本課程希望培養學生下列專業知識與技能：
1. 瞭解數位行銷之環境與各項資訊通訊工具、媒體及平台。
2. 熟悉數位行銷策略規劃之流程。
3. 瞭解電子化的市場調查及線上消費者行為。
4. 瞭解數位行銷及網路的法律與倫理相關議題。
5. 瞭解如何運用線上或數位化創造顧客價值(Product)。
6. 瞭解如何線上或網路上的訂價策略與模式(Price)。
7. 瞭解如何透過網絡或數位化工具平台配銷產品或服務(Place)。
8. 瞭解如何利用數位化媒體或網路、行動媒體進行整合式的行銷溝通(Promotion)。
9. 瞭解如何運用社群媒體(social media)進行溝通或顧客關係經營。
10. 瞭解如何利用數位科技、工具或媒體進行顧客關係管理(CRM)。
11. 能夠整合數位化工具、媒體、平台等行銷方法於行銷策略規劃與計劃當中，並具有實際的操作能力。 本課程是培養學生瞭解在數位化時代之下，如何結合新興的資通訊(ICT)工具、媒體及平台之運用，進行整合式的行銷，以滿足顧客之需求與達成企業之目標。對於培養學生整合數位工具與媒體於行銷活動之核心能力來說，本課程屬於通論性質，是以行銷策略規劃流程為本位，詳細介紹如何利用各種數位化的資通訊工具、媒體與平台，進行顧客價值創造、傳遞與實現等。This course hopes to cultivate students’ following professional knowledge and skills:
1. Understand the digital marketing environment and various information communication tools, media and platforms.
2. Be familiar with the process of digital marketing strategy planning.
3. Understand electronic market research and online consumer behavior.
4. Understand the legal and ethical issues related to digital marketing and the Internet.
5. Understand how to create customer value (Product) online or digitally.
6. Understand how to use online or online pricing strategies and models (Price).
7. Understand how to distribute products or services (Place) through the Internet or digital tool platforms.
8. Understand how to use digital media or online and mobile media for integrated marketing communication (promotion).
9. Understand how to use social media for communication or customer relationship management.
10. Understand how to use digital technology, tools or media for customer relationship management (CRM).
11. Be able to integrate digital tools, media, platforms and other marketing methods into marketing strategy planning and planning, and have practical operational capabilities. This course is to train students to understand how to combine the use of emerging information and communication (ICT) tools, media and platforms in the digital era to conduct integrated marketing to meet customer needs and achieve corporate goals. For cultivating students' core ability to integrate digital tools and media in marketing activities, this course is of a general nature and is based on the marketing strategy planning process. It introduces in detail how to use various digital information and communication tools, media and platforms to conduct customer activities. Value creation, delivery and realization, etc.
1. Strauss, J., & Frost, R. 2014. E-Marketing (7th ed.). Upper Saddle River, NJ: Pearson Education.
Wertime, K., & Fenwick, I. 2008. DigiMarketing: The essential guide to new media & digital marketing. Hoboken, NJ : John Wiley & Sons. （中譯本：台灣奧美互動行銷公司譯，2008。數位行銷：新時代行銷人的必修課。台北市：天下文化。）
1. Strauss, J., & Frost, R. 2014. E-Marketing (7th ed.). Upper Saddle River, NJ: Pearson Education.
Wertime, K., & Fenwick, I. 2008. DigiMarketing: The essential guide to new media & digital marketing. Hoboken, NJ: John Wiley & Sons. (Chinese translation: Translated by Ogilvy & Mather Interactive Marketing Taiwan, 2008. Digital Marketing: A required course for marketers in the new era. Taipei City: Tianxia Culture).
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 數位行銷策略的規劃與執行數位行銷策略的規劃與執行 Planning and execution of digital marketing strategies |
50 | |
| 平時作業（如個案研討、作業）平時作業（如個案研討、作業） Daily homework (such as case studies, homework) |
20 | |
| 考試（期中考、期末考）考試（期中考、期末考） Exams (midterm, final exams) |
30 |
