112年第2學期-5853 數位時代下的新行銷策略 課程資訊

評分方式

評分項目	配分比例	說明
Class participation and attendance	10
Individual reflection report	30
Marketing plan (group project)	45
Peer evaluation for project contribution	15

教育目標

In today's fast-paced business environment, marked by rapid technological advancements and evolving consumer behaviors, mastering the intricacies of marketing is imperative. This course delves into the dynamic landscape of new marketing strategies, focusing on market needs analysis, customer needs analysis, market positioning, digital marketing strategies, and marketing analytics. Marketing has undergone a profound transformation over the years, transitioning from conventional strategies to a more nuanced and technologically driven approach. The advent of the digital age has disrupted traditional marketing channels, giving rise to innovative methods that leverage the power of the internet, social media, and data analytics. As businesses navigate this digital landscape, they must not only understand the tools at their disposal but also grasp the fundamental shifts in consumer behavior that underpin these changes. At the same time, all sorts of digital technology have ushered in a transformative era for businesses, reshaping how they connect with their customers, understand market dynamics, and establish their brand identity. Traditional marketing methods are no longer sufficient in a world where consumers are digitally connected, information is instantly accessible, and competition is fierce. As we embark on this educational journey, it is crucial to understand why embracing new marketing approaches is not merely advantageous but essential for the success and sustainability of contemporary businesses.

基本資料

選修課，學分數：0-3
上課時間：五/2,3,4[M472]
修課班級：共選修3-碩(管院開)
修課年級：1年級以上
選課備註：全英授課，開放全校學生修習，限25人。

參考書目

1. Gomez Albrecht, Green, and Hoffman(2022). Principles of Marketing. Publisher: OpenStax
2. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Publisher: John Willey & Sons.
3. Stokes(2016). eMarketing: The Essential Guide to Marketing in a Digital World - 6th Edition. Publisher: Red & Yellow.
4. Compiled materials and PPTs by the instructor