課程大綱

課程資訊
學年期 Semester	1141	課程代碼 Course Code	MB2107701
課程名稱 Course Title	數位行銷 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	T6(IB-512) T7(IB-512) R6(IB-510-1)
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	Problem Solving Comprehensive management knowledge Communication skills Global perspectives

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	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 1 Course introduction 2 E-commerce overview 3 Cross-border E-commerce I 4 Cross-border E-commerce II 5 Online meets offline 6 Film-making techniques 7 Digital marketing environment and digital consumers 8 Mid-term exam 9 Case presentation 10 Digital marketing planning and KPIs 11 Display ads 12 SEO, SEM, and content marketing 13 Social media marketing 14 Customer experience management 15 Team project presentation 16 Final exam
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. (2022). Digital Marketing (2nd Ed.). Taipei: Yeh Yeh Book Gallery (黃俊堯（2022）。數位行銷。雙葉書廊。) • Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing. N
修課學生須知 Notice of course enrollment	1. Authorization codes are limited and not available by email. Please attend the first week to register; priority will be given to those present after review. 2. No class on September 4 (Thursday). 3. Attendance and participation assessment begins Week 2
評量方式 Grading	Assignment Grading % 1. Attendance 10 2. Class participation 20 3. Pop quiz 10 4. Mid-term presentation 15 5. Final team project 25 6. Final exam 20
備註說明 Note	This course includes a two-hour lecture on Tuesday (T6-T7) and a one-hour discussion session on Thursday (R6). The Thursday session serves as a flexible workshop hour to support hands-on learning, group discussions and presentations, and project development. After the midterm, only assigned groups need to attend the consulting weeks. No sessions are held during exams or major presentations.