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。本課程目的是要讓學生對於行銷與數位經營的專業領域有個概略性的認識，以激發學生的學習興趣及引導學生做後續的學習。因此，會採取專題演講與課堂討論的方式進行。基本上，會由行銷與數位經營組老師共同授課。授課老師依據在本組所開設專業課程的重要觀念或主題，以最淺顯易懂的方式進行講授。
每位授課老師針對所要講授的主題將自行準備講義，講義內容包括該主題的基本觀念、原理、實例、或個案。上課方式將採老師講述、學生報告、及課堂討論等三者兼具的方式進行。授課老師會依授課需要適時給予作業或課後報告。同時，為了要引起學生興趣及加深學生對最新行銷或數位經營實務的瞭解，授課老師將邀請行銷或數位經營的實務工作者到課堂上演講或帶領討論。
為了整合與協調各授課老師的上課內容及評估學生學習表現，本課程會有一位彙總老師負責課程的協調與整合及成績的彙總，以確保這門課程的教學品質。The purpose of this course is to allow students to understand the main connotations of the marketing and digital business professional courses in a general way, thereby stimulating students' learning interest in the marketing and digital business professional fields.
After taking this course, students should be able to:
1. Understand what is "marketing"? How to "market"? Inspire interest in marketing.
2. Understand the current and future development trends of digital technology (information technology) in contemporary society, and understand the impact of digital technology on human life.
3. Understand how enterprises or marketers use digital technology to understand customer needs, create customer value, communicate with customers, and communicate customer value.
4. Understand the actual models and cases of enterprises or marketers using digital technology or new media to promote or communicate, so as to understand the current digital marketing practices. The purpose of this course is to give students a rough understanding of the professional fields of marketing and digital management to stimulate students' learning interest and guide students to continue learning. Therefore, the topic lectures and class discussions will be carried out. Basically, the course will be taught jointly by marketing and digital management teachers. The teacher teaches the teaching in the most obvious and easy-to-understand way based on the important concepts or topics of the professional courses established in this group.
Each teacher will prepare a speech on the topic to be taught, and the content of the speech includes the basic concepts, principles, examples, or cases of the topic. The course preparation method will be conducted in a manner that includes both teacher presentations, student reports, and class discussions. The teaching teacher will provide an assignment or post-course report as appropriate according to the teaching requirements. At the same time, in order to arouse students' interest and deepen students' understanding of the latest marketing or digital business practices, the teacher will invite marketing or digital business practitioners to the classroom to give lectures or lead discussions.
In order to integrate and coordinate the course content and evaluate the student learning performance of each teacher, there will be a general teacher responsible for the course coordination, integration and performance summary to ensure the teaching quality of this course.
● 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 textbooks:
The teacher will teach the lectures themselves.
● Reference books and information:
Please visit the course teacher class supplement or 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 Operations & 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 |
