數位行銷

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.

None

- I will use your email account registered under the e3 system, so please make sure you check it regularly. - All the assignments should be submitted on the course website (e3). No email submission is accepted. Unless specified otherwise, please use single-spaced format, normal 2.54 cm margins, and 12-point font.

Weekly leading discussion 30% Attendance and participation 20% Industrial case study 10% Research paper 40%

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

Office: 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