■ 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 (Course Description)

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


■ Course Contents

In the process of learning, students will learn that the primary consideration of integrated marketing communication is consumers, and its basic purpose is to disseminate and persuade consumers about the concepts of products and services through creative expression. Then through integrated planning and operation of multiple media, marketing strategic goals are achieved. Course contents include:
1. The correlation between brand communication and marketing management
2. Analysis and planning of brand communication strategy
3. Creation of advertising creative elements
4. Integrated media analysis and planning

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