1. 幫助學生建立廣告與整合行銷的相關概念
2. 培養學生整合行銷分析與規劃的能力
■ 課程內涵 (Course Contents)
在學習的過程中，學生將學習到整合行銷溝通的首要考慮是消費者，而其基根本的目的是藉
由創意的表達，向消費者傳播與說服產品與服務的理念。再透過多元媒體整合性的規劃與運
作，達成行銷策略性目的。課程內涵包括:
1.品牌溝通與行銷管理關聯性
2.品牌溝通策略的分析與規劃
3.廣告創意元素的建立
4.整合媒體的分析與規劃1. Help students establish related concepts of advertising and integrated marketing
2. Cultivate students' ability to integrate marketing analysis and planning
■ Course Contents
During the learning process, the primary consideration for students to learn to integrate marketing is consumers, and its fundamental purpose is to
Through creative expression, the concept of spreading and experiencing products and services to consumers. Then through the planning and operation of multimedia integration
to achieve strategic marketing purposes. The course content includes:
1. Relevance between brand communication and marketing management
2. Analysis and planning of brand communication strategies
3. Establishment of creative elements of advertising
4. Analysis and planning of integrated media
Moriarty, Mitchell and Wells (2015), Advertising & IMC: Principles and Practice, 10th edition, Prentice Hall
Moriarty, Mitchell and Wells (2015), Advertising & IMC: Principles and Practice, 10th edition, Prentice Hall
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績平時成績 Regular achievements |
10 | 含出席、課堂參與 |
| 分組作業分組作業 Sub-assembly |
15 | |
| 期末報告期末報告 Final report |
20 | |
| 期中考期中考 Midterm exam |
20 | |
| 期末考期末考 Final exam |
35 |
