IM 3111Internet Marketing

2022 CLASS SCHEDULE

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

YouTube (57:28)

2

2/21

E-business technologies: Past, present, and future

Video: Introduction to Amazon Echo Plus

Lecture slides:

LS1, LS2.

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

Case study: Pindoudou (Readings)

Ch.4, pp. 277-368 (92 pages)

W

PR: Storefront Implementation

FC

7

3/28

5. Digital media and the marketing mix (BPP 騎士堡)

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

Guest Speech: Orange & Weka data mining PPT DATA

YouTube Guest Speech

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

YouTube Guest Speech

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.