政策行銷的主要目的，就是透過使用各式媒體（報章雜誌、電視電影、廣播、網際網路等），將政策理念、目標、期望與執行做法，成功的傳達給標的團體，企圖爭取標的團體對於政策的認同，進而轉化成為順服政策的行動力。本課程的目的，就是試圖藉著探討國內外政策行銷的實務與理論，並配合國內外商業與政策行銷的實例探討，啟發學習者的創意構想，訓練學習者獨立構思政策行銷企劃方案能力，並實地製作一份富含創意的行銷影片。The main purpose of policy marketing is to successfully communicate policy concepts, goals, expectations and implementation practices to target groups through the use of various media (newspapers, magazines, TV movies, radio, the Internet, etc.), in an attempt to win over the target groups. The recognition of the policy is then transformed into the motivation to obey the policy. The purpose of this course is to inspire learners’ creative ideas and train learners’ ability to independently conceive of policy marketing plans by exploring the practice and theory of domestic and foreign policy marketing, and by discussing domestic and foreign business and policy marketing examples. Produce a creative marketing video on the spot.
翁興利 政策規劃與行銷 華泰書局（主要）
李佑寧 如何拍攝電影 商周出版社（主要）
黃俊英 行銷管理--策略性的觀點 華泰書局（參考）
周文賢 市場分析與廣告策略研擬--理論架構與實務運作 華泰書局（參考）
其他相關資料
Weng Xingli Policy Planning and Marketing Huatai Bookstore (Main)
Li Youning How to Shoot a Movie Shangzhou Publishing House (Mainly)
Huang Junying Marketing Management--Strategic Perspective Huatai Book Company (Reference)
Zhou Wenxian Market Analysis and Advertising Strategy Development--Theoretical Structure and Practical Operation Huatai Book Company (Reference)
Other related information
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 政策行銷企劃案政策行銷企劃案 Policy marketing plan |
20 | 於第10週繳交，以供討論與評分 |
| 政策行銷影片政策行銷影片 Policy Marketing Video |
50 | 於第17週播放 |
| 期末考期末考 final exam |
20 | |
| 出勤率出勤率 Attendance |
10 | 5次缺席，10次遲到，一律扣考。 |
