■ 課程概述 (Course Description)

廣告與整合行銷溝通的教學目標是在培養學生成為品牌行銷溝通的決策管理者。藉由本課程學生將學習到廣告溝通不是僅僅有趣而已，它背後所涵蓋的是一整套完整的行銷策略運作。本課程強調創意與策略在整合行銷傳播操作上的重要性，培養學生在數位時代整合行銷規劃的能力。


■ 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

■ Course Description

The teaching goal of advertising and integrated marketing communication is to train decision managers to become brand marketing communication. Through this course, students learn to advertising communications are not just fun, but behind it is a complete set of marketing strategies. This course emphasizes the importance of creativity and strategy in integrating marketing communication operations, and cultivates students' ability to integrate marketing planning in the digital era.


■ Course Contents

During the learning process, the primary consideration for students to learn to integrate marketing is consumers, and its fundamental purpose is to spread and speak to consumers the concept of products and services through creative expression. Then, through the integrated planning and operation of multimedia, we can 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