SemesterFall Semester, 2019
DepartmentMA Program of Management Information Systems, First Year MA Program of Management Information Systems, Second Year
Course NameDigital Media and E-Marketing
InstructorTANG TZUNG-I
Credit3.0
Course TypeElective
Prerequisite
Course Objective
Course Description
Course Schedule




































































































1



Understand how to use digital marketing for multiple goals in different political and economic arrangements (i.e. conglomerate media versus independent media, main stream media versus alternative media, etc.) of old and new media and laws and public policies that promote or hinder democratic outcomes of fairness, economic justice, universal and ubiquitous access to true high-speed and ultra-speed broadband.. Weekly hours required: 4



3



1



2



3



1



3



3



1



4



Website design and management: social media, search engine optimization, paid search advertising, e-commerce trend, online newsletters, mobile apps. Weekly hours required: 4.



3



1



5



3



1



6



3



1



7



Major digital marketing channels – online advertising, digital display, video, mobile, search engine. Weekly hours required: 4



3



1



8



3



1



9



3



1



10



Develop and execute comprehensive digital marketing plan. Measure digital marketing efforts and calculate ROI. Weekly hours required: 4.



3



1



11



3



1



12



3



1



13



Explore the latest digital advertising technologies. Weekly hours required: 4.



 



3



1



14



3



1



15



3



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16



Other latest digital marketing information and communication services. Weekly hours required: 4.



3



1



17



3



1



18



3



1




 


Teaching Methods
Teaching Assistant
Requirement/Grading

Participation 30%



Mid-term 20%



Final 50%


Textbook & Reference

The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand (Ekaterina Walter)



Contagious: Why Things Catch On (Jonah Berger)



Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works (Pam Didner)



Social Media ROI (Olivier Blanchard) Epic Content Marketing (Joe Pulizzi)



Creative Confidence (Tom Kelley and David Kelley)



Lessig, Lawrence, Code and Other Laws of Cyberspace, Chaps. 11-13. O'Brien, Richard. Global Financial Integration: The End of Geography (New York: Council on Foreign Relations Press, 1992)



Bar, François and Michael Borrus with Benjamin Coriat, “Information Network and Competitive Advantages: The Issues for Government Policy and Corporate Strategy,” Final Report on the Seminar 'Information Networks and Business Strategies' (Paris: OECD-BRIE, 1989), excerpts, pp. 26-35.



Bach, David and Abe Newman, “Self-Regulatory Trajectories in the Shadow of Public Power: Resolving Digital Dilemmas in Europe and the United States.”



Cioffi, John, 'The Collapse of the European Union Directive on Corporate Takeovers: The EU, National Politics and the Limits of Integration', BRIE Briefing Paper 2001.



Gilbert, Richard J., Networks, Standards, and the Use of Market Dominance: Microsoft (1995),” Case 17 in John E. Kwoka, Jr. and Lawrence J. White, The Antitrust Revolution: Economics, Competition, and Policy, 3d Edition (New York and Oxford: Oxford University Press, 1999).



Limstedt, Henrik and Udo Zander, “Sweden's Wireless Wonders: The Diverse Roots and Selective Adaptations of the Swedish Internet Economy,” in Bruce Kogut ed., The Global Internet Economy


Urls about Course
Center for Democracy and Technology Platform for Internet Content Selection (PICS) Electronic Frontier Foundation European Information Network FTC, Privacy Online: A Report to Congress, June 1998 Free Speech TV http://amic.org.sg/ http://www.internetnews.com/ http://www.epic.doc.gov/ http://www.ntia.doc.gov/ http://www.gpsr.org/ http://www.marketwire.com/ http://www.nytimes.com http://www.soumu.go.jp/ http://www.wired.com/ http://www.washingtonpost.com http://infoition.com/ http://www.networkworld.com/ http://thomas.loc.gov/ http://www.fcc.gov/Welcome.html http://www.totaltele.com/
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