課程大綱

課程資訊
學年期 Semester	1132	課程代碼 Course Code	MA8706701
課程名稱 Course Title	電子商務與數位行銷 E-Commerce and Digital Marketing
學分數 Credits	3	選必修 Required/Elective	選修 /半學年
上課時間教室 Time/Location	R6(TR-209) R7(TR-209) R8(TR-209)
先修課程 Prerequisite(s)
授課教師 Lecturer	張恩欣 An-Hsin Chang
專業核心能力 Core Professional Competencies	International marketing planning and implementation capabilities International communication and coordination skills Analytical and problem-solving capabilities Communication and teamwork skills

以下課程內容資料由授課教師提供
課程相關網址 Course Website	http://Nil
課程宗旨 Objective of The Course	With the coming of the digital era, cross-border e-commerce has become an important business model. As the digital platform presents a new way for international expansion, developing an international digital marketing strategy has become a critical challenge for businesses. This course will explore the realities and implications of electronic commerce from a marketer’s perspective and will introduce a wide range of cross-border e-commerce issues, such as global cross-border trends, cross-border e-commerce practices, and e-commerce ecosystems, the challenges of traditional industry’s digital transformation, online consumer behavior and consumption patterns, omnichannel marketing and major e-commerce platforms in regional markets. In addition, the course will introduce the concepts of e-commerce, cross-border e-commerce, and digital marketing practices through the case discussion on the practices of firms and product types to develop students' digital marketing planning and execution capabilities in the cross-border e-commerce marketplaces.
課程大綱 Outline of Lectures	Week Topic Week 1 Course Introduction Week 2 Overview of Cross-border E-commerce and digital marketing Week 3 Cross-border E-commerce practices Week 4 Online merges offline Week 5 Digital marketing environment and the behavior of digital consumers Week 6 Digital marketing planning and marketing mix Week 7 Presentation Week 8 Filmmaking techniques Week 9 Mid-term presentation Week 10 KPIs in digital marketing Week 11 Display ads Week 12 Affiliate marketing and social media marketing Week 13 SEO and SEM, and content marketing Week 14 Customer experience management Week 15 Group presentation Week 16 Group presentation
教科書 Textbook	There is no required text for this course.
參考書目 References	• Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns. John Wiley & Sons. • Henneberry, R. (2019). The ultimate guide to digital marketing. Digital Marketer. • Huang, J. (2019). Digital Marketing. Taipei: Yeh Yeh Book Gallery • Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. N
修課學生須知 Notice of course enrollment	Nil
評量方式 Grading	Assignment (Grading %) 1. Class participation and attendance (10%) 2. In-class exercises (Group work) (25%) 3. YouTuber case presentation (Group work) (10%) 4. Final term project: Short filmmaking and presentation (Group work) (35%) 5. Final exam (Take-home) (20%)
備註說明 Note	Nil