本課程的開設是為了培養傳播策略與媒體經營管理的思維，課程內容相當重視傳播觀念的建立，進一步提升對媒體的戰略溝通能力。本課程的學習內容包括傳播理論、媒體經營與管理、公共關係、廣告學、整合行銷傳播、媒體市場分析、傳播企劃專案、以及媒體研究方法和企劃書撰寫等。本課程學習順序，首先是媒體素養的提升，包括認識傳播媒體、傳播理論、人際傳播與大眾傳播應用，然後學習媒體經營的專業。第二階段在如何制定有效的傳播策略，然後應用在媒體經營的公關與活動規劃中。第三階段將學習傳播受眾與廣告分析，進行綜合理論應用與實務操作，並完成傳播企劃撰寫。■※課程目標及內涵 (Course Objectives and Contents) (限2000中文字)
課程說明：
歐美許多大學在傳播與管理學院中皆開設了「傳播策略與媒體經營管理」，因為在當今全球充斥大眾傳播媒介與社群媒體的社會中，各行各業的經營管理者都會面對不斷變化的媒體行銷需求，以及因應社群媒體的輿論攻擊，若能掌握對媒體溝通的技巧與優勢，將可以掌握傳播行銷和危機處理的制動權。
本課程的開設是為了培養傳播策略與媒體經營管理的思維，課程內容相當重視傳播觀念的建立，進一步提升對媒體的戰略溝通能力。本課程的學習內容包括傳播理論、媒體經營與管理、公共關係、廣告學、整合行銷傳播、媒體市場分析、傳播企劃專案、以及媒體研究方法和企劃書撰寫等。本課程學習順序，首先是媒體素養的提升，包括認識傳播媒體、傳播理論、人際傳播與大眾傳播應用，然後學習媒體經營的專業。第二階段在如何制定有效的傳播策略，然後應用在媒體經營的公關與活動規劃中。第三階段將學習傳播受眾與廣告分析，進行綜合理論應用與實務操作，並完成傳播企劃撰寫。
課程目標
「傳播策略與媒體經營管理」課程的目標一般是為了配合當前媒體和溝通領域的需求，培養專業知識和技能，以便能夠在多變的溝通環境中成功地進行策略性溝通。
1. 掌握傳播媒介與傳播方式，包括傳播理論、傳播技巧的建立。
2. 培養分析和運用各種傳播媒介和平台的能力。
3. 建立對公共關係的了解，透過公關經營媒體關係。
4. 了解數據分析和市場研究，透過數據制定有效的溝通策略。
5. 強調倫理和社會責任在媒體溝通中的重要性。
3.課程內涵
1.傳播媒介與傳播理論：傳播媒介的社會功能、大眾傳播理論。
2.傳播策略與溝通：溝通工具使用分析，媒體經營的策略與計畫。
3.新媒體經營管理：新媒體與科技，社群媒體平台的使用和管理。
4.公共關係和廣告策略：人際傳播概論、廣告學、危機管理、大數據與市場分析、傳播研究方法。
5.新聞稿寫作：新聞學、新聞稿撰寫技巧、品牌宣傳活動文案。
6.企劃書撰寫：撰寫媒體傳播行銷計畫書。
The development of this course is to cultivate the thinking of communication strategies and media management. The content of the course focuses on the establishment of communication concepts, and further improves the strategic communication ability of the media. The learning content of this course includes communication theory, media management and management, public relations, advertising learning, integrated marketing, media market analysis, communication of enterprise projects, as well as media research methods and enterprise writing, etc. The learning sequence of this course is first of all, the improvement of media qualities, including understanding the media, communication theory, international communication and public communication applications, and then learning the profession of media management. The second stage is about how to formulate effective communication strategies and then apply them to the public relations and activities planning of media operations. In the third stage, the audience and advertising analysis will be learned, the application and practical operations will be conducted in a comprehensive and reasonable manner, and the broadcasting plan will be completed. ■※Course Objectives and Contents (limited to 2000 Chinese characters)
Course description:
Many universities in Europe and the United States have established "communication strategy and media management" in the schools of communication and management. Because in today's society filled with the public's media and social media around the world, business managers from all walks of life will face the ever-changing media marketing needs and the discussion attacks of social media. If they can master the skills and advantages of media communication, they will be able to master the power to deal with communication marketing and crisis.
