週次 Week |
日期 Date |
內容 Description |
教材章節 Textbook |
1 |
2/14 |
Syllabus and Introduction
|
Handouts
|
W |
Video: The Machine that Changed the World: Inventing the Future |
||
2 |
2/21 |
E-business technologies: Past, present, and future |
Lecture slides: |
W |
1. Introducing digital marketing |
Ch.1, pp. 51-125 (75 pages) |
|
3 |
2/28 |
holiday |
no class |
3/1 |
PR: Project plan |
FC |
|
4 |
3/7 |
2. Online marketplace analysis: micro-environment |
Ch.2, pp. 126-201 (76 pages) |
W |
PR: Storefront Design |
FC |
|
5 |
3/14 |
3. The digital macro-environment |
Ch.3, pp. 202-273 (72 pages) |
W |
PR: Storefront Contents |
FC |
|
6 |
3/21 |
4. Digital marketing strategy |
Ch.4, pp. 277-368 (92 pages) |
W |
PR: Storefront Implementation |
FC |
|
7 |
3/28 |
Ch.5, pp. 369-441 (73 pages) |
|
W |
Guest Speech: SEO |
YouTube Guest Speech |
|
8 |
4/4 |
Holiday |
No Class |
W |
FC: Case study 1 & 2 |
FC |
|
9 |
4/11 |
Midterm (4/11) |
Covers Ch. 1 - 5 |
W * |
|||
10 |
4/18 |
6. Relationship marketing using digital platforms |
Ch.6, pp. 442-526 (85 pages) |
W |
FC: Case study 3 & 4 |
FC |
|
11 |
4/25 |
7. Delivering the digital customer experience Guest Speech: Myhomes.com.tw |
Ch.7, pp.530-644 (115pages) Guest Speaker |
W |
PR: Storefront Operations |
FC |
|
2 |
5/2 |
7. Continued |
Ch.7 Continued |
W |
PR: Storefront Optimization |
FC |
|
13 |
5/9 |
8. Campaign planning for digital media |
Ch.8, pp. 645-720 (76 pages) |
W |
FC: Case study 5 & 6 |
FC |
|
14 |
5/16 |
9. Marketing communications using digital media chann. |
Ch.9, pp.721-838 (118pages) |
W |
PR: Project Documentation |
FC |
|
15 |
5/23 |
||
W |
9. Continued (Quantum marketing) |
|
|
16 |
5/30 |
10. Evaluation and improvement of digital channel perf. YouTube: Data visualization |
Ch.10, pp.839-908 (70pages) |
W |
FC: Case study 7 & 8 |
FC |
|
17 |
6/6 |
Guest Speech: Google Analytics |
|
W |
Project team presentations 1, 2 |
FC |
|
18 |
6/13 |
Final (6/13) |
Covers Ch. 1 - 10 |
W * |
|||
* No class on Wednesday due to Midterm and Final Exam; FC= flipped classroom; PR: project review. |