數位行銷
Digital Marketing
| 節 | 週二 |
|---|---|
5 13:20–14:10 | 數位行銷 HK206（六家） 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
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 search engine optimization (SEO) and analytics. 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.
無
無備註
TBA
Weekly leading discussion 30% Weekly reflection 30% Final research paper 30% MarTech report 10%
教師未提供此項資料
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course overview/Introduce yourself to the class/ Weekly facilitator determined 3/3 |
| 第 2 週 | Theoretical basis of digital marketing research 3/10 |
| 第 3 週 | Online advertising effectiveness 3/17 |
| 第 4 週 | Online advertising mechanisms 3/24 |
| 第 5 週 | Creative elements 3/31 |
| 第 6 週 | Context effects 4/7 |
| 第 7 週 | Social media advertising 4/14 |
| 第 8 週 | Search advertising 4/21 |
| 第 9 週 | Midterm Exam 4/28 |
| 第 10 週 | Cross-media synergy 5/5 |
| 第 11 週 | Industrial keynote (I): Google Analytics (GA) principles 5/12 |
| 第 12 週 | Industrial keynote (II): Google Analytics (GA) case study 5/19 |
| 第 13 週 | Future trends and opportunities 5/26 |
| 第 14 週 | Industrial keynote (III): Chatbot - concepts and applications 6/2 |
| 第 15 週 | Final wrap-up 6/9 |
| 第 16 週 | Final wrap-up 6/16 |
| 第 17 週 | Final paper presentation 6/23 |
| 第 18 週 | Final paper due 6/30 |
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, 1–3 p.m. or by appointment.
- 聯絡方式
- Phone: 03-571-2121 ext. 58662 Email: mwyu@nctu.edu.tw