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
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
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績平時成績 Regular achievements |
10 | |
| 分組作業分組作業 Sub-assembly |
15 | |
| 期中報告期中報告 Midterm Report |
20 | |
| 期末報告期末報告 Final report |
20 | |
| 期末考期末考 Final exam |
35 |
