Course Syllabus

Course Information：

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

Spring Semester
Year 2026 356631 Digital Marketing and Analytics 1 3.0 3 ★ Tseng-Lung Huang GBM 20 0 　

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2026	356631	Digital Marketing and Analytics	1	3.0	3	★	Tseng-Lung Huang	GBM	20	0

Course Plan：

Instructor Tseng-Lung Huang　Office Hours

Email blessing@ntut.edu.tw

Last Updated 2025-12-17 15:18:51

Course Objective 本課程的主要目的是培養學生獲取數據洞察的能力。因此，本課程使用案例和相關文獻來解釋概念並指導學生分析和解讀數據。主要分為三個部分： 1.透過案例、文獻等建立學生的消費理論與觀念； 2.學生解讀和分析數據以獲得消費和行銷洞察； 3.數據經理人實務經驗分享。 The primary purpose of this course is to cultivate student's ability to gain data insights. Therefore, this course uses cases and relevant literature to explain concepts and guide students to analyze and interpret data. It is mainly divided into three parts: 1. Build students' consumption theories and concepts through cases and literature; 2. Students interpret and analyze data to gain consumption and marketing insights; 3. Data managers share their practical experience.

Course Schedule Week 1 Course Introduction 課程介紹 Week 2 The New Science of Customer Emotions/數據 & 行銷 Week 3 Digital Consumption Ecosystem 1/數據 & 消費生態 1 Week 4 Digital Consumption Ecosystem 2/數據 & 消費生態 2 Week 5 消費數據分析 1 Week 6 消費數據分析 2 Week 7 消費數據分析成果報告 Week 8 消費數據分析成果報告 Week 9 期中考週 Week 10 零售會員資料分析 1 Week 11 零售會員資料分析 2 Week 12 零售會員資料分析成果報告 Week 13 輿情資料分析 1 Week 14 輿情資料分析 2 Week 15 輿情資料分析成果報告 Week 16 Final Project Presentation 期末報告 Week 17 Final Project Presentation 期末報告 (peer review) Week 18 期末考週

Evaluation and grading policy 1. 消費數據分析成果報告 25% 2. 零售會員資料分析成果報告 25% 3. 輿情資料分析成果報告 25% 4. 期末報告 (peer review) 25%

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
Teaching materials are taken from (Course handouts will be uploaded to Taipei Tech i-School Plus) 1. Harvard Business Review/哈佛商業評論 2. International Academic Journals

The access to curricular consultation Office hours: Wednesday 12:00 pm ~ 1:00 pm (reservations required)
Contact: Extension 3421
blessing@ntut.edu.tw

Expanding teaching and resources

The course corresponds to the SDGs SDG3：良好健康和福祉（Good Health and Well-being）
SDG12：負責任的消費與生產（Responsible Consumption and Production）

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）
● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）

Note
According to school regulations

Instructor	Tseng-Lung Huang　Office Hours
Email	blessing@ntut.edu.tw
Last Updated	2025-12-17 15:18:51
Course Objective	本課程的主要目的是培養學生獲取數據洞察的能力。因此，本課程使用案例和相關文獻來解釋概念並指導學生分析和解讀數據。主要分為三個部分： 1.透過案例、文獻等建立學生的消費理論與觀念； 2.學生解讀和分析數據以獲得消費和行銷洞察； 3.數據經理人實務經驗分享。 The primary purpose of this course is to cultivate student's ability to gain data insights. Therefore, this course uses cases and relevant literature to explain concepts and guide students to analyze and interpret data. It is mainly divided into three parts: 1. Build students' consumption theories and concepts through cases and literature; 2. Students interpret and analyze data to gain consumption and marketing insights; 3. Data managers share their practical experience.
Course Schedule	Week 1 Course Introduction 課程介紹 Week 2 The New Science of Customer Emotions/數據 & 行銷 Week 3 Digital Consumption Ecosystem 1/數據 & 消費生態 1 Week 4 Digital Consumption Ecosystem 2/數據 & 消費生態 2 Week 5 消費數據分析 1 Week 6 消費數據分析 2 Week 7 消費數據分析成果報告 Week 8 消費數據分析成果報告 Week 9 期中考週 Week 10 零售會員資料分析 1 Week 11 零售會員資料分析 2 Week 12 零售會員資料分析成果報告 Week 13 輿情資料分析 1 Week 14 輿情資料分析 2 Week 15 輿情資料分析成果報告 Week 16 Final Project Presentation 期末報告 Week 17 Final Project Presentation 期末報告 (peer review) Week 18 期末考週
Evaluation and grading policy	1. 消費數據分析成果報告 25% 2. 零售會員資料分析成果報告 25% 3. 輿情資料分析成果報告 25% 4. 期末報告 (peer review) 25%
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No Teaching materials are taken from (Course handouts will be uploaded to Taipei Tech i-School Plus) 1. Harvard Business Review/哈佛商業評論 2. International Academic Journals
The access to curricular consultation	Office hours: Wednesday 12:00 pm ~ 1:00 pm (reservations required) Contact: Extension 3421 blessing@ntut.edu.tw
Expanding teaching and resources
The course corresponds to the SDGs	SDG3：良好健康和福祉（Good Health and Well-being） SDG12：負責任的消費與生產（Responsible Consumption and Production）
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） ● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）
Note	According to school regulations