Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Fall Semester
Year 2025 351756 Digital & Precision marketing 1 3.0 3 ★ YIN, CHIN-CHING
Tseng-Lung Huang
Cheng, Li-Chen EMBA - BM
資財EMBA
EMBA - IEM 14 0 (群組4) 行銷管理　

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Fall Semester Year 2025	351756	Digital & Precision marketing	1	3.0	3	★	YIN, CHIN-CHING Tseng-Lung Huang Cheng, Li-Chen	EMBA - BM 資財EMBA EMBA - IEM	14	0	(群組4) 行銷管理

Course Plan：

Instructor Cheng, Li-Chen　Office Hours

Email jessicacheng@mail.ntut.edu.tw

Last Updated 2025-05-27 14:29:31

Course Objective 隨著新冠肺炎的疫情，電子商務迅速地蓬勃發展，經營數位行銷的需求，已經是每個公司所必需的。從新產品的開發、行銷、到售後服務均受影響。網路電子商務已經成為傳統行銷實體通路以外的一個新興通路。使得電子商務明顯的成為未來商業發展的主流。因此，如何經營數位行銷已是現代企業具有競爭力重要課題。這個課程幫助企業在充分瞭解顧客信息的基礎上，針對客戶喜好，針對性地進行產品行銷，幫助企事業單位在激烈的市場競爭中取得競爭優勢。 Digital marketing is the conducting of business on the internet, not only buying and selling but also servicing customers and collaborating with business partners. This course will introduce the digital marketing by the way of concept, theory and case study. This course will study how to develope the business on the internet.

Course Schedule
(Week 1-16) 網路行銷介紹網路行銷策略何謂精準行銷? 網路行銷與AI 個案分析

Evaluation and grading policy 平常成績課堂活動與作業 30% 期中報告 30% 口頭報告及書面報告期末報告成績：占總成績40%

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
先備知識：使用網路行銷經驗

The access to curricular consultation 同學如有加退選簽核或課程問題請 email: lijen.cheng@gmail.com
信件標題 [數位與精準行銷]

Expanding teaching and resources

The course corresponds to the SDGs SDG3：良好健康和福祉（Good Health and Well-being）
SDG4：優質教育（Quality Education）
SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth）
SDG17：夥伴關係（Partnerships for the Goals）

Does the course incorporate AI ● 使用生成式AI作為教學過程的輔助工具（Use generative AI tools as an aid to the teaching process）
● 使用生成式AI進行課堂即時互動（Use generative AI for real-time classroom interaction）
● 簡單介紹AI的基本概念（Briefly introduce the basic concept of AI）

Note
　

Instructor	Cheng, Li-Chen　Office Hours
Email	jessicacheng@mail.ntut.edu.tw
Last Updated	2025-05-27 14:29:31
Course Objective	隨著新冠肺炎的疫情，電子商務迅速地蓬勃發展，經營數位行銷的需求，已經是每個公司所必需的。從新產品的開發、行銷、到售後服務均受影響。網路電子商務已經成為傳統行銷實體通路以外的一個新興通路。使得電子商務明顯的成為未來商業發展的主流。因此，如何經營數位行銷已是現代企業具有競爭力重要課題。這個課程幫助企業在充分瞭解顧客信息的基礎上，針對客戶喜好，針對性地進行產品行銷，幫助企事業單位在激烈的市場競爭中取得競爭優勢。 Digital marketing is the conducting of business on the internet, not only buying and selling but also servicing customers and collaborating with business partners. This course will introduce the digital marketing by the way of concept, theory and case study. This course will study how to develope the business on the internet.
Course Schedule (Week 1-16)	網路行銷介紹網路行銷策略何謂精準行銷? 網路行銷與AI 個案分析
Evaluation and grading policy	平常成績課堂活動與作業 30% 期中報告 30% 口頭報告及書面報告期末報告成績：占總成績40%
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No 先備知識：使用網路行銷經驗
The access to curricular consultation	同學如有加退選簽核或課程問題請 email: lijen.cheng@gmail.com 信件標題 [數位與精準行銷]
Expanding teaching and resources
The course corresponds to the SDGs	SDG3：良好健康和福祉（Good Health and Well-being） SDG4：優質教育（Quality Education） SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth） SDG17：夥伴關係（Partnerships for the Goals）
Does the course incorporate AI	● 使用生成式AI作為教學過程的輔助工具（Use generative AI tools as an aid to the teaching process） ● 使用生成式AI進行課堂即時互動（Use generative AI for real-time classroom interaction） ● 簡單介紹AI的基本概念（Briefly introduce the basic concept of AI）
Note