數位行銷

Digital Marketing

學期

109-1

學分

3 學分

當期課號

5941

永久課號

ICH5113

開課單位

傳播與科技學系

授課教師

游婉雲

校區

六家

類別

選修

上課時間表

節	週三
2 09:00–09:50	數位行銷 HK206 3 節連堂
3 10:10–11:00
4 11:10–12:00

* 根據陽明交大上課時間表所列

概述

Digital marketing is an emerging field where technology innovations are changing the face of consumer communication and persuasion. This course is designed to introduce theoretical and practical perspectives of digital marketing for students who aim to become researchers and practitioners in this area. Readings and class discussion will cover broad topics of knowledge and skills regarding digital marketing, ranged from internet/mobile/social media marketing to MarTech and analytics. Students in this course are required to complete an industrial project and a research paper. This course is developed with three goals in mind: - help students understand the key concepts, language and tools of digital marketing. - familiarize students with the skills of planning and writing a research paper on topics of digital marketing. - help students to develop analytical skills in the evaluation of digital marketing campaigns.

先修科目

無

教學方式

TBA

評分方式

Weekly leading discussion 30% Attendance and participation 20% Industrial project 20% Final research paper 30%

週次計畫

週次	主題
第 1 週	Course overview/Introduce yourself to the class/ Weekly facilitator determined
第 2 週	Theoretical basis of digital marketing research
第 3 週	Effectiveness & mechanisms R04. Breuer, R., & Brettel, M. (2012). Short-and long-term effects of online advertising: Differences between new and existing customers. Journal of Interactive Marketing, 26(3), 155-166. (選) R05. Germelmann, C. C., Herrmann, J. L., Kacha, M., & Darke, P. R. (2020). Congruence and incongruence in thematic advertisement–medium combinations: Role of awareness, fluency, and persuasion Knowledge. Journal of Advertising, 49(2), 141-164. R06. Bang, H., Kim, J., & Choi, D. (2018). Exploring the effects of ad-task relevance and ad salience on ad avoidance: The moderating role of internet use motivation. Computers in Human Behavior, 89, 70-78.
第 4 週	Message elements R07. Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why narrative ads work: An integrated process explanation. Journal of Advertising, 46(2), 283-296. R08. Ji, Y. G., Chen, Z. F., Tao, W., & Li, Z. C. (2019). Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data. Public relations review, 45(1), 88-103. (選) R09. Quesenberry, K. A., & Coolsen, M. K. (2019). What makes Facebook brand posts engaging? A content analysis of Facebook brand post text that increases shares, likes, and comments to influence organic viral reach. Journal of Current Issues & Research in Advertising, 40(3), 229-244.
第 5 週	Context effects R10. Segijn, C. M., Voorveld, H. A., & Smit, E. G. (2016). The underlying mechanisms of multiscreening effects. Journal of Advertising, 45(4), 391-402. R11. Beuckels, E., Cauberghe, V., & Hudders, L. (2017). How media multitasking reduces advertising irritation: The moderating role of the Facebook wall. Computers in Human Behavior, 73, 413-419. (選) R12. Brechman, J., Bellman, S., Robinson, J. A., Rask, A., & Varan, D. (2016). Limited-interruption advertising in digital-video content: An analysis compares the effects of “Midroll” versus “Preroll” spots and clutter advertising. Journal of Advertising Research, 56(3), 289-298.
第 6 週	eWOM R13. Aleti, T., Pallant, J. I., Tuan, A., & van Laer, T. (2019). Tweeting with the stars: Automated text analysis of the effect of celebrity social media communications on consumer word of mouth. Journal of Interactive Marketing, 48, 17-32. (選) R14. Oh, J., & Ki, E. J. (2019). Factors affecting social presence and word-of-mouth in corporate social responsibility communication: Tone of voice, message framing, and online medium type. Public relations review, 45(2), 319-331. R15. Wilson, A. E., Giebelhausen, M. D., & Brady, M. K. (2017). Negative word of mouth can be a positive for consumers connected to the brand. Journal of the Academy of Marketing Science, 45(4), 534-547.
第 7 週	Social media advertising R16. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. (選) R17. Yoon, G., Li, C., Ji, Y., North, M., Hong, C., & Liu, J. (2018). Attracting comments: digital engagement metrics on Facebook and financial performance. Journal of Advertising, 47(1), 24-37. R18. Yang, J., Basile, K., & Letourneau, O. (2020). The impact of social media platform selection on effectively communicating about corporate social responsibility. Journal of Marketing Communications, 26(1), 65-87.
第 8 週	Midterm Exam / Industrial project briefing
第 9 週	Behavioral targeting R19. Fong, N. M., Fang, Z., & Luo, X. (2015). Geo-conquesting: Competitive locational targeting of mobile promotions. Journal of Marketing Research, 52(5), 726-735. (選) R20. Trusov, M., Ma, L., & Jamal, Z. (2016). Crumbs of the cookie: User profiling in customer-base analysis and behavioral targeting. Marketing Science, 35(3), 405-426. R21. Ozcelik, A. B., & Varnali, K. (2019). Effectiveness of online behavioral targeting: A psychological perspective. Electronic Commerce Research and Applications, 33, 100819.
第 10 週	Working day
第 11 週	Guest Speaker
第 12 週	Future trends and opportunities R22. Nam, H., Joshi, Y. V., & Kannan, P. K. (2017). Harvesting brand information from social tags. Journal of Marketing, 81(4), 88-108. R23. Wedel, M., Bigné, E., & Zhang, J. (In press). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing. MarTech Talk: Google Analytics Introduction
第 13 週	Industrial project presentation
第 14 週	Individual discussion
第 15 週	Final wrap-up
第 16 週	Final paper presentation
第 17 週	Self-learning
第 18 週	Final paper due

教科書

Rodgers, S., & Thorson, E. (Eds.). (2017). Digital Advertising: Theory and Research. Taylor & Francis. Dodson, I. (Eds.). (2016). The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. John Wiley & Sons, Inc. A selection of other readings will be available through the course website.

Office Hours

地點: HK234
時間: Office hours: Wednesday, 1–2 p.m. or by appointment.
聯絡方式: Phone: 03-571-2121 ext. 58662 Email: mwyu@nctu.edu.tw