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
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, 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 usual results |
10 | |
| 分組作業分組作業 Group work |
15 | |
| 期中報告期中報告 interim report |
20 | |
| 期末報告期末報告 Final report |
20 | |
| 期末考期末考 final exam |
35 |
