| 當期課號 | 3160 | Course Number | 3160 |
|---|---|---|---|
| 授課教師 | 吳曉君 | Instructor | WU,HSIAO CHUN |
| 中文課名 | 網路行銷 | Course Name | Internet Marketing |
| 開課單位 | 企業管理系(四進)四A | Department | |
| 修習別 | 選修 | Required/Elective | Elective |
| 學分數 | 3 | Credits | 3 |
| 課程目標 | 網際網路在運算、傳輸、內容方面的能力進步神速，對於電子商務及行銷方面之策略及業務活動也產生相當大的衝擊，本課程之目的乃是了解網際網路媒體的特性與能力、以及在商務及行銷方面之應用潛力，據以規劃適當的銷售、行銷、服務、顧客關係等，以便提昇電子商務及行銷之效能與效率。 | Objectives | Due to the rapid technological progress on computing, transmission and content, the internet has significant potential for business commerce and marketing application. The purpose of this course is to understand the internet’s infrastructure, media characteristics, and capability. And learn how to effectively adopt this technology for marketing. This course covers the planning issues on commerce, marketing mix, service and customer relationship for improving the efficiency and effectiveness of electronic marketing. |
| 教材 | 網際網路與行銷—策略經營, 劉文良, 碁峰 | Teaching Materials | |
| 成績評量方式 | 期中考15% 期末考15% 平時成績 70% |
Grading | mid-term exam 15% final exam 15% attendence 70% |
| 教師網頁 | www.cyut.edu.tw/~sc524 | ||
| 教學內容 | 策略篇 Ch2實體企業 Ch3 虛實整合 Ch4 虛擬企業 顧客篇 Ch5客戶關係管理與網路行銷 Ch6網路消費行為 Ch7網路行銷研究 行銷組合篇 Ch8網路行銷規劃 Ch9-12 網路行銷組合之產品、定價、通路、推廣 實務篇 Ch13 資料庫行銷 Ch14 網站個人化行銷 Ch15 行動商務 Ch16 行銷網站實務 |
Syllabus | part1: strategy part2: customer part3: marketing part4: tools |