國立中山大學 109學年度第2學期 課程教學大綱

National Sun Yat-sen University 109Academic year Course syllabus

Course name(Chinese)


Course Code


Course name(English)


Type of the course










因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】


因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

1.Class attendance and participation10%
2.Case presentation (midterm)20%
4.Group activities55%

課程大綱 Course syllabus

         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.)】

The Internet is a dynamic marketplace if there ever was one. This class will give students the theoretical understanding of the Internet marketplace necessary to adapt to its many changes, while also equipping you with the skills you’ll need to perform vital daily functions. By the end of the course, students will be able to walk into any company with an online presence and improve their use of the Internet.

課程目標 Objectives

         Students who have an interest in digital marketing including retailing and advertising.

授課方式 Teaching methods

         Lectures, analysis of business practice examples, discussions, presentations of students' papers and case studies, exercises - students' individual and group work.

評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

1.Class attendance and participation10%
2.Case presentation (midterm)20%
4.Group activities55%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

         Teaching materials are not limited, thus no assigned textbook. All materials will be served in class. Some sessions may include reading of articles, watching a video that the professor uploaded.
1. PowerPoint slides and handouts prepared by the instructor.
2. Assigned reading articles beforehand the class.
3. For your reference:
• Deiss, Ryan & Russ Henneberry (2017). Digital Marketing for Dummies. John Wiley & Sons, Inc. Hoboken, New Jersey, ISBN: 9781119235613.
• Hemann, Chuck & Ken Burbary (2018). Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Edition 2. Que Publishing, ISBN: 9780134998657.
• Puthussery, Antony (2020). Digital Marketing: An Overview. Notion Press, ISBN: 9781647838676.

每週課程內容及預計進度 Weekly scheduled progress

WeekDateContent and topic
12021/02/21~2021/02/27Introduction of the Course & Syllabus Overview
22021/02/28~2021/03/06Marketing Fundamentals & Digital Marketing
32021/03/07~2021/03/13Performance Marketing
42021/03/14~2021/03/20Omnichannel Retailing
52021/03/21~2021/03/27New Technologies in Retailing
62021/03/28~2021/04/03Web Design
72021/04/04~2021/04/10National holiday (No class)
82021/04/11~2021/04/17Web Analytics I
92021/04/18~2021/04/24Midterm exam week
102021/04/25~2021/05/01Web Analytics II
112021/05/02~2021/05/08Online & Mobile Ads
122021/05/09~2021/05/15SEM & SEO
132021/05/16~2021/05/22Field trip
142021/05/23~2021/05/29E-mail Marketing
152021/05/30~2021/06/05Guest lecture
162021/06/06~2021/06/12Social Media (Facebook/Instagram)
172021/06/13~2021/06/19Final Report
182021/06/20~2021/06/26Final Report

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期一14:00-17:00
地點 Office/Laboratory:CM4074-1
時段2 Time period 2:
時間 Time:星期三14:00-17:00
地點 Office/Laboratory:CM4074-1

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

basic disciplines and core capabilities of the department and the university
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.
課外閱讀 Outside reading.
課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1.學生能夠辨識和理解國際經營管理環境中的跨文化問題,並能與不同文化背景者進行有效溝通。 1. Students are able to identify and understand cross-cultural issues as they arise in an international management context and can communicate effectively with people from different cultural backgrounds.            
2.學生能了解國際商業環境中的倫理和社會責任問題,並能從多個利益關係者的角度加以批判性分析。 2. Students are aware of ethical and social responsibility issues that may arise in an international business context and are able to critically analyze these issues from the perspectives of multiple stakeholders.           
3.學生能以當代管理理論為基礎,辨別和分析全球商業環境中的關鍵性管理議題與挑戰。 3. Based on a strong foundation of contemporary management theories, students are able to identify and analyze key management challenges in the global business environment.           
4.學生具有全球視野的商業經營能力,並具備對區域和地方問題的認識與關懷。 4.Students develop a global vision on doing business, but maintain an awareness of regional and local issues. V      V   
5.學生能發展批判性思考和問題解決的能力。 5.Students develop critical thinking skills and problem-solving abilities.           
※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 skillsV V   V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities           
3.終身學習能力。 3. Lifelong learning           
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. CreativityV  VV      
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadership           
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

本課程與SDGs相關項目:The course relates to SDGs items:


本課程校外實習資訊: This course is relevant to internship: