This document provides the course outline for a Seminar on Internet Marketing class. The key points are: 1. The course aims to expose students to the dynamics of industries driven by information technology and train students in internet marketing theory and practice with a global perspective. 2. Main topics include consumer behavior online, segmentation strategies, product/pricing/distribution strategies, social media, and customer relationship management. 3. Students will collaborate on a big project mapping an industry's technology development through patent databases, with presentations, exams, and a final project assessing their learning.

1. Seminar on Internet Marketing 網路行銷專題
Course Outline2011Fa ll 長 榮 大 學 教 師 授 課 計 畫 表
GBO006 學分 2 creds 每週時數*
Code 科目 講課*:2 hs/wk 實習*：
科目 中文
網路行銷專題 [分組必修] (英語上課/少數台灣國語)
Discussion
Seminar on Internet Marketing (Taught in English mostly)
Course Name English
開課系級 MBA1/經營所碩士班一年級 授課學期 2011 Fall/ 100 學年度上學期
Prof-Yender McLEE 李元德+@other GSBOM 經管所
授課教師 系（所）別
1.Course Objectives 授課目標 1. The purpose of this course is to expose you to the dynamics of
industries driven by information technology, and to train you to be familiar with theory and practice
of Internet Marketing and think strategically and globally. 2.[textbook] “Bilingually” (特別對本地
生能雙語地): Understanding basic concepts, terminology and trends of Internet Marketing. Why/
What /Where/When/How? Approaches? New roles? Challenges/Opportunities? 3. [Assignment]
learning how to collaborate a big project via a FREE groupware website then to publish online,
CD-ROM and print-out book (proceedings) (3 in 1)
2.Main Contents 授課大綱 8. Consumer Behavior Online
1. Yahoo! Groups and Plurk 9. Segmentation, Targeting, Differentiation, and
2. Past, Present, and Future (ch1) Positioning Strategies
3. Strategic E-Marketing and Performance 10. Product: The Online Offer
Metrics 11. Pricing: The Online Value
4. The E-Marketing Plan 12. The Internet for Distribution
5. Building Inclusive E-Markets 13. E-Marketing Communication Tools
6. Ethical and Legal Issues 14. Engaging Customers with Social Media
7. E-Marketing Research 15. Buying Digital Media Space
16. Customer Relationship Management
3. Textbook 教科書 Strauss and Frost (2012/2009) E-Marketing, 6e/5e, New York:
Prentice/Pearson (must to read its powerpoints as preview), 華泰進口 02-2377-3877 Mr
Benjamin Wu 07-349-7717 [也有台灣國語翻譯本]
4. References參考書籍 1. Bailey and Kaushik (2011) Internet Marketing: An Hour a Day, John
Wiley and Sons. 2. Fox (2010) Marketing in the Age of Google, John Wiley and Sons.
3. Treadaway and Smith (2010) Facebook Marketing: An Hour a Day, John Wiley and Sons.
Facebook Marketing:
4. Thomases (2010) Twitter Marketing: An Hour a Day, John Wiley and Sons.
**5. Turban (2010) Electronic Commerce: A Managerial Perspective 2010, 6/e, Prentice Hall，台
北：華泰進口
5.先修科目 無 None
6.課外作業 Class-wide Big Project: Mapping the INK of xxx Tech or Industry for Taiwan and
World (via Patent Databases and SSCI-SCI-like Database)
See more in detail on Course Outline and Online http://groups.yahoo.com/group/McGill-
iPMP4tw; http://www.plurk.com/INK_SSCI_SCI/invite
Write to above for public discussion (will be counted) but E-mail: McGill_LEE@yahoo.com for private (no
count) McGill-iMPM@hotmail.com (MSN no count, too) when office hours
7.成績考核準則 Discussion and Participation (30%) smoothing by classroom and online
COUNTS) Written MidTerm Exam (20%) Final Exam (20%) Project Case (40%)
Time 接見學 Thursdays (2hrs) Place 3T810 face to face and Online
生時間 14:20-17:10 face to face@3T409 地點 24/7/365@Plurk+MSN+Skype

2. Seminar on Internet Marketing 網路行銷專題
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3. Seminar on Internet Marketing 網路行銷專題
Agenda 長 榮 大 學 教 師 授 課 進 度 表
Textbook Project/Issues Remarks
週次
Tidd(2005)
Week1 Syllabus Familiar with Greeting
www.USPTO.gov
Week2 Ch1:Introduction Familiar with www.ipIQ.com
Week3 Ch2:Sources of Familiar with ABI and
Innovation www.ISInet.com
Week4 Ch3:Types and Patterns *Finalized Division of Labor
La Project
Week5 Ch4:Standards Battles & Ch5:Timing of Entry
Design
Week6 Ch6:Strategic Direction Gate 1 Oral Report and Gate 1 deadline
Interview @Monday/W6
Week7 Ch7: Innovation Projects Gate 1: Oral Report and
Interview
Week8 Allowance for Invited Mapping the Tech: Patent Data
教育部創造力王永
Speaker Bases
銘(龍華)
Week9 Midterm Allowance for Interview
Week10 Ch8:Collaboration Allowance for Interview
Strategies
Week11 Ch9:Protecting Allowance for Interview Gate 2 deadline
Innovation @Monday/W11
Week12 Ch10:Organizing for Allowance for Interview
Innovation
Week13 Ch 11: NPD Process Allowance for Interview
Week14 Ch12: NPD Teams Allowance for Interview Allowance for
Interview
Week15 Ch13:Deployment Gate 4: Oral Report Allowance for
Strategy Interview
Week16 Allowance Gate 3: Oral Report and Gate 3 deadline
Interview @Monday/W16
Week17 Final Exam Gate 3: Oral Report and
Interview
Week18 Reflection Gate 3: Oral Report and
Interview
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4. Seminar on Internet Marketing 網路行銷專題
Office Hours 2011Fall 授 課 暨 接 見 學 生 時 間 表
G S B i z O p M g t P r o f . Ye n d e r M c L E E 經 管 所 : 李 元 德 教 師
科目 星期
教室 一 Mon 二 Tue 三 Wen 四 Thur 五 Fri 六 Sat
節次
運休 1A
1/0810-0900 @L20202
GBo006@409 計算機 IBO004@409
2 單
碩一
產業分析 概論(一) 單 資訊管理
博一
與 創新 專題研討
0910~1000 數 專題 數
周 周
@# @
#
free
fre
e
3 @#
1010~1100
4/1110~1200 @#
IBO007@???
5 博二
經營管理
1210~1300
專題研討 III
6/1320~1410
GBo-0016
7/1420~1510 @T30409
碩二(考替)
8/1520~1610 管理英
9/1620~1710 文 (二)
(Taught somewhat in
English)
10/1720~1810
11/1820-1910 @#
12/1920-2010 @#
13/2020-2110
14/2120-2210
註：接見學生時間以「#」號表示. @#」
「 表示可預約或 MSN/Skype Ready to Talk 但可能老師可能請假. .