Electronic Commerce in Publishing
101學年度第1學期課程綱要
世新圖傳碩士、碩專 學分：3
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SPSS, 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%。
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，本課程並可提供英語授課。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
CB306
| [Date] | [Agenda] | [Activities] |
| 9/18 | Introduction | Electing representative of class |
| 9/25 |
Overview of E-commerce Fundamentals Macro Strategy Findings in Taiwan and Chinese community |
|
| 10/2 |
Case study
Guideline for professional presentation Online interaction |
English enlightenment: video clips & media Exercise |
| 10/9 |
Google Workshop Google Analytics and Tx Strategy SEO Keywords Analysis Google Analytics Practice Advanced Online Practice Improvement of Case |
English enlightenment *List of assignment and presentation |
| 10/16 | Discussion | Online participation |
| 10/23 | Exploring internet users profile as world
cybercitizens Households』 behavior in the digital family Business』 behavior in the industry |
English practice |
| 10/30 | Discussion | |
| 11/6 | Forecasting the internet activities in Taiwan and its implication for globalization | English practice |
| 11/13 | Discussion | Online participation |
| 11/20 | 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 |
| 11/27 | Discussion | Online participation |
| 12/4 | Presentation(1): Case study Initiating suggestions for methodological issues on E-commerce marketing research |
Hand in draft Presentation |
| 12/11 | Discussion | Online participation |
| 12/18 | Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers |
Hand in draft Presentation |
| 12/25 | Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers |
Online participation |
| 1/1 | 開國紀念日 | |
| 1/9 | Final
review,
Last words Luncheon together |
Presentation *Collection of English practice Conclusion |
| 1/15 | Final review | Conclusion |
*Prepared by the representative of class.
Requirements and Grading 成績評定
由於研究生需求的多元化，本課程提供3套實作計畫如下。
A. Program A: Practice in Chinese
中文實作期望培養具體的知識與能力，再分為3項，可3選1。
A1.電子商務市場策略研究，以SPSS為輔助工具，作業2習題。
A2.網站優化與線上客戶分析，以Google Analytics為輔助工具，作業2分析報告。
A3.國際電子商務/網路出版個案研究，作業2報告。
B. Program B: Practice in English
英語授課，包括：(1)美語樂學3月通(2)國際電子商務簡報實作
C. Program B: Online Participation
網路輔助教學，包括電子商務專題書面報告2篇。
1. Midterm Practice(40%)
2. Final Presentation (40%)
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. Paper and Presentation
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
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
