Fu Jen Catholic University 2010-2011
Department / Code (開課單位/單位代碼)
Graduate Institute of Management / 7052
Course Code (課程代碼)
G-0E52-10211-
Course Name
(課程名稱) Internet Marketing Credit
(學分數)
F S
3
Course Objectives (課程目標)
The objectives of this course are
1.To establish a solid foundation of marketing concepts.
2.To understand the theories, practices and special issues in Internet marketing (eg. B2B, B2C, dynamic pricing, virtual channels and auctions）。
3.To enhance capability of oral communication and reading capability in English 4. To understand the methodologies used in Internet marketing research.
Prerequisites (先修課程)
None
Course Materials (課程教材)
Judy Strauss and Raymond Frost, E-Marketing, Pearson International Edition, 5th Ed., (Pearson Education, Inc. 2009)，華泰文化，Tel: 02 2162 1217 Fax:02 8791 0757 E- mail:business@hwatai.com.tw 聯絡人：劉朝棟
榮泰生著，網路行銷—電子商務實務，三版 (台北：五南書局，2007)。Tel:2705- 5066, Fax:2706-6100, 網址： www.wunan.com.tw, E-mail:wunan@wunan.com.tw
Reference (參考書目)
(1) Ward Hanson, Internet Marketing (台北：華泰書局，2009)
(2) Mary Lou Roberts, Internet Marketing (台中：滄海書局，李永善 0911- 356507)。
(3) Rafi A. Mohammed, Internet Marketing(2004), 2nd Edition（全華）聯絡 人：黃文珍，電話：2262 5666 ext. 124，手機：0958 008 962。
(4) Bernadette Tiernan, e-Tainling (Chicago: Dearborn Financial Publishing, Inc. 2000)。榮泰生譯，網路零售 (台北：五南書局，2000)。
(5) Efraim Turban, et.al., Electronic Commerce—A Managerial Perspective ( 台 北：華泰書局，2004 or newer edition)。Tel: 2377-3877, Fax:2377-4393, www.hwatai.com.tw,
(6) Brad Alan Kleindl, Strategic Electronic Marketing , 2e (台中：滄海書 局)。
EMBA
Evaluation (評量方式)
課堂之前測(Pre-test) % 期末報告/論文撰述(Team Paper/Theses Writing) %
課堂中的隨堂測試(Quiz) % 課堂參與(Class Participation) 50
%
期中考(筆試)(Midterm Test) % 心得/作業撰寫(Assignment) %
課堂後測/期末考(筆試)(Final Test) % 專題發表(Presentation) %
學生表現側寫報告(Profile Report) % 課堂上實作演練(Role Playing) %
個案分析報告撰寫(Case Report) 50 % 專業團體之證照檢定(Certification) %
個別面試或口試(Oral Exam) % 其他(Others) %
Pedagogical Methods (教學方法)
講授(Lecture)
個案教學(Case Study)
電子教學(e-Learning)
體驗教學(Project Adventure)
角色扮演實境教學(Role Playing)
企業競賽遊戲(Business Simulation Game)
管理電影(Theater Learning)
競賽讀書會(Study Group)
專題實作(Seminar on Field Research)
產業實習(Internships)
服務學習實作(Service Learning)
自主學習(Independent Study)
對話教學法(Dialogue Teaching)
其他
Course Web (課程網頁) Course Outline (課程大綱進度)
Wee k
Date Topic
1 none (General concepts and explaining how the class is conducted)
2 Past, Present, and Future
3 Strategic E-Marketing and Performance Metrics
4 The E-Marketing Plan
5 The World of E-Marketing Opportunities
6 Ethical and Legal Issues
7 E-Marketing Research
8 Consumer Behavior Online
9 Segmentation and Targeting Strategies
10 Differentiation and Positioning Strategies
11 Product: The Online Offer
12 Pricing: The Online Value
13 The Internet for Distribution
14 E-Marketing Communication Tools
15 New Digital Media
16 Customer Relationship Management
17 Final Report (1)
18 Final Report (2)
Contribution to Mission
(本課程與管理學院 使命之關係)
全人教育 (Holistic Education)
做中學 (Learning by doing)
人本價值
(Human-centric values)
整合資源 (Resource integration)
創新知識
(Innovative knowledge)
國際視野 (International view)
Contribution to learning goals-college (本課程能達成開課 單位的哪些目標-院)
掌握專業知識內涵並培養獨立研究之能力。
(Each student should be able to capture the essence of professional knowledge and cultivate the ability to independent research. )
整合理論與實務以提升組織之績效。
(Each student should be able to integrate theories and practices as to increase the productivity of organizations. )
善用資訊科技，並培育資源統整之能力
(Each student should be able to capitalize on modern information technology in the integration and use of resources. )
建立專業倫理與人本價值觀念，並應用於專業決策中。
(Each student should be able to recognize professional ethics and human-centric values, and be able to apply them in professional decision-making. )
拓展國際視野以提升國際化能力。
(Each student should be able to expand his/her global perspective to adapt to internationalization. )
Contribution to learning goals- apartment
(本課程能達成開課 單位的哪些目標)
建立專業倫理與人本價值觀念，並應用於專業決策中。
(Each student should be able to recognize and analyze ethical dilemmas in everyday business practices and apply them in business decisions. This leaning goal is met by course embedded examinations and projects.)
具整合理論與技術，以提昇組織績效的能力。
(Each student should be able to integrate knowledge and skills from different disciplines for the benefits of the organization he or she is working for. This leaning goal is met by projects and thesis writing.)
拓展國際視野與胸襟。
(Each student should be able to expand their international perspective. This leaning goal is met by embedded examinations.)
具解決企業問題的實作能力。
(Each student should be able to exhibit the capability in solving real world problems encountered by enterprises. This leaning goal is met by thesis writing and project implementation.)
具良好的人際溝通能力。
(Each student should be able to develop sound communication and inter-personal skills. This leaning goal is met by projects and case studies.)
Instructor (老師資料)
Name: Tyson Jung (榮泰生)
E-mail: aponmanatee@gmail.com
Phone: (02)29052723
Office Hour: 15:30 – 17:30 Wed.
Room:SL231
