配: 文章報告20分鐘文章省思與討論:20-30分鐘下課:10分鐘個案討論與報告:20分鐘個案省思與討論:20-30分鐘實習課:50分鐘

評分方式

考試狀況:報告評比評量方法: Assessment will be 20% for the group presentation, 30% for the final presentation , 30% for the case report, 15% for the attendance, 5% for the class participation.

課程大綱

理論
個案討論

週次計畫

週次	主題
第 1 週	課程介紹
第 2 週	勇敢挺進未來 1. Ethan Mollick (2016). The Unique Value of Crowdfunding Is Not Money — It’s Community 群眾募資的獨特價值不是錢,而是社群
第 3 週	虛實整合 1. David C. Edelman (2010). Branding in The Digital Age 開創品牌數位時代 Harvard Business Review (Chinese) Vol.52 2. Darrell Rigby (2011). The Future of Shopping購物的未來進行式 Harvard Business Review (Chinese) Vol.64
第 4 週	互聯經濟 1. Michael E. Porter and James E. Heppelmann (2014). How Smart, Connected Products Are Transforming Competition 波特描繪競爭新版圖 Harvard Business Review (Chinese) Vol.99 2. H. James Wilson, Baiju Shah, and Brian Whipple (2016). How People Are Actually Using the Internet of Things 物聯網走進生活裡
第 5 週	大數據精準行銷處理 1. Manish Goyal, Maryanne Q. Hancock, and Homayoun Hatami (2012). Selling into Micromarkets 小市場大獲利 Harvard Business Review (Chinese) Vol.71 2. Scott Magids, Alan Zorfas, and Daniel Leemon (2015) The New Science of Customer Emotions 理性大數據連結感性
第 6 週	網路品牌社群 1. Douglas Holt (2016). Branding in the Age of Social Media 社群媒體玩品牌 2. Miko?aj Jan Piskorski (2011). Social Strategies That Work 這樣的社群才有策略 Harvard Business Review (Chinese) Vol.63
第 7 週	數位網路策略 1. 打響數位聲譽戰 2. Dan Zigmond, Horst Stip and Open (2011). Multitaskers May Be Advertisers' Best Audience 當電視廣告連上網路 Harvard Business Review (Chinese) Vol.53 3. Jana Seijts (2014). When the Twitterverse Turns on You哈佛個案研究:推文推倒自家人? 4. Itamar Simonson, and Emanuel Rosen (2014) What Marketers Misunderstand About Online Reviews行銷不懂網評的心
第 8 週	商業模式 1. Karan Girotra and Serguei Netessine (2014). Four Paths to Business Model Innovation 商業模式四大創新路 Harvard Business Review (Chinese) Vol.96 2. Steve Blank (2013). Why the Lean Start-Up Changes Everything 精實創業改變全世界Harvard Business Review (Chinese) Vol.81 3. Stelios Kavadias, Kostas Ladas, and Christoph Loch (2016) The Transformative Business Model 變形金剛商業模式
第 9 週	共享經濟(一) 1. Jeremy Heimans and Henry Timms (2014). Understanding “New Power”. 駕馭「新力量」 2. Susan Fournier, Giana M. Eckhardt, and Fleura Bardhi (2013). Learning to Play in the New “Share Economy” 哈佛個案研究:切換「共享經濟」模式
第 10 週	共享經濟(二) 1. Arun Sundararajan (2014). What Airbnb Gets About Culture that Uber Doesn’t Airbnb與Uber的文化差異 2. 李郁怡 (2016). 平台革命下的競爭策略
第 11 週	網路品牌社群 1. Douglas Holt (2016). Branding in the Age of Social Media 社群媒體玩品牌 2. Miko?aj Jan Piskorski (2011). Social Strategies That Work 這樣的社群才有策略 Harvard Business Review (Chinese) Vol.63
第 12 週	粉絲經濟 1. Ramana Nanda, and Liz Kind (2015). Is a Start-up's Strength Becoming Its Weakness? 哈佛個案研究:當強項變成弱點 2. Barbara Giamanco, and Kent Gregoire (2012). Tweet Me, Friend Me, Make Me Buy 我把粉絲變主顧了 3. Marco Bertini, Luc Wathieu, Betsy Page Sigman, and Michael I. Norton (2012) Do Social Deal Sites Really Work? 哈佛個案研究:團購網是萬靈丹嗎?
第 13 週	個案報告
第 14 週	Cacafly
第 15 週	Cacafly
第 16 週	Cacafly
第 17 週	實作報告

Office Hours

地點: M309
時間: Monday 16:00-18:00
聯絡方式: 57107