Research in e-Commerce Marketing Strategy
95 學年度第2學期課程綱要
世新資訊管理研究所碩士班
Course Objectives
This course addresses accounts and
theorists of E-commerce for
students who want to investigate its marketing strategy.
The goal of this course takes
account of the inter-discipline of social sciences and information technology.
The learning method focuses on
problem solving oriented approach. The learning activity designates a
assignment of literature review and requires a hands-on practice.
Since Taiwan is playing a distinguished role in information industry, there are lots of studies of the technical concerns in E-commerce, such as authentication, cryptology, enclave network security etc. However, there is little research related to E-commerce marketing strategy , cross-cultural business and cyber multinational cooperation. From the management point of view, marketing forecast and planning are the fundamental for E-commerce; it is obviously an emergent need for these foci.
This course attempts to respond the scarcity and to investigate the
following:
1. Worldwide E-commerce: Forecasting the worldwide E-commerce market
2. Consumers??behavior: Investigating consumers??behavior in this market.
3. Case study: Exploring cases involved in E-commerce; their activities and
performance.
4. E-commerce strategies: Analyzing the growth and tend of E-commerce. Proposing
E-commerce strategies on market planning and public policies for private or
governmental sectors.
5. Methodological issues: Discussing methodological issues on E-commerce
marketing research.
There are rich empirical findings on E-commerce and user behaviors in Northern America and European countries. This course encourages students to compare the worldwide relevant results and to reach a cross-cultural perspective.
The teacher found there were various results in different studies. The data
were even not convergent in different release versions of same survey conductor.
The different research methods and interpretation process might produce the
conflict.
Therefore, the examination of methodological issues will be a very significant
key in this course.
Students will also experience the roles to run e-business. They will touch the holistic sprit and process of a real setting and raise the confidence to manage an E-commerce entity.
The teacher is the first and single researcher who has directed series survey on internet users and E-commerce marketing in Taiwan. This course will lead students entering this promising interdisciplinary territory or getting ready for further research. It is an interactive place for students form pluralistic majors to enlighten and encourage each other. This course is engaging students who can take care of the whole thing and can look out the future.
Enjoy the course!
Meeting and Counseling
1. Class meeting: Since this course has a thorough continuity in course design, students should avoid missing any topic of the learning chain.
2. Individual counseling: Tue.-Thur. by appointment. Extra-hour counseling may be also available.
3. Telephone counseling: (02)2236-8225 Ext.63347, 0921807365
4. Email counseling: txwu@cc.shu.edu.tw
5.Joint SHU-NTU online counseling: http://tx.liberal.ntu.edu.tw; http//:tx.liberal.ntu.edu.tw
Course Outline
|
[Date] |
[Agenda] |
[Activities] |
|
3/7 |
|
|
|
3/14 |
How to Prepare Academic Work in English Assignment of literature review |
*List of assignment and proposal, presentation |
|
3/21 |
Discussion |
Online participation |
|
3/28 |
How to Initiate Strategy
Findings in Taiwan and Chinese community
Findings in Northern America
Findings in European countries and other area |
English practice |
|
4/4 |
SHU break |
? |
|
4/11 |
Exploring internet users profile as world cybercitizens Households??behavior in the digital family Business??behavior in the industry |
English practice |
|
4/18 |
Discussion |
Online participation |
|
4/25 |
Paper(1): Literature review draft |
hand in draft presentation |
|
5/2 |
Discussion |
Online participation |
|
5/9 |
Forecasting the internet activities in Taiwan and its implication for globalization Analyzing the growth and tend of E-commerce |
presentation |
|
5/16 |
Discussion |
Online participation |
|
5/23 |
Paper(2): Literature review in written |
hand in draft presentation |
|
5/30 |
Discussion |
Online participation |
|
6/6 |
E-commerce strategies on market planning for public policies /private or governmental sectors Initiating suggestions for methodological issues on E-commerce marketing research |
presentation |
|
6/13 |
Discussion |
Online participation |
|
6/20 |
Final Presentation Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers |
presentation Hand in final copy Online hand in final copy |
*Prepared by the representative of class every time unless further notice.
Requirements and Grading
1.
Literature review(50%): Presentation(40%), improvement(10%)2.English practice (30%)
: Written files and presentation(20%), improvement(10%)3.Class interaction and online participation(20%)
4.Extra Contribution(10%): if it is for volunteering learning activity or service.
5.
Hand in: Both in e-files and hard copies.ID: ems-ma6. Online participation:
Required Readings and Learning Materials
1.Required
Wu, Tung-Xiung, On Line Research Papers and Teaching Handouts; https://seantxwu.pages.dev/RwdSilverJay/index.htm
Wu, Tung-Xiung, On Line Learning Materials;
https://seantxwu.pages.dev/RwdSilverJay/list.htm
2.
SecondaryAfuah, Allan & Christopher L. Tucci; Internet Business Models and Strategies; NY: McGraw-Hill; 2003
Chaudhury, Abhijit & Jean-Pierre Kuilboer; e-Business and E-commerce Infrastructure: Technologies Supporting the e-Business Initiative; NY: McGraw-Hill; 2002
Laudon, Kenneth C. & Carol Guercio Traver; E-commerce: Business, Technology, Society; NY: Addison Wesley; 2006
Related literature
https://seantxwu.pages.dev/RwdSilverJay/advance.htm
How to Prepare Your Homework
1.Literature review(50%):
Choice of one of above five focuses.
Reviewing 2 or more research papers in English.
Presentation with visual assistance. Must in English, visually and orally about 15 minutes.
practice(30%):
Choice of 2 short articles in Live English.
Make translation and understand their vocabulary, pronunciation and cultural implication.