The development of this course is to cultivate the thinking of communication strategies and media management. The content of the course focuses on the establishment of communication concepts, and further improves the strategic communication ability of the media. The learning content of this course includes communication theory, media management and management, public relations, advertising learning, integrated marketing, media market analysis, communication of enterprise projects, as well as media research methods and enterprise writing, etc. The learning sequence of this course is first of all, the improvement of media qualities, including understanding the media, communication theory, international communication and public communication applications, and then learning the profession of media management. The second stage is about how to formulate effective communication strategies and then apply them to the public relations and activities planning of media operations. In the third stage, the audience and advertising analysis will be learned, the application and practical operations will be conducted in a comprehensive and reasonable manner, and the broadcasting plan will be completed.
Course Target
The goal of the "Propagation Strategy and Media Management" course is generally to meet the needs of the current media and communication fields, and to cultivate professional knowledge and skills so that strategic communication can be successfully carried out in a multi-variable communication environment.
1. Master the propagation media and propagation methods, including the establishment of propagation theory and propagation skills.
2. Cultivate the ability to analyze and use various propagation media and platforms.
3. Establish an understanding of public relations and use public relations to operate media relations.
4. Understand data analysis and market research, and develop effective communication strategies through data.
5. Strengthen the importance of ethics and social responsibility in media communication.
3. Course content
1. Communication media and communication theory: the social functions of communication media and the public communication theory.
2. Propagation strategy and communication: communication tool usage analysis, media operation strategies and planning.
3. New media operation management: new media and technology, the use and management of social media platforms.
4. Public relations and advertising strategies: international communication overview, advertising learning, crisis management, large data and market analysis, and communication research methods.
5. News manuscript writing: news learning, news manuscript writing skills, brand promotion activity copywriting.
6. Writing a plan: Writing a media marketing plan.
■※主要參考書籍/資料 (Textbooks and References) (教科書遵守智慧財產權觀念不得非法影印) (限2000中文字)
W. James Potter /Media Literacy
翁秀琪/大眾傳播理論與實證（第四版）
克里斯蒂安.福克斯/社群媒體批判理論
林照真/新聞，在轉捩點上：數位時代的新聞轉型與聚合
孫秀惠/公共關係 理論、策略與研究實例 [新修訂第二版]
高端訓/以MARTECH經營大數據會員行銷（《大數據預測行銷》暢銷增訂版）
李湘君/策略與公共關係：理論與實務
姚惠忠/公共關係原理與實務
翟治平/廣告設計策略與管理：打造廣告人安身立命的生存法則
時報出版/文案的基本修養：比文字技巧更重要的事
楊名皓/數位時代的奧格威談廣告：聚焦消費洞察，解密品牌行銷
■※Main reference books/data (Textbooks and References) (Textbooks and References are not allowed to illegally copy the concept of smart property rights) (limited to 2000 Chinese characters)
W. James Potter /Media Literacy
Weng Xiuqi/Popular Communication Theory and Certification (Fourth Edition)
Christian Fox/Social Media Critical Theory
Lin Zhaozhen/News, at the turning point: News transformation and aggregation in the digital age
Sun Xiuhui/Public Relations Theory, Strategies and Research Examples [Newly Revised Second Edition]
High-end training/MARTECH operates large data member marketing (extra-ordered version of "Large Data Predicted Marketing")
Li Xiangjun/Strategies and Public Relations: Theory and Practice
Yao Huizhong/Principles and Practices of Public Relations
Zhai Zhiping/Advertising design strategy and management: creating a survival method for advertisers to settle down
Basic refining of time publishing/copywriting: something more important than writing skills
Yang Minghao/Ogwei discussion ads in the digital era: focus on consumer insights and decrypt brand marketing
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出缺勤出缺勤 Absent from work |
20 | 無故缺勤三次者不予給分 |
| 平時作業平時作業 Normal operation |
30 | 分組報告，若未參與不予給分 |
| 期末作業期末作業 Final operation |
50 | 分組報告，若未參與不予給分 |
