本課程中文授課,使用英文教科書。欲加簽同學，請至教室參與第一週課程並依課堂規定索取授權碼。授課開始前之加簽信恕不回覆，感謝配合。

*註一：本課程主要以中文授課；指定及參考書目多為英文；考試為英文出題，可用中文或英文回答。 *註二：社群媒體行銷有許多值得探討的主題，也有很多可以切入角度，建議想修本課的同學請認真閱讀課程說明，再判斷此課程是不是適合自身需求。 *註三：欲加簽本課程之同學，請至教室參與第一週的課程，並依照課堂中宣布之規定索取授權碼。能加簽多少同學取決於有多少人選上及多少人退選本課程。加簽將以品牌及顧客管理學程、管院高年級學生、及已經修過行銷管理的同學為優先。授課開始前之加簽信恕不一一回覆，感謝配合。 This course will provide the students with the philosophies, concepts, relevant theoretical background, and some fundamental skills needed to utilize new and constantly evolving social media marketing. Major topics covered in this course are marketing principles and the psychology of social media, content strategy, channel strategy, community building, and brand management. Our approach in this course aims to strike a balance between theory and practical application. In other words, in contrast to the social media workshops available on the web, this course places a stronger emphasis on delving into social media theory, fundamental concepts, and overarching strategies, complemented by practical exercises. This is because the primary objective of this course is not solely to impart fundamental knowledge of prevalent social media strategies, but also to enable students to grasp the factors that render social media impactful in today's landscape. This equips them to anticipate and adapt to future changes within the realm of social media. As a result, this program caters particularly well to two specific student profiles: 1) Individuals who have recently acquired knowledge of marketing principles but possess limited experience in using social media beyond personal usage. 2) Those seeking a comprehensive understanding of the mechanisms behind social media marketing strategies commonly employed by both firms and individuals.

1. Describe how social media marketing fits into the overall marketing plan to help a business, an organization, or a person. 2. Compare social media platforms from the perspective of media characteristics and user demographics and psychographics. 3. Develop a social media strategy for a specific business goal for a particular target audience. 4. Analyze social media performance results and suggest optimization plans.

Grading Components and Percentages 1. Term Project and Assignments 50% 2. Quizzes and Exam 20% 3. Worksheets and Class Participation 30%

The links for our weekly reading and practice materials will be posted on NTU COOL. These materials include, but are not limited to, open-source textbook chapters, free social media certification study guides, business blogs, academic articles, and practice worksheets. Students are required to complete the pre-class reading assignments before class.