Research in E-commerce Marketing Strategy

101學年度第2學期課程綱要

世新資管研究所碩專班

吳統雄 (2013/1/2 )

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，配合實作規畫，將所學立即應用在當前的工作上、與生活中。可達成的目標有4：

1. 電子商務總體策略擬訂與分析工具SPSS 應用。

2. 電子商務個體策略擬訂與分析工具應用，又分為：

   1. 網站/網頁優化-SEO, SERP實作。

   2. 流量分析工具- Google Analytics, Webmasters-實作。

3. 電子商務代表性個案研究。

4. 培養開發電子商務國際化市場個人行銷的能力。

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

G502

[Date]	[Agenda]	[Activities]
2/23	Spring Festival Break
3/2	Introduction Overview of E-commerce Strategy of Macro view Fundamentals Macro Strategy	Electing representative of class Choice of hand-on practice
3/9	Google Workshop Strategy of Micro view Google Analytics and Tx Strategy SEO Keywords Analysis Google Analytics Practice Advanced Online Practice Improvement of Case	*List of assignment and presentation
3/16	Case study Guideline for professional presentation Online interaction
3/23	Discussion	Online participation
3/30	International E-commerce Practice in English Findings in Taiwan and Chinese community	English enlightenment: video clips & media Exercise
4/6	Discussion
4/13	Exploring internet users profile as world cybercitizens Households』 behavior in the digital family Business』 behavior in the industry
4/20	Forecasting the internet activities in Taiwan and its implication for globalization
4/27	Discussion	Online participation
5/4	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
5/11	Discussion	Online participation
5/18	Presentation(1): Case study Initiating suggestions for methodological issues on E-commerce marketing research	Hand in draft Presentation
5/25	Discussion	Online participation
6/1	Presentation(2): Case study Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers	Hand in draft Presentation
6/8	Commencement
6/15	Final review, Last words Conclusion	Presentation *Collection of English practice
6/22	Final review	Conclusion

*Prepared by the representative of class.

 

Programs of Practice 實作方式選擇

由於研究生需求的多元化，本課程4大目標均會作重點講述，而實作部分提供3套計畫，可量身訂作，並任擇1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4項，可4選1。

A1.電子商務市場總體策略研究，以SPSS為輔助工具，作業2習題。

A2.網站/網頁優化-SEO, SERP實作，架站2頁以上。

A3.網站流量與線上客戶分析，以Google Analytics為輔助工具，作業2分析報告。

A4.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，以上5選1。

Requirements and Grading 成績評定

不論選擇那1套計畫，均包括習作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