国立台湾大学推广教育中心.docx
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国立台湾大学推广教育中心.docx
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国立台湾大学推广教育中心
國立台灣大學推廣教育中心
資料庫行銷
DatabaseMarketing
策略性資料庫行銷決策模式
(DecisionModelsforStrategicDatabaseMarketing)
(Data-DrivenMarketAnalytics)
任課教師:
任立中博士
國立台灣大學國際企業學系暨研究所副教授
台北市106基隆路四段144巷50號教學館308室
:
(02)2363-0231EXT3693
FAX:
(02)2363-8439
E-mail:
lichung@handel.mba.ntu.edu.tw
OfficeHours:
2~5pm.Monday
COURSEDESCRIPTION
DatabaseMarketingisastudyofrecentdata/model-drivenresearchintheacademicmarketingliteratureandinthepracticeofe-commerce.TheperspectivedevelopedinMarketingManagement,StatisticalDecisionScience,andComputerScience(esp.inWebWarehousing)providesausefulbasefortheinvestigationofresearchliterature.Theobjectivesofthiscoursearethefollowing:
1.Developanawarenessofthecurrentlevelofunderstandingandstateofresearchinseveralareasofdatabasemarketingstudy.Itishopedthatpursuitofthisgoalwillprovidethestudentwithagreaterunderstandingofdatabasemarketingitself,asnewquestionsareposedfromthepracticeperspective.
2.Developtheabilitytoreadandunderstandthecurrentresearchliterature.Pursuitofthisgoalwillprovideafamiliaritywithresearchprocedureasitisappliedtodatabasemarketing.Thisbackgroundshouldbeveryusefulasthestudentbeginstodesignandexecuteresearchprograminthecontentofe-commerce.
COURSEMATERIALS
PartI:
ReferenceBooksinStrategicDatabaseMarketing
1.Hughes,ArthurM.(1996),TheCompleteDatabaseMarketer:
Second-GenerationStrategiesandTechniquesforTappingthePowerofYourCustomerDatabase,McGraw-Hill,NewYork,NY.
2.Hanson,Ward(2000),PrinciplesofInternetMarketing,South-WesternCollegePublishing,Cincinnati,OH.(Textbook,華泰書局)
3.Ries,AlandLauraRies(2000),The11ImmutableLawsofInternetBranding,HarperCollinsPublishersInc.,NewYork,NY.
4.DavidShepardAssociates,Inc.(1995),TheNewDirectMarketing:
HowtoImplementaProfit-DrivenDatabaseMarketingStrategy,RichardD.Irwin,IncNewYork,NY.
5.Stone,B(1994),TheSuccessfulDirectMarketing,NTCBusinessBooks,Lincolnwood,IL.
6.Feather,Frank(2000),FutureC:
TheWebolutionofShoppingto2010,WarwickPublishingInc.,Toronto,Ontario,CA.
PartII:
ReferenceBooksinAnalyticalDecisionTools
1.Lilien,GaryL.,PhilipKotler,andK.SridharMoorthy(1992),MarketingModels,PrenticeHall,NewYork,NY.
2.Cherkassky,VladimirandFilipMulier(1998),LearningfromData:
Concepts,Theory,andMethods,JohnWiley&Sons,Inc.,NewYork,NY.
3.Berry,MichaelJ.A.andGordonLinoff(1997),DataMiningTechniques:
forMarketing,Sales,andCustomerSupport,JohnWiley&Sons,Inc.,NewYork,NY.
4.Westphal,ChristopherandTeresaBlaxton(1998),DataMiningSolutions:
MethodsandToolsforSolvingReal-WorldProblems,JohnWiley&Sons,Inc.,NewYork,NY.
PartIII:
ReferenceBooksinKnowledgeManagement
1.Ruggles,RudyandDanHoltshouse(1999),TheKnowledgeAdvantage:
14VisionariesDefineMarketplaceSuccessintheNewEconomy,CapstoneUS,Dover,NH.
