98學年度第2學期課程綱要
Research in E-commerce Marketing Strategy
世新資管研究所碩專班
吳統雄( 2010/1/2 )
Objective 教學目標
本課程將研討電子商務在各種產業的策略發展與應用，目標有５：
1. 預測臺灣與全球電子商務市場的發展。
2. 分析電子商務消費者的行為。
3. 進行對經營電子商務代表性廠商的個案研究。
4. 規畫公私部門對電子商務的市場策略。
5. 闡述對制訂市場策略的「研究方法」議題。
本課程為英語授課，基於電子商務的國際化特性，也將培養你美語商務簡報的能力。任課教師具備在國外多所著名大學任教的經驗，不論你當前對自己美語能力的評等為何，根據歷年的教學實況，老師都能協助你在１學期中脫胎換骨，達成在臺上以朗朗美語發表的成果。
This course addresses accounts and theorists of E-commerce for students who want to investigate its marketing strategy for various business domains.
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 an 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 trend 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 授課方式
1. Class meeting: Since this course has a thorough continuity in course design, students should avoid missing any topic of the learning chain.
2. Online counseling and interactive learning:
Teaching Resource: https://seantxwu.pages.dev/
Online counseling: https://seantxwu.pages.dev/RwdSilverJay/internet.htm
Interactive learning: https://seantxwu.pages.dev/RwdSilverJay/
Research development community: https://seantxwu.pages.dev/RwdSilverJay/index.htm
3. Individual counseling: Specific 1 on 1 training by appointment. Extra-hour counseling may be also available.
4. Telephone counseling: (02)2236-8225 Ext.63347, 0921807365
5. Email counseling: txwu@cc.shu.edu.tw
Course Outline 教學大綱與進度
G501
| [Date] |
[Agenda] |
[Activities] |
|
2/27 |
Introduction |
Electing representative of class |
|
3/6 |
Real and Live American English How to Initiate Strategy Findings in Taiwan and Chinese community |
|
|
3/13 |
Case study in English, Video clip Findings in Northern America Findings in European countries and other area |
English enlightenment |
|
3/20 |
Case study in video clips & media |
*List of assignment and presentation |
|
3/27 |
Exploring internet users profile as world cybercitizens Households’ behavior in the digital family Business’ behavior in the industry |
English practice |
|
4/3 |
Shih Hsin Week |
|
|
4/10 |
Forecasting the internet activities in Taiwan and its implication for globalization |
English practice |
|
4/17 |
Discussion |
Online participation |
|
4/24 |
Paper(1): Literature review Analyzing the growth and tend of E-commerce |
Presentation |
|
5/1 |
Discussion |
Online participation |
|
5/8 |
Paper(1): Literature review E-commerce strategies on market planning for public policies /private or governmental sectors |
Hand in draft Presentation |
|
5/15 |
Discussion |
Online participation |
|
5/22 |
Paper(2): Literature review Initiating suggestions for methodological issues on E-commerce marketing research |
Presentation *Collection of English practice |
|
5/29 |
Discussion |
Online participation |
|
6/5 |
Commencement |
|
|
6/12 |
Paper(2): Case Study/ Literature review Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers |
Presentation |
|
6/19 |
Final review, Last words |
|
|
6/26 |
Conclusion |
*Prepared by the representative of class.
Requirements and Grading 成績評定
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.
6. Online participation: ID: ems-ma PW:d***
Required Readings and Learning Materials 參考書目
How to Prepare Your Homework
1. Case Study/ Literature review(50%):
Choice of one of above five focuses.
Reviewing 2 or more case studies/ research papers in English. At least one of it must be a case study. A briefing of your company is also encouraged.
Presentation with visual assistance. Must in English, visually and orally about 15 minutes.
2. English practice(30%):
Choice of 2 short articles in Live English.
Make translation and understand their vocabulary, pronunciation and cultural implication.
Other Notices 其他的提示
