國立中山大學 110學年度第1學期 課程教學大綱

National Sun Yat-sen University 110Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

 數據行銷

課號
Course Code

 ICM657

英文名稱
Course name(English)

 DATA MARKETING

課程類別
Type of the course

 講授類

必選修
Required/Selected

選修

系所
Dept./faculty

 行銷傳播管理研究所碩士班

授課教師
Instructor

 張榮華    

學分
Credit

 3

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】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習，得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程，經評估無法採遠距課程教學，後續復課後密集補課

★遠距教學軟體操作說明連結

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.participation(online)：20%
2.Assignment：40%
3.Final project ：40%

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.)】

1. Basic concept of Marketing
2. Google analytics
3. Google data studio
4. Goole ads
5. Facebook ads





課程目標 Objectives
　　　　　　　　 The basic idea of this course is to use the information or data from the website for the marketing strategy. Therefore, this course will introduce the basic concepts of Google analytics, including universal GA and GA4. Then, the information of GA would be using for the online adverting. To perform the online marketing program, this course would introduce the concepts and techniques of Google and Facebook ads. All studies will ask to plan a digital marketing campaign for a company. The studies could learn how to analyze and apply the data through the practice.





授課方式 Teaching methods
　　　　　　　　 Lecture, discussion, practice

以 Google Meet 進行視訊上課，課前 10 分鐘開放登入。使用者須先有 Google 帳號。
上課連結：https://meet.google.com/jxw-itao-wgb

Online course will use Google Meet. Please login Google Meet with your Google account and use the link below
Course link: https://meet.google.com/jxw-itao-wgb




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.Participation ：30%
2.Assignment：30%
3.Final project ：40%

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

　　　　　　　　 自編講義
Teaching notes, videos, demo





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
WeekDateContent and topic
12021/09/19~2021/09/25Summer vacation
22021/09/26~2021/10/02Introduction
32021/10/03~2021/10/09Basic concepts of Marketing (assignment 1: STP)
42021/10/10~2021/10/16Holiday
52021/10/17~2021/10/23Google tag manager and Facebook for business
62021/10/24~2021/10/30Universal GA and GA4
72021/10/31~2021/11/06Google tag manager and event tracking
82021/11/07~2021/11/13Google data studio
92021/11/14~2021/11/20Assignment 2 (the summary of website data)
102021/11/21~2021/11/27Google ads: Keywords campaign (SEO &SEM)
112021/11/28~2021/12/04Collecting the data from external sources: Platform of College Management
122021/12/05~2021/12/11Keyword campaign and discussion
132021/12/12~2021/12/18Assignment 3 (outcomes of keyword campaign)
142021/12/19~2021/12/25Conversions
152021/12/26~2022/01/01Final project discussion1 (Google ads, Facebook ads)
162022/01/02~2022/01/08Final project discussion2 (Google ads, Facebook ads)
172022/01/09~2022/01/15Final project presentation
182022/01/16~2022/01/22Self learning

課業討論時間 Office hours
　　　　　　　　 時段1 Time period 1:
時間 Time：星期一15:00~17:00
地點 Office/Laboratory：CM4089
時段2 Time period 2：
時間 Time：星期二15:00~17:00
地點 Office/Laboratory：CM4089

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
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.           
2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development. V V V V    
3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.V V V V    
4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.V   V V    
5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
※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 abilitiesV V V V    
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 appreciationV   V V    
6.創造力。 6. CreativityV   V V    
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:

　　　　　　　　
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

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

　　　　　　　　 本課程無註記包含校外實習

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