Course Syllabus

Course Information：

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2025	346270	Internet Marketing	1	3.0	3	★	Ching-Wen Chen	4BM3	22	0

Course Plan：

Instructor	Ching-Wen Chen　Office Hours
Email	ccw@ntut.edu.tw
Last Updated	2024-12-24 16:50:35
Course Objective	本課程提供全面的網際網路行銷理論與實務內容，幫助學生理解數位時代中行銷的運作模式與挑戰。課程內容涵蓋搜尋引擎優化（SEO）、搜尋引擎行銷（SEM）、內容行銷、社群媒體行銷、電子郵件行銷等重點領域，並結合實務工具如 Google Ads、Surfer、SSEMrush 、GA4、GTM、Canva和15種AI的多媒體工具來製作內容行銷廣告，讓學生具備操作與優化行銷活動的能力。此外，課程強調數據導向的行銷思維，學生將學習如何運用 Google Analytics 等分析工具，追蹤並解讀行銷數據，進一步評估行銷績效，並根據數據結果調整策略，達到最大化行銷效果的目標。實作部分的重點在【GA4的網絡流量追蹤，GTM網站客戶行為代碼追蹤，Google Looker行銷數據視覺化，用15種AI工具製作內容行銷廣告影片，關鍵字搜尋提升SEO實作】 This course provides comprehensive theoretical and practical content on internet marketing, helping students understand the operational models and challenges of marketing in the digital age. The course covers key areas such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Social Media Marketing, and Email Marketing, while integrating practical tools like Google Ads, SEMrush, and Canva to equip students with the ability to execute and optimize marketing activities effectively. Furthermore, the course emphasizes a data-driven marketing mindset. Students will learn to use analytics tools like Google Analytics to track and interpret marketing data, evaluate marketing performance, and adjust strategies based on data insights to maximize marketing effectiveness. Ultimately, the course will culminate in a capstone project, where students will integrate their knowledge to design, implement, and analyze a complete marketing plan. Through theoretical learning, practical tool applications, and teamwork, students will develop the core competencies and market competitiveness necessary for conducting internet marketing in the digital era.
Course Schedule	第1週：網際網路行銷概論網路行銷的發展歷史與重要性傳統行銷與網路行銷的差異行銷漏斗與客戶旅程分析第2週：網站行銷與SEO基礎網站基礎架構與用戶體驗（UX）關鍵字研究方法 SEO基本原則與實作（On-Page SEO）第3週：SEO進階與工具實作 Google Search Console 介紹與操作網站流量分析基礎 SEO案例分析與實作第4週：搜尋引擎行銷（SEM） Google Ads 廣告操作入門付費廣告 vs 自然流量關鍵字競價與廣告策略設計第5週：SEM 實作與優化設定 Google Ads 廣告活動廣告績效追蹤與報表分析 SEM 廣告案例實作第6週：內容行銷與品牌經營內容行銷的類型與方法品牌聲量提升策略實作：撰寫 SEO 部落格文章與標題優化第7週：社群媒體行銷臉書、Instagram、YouTube 行銷策略社群媒體貼文設計與規劃 Canva 實作：設計社群貼文與品牌視覺第8週：社群媒體廣告與數據分析社群媒體廣告（Facebook Ads）操作入門社群廣告目標設定與預算控制社群媒體成效分析第9週：期中考第10週：數據分析與GA4基礎 Google Analytics 4（GA4）介紹安裝 GA4 與基本設定即時報表與流量數據解讀第11週：進階數據分析與GTM應用 Google Tag Manager（GTM）基礎操作設定事件追蹤與自訂標籤 GA4 + GTM 結合應用實作第12週：電子郵件行銷與CRM 電子郵件行銷的設計與執行客戶關係管理（CRM）工具介紹實作：設計電子郵件行銷活動第13週：數據驅動行銷與績效評估網路行銷數據收集與分析 ROI（投資報酬率）與 ROAS（廣告花費報酬率）計算使用 GA4 報表評估行銷活動成效第14週：活動促銷廣告影片與腳本設計（使用AI工具) 實作二套最強大的AI生成影片工具：Vidu、Sora 實作使用AI工具來撰寫腳本實作：使用AI工具製作促銷影片與廣告視頻第15週：行銷活動廣告影片的音樂與AI影片剪輯（使用AI工具(3) 實作AI配樂工具：使用Sudo根據影片腳本來自動生成影片配樂實作AI影片剪輯工具：使用ClipChamp來自動配音與配字幕，並剪輯影片第16週：Google Looker Studio視覺化分析基礎 Looker Studio介紹與儀表板設計資料來源連結：GA4、GTM 實作：製作流量分析報表第17週：Google Looker Studio進階視覺化自訂圖表與過濾器設置數據視覺化策略：強調重點數據實作：設計完整的行銷數據儀表板第18週：期末考 Week 1: Introduction to Internet Marketing - The Development