Research in E-commerce Marketing Strategy
100學年度第2學期課程綱要
世新資管研究所碩專班
吳統雄( 2012/1/2 )
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。
本課程教師的網站可能是同類型網站的「世界第一」，足以印證真正的策略與實務是一體兩面。接受本課程輔導的網站，排名均可在短期提升25%~100%。
本課程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 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
G701
| [Date] |
[Agenda] |
[Activities] |
2/18 |
Introduction
Overview of E-commerce |
Electing representative of class |
2/25 |
Google Analytics and Tx Strategy SEO Keywords Analysis |
|
3/3 |
Google Analytics Practice Advanced Online Practice Improvement of Case Findings in Taiwan and Chinese community |
|
3/10 |
Real and Live American English Case study in English Findings in Northern America Findings in European countries and other area |
English enlightenment |
3/17 |
Case study in video clips
& media Guideline for professional presentation Online interaction |
*List of assignment and presentation |
3/24 |
Discussion |
Online participation |
3/31 |
Exploring internet users profile as world cybercitizens Households’ behavior in the digital family Business’ behavior in the industry | English practice(1) |
4/7 |
Discussion |
Online participation |
4/14 |
Forecasting the internet activities in Taiwan and its implication for globalization | English practice(2) |
4/21 |
Discussion |
Online participation |
4/28 |
Presentation(1): Case study Analyzing the growth and tend of E-commerce | Presentation |
5/5 |
Discussion |
Online participation |
5/12 |
Presentation(1): Case study E-commerce strategies on market planning for public policies /private or governmental sectors | Hand in draft Presentation |
5/19 |
Discussion |
Online participation |
5/26 |
Presentation(2): Case study Initiating suggestions for methodological issues on E-commerce marketing research | Presentation *Collection of English practice |
6/2 |
Discussion |
Online participation |
6/9 |
Commencement |
|
6/16 |
Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers Final review and Last words | Presentation |
*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
