國立中山大學 112學年度第2學期 課程教學大綱
National Sun Yat-sen University 112Academic year Course syllabus
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中文名稱 Course name(Chinese) |
數位行銷 |
課號 Course Code |
ICM519 |
英文名稱 Course name(English) |
DIGITAL 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 |
李雅靖
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學分 Credit |
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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: |
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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: |
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1.上課參與 Class participation:30% 2.作業 Assignment:40% 3.期末報告 Final report:30%
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課程大綱 Course syllabus |
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課程目標 Objectives |
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以內容行銷為重心,了解數位行銷策略、如何進行&發揮數位行銷效益、數位行銷的績效如何評估。本課程同時介紹人工智慧在數位行銷上的應用,使學生了解自動化心理學、人工智慧在行銷中的關鍵問題,研究市場行銷中各種AI應用,調查人工智慧在社群商務與行動商務上之應用與策略之各種行銷議題。 This course emphasizes content marketing. It encourages students to gain theories and practices of digital marketing. Students are able to plan and apply digital marketing strategies to solve market problems. This course also introduces AI applications in marketing. By getting insights from automation psychology in AI application in marketing, students will have the capabilities to apply AI in solving marketing problems in SOLOMO. 以內容行銷為重心,了解數位行銷策略、如何進行&發揮數位行銷效益、數位行銷的績效如何評估。本課程同時介紹人工智慧在數位行銷上的應用,使學生了解自動化心理學、人工智慧在行銷中的關鍵問題,研究市場行銷中各種AI應用,調查人工智慧在社群商務與行動商務上之應用與策略之各種行銷議題。 Focusing on content marketing, understand digital marketing strategies, how to implement & utilize digital marketing benefits, and how to evaluate digital marketing performance. This course also introduces the application of artificial intelligence in digital marketing, enabling students to understand the key issues of automation psychology and artificial intelligence in marketing, research various AI applications in marketing, and investigate the application of artificial intelligence in social commerce and mobile commerce Various marketing issues and strategies.
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授課方式 Teaching methods |
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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
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1.上課參與 Class participation:30% 2.作業 Assignment:40% 3.期末報告 Final report:30%
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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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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 | 課堂講義 | 課堂講義 | 課堂講義 | 課堂講義 | | |
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | Week | Date | Content and topic | 1 | 2024/02/18~2024/02/24 | 課程簡介 Module 1 / 電子商務: 電子商務與Marketing 5.0 e-Commerce and Marketing 4.0 | 2 | 2024/02/25~2024/03/02 | Consumer insights | 3 | 2024/03/03~2024/03/09 | Module 2 AI in Marketing / AI and AI application in marketing | 4 | 2024/03/10~2024/03/16 | 聊天機器人 Chatbot | 5 | 2024/03/17~2024/03/23 | 全校運動會(全校停課一天) | 6 | 2024/03/24~2024/03/30 | 精準行銷: 關鍵字行銷 SEO | 7 | 2024/03/31~2024/04/06 | 期末報告解說 Final project explanation | 8 | 2024/04/07~2024/04/13 | 民族掃墓節(放假) Holiday | 9 | 2024/04/14~2024/04/20 | Module 3 內容行銷 / SoLoMo誘餌式行銷 Clickbait | 10 | 2024/04/21~2024/04/27 | 微電影行銷: 如何說一個好的品牌故事 - 短影音 Short Film Marketing: How to tell a good story | 11 | 2024/04/28~2024/05/04 | Module 4 遊戲化行銷 / 遊戲化行銷 I Gamification I | 12 | 2024/05/05~2024/05/11 | 遊戲化行銷 II Gamification II | 13 | 2024/05/12~2024/05/18 | 企劃書報告 Proposal | 14 | 2024/05/19~2024/05/25 | 討論期末報告 Final project discussion | 15 | 2024/05/26~2024/06/01 | 期末報告 I Final project presentation I | 16 | 2024/06/02~2024/06/08 | 期末報告 II Final project presentation II | 17 | 2024/06/09~2024/06/15 | 彈性學習 | 18 | 2024/06/16~2024/06/22 | 彈性學習 |
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課業討論時間 Office hours |
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時段1 Time period 1: 時間 Time:星期一9:00-11:00 地點 Office/Laboratory:4072 時段2 Time period 2: 時間 Time:星期二9:00-11:00 地點 Office/Laboratory:4072
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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 |
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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. 個人書面報告、作業、作品、實驗 Indivisual | 群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment. 群組書面報告、作業、作品、實驗 Group paper rep | 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. 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. | V | | | V | V | | V | | | | | 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. | | | | | | | | | | | | 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. | | | | | | | | | | | | 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 skills | V | | | | | 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. Creativity | V | | | V | | 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 | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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