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哈佛管理經營講座系列 - 數位行銷策略 IBM 5593 Digital Marketing Strategy |
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Professor Yingchan Tang, Spring 2017 |
I.
COURSE OBJECTIVE
With the rapid shift of advertising and promotion expenses away from traditional media to online platforms, it is becoming increasingly important for marketing graduates to be well-versed in digital marketing fundamentals. This advanced course will provide a solid foundation in the key concepts around this constantly evolving and arising field. Through readings, case studies and hands-on projects, students will come away with an understanding of digital technologies and successful online marketing strategies; and new marketing gadgets such as DSMM (digital, social media, and mobile marketing), UGC (user generated content), SEO (search engine optimization), SMO (social media optimization), IOM (inbound- and outbound- marketing), VR/AR (virtual and augmented reality solutions), PPC (pay per click), Avatar, A/B testing (difference-in-difference), web/cloud/IOT analytics (predictive analytics/modeling, machine learning), Cryptocurrency (Bitcoin, BitGold, Blockchain), and performance marketing. Upon completion of the course, students will have a solid foundation from which to evaluate digital and ecommerce opportunities, and to participate in their own ventures. II.
PREREQUISITES
Students should have taken anyone of Marketing Management, Marketing Research, Integrated Marketing Communication, Global Business Management, and SOC Marketing, or have marketing- or sales promotion- related working experience. III. TEXTS & INTERNET RESOURCES Textbooks & Readings: 1.
Mary-Lou
Roberts and Debra Zahay (2013; ©
2018/Available April 2017),
Internet Marketing: Integrating Online and Offline Strategies, 3rd
edition, Cengage 2. Getting the most from your HBS experience (.pdf) 3. Digital Marketing, Harvard Business Publishing IV. STUDENT RESPONSIBILITIES Reading assignments should be prepared thoroughly prior to the session for which they are assigned. Lectures will parallel with the text and Online Learning Center in most instances but will be supplemented by additional material, thereby making attendance a necessity. Each student is expected to participate regularly in class discussion, both as called by the instructor and on a voluntary basis. To a large extent, learning this course is related to 1) the degree of your participation and sharing insights and knowledge, 2) willingness to expose your view points to the critical judgments of your classmates or team members, 3) ability to listen carefully to comments made by other participants Each student also has the responsibility to become familiar with the provision of the Honor Code and Honor System procedures by the National Chiao Tung University. V.
EVALUATION
VI.
HARVARD CASES
There are seventeen cases from Harvard Business Online. Each team will be responsible for the presentation of three cases, which takes a maximum 30 minutes in reviewing the case. For non-presenting teams, each team is expected to submit a maximum 4 typed pages with a brief of synopsis and the major issues resolved. The use
of the participant-centered learning (PCL) case method in our class requires
each one of you work individually first -- to carefully read and to think
about each case (typically about two hours of preparation time for each
case). Once you have done your individual preparation, then you're ready to joint your team's group discussion. The purpose of your group discussion is not to generate consensus, but rather it helps your team members to refine, adjust, and amplify their thinking. A fruitful group discussion is characterized by intense interaction that deepens participant's understanding beyond that gained through individual analysis. You then share your observations, analyses, ideas, or rule of thumb from your group analysis to the class for further discussion. You will quickly find out your teammates or your classmates differ significantly on what's important and how to deal with problems, and the impact of decisions in one sector of an organization upon other sectors. This diversity of opinion -- most of the time, surprise, intellectual debates, exciting, and fun -- from differing perspectives offers real opportunities for shared learning. VII. CLASS SCHEDULE(Office Hours)
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Last updated on February 12, 2017.
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