1353 - 整合行銷傳播 英授 Taught in English

Advertising and Integrated Marketing Communication

教育目標 Course Target

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

參考書目 Reference Books

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

評分方式 Grading

評分項目
Grading Method		 配分比例
Percentage		 說明
Description
平時成績
Regular achievements
 10 含出席、課堂參與
分組作業
Sub-assembly
 15
期末報告
Final report
 20
期中考
Midterm exam
 20
期末考
Final exam
 35

授課大綱 Course Plan

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相似課程 Related Courses

課程代碼
Course Code		 課程名稱
Course Name		 授課教師
Instructor		 時間地點
Time & Room		 學分
Credits		 操作
Actions
選修-5876
Advertising and Integrated Marketing Communication
 企管碩1,2 謝慧璋 三/2,3,4 3-0 詳細資訊 Details

課程資訊 Course Information

基本資料 Basic Information
  • 課程代碼 Course Code: 1353
  • 學分 Credit: 3-0
  • 上課時間 Course Time:
    Wednesday/6,7,8[M145]
  • 授課教師 Teacher:
    謝慧璋
  • 修課班級 Class:
    企管系3,4
  • 選課備註 Memo:
    先修課程：行銷管理，行銷學群必選之一
選課狀態 Enrollment Status
目前選課人數 Current Enrollment: 40 人
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