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 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.
無
無備註
TBA
Weekly leading discussion 30% Attendance and participation 20% Industrial project 20% Final research paper 30%
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 2/15 |
| 第 2 週 | Theoretical basis of digital marketing research 2/22 |
| 第 3 週 | Effectiveness & mechanisms 3/1 |
| 第 4 週 | Message elements 3/8 |
| 第 5 週 | Context effects 3/15 |
| 第 6 週 | eWOM 3/22 |
| 第 7 週 | Social media advertising 3/29 |
| 第 8 週 | National holiday 4/5 |
| 第 9 週 | Midterm Exam / Industrial project briefing 4/12 |
| 第 10 週 | Behavioral targeting 4/19 |
| 第 11 週 | Guest Speaker 4/26 |
| 第 12 週 | Future trends and opportunities 5/3 |
| 第 13 週 | Industrial project presentation 5/10 |
| 第 14 週 | Individual discussion 5/17 |
| 第 15 週 | Final wrap-up 5/24 |
| 第 16 週 | Final paper presentation 5/31 |
| 第 17 週 | Self-learning 6/7 |
| 第 18 週 | Final paper due 6/14 |
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