本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
本課程除了使用資料案例讓同學練習顧客價值管理和數位行銷工具之外，我們也計畫與國內的電商公司合作，請公司提供前台(從網站、流量分析工具和各數位媒體收集下來的顧客行為資料)和後台(顧客基本資料和交易紀錄)資料，配合我們透過線上工具和網路爬蟲從互聯網蒐集下來的外部資料(社群媒體或評論網站的文字內容，或網站流量、關鍵字研究、競爭分析資料等等)，整合成一個結合前台、後台與外部數據、同時帶有結構與非結構化資料的巨型關聯式資料集，用來做整個數位行銷與電子商務微學程的Capstone Project；模仿一般公司的企劃人員最常遭遇的情境，Capstone Project將只會提供資料，而不會指定分析的標的，同學們需要綜合使用在學程之中學過的分析工具和方法：(1)使用大數據分析平台整理結構與非結構化資料，(2)使用探索性分析方法和資料視覺化工具看出出隱藏在資料之中的結構和趨勢，(3)從結構和和趨勢之中自行提出關鍵的問題，然後再(4)使用預測性和診斷性方法以及模擬與優化工具，對關鍵問題提出可行的對策。 The course not only uses data to enable students to practice customer value management and digital marketing tools, but also plans to cooperate with national E-commerce entrepreneur. We combine both front-end data(customer behaviors collected from website, traffic analysis tools and data from various medias) and back-end data(customers basic information and transaction records), which are provided by entrepreneur, with external data(content from social media or comment website, website traffic, keyword research or competitive analysis data, etc.) through online tools and web crawlers to integrate into a giant association that combines foreground, background and external data with both structured and unstructured data for digital marketing and e-commerce micro course, Capstone Project. We simulate the real situations encountered by planners and Capstone Project will just provide data and not target analysis. Students need to use combination of analytical tools and methods learning from course. (1) Using the big data to analyze structured and unstructured data. (2) Using exploratory analytics and data visualization tools to observe the trends hidden in the data. (3) Raising the key questions from structures and trends. (4) Using predictive and diagnostic methods and simulation and optimization tools to propose feasible strategy to key problems.
課程目標 Objectives
此一課程為管院微學程「數位行銷與電子商務」的必修課。現代行銷的兩個中心思想：「以顧客價值為中心的數位行銷」和「以數據分析為基礎的策略規劃」，此一課程即針對於此，利用企業的真實資料，目的在於幫助同學了解數位行銷實務，增加未來就業的競爭力。 This course, Digital Marketing and E-commerce Capstone is required for micro-program of College of Management. The two central ideas of modern marketing: “Digital Marketing and E-commerce” and “The Strategical Planning Based on Digital Analysis” are focused in the course. And we will use real data of entrepreneur to help students understand digital marketing and increase the competitiveness of employment in the future.
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
序號
作者
書名
出版社
出版年
出版地
ISBN#
No.
Auther
Title
Publisher
Year of publish
Publisher place
ISBN#
1
Albright, S., & Winston, W.
Business analytics: Data analysis & decision making
Nelson Education
2014
彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。 No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。 Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).
學生彈性或自主學習活動 Alternative learning periods
勾選或填寫規劃內容 Place a check in the appropriate box or provide details
時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)
每週課程內容及預計進度 Weekly scheduled progress
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2020/02/27~2020/02/29
個案合作廠商介紹與認識
2
2020/03/01~2020/03/07
講座課程：基礎商業分析流程
3
2020/03/08~2020/03/14
講座課程：基礎商業分析流程
4
2020/03/15~2020/03/21
講座課程：基礎商業分析流程
5
2020/03/22~2020/03/28
合作廠商資料及進行方式介紹
6
2020/03/29~2020/04/04
學生分組與個案討論
7
2020/04/05~2020/04/11
個案資料蒐集
8
2020/04/12~2020/04/18
探索性資料分析
9
2020/04/19~2020/04/25
資料分析
10
2020/04/26~2020/05/02
資料分析
11
2020/05/03~2020/05/09
資料分析
12
2020/05/10~2020/05/16
商業分析初步報告(小組)
13
2020/05/17~2020/05/23
第一次報告
14
2020/05/24~2020/05/30
模擬、規劃、預測
15
2020/05/31~2020/06/06
模擬、規劃、預測
16
2020/06/07~2020/06/13
模擬、規劃、預測
17
2020/06/14~2020/06/20
期末報告
18
2020/06/21~2020/06/24
成果發表 (廠商參與)
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期一9:30-11:30 地點 Office/Laboratory：M4095 時段2 Time period 2： 時間 Time：星期三9:30-11:30 地點 Office/Laboratory：M4095
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university
課堂活動與評量方式 Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).
個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
個人口頭報告 Indivisual oral presentation.
群組口頭報告 Group oral presentation.
課程規劃之校外參訪及實習 Off-campus visit and intership.
證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.
課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
V
V
V
V
V
V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
V
V
V
V
V
V
3.終身學習能力。 3. Lifelong learning
V
V
V
V
V
V
4.倫理與社會責任。 4. Ethnics and social responsibility
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
V
V
V
V
V
V
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature