本課程開設目的是要讓學生概括性地瞭解行銷與數位經營組專業課程的主要內涵，藉此激發學生對於行銷與數位經營專業領域的學習興趣。
在修習本課程之後，學生應該能夠：
1. 瞭解何謂「行銷」？如何「行銷」？激發對行銷的興趣。
2. 認識數位科技（資訊通訊科技）在當代社會的應用現況與未來發展趨勢，並瞭解數位科技對人類生活的影響。
3. 瞭解企業或行銷者如何運用數位科技瞭解顧客需求、創造顧客價值、與顧客進行溝通、及傳遞顧客價值。
4. 認識企業或行銷者利用數位科技或新媒體進行推廣或溝通的實際模式與案例，以瞭解目前數位行銷之實務。The purpose of this course is to give students a general understanding of the main connotations of the professional courses in the Marketing and Digital Operations Group, thereby stimulating students' interest in learning the professional fields of Marketing and Digital Operations.
After taking this course, students should be able to:
1. Understand what “marketing” is? How to "market"? Spark an interest in marketing.
2. Understand the current application status and future development trends of digital technology (information and communication technology) in contemporary society, and understand the impact of digital technology on human life.
3. Understand how companies or marketers use digital technology to understand customer needs, create customer value, communicate with customers, and deliver customer value.
4. Understand the actual models and cases of companies or marketers using digital technology or new media to promote or communicate, so as to understand the current practice of digital marketing.
● 指定教材：
授課教師自編講義。
● 參考書籍及資料：
請參見授課老師課堂補充，或教學平台。
● Designated teaching materials:
The lecturers prepare their own handouts.
● Reference books and materials:
Please refer to the instructor’s classroom supplement, or the teaching platform.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
30 | 由第1-8周授課老師出題考試與批改 |
| 期末考期末考 final exam |
30 | 由第10-17周授課老師出題考試與批改 |
| 作業&報告作業&報告 Assignments & Reports |
30 | 由各授課老師依授課需要給予作業或報告 |
| 課堂參與及表現課堂參與及表現 Class participation and performance |
10 | 由出席率及課堂特別表現綜合評分 |
