1226 - 整合行銷傳播
Advertising and Integrated Marketing Communication
教育目標 Course Target
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
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
參考書目 Reference Books
Moriarty, Mitchell, Wood and Wells (2019), Advertising & IMC: Principles and Practice, 11th edition, Prentice Hall
Moriarty, Mitchell, Wood and Wells (2019), Advertising & IMC: Principles and Practice, 11th 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 | |
|
分組作業 Sub-assembly |
15 | |
|
期中報告 Midterm Report |
20 | |
|
期末報告 Final report |
20 | |
|
期末考 Final exam |
35 |
授課大綱 Course Plan
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相似課程 Related Courses
無相似課程 No related courses found
課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 1226
- 學分 Credit: 3-0
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上課時間 Course Time:Tuesday/2,3,4[M135]
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授課教師 Teacher:謝慧璋
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修課班級 Class:企管系3,4
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選課備註 Memo:先修課程：行銷管理，行銷與數位經營組選修
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