5854 - 數位時代下運用AI打造新行銷 英授 Taught in English
New Marketing with AI Tools in the Digital Era
教育目標 Course Target
In today's fast-paced business environment, marked by rapid technological advancements and evolving consumer behaviors, mastering the intricacies of marketing is imperative. This course delves into the dynamic landscape of new marketing strategies, focusing on market needs analysis, customer needs analysis, market positioning, digital marketing strategies, and marketing analytics.
Marketing has undergone a profound transformation over the years, transitioning from conventional strategies to a more nuanced and technologically driven approach. The advent of the digital age has disrupted traditional marketing channels, giving rise to innovative methods that leverage the power of the internet, social media, and data analytics. As businesses navigate this digital landscape, they must not only understand the tools at their disposal but also grasp the fundamental shifts in consumer behavior that underpin these changes.
At the same time, all sorts of digital technology have ushered in a transformative era for businesses, reshaping how they connect with their customers, understand market dynamics, and establish their brand identity. Traditional marketing methods are no longer sufficient in a world where consumers are digitally connected, information is instantly accessible, and competition is fierce. As we embark on this educational journey, it is crucial to understand why embracing new marketing approaches is not merely advantageous but essential for the success and sustainability of contemporary businesses.
In today's fast-paced business environment, marked by rapid technological advances and evolving consumer behaviors, mastering the intricacies of marketing is important. This course delves into the dynamic landscape of new marketing strategies, focusing on market needs analysis, customer needs analysis, market positioning, digital marketing strategies, and marketing analytics.
Marketing has undergone a major transformation over the years, transitioning from conventional strategies to a more nuanced and technologically driven approach. The adventure of the digital age has disrupted traditional marketing channels, giving rise to innovative methods that leverage the power of the internet, social media, and data analytics. As businesses navigate this digital landscape, they must not only understand the tools at their disposal but also grapsp the fundamental shifts in consumer behavior that underpin these changes.
At the same time, all sorts of digital technology have ushered in a transformative era for businesses, reshaping how they connect with their customers, understand market dynamics, and establish their brand identity. Traditional marketing methods are no longer sufficient in a world where consumers are digitally connected, information is instantly accessible, and competition is fierce. As we embark on this educational journey, it is cruel to understand why embracing new marketing approaches is not merely advantageous but essential for the success and sustainability of contemporary businesses.
參考書目 Reference Books
1. Gomez Albrecht, Green, and Hoffman(2022). Principles of Marketing. Publisher: OpenStax
2. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Publisher: John Willey & Sons.
3. Stokes(2016). eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition. Publisher: Red & Yellow.
4. Compiled materials and PPTs by the instructor
1. Gomez Albrecht, Green, and Hoffman(2022). Principles of Marketing. Publisher: OpenStax
2. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Publisher: John Willey & Sons.
3. Stokes(2016). eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition. Publisher: Red & Yellow.
4. Compiled materials and PPTs by the instructor
評分方式 Grading
評分項目 Grading Method |
配分比例 Percentage |
說明 Description |
---|---|---|
Class participation and attendance Class participation and attendance |
10 | |
Individual reflection report Individual reflection report |
30 | |
Marketing plan (group project) Marketing plan (group project) |
45 | |
Peer evaluation for project contribution Peer evaluation for project contribution |
15 |
授課大綱 Course Plan
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相似課程 Related Courses
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課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 5854
- 學分 Credit: 3-0
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上課時間 Course Time:Friday/2,3,4[M472]
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授課教師 Teacher:王鳳奎
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修課班級 Class:共選修3-碩2(管院開)
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選課備註 Memo:全英授課,開放全校學生修習,限30人。
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