| 當期課號 |
7048 |
Course Number |
7048 |
| 授課教師 |
徐茂練 |
Instructor |
SHYU,MAW LIANN |
| 中文課名 |
電子商務與網路行銷專題 |
Course Name |
Special Topics on Electronic Commerce & Internet Marketing |
| 開課單位 |
企業管理系碩士班二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 commerce and marketing. This course covers the planning issues on commerce, marketing, service and customer relationship for improving the efficiency and effectiveness of electronic commerce and marketing. (3 credit hours) |
| 教材 |
Laudon, K.C., Traver, C.G., (2002), E-Commerce: Business, Technology, and Society, Addison Wesley |
Teaching Materials |
|
| 成績評量方式 |
(1)課堂主題報告(30%) (2)課堂文獻報告(30%) (3)期末個案報告(40%) |
Grading |
(1)Course Discussion(30%) (2)Literature Review(30%) (3)Case Report(40%) |
| 教師網頁 |
|
| 教學內容 |
網際網路在運算、傳輸、內容方面的能力進步神速，對於行銷策略及電子商務活動也產生相當大的衝擊，資訊管理人員應當充分運用網際網路，作為行銷之媒體、通路、或市場，並與其他行銷媒體充分整合，本課程之目的乃是(1)了解網際網路媒體的特性及能力、(2)電子商務之策略與流程、以及(3)網路行銷架構與流程，據以規劃適當的電子商務經營模式以及產品、價格、銷售、服務、顧客關係等網路行銷策略與行動方案，以便提昇電子商務與網路行銷之效能與效率，並了解本領域之學術研究狀況，以協助碩士論文之進行。 |
Syllabus |
The powerful computing and transmittion capability of internet make significant impact on marketing. The marketing people should carefully adopt internet as marketing channel or as marketplace. In addition, the internet should be fully integrated with other marketing channel. The purpose of this course is to understand the characteristics and capability of internet, the processing of marketing knowledge, and the online consumer behavior. Based on this understanding, the students can effectively plan and implement e-marketing tools to support marketing practice. The research topics in this field will be discussed for students to select and/or research in MBA thesis. |