N5810 教學大綱表

教學大綱表 (112學年度第2學期)

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課程名稱 Course Title	(中文) 數位行銷分析 (英文) Digital Marketing Analytics			開課單位 Departments	資訊經營研究所
				課程代碼 Course No.	N5810
授課教師 Instructor	林淑瓊
學分數 Credit	3.0	必/選修 core required/optional	選修	開課年級 Level	研究所
先修科目或先備能力(Course Pre-requisites)：Marketing Management
課程概述與目標(Course Overview and Goals)：This course will combine e-commerce platform operators and experts to teach students digital marketing theories and concepts, as well as practical teaching on Google Analytics (GA) and SEO on platforms, and then lead students to learn the process of marketing decision-making to enhance students’ competitiveness.
教科書(Textbook)	Frost, Fox, and Daugherty, eMarketing: Digital Marketing Strategy, 9th, (華泰文化，2023/11/01，ISBN：9781032358017)
參考教材(Reference)	黃俊堯，數位行銷，雙葉書廊，2019/03/19，ISBN：9789579096416。

課程大綱 Syllabus			學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
序 No.	單元主題 Unit topic	內容綱要 Content summary	學生學習目標 Learning Objectives	單元學習活動 Learning Activities	學習成效評量 Evaluation	備註 Notes
1	Introduction to Digital Marketing	Past, Present, and Future for Digital Marketing	Understand the Past, Present, and Future for Digital Marketing	講授實作	上機測驗報告
2	Strategic E-Marketing and Performance Metrics	Explain digital marketing strategy and identify the ebusiness models Discuss performance metrics and digital marketing performance	Understand digital marketing strategy and identify the ebusiness models Discuss performance metrics and digital marketing performance	講授實作	上機測驗報告
3	The E-Marketing Plan	Discuss the digital marketing plan Describe the tasks as creating digital marketing strategies	Understand the digital marketing plan Describe the tasks as creating digital marketing strategies	講授實作	上機測驗報告
4	Global E-Marketing 3.0	Discuss overall trends in emarketing Analyse online purchase and payment behaviours	Understand overall trends in emarketing Analyse online purchase and payment behaviours	講授實作	上機測驗報告
5	Consumer Behavior Online	Outline the broad individual characteristics and consumer resources Highlight the categories of online exchanges	Understand the broad individual characteristics and consumer resources Highlight the categories of online exchanges	講授實作	上機測驗報告
6	Digital Marketing Management	Describe product contributes to customer value Outline the key factors in digital marketing enhanced product development	Understand product contributes to customer value Outline the key factors in digital marketing enhanced product development	講授實作	上機測驗報告
7	Product: The Online Offer	Discuss the buyer’s view of pricing online Highlight the seller’s view of pricing online	Understand the buyer’s view of pricing online Highlight the seller’s view of pricing online	講授實作	上機測驗報告
8	Interim Report	Interim Report	Interim Report	討論實作個別或小組指導	報告
9	Price: The Online Value	Outline the arguments for and against the internet as an efficient market. Describe several types of online payment systems and their benefits to online retailers.	Understand the arguments for and against the internet as an efficient market. Describe several types of online payment systems and their benefits to online retailers.	講授實作	上機測驗報告
10	The Internet for Distribution	Describe the functions of a distribution channel Outline the major models used by online channel members	Understand the functions of a distribution channel Outline the major models used by online channel members	講授實作	上機測驗報告
11	E-Marketing Communication: Owned Media	Define integrated marketing communication (IMC). Identify the differences in control and reach between owned, paid, and earned media Explain marketers use search engine optimization	Understand integrated marketing communication (IMC). Understand the differences in control and reach between owned, paid, and earned media Explain marketers use search engine optimization	講授實作	上機測驗報告
12	E-Marketing Communication: Paid Media	Outline the characteristics, benefits, and limitations of paid media Explain the three unique aspects of social networks	Understand the characteristics, benefits, and limitations of paid media Explain the three unique aspects of social networks	講授實作	上機測驗報告
13	E-Marketing Communication: Earned Media	Describe the five levels of user engagement Explain the role of trust in earned media	Understand the five levels of user engagement Explain the role of trust in earned media	講授實作	上機測驗報告
14	Customer Relationship Management(1)	Define customer relationship management and identify the major benefits to emarketers. Outline the three pillars of relationship marketing for digital marketing. Describe social CRM and how it relates to traditional CRM.	Understand customer relationship management and identify the major benefits to emarketers. Outline the three pillars of relationship marketing for digital marketing. Describe social CRM and how it relates to traditional CRM.	講授實作	上機測驗報告
15	Customer Relationship Management(2)	Discuss the nine major components needed for effective and efficient CRM in digital marketing. Highlight some of the company-side and client-side tools that emarketers use to enhance their CRM processes.	Understand the nine major components needed for effective and efficient CRM in digital marketing. Highlight some of the company-side and client-side tools that emarketers use to enhance their CRM processes.	講授實作	上機測驗報告
16	Final Report	Final Report	Final Report	討論實作個別或小組指導	報告

彈性教學週活動規劃

序 No.	實施期間 Period	實施方式 Content	教學說明 Teaching instructions	彈性教學評量方式 Evaluation	備註 Notes
1	起:2024-06-10 迄:2024-06-23		Project making.	According to the content quality of final report.

教學要點概述：
1.自編教材 Handout by Instructor：
■ 1-1.簡報 Slids
□ 1-2.影音教材 Videos
□ 1-3.教具 Teaching Aids
■ 1-4.教科書 Textbook
□ 1-5.其他 Other
□ 2.自編評量工具/量表 Educational Assessment
□ 3.教科書作者提供 Textbook

成績考核 Performance Evaluation：其他評量：20% 報告：50% 彈性教學：10% 上機測驗：20%

教學資源(Teaching Resources)：
□ 教材電子檔(Soft Copy of the Handout or the Textbook)
□ 課程網站(Website)
扣考規定：http://eboard.ttu.edu.tw/ttuwebpost/showcontent-news.php?id=504