、 CHUAN FENG SHIH合授

Big Data Marketing is a study of recent data/model-driven research in the academic marketing literature and in the practice of e-commerce. The perspective developed in Marketing Management, Statistical Decision Science, and Computer Science (esp. the Big Data in Web Warehousing) provides a useful base for the investigation of research literature.

The objectives of this course are the following: 1. Develop an awareness of the current level of understanding and state of research in several areas of database marketing study. It is hoped that pursuit of this goal will provide the student with a greater understanding of database marketing itself, as new questions are posed from the practice perspective. 2. Develop the ability to read and understand the current research literature. Pursuit of this goal will provide a familiarity with research procedure as it is applied to big data marketing. This background should be very useful as the student begins to design and execute research program in the content of e-commerce.

COURSE PREREQUISITES: 1. Marketing Management 2. Statistics

4 hours

COURSE METERIALS: Textbook 1. 任立中，陳靜怡(2019)，大數據行銷：邁向智能行銷之路 (BIG DATA MARKETING: THE ROAD TO AI MARKETING)，前程文化，臺北市。

Reference Books 1. 任立中，周建亨，陳靜怡(譯)，2016年12月，行銷人攀越的7個頂峰，前程文化，臺北市。 2. 任立中主編，2016年10月，大數據戰略4.0，前程文化，臺北市。 3. 任立中，陳靜怡(2015)，行銷研究：發展有效行銷策略之基石，前程文化，臺北市。 4. 任立中(2010)，行銷源典，前程文化，臺北市。 5. Blattberg, Robert C., Byung-Do Kim, and Scott A. Neslin (2008), Database Marketing: Analyzing and Managing Customers, Springer, New York, NY. 6. Aaker, David A., V. Kumar, George S. Day, and Robert P. Leone (2011), Marketing Research, 10th edition, John Wiley & Sons, Inc. 7. Rossi, Peter E., Greg Allenby, and Rob McCulloch (2005), Bayesian Statistics and Marketing, John Wiley and Sons, New York, NY. 8. Leeflang, Peter S.H., Dick R. Wittink, Michel Wedel, and Philippe A. Naert (2000), Building Models for Marketing Decisions, Lower Academic Publishers, Norwell, MA. 9. Blattberg, Robert C., Gary Getz, and Jacquelyn S. Thomas (2001), Customer Equity: Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston, Massachusetts. 10. Lilien, Gary L. and Arvind Rangaswamy (2003), Marketing Engineering: Computer- Assisted Marketing Analysis and Planning, Pearson Education, NJ.