SemesterFall Semester, 2023
DepartmentJunior Class A, Department of International Business Junior Class B, Department of International Business Senior Class A, Department of International Business Senior Class B, Department of International Business
Course NameDigital Marketing
InstructorCHUNG JUNE-HO
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule

*Please note that the following course schedule is subject to change depending on circumstances.










































































































































週次



Week

課程主題



Topic

課程內容與指定閱讀



Content and Reading Assignment

教學活動與作業



Teaching Activities and Homework

學習投入時間



Student workload expectation

課堂講授



In-class Hours

課程前後



Outside-of-class Hours

1(9/13)

Introduction



Course introduction  

 

3

3

2(9/20)

Digital marketing intro

Internet and digital marketing foundation



&Team building activity



Form a group project team

3

9

3(9/27)

Consumer behavior



Consumer behavior in the digital age

Case presentation 1

3

9

4(10/4)

Business model



Business model and strategies

Group assignment 1



&



Case presentation 2

3

9

5(10/11)

Market research

Importance of market research



Case presentation 3

3

9

7(10/25)

Strategy 1

Content marketing strategy

Group assignment 2 &



Case presentation 4

3

9

8(11/1)

Strategy 2

Customer relationship management

Case presentation 5

3

6

9 (11/8)

Field trip

10(11/15)

Design

User experience and Web development design

Field trip report



&



Case presentation 6

3

6

11(11/22)

Mid-group project presentation

12(11/29)

Strategy 3

Search engine optimization

Group assignment 3 &



Case presentation 7

3

9

13(12/6)

Online advertising 1

Affiliate, mobile marketing, and email marketing

Case presentation 8

3

6

14(12/13)

Online advertising 2

Social media marketing strategy 1



Case presentation 9

3

6

 

Online advertising 3

Social media marketing strategy 2

Group assignment 4

3

6

15(12/20)

Take-home final: Case Write-up



16(12/27)

Final group project presentation

17(1/3)

Guest lecture: research presentation

18(1/10)

Guest lecture: research presentation

Teaching Methods
Teaching Assistant

Kathy: 110351002@g.nccu.edu.tw


Requirement/Grading

  1. Individual Project: Case Write-up (15%)

  2. Group Project 1: Social Media & Online Marketing Plan (20%)

  3. Mid &Final group presentation (30%)

  4. Group Project 2: Presenting digital marketing cases (15%)

  5. Group Project 3: Group field trip report (10%)

  6. Participation and others (10%)


Textbook & Reference

Textbooks:



eMarketing Essential, 6th edition by Rob Stokes, Red & Yellow,

ISBN: 978-0-620-56515-8

Free to download at https://open.umn.edu/opentextbooks/textbooks/14



 



Reading Materials:



You are required to read any articles if given before each class session that pertains to the subject matter we will be discussing in that class. Articles will be posted to MOODLE. Be prepared to answer questions during discussions related to the content of these articles. The sources of articles are as follows:




  • Harvard Business Review

  • MIT Sloan Management Review

  • The Wallstreet Journals


Urls about Course
Attachment