2.Fayyad,etal.(1996),AdvancesinKnowledgeDiscoveryandDataMining,AmericanAssociationforArtificialIntelligence,AAAIPress,MenloPark,CA.
3.Nonaka,IkujiroandHirotakaTakeuchi(1995),TheKnowledge-CreatingCompany:
HowJapaneseCompaniesCreatetheDynamicsofInnovation,OxfordUniversityPress,Inc.,NewYork,NY.
PartIV:
ReferenceBooksinApplicationSoftware
1.Mattison,Rob(1999),WebWarehousingandKnowledgeManagement,McGraw-Hill,NewYork,NY.
2.MicrosoftDeveloperLearningTools(1999),MasteringeCommerceDevelopment:
BusinesstoConsumer,MicrosoftPress,Redmond,Washington.
Articlesfrom:
JournalofDatabaseMarketing
JournalofMarketingResearch
MarketingScience
SloanManagementReview
JournaloftheAmericanStatisticalAssociation
Otherjournals
CLASSSESSIONS
Ineachweek,theclasswillbedividedintotwosessions.ALectureSessionwillbegivensothatthestudentswillgetfamiliarwiththeideasandmethodsrelatedtothecertaintopics.APanelSessionwillbefollowedanditwillbediscussionorientedwitheachstudentexploringideasandquestionsproposedbyothersandexposinghis/herownideasandquestionsforinvestigationbyothers.Eachsessionwillfocusononetopicareaasindicatedinthefollowingclassschedule.Discussionwillcenteraroundthereadingassignments,computerprogramming,andpracticesimulation.Eachstudentisexpectedtohavethoughtseriouslyaboutboththemodelingandthemarketingissuesrelevanttoeachpiece.Everystudentisexpectedtoparticipateinthediscussionofallmaterials,andnotjusta"showandtell"forthearticleyoureviewed.
TERMPAPER
Eachgroup(orstudent)willberequiredtoturninatypedformalresearchproposaldesignedtoadvanceamajortheoreticalormethodologicalissueconsideredinthiscourse.ItistobeaproposalforresearchthatcanactuallybecarriedoutbyyouwhileyouareintheMBAprogram.Thisproposalwillbeexpectedtoincludeanup-to-dateliteraturereviewandhypotheses(e.g.abetterresearchframeworkormodel)whichfollowdirectlyfromthatliteraturereview.Inaddition,aresearchdesignshouldbespecifiedwhichprovidesatestoftheimplicationsofthesehypotheses.Asectiononlimitationsmaybeadvisabletotreatweaknessesinthedesignaswellastoincorporatechangesoradditionswhichwouldstrengthenthedesign.Adiscussionsectioncouldbeusedtospellouttheimplicationsofthestudent’sproposedresearchforunderstandingmarketingmodelsandtosuggestimplicationsforfurtherresearch.Thepaperwillbedue,withenoughcopiesfordistributiontotheothermembersoftheclass,atthebeginningofclassonthefourteenthweek(December22).Anoraldefenseoftheproposalwillbepresentedinclassatthelastsession(December29).
STUDENTEVALUATION
Theevaluationofeachstudent'sperformanceinthecoursewillbebasedonthequalityofthecontributiontoclassdiscussion,performanceontheexaminations,andthetermpaper.Detailsofthecomprehensiveexamswillbeprovidedinclass.Approximateweightsoftheevaluationcomponentsare:
20%ContributiontoClassDiscussion
20%GroupPresentation
30%MidtermExam(inclassonNovember10)
30%TermPaper(dueonDecember22)andPresentation(onDecember29)
COURSESTRUCTURE
PARTI:
ConceptsandStrategiesine-Marketing
●TheWorldofe-Businessande-Marketing
●StrategicPlanninginDatabaseMarketing
●BuildingRelationshipwithCustomersBasedonLifeTimeValue
PARTII:
Cross-SellingStrategiesine-Marketing
●MarketingBasketAnalysis
●ProfilingandCloningCustomers
●TargetingtheBest/RightCustomers
PARTIII:
Continuity-SellingStrategiesine-Marketing
●PurchaseTimingModels
●PatternsinTimeSeries
●DependencyDerivation
PARTIV:
KnowledgeDiscoveryandManagementine-Marketing
●Memory-BasedReasoning--ContentAnalysis
●ResearchfromResearches–Meta-Analysis
●NeuralNetworksandFuzzySystems
GROUPPRESENTATIONS
No.
