本課程將以行銷學與消費者行為學之基本概念與理論為基礎，配合網際網路的特性，探討網路行銷之形式及現況，以及網路消費者之行為面等相關議題。This course will be based on the basic concepts and theories of marketing and consumer behavior, combined with the characteristics of the Internet, to explore the form and current situation of Internet marketing, as well as the behavioral aspects of Internet consumers and other related issues.
1.方文昌審訂，網路行銷概論（四版），華泰文化。
2.盧希鵬，網路行銷：電子化企業經營策略，雙葉出版。
3.湯宗泰，劉文良，網路行銷 Web 2.0 思維，學貫。
4.網路行銷相關之期刊論文
5.上課補充教材
1. Reviewed and edited by Fang Wenchang, Introduction to Internet Marketing (Fourth Edition), Huatai Culture.
2. Lu Xipeng, Internet Marketing: Electronic Business Strategy, Shuangye Publishing House.
3. Tang Zongtai, Liu Wenliang, Internet marketing Web 2.0 thinking, academic knowledge.
4. Journal articles related to Internet marketing
5. Supplementary teaching materials for class
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績平時成績 usual results |
40 | 出席狀況、平時作業、課堂參與等等 |
| 期中考期中考 midterm exam |
30 | 含簡報及書面報告等 |
| 期末考期末考 final exam |
30 | 含簡報及書面報告等 |