History and Importance of Internet Marketing - Differences Between Traditional Marketing and Internet Marketing - Marketing Funnels and Customer Journey Analysis Week 2: Website Marketing and SEO Basics - Website Structure and User Experience (UX) - Keyword Research Methods - SEO Principles and On-Page SEO Practices Week 3: Advanced SEO and Tool Implementation - Introduction to and Operation of Google Search Console - Basics of Website Traffic Analysis - SEO Case Studies and Practical Implementation Week 4: Search Engine Marketing (SEM) - Introduction to Google Ads Operations - Paid Advertising vs. Organic Traffic - Keyword Bidding and Ad Strategy Design Week 5: SEM Implementation and Optimization - Setting Up Google Ads Campaigns - Ad Performance Tracking and Report Analysis - SEM Advertising Case Study and Practical Work Week 6: Content Marketing and Brand Management - Types and Methods of Content Marketing - Strategies for Increasing Brand Visibility - Practical Work: Writing SEO Blog Articles and Title Optimization Week 7: Social Media Marketing - Facebook, Instagram, and YouTube Marketing Strategies - Social Media Post Design and Planning - Practical Work with Canva: Designing Social Media Posts and Brand Visuals Week 8: Social Media Advertising and Data Analysis - Introduction to Social Media Ads (Facebook Ads) - Setting Advertising Goals and Budget Control - Analyzing Social Media Ad Performance Week 9: Midterm Exam Week 10: Data Analysis and GA4 Basics - Introduction to Google Analytics 4 (GA4) - GA4 Installation and Basic Setup - Real-Time Reports and Website Traffic Analysis **Week 11: Advanced Data Analysis an
Evaluation and grading policy	1.本門課是EMI授課 2.建議：最好有修過113-1電子商務課程的基礎（或能編輯基本網頁語法者），才較容易銜接本課程內容 3.上課實作範例加分25%，作業分數15%，期中考30%，期末考30% 4.735教室不是傳統的電腦教室，是一般教室。要自己帶筆電，上課很多實作。 1. In-class practical examples account for 30% of the grade, assignments 10%, the midterm exam 30%, and the final exam 30%. 2. Room 735 is not a traditional computer lab but a regular classroom. Students need to bring their own laptops as the class involves a lot of practical work. 3. Course Prerequisites: Students must have completed the 113-1 E-commerce course (or have basic skills in editing web page syntax) to effectively follow the course content.
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No 1.自編教學網站：https://acupun.site/lecture/GA self-edited lecture website: https://acupun.site/lecture/GA 2.參考書目：
The access to curricular consultation	1.可以在office hours時段來諮詢(科研大樓537室) 2.老師的email：ccw@ntut.edu.tw，可以用email諮詢問題
The course corresponds to the SDGs	SDG4：優質教育（Quality Education） SDG8：尊嚴就業與經濟發展（Decent Work and Economic Growth） SDG9：產業創新與基礎設施（Industry, Innovation and Infrastructure）
Note	本門課是EMI授課建議同學們上課要繫帶筆記本電腦 you must take your notebooks to classroom for in-class pratice. 因應疫情發展，本學期教學及授課方式請依照學校網頁所公布之訊息為準： (https://oaa.ntut.edu.tw/p/404-1008-98622.php?Lang=zh-tw) 若因疫情而暫停實體上課時，將使用學校的Microsoft Teams 課程名稱: 大數據分析