SemesterFall Semester, 2019
DepartmentJunior Class A, Department of Business Administration Junior Class B, Department of Business Administration Senior Class A, Department of Business Administration Senior Class B, Department of Business Administration
Course NameDigital and Social Media Marketing
InstructorCHEN KUAN-JU
Credit3.0
Course TypeElective
PrerequisiteAdvertising、BUS 343 Marketing Management、Customer Relationship Management、Foundation of Marketing、Foundations of Marketing、Fundamentals of Marketing、General Principles of Marketing、Global Marketing、Intro to Market Analysis、Introduction to Marketing、Introduction to Marketing Management、Market Management、Marketing、Marketing (SBB)、Marketing Communication、Marketing Concepts、Marketing Management、Marketing Management Decisions、Marketing Management for International Managers、Marketing Principles & Practice、Marketing Strategy、Principle of Marketing、Principles of Marketing、Salea and Marketing Practices in Multinational Enviroment、Sales Management、Topics in Marketing
Course Objective
Course Description
Course Schedule



















































































































































週次



Week



課程主題



Topic



課程內容與指定閱讀



Content and Reading Assignment



教學活動與作業



Teaching Activities and Homework



學習投入時間



Student workload expectation



課堂講授



In-class Hours



課程前後



Outside-of-class Hours



1




  • The Role of Social Media Marketing



Chapter 1



 



Grouping for the Assignments/Final Project



3



3



2




  • Goals and Strategies



Chapter 2



SMMR Presentation



3



3



3




  • Identifying Target Audiences



Chapter 3



SMMR Presentation



Case Study



3



3



4




  • Rules of Engagement for SMM

  • Social Media Platforms and Social Networking Sites



Chapter 4



Chapter 5



SMMR Presentation



3



3



5




  • Microblogging



Chapter 6



Group Project Introduction



Case Study



3



3



6




  • Content Creation and Sharing: Blogging, Streaming Video, Podcasts, and Webinars



Chapter 7



IMS Presentation



3



3



7



MID-TERM EXAM



 



0



3



8



NO CLASS - Flexible Class in BA Department



9




  • Video Marketing



Chapter 8



IMS Presentation



Case Study



3



3



10




  • Marketing on Photo Sharing Sites

  • Discussion, News, Social Bookmarking, and Q&A Sites



Chapter 9



Chapter 10



IMS Presentation



3



3



11




  • Content Marketing: Publishing Articles, White Papers, and E-Books



Chapter 11



BMAR Presentation



3



3



12




  • Mobile Marketing on Social Networks



Chapter 12



BMAR Presentation



Case Study



3



3



13




  • Social Media Monitoring

  • Tools for Managing the Social Media Marketing Effort



Chapter 13



Chapter 14



BMAR Presentation



3



3



14




  • Social Media Marketing Plan



Chapter 15



Case Study



3



3



15



FINAL GROUP PROJECT PRESENTATIONS



Project Presentation



3



3



16



FINAL EXAM



 



1.5



3



17



NO CLASS - National Holiday



 



0



3



18



NO CLASS - Flexible Class in BA Department



Teaching Methods
Teaching Assistant

TBD


Requirement/Grading

Class Participation / Attendance (10%)



Assignments



- Social media monitoring report (SMMR, 10%)



- Influencer marketing showcase (IMS, 10%)



- Brands and mobile apps report (BMAR, 10%)



Exams (30%)



Final Group Project (30%)


Textbook & Reference

  1. Social Media Marketing: A Strategic Approach by Melissa Barker, Donald Barker, Nicolas Bormann, Mary Roberts, and Debra Zahay (2nd Edition), CENAGAGE Learning.

  2. Additional materials will be provided in class or on the online course system.


Urls about Course
Attachment

Digital _ Social Media Marketing _ Syllabus _Upload_.pdf