課程大綱

內容

課程概述

人工智慧的應用已是各領域發展的必然趨勢與重要課題。本課程從資訊與行銷的角度切入人工智慧於行銷領域的應用，其內容涵蓋行銷基礎內涵、以顧客價值為核心概念、AI技術與應用三個層面，講授企業融入大數據、AI科技、機器與深度學習於行銷應用中，以及如何透過AI行銷提升企業競爭力。

The application of artificial intelligence has become an inevitable trend and important issue in the development of various fields. This course examines the application of artificial intelligence in the marketing field from the perspective of information and marketing. Its content covers three aspects: basic marketing concepts, customer value as the core, and AI technology and application. It teaches companies how to use big data, AI technology, machine and deep learning in marketing applications, and how to enhance corporate competitiveness through AI marketing.

授課內容

本課程授課內容包括數位時代的行銷關鍵(本質與內涵、跨世代消費行為、客群經營)、AI理論與技術(大數據、物聯網、人工智慧概論、機器與深度學習)、AI產業應用(智慧零售、智慧物流、智慧金融)、顧客核心價值(數位產品、顧客體驗、行銷科技、數位雙邊平臺、電子商務)。本課程授課內容包涵學科基礎理論、個案實務與AI案例應用，從多面向的講授中，培養同學跨領域知識的學習知能。