Electronic Commerce in Publishing

99學年度第1學期課程綱要

世新圖傳碩士、碩專

吳統雄

Objective 教學目標

本課程將研討電子商務在各種產業-包括出版業-的策略發展與應用，目標有4：

1. 培養開發國際化電子商務市場的能力。

2. 線上eC策略分析工具-如Google Analytics, AdWords-實作。

3. 電子商務代表性個案研究。

4. 所學立即應用在當前的工作上、與生活中。

同時，亦將提示以下進階議題：

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. 規畫公私部門對電子商務的市場策略。

4. 闡述對制訂市場策略的「研究方法」議題。

基於電子商務的國際化特性，本課程為英語授課。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，在臺上以朗朗美語發表成果，請參考網上同學的證言。

This course addresses accounts and theorists of E-commerce for students who want to investigate its marketing strategy for various domains including the publishing business.

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 case study 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: 吳統雄網站

    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

J401

[Date]	[Agenda]	[Activities]
9/20	Introduction	Electing representative of class
9/27	Overview of E-commerce How to Initiate Strategy: Macro vs. Micro view Online tools for Strategy Analysis Findings in Taiwan and Chinese community
10/4	Real and Live American English Case study in English Findings in Northern America Findings in European countries and other area	English enlightenment Exercise
10/11	Case study in video clips & media Guideline for professional presentation Online interaction	English enlightenment *List of assignment and presentation
10/18	Discussion	Online participation
10/25	Exploring internet users profile as world cybercitizens Households』 behavior in the digital family Business』 behavior in the industry	English practice
11/1	Discussion
11/8	Forecasting the internet activities in Taiwan and its implication for globalization	English practice
11/15	Discussion	Online participation
11/22	Presentation(1): Case study Analyzing the growth and tend of E-commerce E-commerce strategies on market planning for public policies /private or governmental sectors	Hand in draft Presentation
11/29	Discussion	Online participation
12/6	Presentation(1): Case study Initiating suggestions for methodological issues on E-commerce marketing research	Hand in draft Presentation
12/13	Discussion	Online participation
12/20	Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers	Hand in draft Presentation
12/27	Discussion	Online participation
1/3	Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers	Presentation *Collection of English practice
1/10	Final review, Last words	Conclusion
1/12	Final review	Conclusion

*Prepared by the representative of class.

Requirements and Grading 成績評定

A. Program A

1. Case study(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***

B. Program B: Online Participation

Required Readings and Learning Materials 參考書目

How to Prepare Your Homework

1. Case study(50%):

Reviewing 2 or more cases in e-c and presenting your evaluation. A briefing of the company/organization that you are working for is a good choice, A real case by Google Analytics or marketing experiment is also highly encouraged.

Presentation must be with visual assistance,  visually and orally in English 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