世新「真資管」「在職碩士專班」實驗保送計畫歡迎報名世新「真資管」「在職碩士專班」實驗保送計畫

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世新「真資管」「在職碩士專班」實驗保送計畫適合非資訊本科在職者,發展第二資管專長。世新「真資管」「在職碩士專班」實驗保送計畫適合擬轉業者/退休者,發展人生第二春、第二樂趣!

Research in e-Commerce Marketing Strategy

96學年度第2學期課程綱要 

世新資管研究所碩專班

吳統雄( 2008/1/2 )

Objective 教學目標 

This course addresses accounts and theorists of E-commerce for students who want to investigate its marketing strategy for various business domains.

The goal of this course takes account of the inter-discipline of social sciences and information technology. The learning method focuses on problem solving oriented approach. The learning activity designates an assignment of literature review and requires a hands-on practice.

Since Taiwan is playing a distinguished role in information industry, there are lots of studies of the technical concerns in E-commerce, such as authentication, cryptology, enclave network security etc. However, there is little research related to E-commerce marketing strategy , cross-cultural business and cyber multinational cooperation.  From the management point of view, marketing forecast and planning are the fundamental for E-commerce; it is obviously an emergent need for these foci.

This course attempts to respond the scarcity and to investigate the following:
1. Worldwide E-commerce: Forecasting the worldwide E-commerce market
2. Consumers??behavior: Investigating consumers??behavior in this market.
3. Case study: Exploring cases involved in E-commerce; their activities and performance.
4. E-commerce strategies: Analyzing the growth and trend of E-commerce. Proposing E-commerce strategies on market planning and public policies for private or governmental sectors.
5. Methodological issues: Discussing methodological issues on E-commerce marketing research.

There are rich empirical findings on E-commerce and user behaviors in Northern America and European countries. This course encourages students to compare the worldwide relevant results and to reach a cross-cultural perspective.

The teacher found there were various results in different studies. The data were even not convergent in different release versions of same survey conductor. The different research methods and interpretation process might produce the conflict.
Therefore, the examination of methodological issues will be a very significant key in this course.

Students will also experience the roles to run e-business. They will touch the holistic sprit and process of a real setting and raise the confidence to manage an E-commerce entity.

The teacher is the first and single researcher who has directed series survey on internet users and E-commerce marketing in Taiwan. This course will lead students entering this promising interdisciplinary territory or getting ready for further research. It is an interactive place for students form pluralistic majors to enlighten and encourage each other. This course is engaging students who can take care of the whole thing and can look out the future.

Enjoy the course!

Meeting and Counseling

1. Class meeting: Since this course has a thorough continuity in course design, students should avoid missing any topic of the learning chain.

2. Online counseling and interactive learning:

    Teaching Resource: http://tx.liberal.ntu.edu.tw/

    Online counseling: http://tx.liberal.ntu.edu.tw/internet.htm

    Interactive learning:

http://tx.liberal.ntu.edu.tw/txcomm/&Internet/

    Research development community: http://tx.liberal.ntu.edu.tw/SilverJay/index.htm

3. Individual counseling: Specific 1 on 1 training by appointment. Extra-hour counseling may be also available.

4. Telephone counseling: (02)2236-8225 Ext.63347, 0921807365

5. Email counseling: txwu@cc.shu.edu.tw

Course Outline

G603

[Date]

[Agenda]

[Activities]

2/20

Introduction

Electing representative of class

2/27

Real and Live American English

Case study in English

How to Initiate Strategy

Findings in Taiwan and Chinese community

English enlightenment

3/5

Guideline for professional presentation

Overview of E-commerce

Online interaction

Findings in Northern America

Findings in European countries and other area

English enlightenment

*List of assignment and presentation

Why do they laugh?

3/12

Discussion

Online participation

3/19

Exploring internet users profile as world cybercitizens

Households??behavior in the digital family

Business??behavior in the industry

English practice

3/26

Discussion

Online participation

4/2

Shih Hsin Week

4/9

Forecasting the internet activities in Taiwan and its implication for globalization

English practice

4/16

Paper(1): Literature review

Analyzing the growth and tend of E-commerce

Presentation

4/23

Discussion

Online participation

4/30

Paper(1): Literature review

E-commerce strategies on market planning for public policies /private or governmental sectors

Hand in draft

Presentation

5/7

Discussion

Online participation

5/14

Paper(2): Literature review

Initiating suggestions for methodological issues on E-commerce marketing research

Presentation

*Collection of English practice

5/21

Discussion

Online participation

5/28

Paper(2): Literature review

Methodology issues:

Measuring who is internet user.

Weighting procedure of estimating uses numbers

Presentation

6/4

Discussion

Online participation

6/11

Final Presentation

Final review

Conclusion

6/18

Final Presentation

Last words to my friends at parting

Conclusion

*Prepared by the representative of class.

Requirements and Grading

1. Literature review(50%): Presentation(40%), improvement(10%)

2. English practice (30%): Written files and presentation(20%), improvement(10%)

3.Class interaction and online participation(20%)

4.Extra Contribution(10%): if it is for volunteering learning activity or service.

        5.Hand in: Both in e-files and hard copies.

        6. Online participation: ID: ems-ma

Required Readings and Learning Materials

How to Prepare Your Homework

1.Literature review(50%):

Choice of one of above five focuses.

Reviewing 2 or more research papers in English.

Presentation with visual assistance. Must in English, visually and orally about 15 minutes.

2.English practice(30%):

Choice of 2 short articles in Live English.

Make translation and understand their vocabulary, pronunciation and cultural implication.

Other Notices

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