國立中山大學110學年度第2學期數位行銷分析課程大綱

國立中山大學 110學年度第2學期課程教學大綱

National Sun Yat-sen University 110Academic year Course syllabus

中文名稱
Course name(Chinese)

數位行銷分析

課號
Course Code

MIS988

英文名稱
Course name(English)

DIGITAL MARKETING & ANALYTICS

課程類別
Type of the course

講授類

必選修
Required/Selected

必修

系所
Dept./faculty

電子商務與商業分析數位學習碩士在職專班

授課教師
Instructor

卓雍然

學分
Credit

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：

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：

1.課程參與Class Participation：10%
2.線上作業online homework：50%
3.期中專案作業Midterm Project：20%
4.期末專案報告Final Project：20%

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.)】

本課程主要教授大數據的商務運用。討論過大數據的商務意涵之後，將利用線上資源讓同學們練習各種數位行銷媒介的實務操作，並使用公開資料讓同學們認識商務資料分析的基本方法與應用。
This course teaches business applications of big data. After discussing the business implications of big data, we will use online resources to enable students to practice the practical operations of various digital marketing media, and use public information to let students understand the basic methods and applications of business data analysis.

課程目標 Objectives

A. 大數據時代的數位行銷Digital marketing in the era of big data
B. 數位行銷實務Digital marketing practice

授課方式 Teaching methods

面授(每月一次) + 線上教學(每周一次) + 線上工具實作
Lecture、Literature Review, Case Study, Personal Presentation, Team Project and Presentation.

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.課程參與Class Participation：10%
2.線上作業online homework：50%
3.期中專案作業Midterm Project：20%
4.期末專案報告Final Project：20%

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

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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	2022/02/13~2022/02/19	01_現代的行銷管理Modern marketing management
2	2022/02/20~2022/02/26	02_大數據的商業意涵The commercial meaning of big data
3	2022/02/27~2022/03/05	03_官網SEO
4	2022/03/06~2022/03/12	04_數位媒體與內容Digital media and content
5	2022/03/13~2022/03/19	05_內容行銷Content marketing
6	2022/03/20~2022/03/26	06_網站流量分析Website traffic analysis
7	2022/03/27~2022/04/02	07_網站競爭分析Website competition analysis
8	2022/04/03~2022/04/09	08_回顧與整理Review and organize
9	2022/04/10~2022/04/16	09_期中報告Midterm Project
10	2022/04/17~2022/04/23	10_搜尋流量和關鍵字廣告Search traffic and keyword ads
11	2022/04/24~2022/04/30	11_社群行銷Community marketing
12	2022/05/01~2022/05/07	12_社群行銷實務Community marketing case study
13	2022/05/08~2022/05/14	13_R語言簡介R Introduction
14	2022/05/15~2022/05/21	14_零售交易紀錄Retail transaction record
15	2022/05/22~2022/05/28	15_顧客價值管理Customer value management
16	2022/05/29~2022/06/04	16_模型、預測與決策Model, forecasting and decision making
17	2022/06/05~2022/06/11	17_回顧與前瞻Review and prospect
18	2022/06/12~2022/06/18	18_期末報告Final Report

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期一1900~2100
地點 Office/Laboratory：依規定免登
時段2 Time period 2：
時間 Time：星期三1900~2100
地點 Office/Laboratory：依規定免登

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.具備資訊倫理與社會責任實踐的能力。 1. Awareness of information ethics.

2. 具備溝通能力。 2. Communication Skills.

3. 具備解決資訊管理問題之能力。 3. Capabilities to solve IT-related problems.

4. 具備資訊管理之專業知識。 4. Professional knowledge of information technology.

5. 具備國際觀。 5. Global perspective.

※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

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. Creativity

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:

本課程包含校外實習（本選項僅供統計使用，無校外實習者，得免勾記）
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義：規劃具有學分或時數之必修或選修課程，且安排學生進行實務與理論課程實習，於實習終了取得考核證明繳回學校後，始得獲得學分；或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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