Topics
Date
1
Chapter5:
WebBusinessModels
09/29
2
Chapter6:
CustomerSupportandOnlineQuality
10/06
3
Chapter7:
Personalization
10/20
4
Chapter8:
NewProductDevelopmentandtheNet
10/27
5
Chapter9:
TrafficandBrandBuilding
11/03
6
Chapter11:
PricinginanOnlineWorld
11/17
7
The1stand2ndImmutableLawofInternetBranding
11/24
8
The3rdand4thImmutableLawofInternetBranding
12/01
9
The5thand6thImmutableLawofInternetBranding
12/08
10
The7thand8thImmutableLawofInternetBranding
12/15
11
The9th,10th,and11thImmutableLawofInternetBranding
12/22
CLASSSCHEDULE
PARTONE
ConceptsandStrategiesine-Marketing
(Week1to3,9/22~10/6)
1.(Week1–September22)
Lecture:
1.IntroductiontoCoursePhilosophy,Structure,andPolicy
2.TheWorldofe-Businessande-Marketing
Discussion:
1.Groupassignment
2.Freediscussion
Assignments:
1.LogonAandbrowsethesite.Writeathree-pagereportwiththeinformationaboutthecontent,path,andcharts.
2.ReadChapter5andprepareforclasspresentation
3.ReadJohn,Weiss,&Dutta(1999),“MarketinginTechnology-IntensiveMarkets:
TowardaConceptualFramework,”JournalofMarketing,SpecialIssue,Vol.63,p.78-91.
2.(Week2–September29)
Lecture:
1.StrategicPlanningforDatabaseMarketing
2.WhatMarketingDatabasesDo
3.TheHistoryofDatabaseMarketing
4.HowtoBuildYourMarketingDatabase
Discussion:
1.GroupPresentation:
Chapter5
2.PanelDiscussion:
JWDpaper
Assignments:
1.Designacustomerdatabaseforyourfuturee-Business
2.ReadChapter6andprepareforclasspresentation
3.ReadGlazer(1999),“WinninginSmartMarkets,”SloanManagementReview,Summer,p.59-69.
3.(Week3–October6)
Lecture:
1.BuildingRelationshipswithCustomers
2.HowtoSelectYourBestCustomer
3.BuildingCustomerLoyalty
4.TheLifetimeValueofaCustomer
Discussion:
1.GroupPresentation:
Chapter6
2.PanelDiscussion:
Glazer’spaper
Assignments:
1.UsingExceltoexerciseRFMscoringsystem
2.ReadChapter7andprepareforclasspresentation
3.ReadHaxandWilde(1999),“TheDeltaModel:
AdaptiveManagementforaChangingWorld,”SloanManagementReview,Winter,p.11-28.
4.(Week4–October13)ReviewBasicStatisticalAnalysis
PARTTWO
Cross-SellingStrategiesine-Marketing
(Week5to7,10/20~11/3)
5.(Week5–October20)
Lecture:
1.MarketBasketAnalysis
2.CorrelationMatrix
3.FactorAnalysis
Discussion:
1.GroupPresentation:
Chapter7
2.PanelDiscussion:
H&Wpaper
Assignments:
1.Findthepackageforyourcustomer
2.ReadChapter8andprepareforclasspresentation
6.(Wee
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