國立勤益科技大學 企業管理系(科) 95年度教學內容綱要 碩士班 開課年級 二年級 開課學期 第一學期 預修課程 科目名稱 網路廣告 修 別 選修 3/3 授課教師 林勤豐 教 科 書 Advertising on the Internet, 2nd Edition by Robbin Lee Zeff 參 考 書 Internet Advertising: Theory and Research by David W. Schumann and Esther Thorson 評量方式 測驗、個案研討與論文討論 內容綱要 n 網路廣告理論的基礎n 消費者回應與網路廣告n 顯著影響消費者的網路廣告n 消費者的需求與傾向對未來網路廣告的影響 National Chin-Yi Institute of Technology Department of Business Administration（Research） Year of 2006 Syllabus of teaching abstract Year 2 Semester n Fall Pre-taking Course Course Internet Advertising ¨ Required ¨ Optional Optional Credit Hour 3/3 Instructor Chin-Feng Lin Textbook Advertising on the Internet, 2nd Edition by Robbin Lee Zeff Reference Internet Advertising: Theory and Research by David W. Schumann and Esther Thorson Scoring Exam, Case study, and Paper discussion Syllabus n The foundations of Internet advertising theoryn Consumer response to Internet advertisingn Topical areas in which Internet advertising has significant influence on the consumern Human needs and trends that will likely have significant impact on the future of Internet advertising