數位行銷
Digital Marketing
| 節 | 週四 |
|---|---|
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
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 case study 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.
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TBA
Weekly leading discussion 30% Attendance and participation 20% Industrial case study 10% Research paper 40%
| 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 and Mechanism (I) |
| 第 4 週 | Effectiveness and Mechanism (II) |
| 第 5 週 | Context effects |
| 第 6 週 | Context effects |
| 第 7 週 | Influencer marketing |
| 第 8 週 | Cross-university Activities/ Holiday |
| 第 9 週 | Midterm Exam / Proposal submission |
| 第 10 週 | Research project presentation |
| 第 11 週 | Mobile advertising |
| 第 12 週 | Digital Marketing Agency Tour (TBA) |
| 第 13 週 | New methodology |
| 第 14 週 | Future trends and opportunities |
| 第 15 週 | Final wrap-up |
| 第 16 週 | Final paper presentation |
| 第 17 週 | Final paper due |
| 第 18 週 | Self-learning |
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.
- 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@nycu.edu.tw