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 theoretical discussions of marketing and consumer behavior, and will cooperate with the characteristics of the Internet to explore the forms and current situations of online marketing, as well as the behaviors of online consumers.
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. Fang Wenchang review, online marketing overview (fourth edition), Huatai Culture.
2. Lucie, online marketing: electronic enterprise business management strategy, double-leaf publishing.
3. Tom Zongtai, Liu Wenliang, Internet marketing Web 2.0 thinking, learning.
4. Journals related to online marketing
5. Add textbooks to class
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績平時成績 Regular achievements |
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 |
