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