[注意!!!] 此課程為學生自主學分，非一般知識講授類課程，學生個人的自主性及投入參與十分重要，請務必了解其性質再行選課！(參：https://thuhesp.thu.edu.tw/resource-student/student-directed-credit-courses/)

本課程旨在補足管理學院學生在數位行銷學習之外，對於多元媒體生態與公關實務理解不足之缺口。雖然學生已熟悉社群媒體操作，但對於傳統媒體、數位媒體、公關媒體關係及整合行銷傳播（IMC）等概念，仍缺乏系統性認識。因此，本課程將從媒體類型與產業結構出發，介紹傳統媒體（電視、報紙、廣播）、數位媒體（社群平台、內容媒體、KOL／KOC）及新興媒體形式，並進一步說明公關與行銷在策略目標、操作手法與成效評估上的差異。
在課程設計上，除了部分講授及文本閱讀，將邀請業界專家分享實務案例，使學生理解媒體操作與品牌溝通的真實情境。同時，透過分組實作，讓學生設計公關活動提案，並進行危機事件分析與應對策略演練，以培養其整合媒體資源與策略規劃能力。若條件允許，亦將安排企業或媒體機構參訪，讓學生近距離觀察媒體運作流程，深化學習體驗。整體課程強調「從理解媒體到應用媒體」，以提升學生未來進入行銷與傳播產業之實務能力。

[Attention!!!] This course is for students to earn independent credits and is not a general knowledge course. The student's personal autonomy and participation are very important. Please be sure to understand its nature before choosing a course! (Reference: https://thuhesp.thu.edu.tw/resource-student/student-directed-credit-courses/)

This course aims to fill the gap in students’ understanding of multi-media ecology and public relations practices in addition to their digital marketing studies. Although students are already familiar with social media operations, they still lack a systematic understanding of concepts such as traditional media, digital media, public relations and media relations, and integrated marketing communications (IMC). Therefore, this course will start from media types and industrial structures, introduce traditional media (TV, newspapers, radio), digital media (social platforms, content media, KOL/KOC) and emerging media forms, and further explain the differences between public relations and marketing in strategic goals, operating methods and effectiveness evaluation.
In terms of course design, in addition to some lectures and text readings, industry experts will be invited to share practical cases to enable students to understand the real situations of media operation and brand communication. At the same time, through group practice, students are allowed to design public relations activity proposals and conduct crisis event analysis and response strategy drills to cultivate their ability to integrate media resources and strategic planning. If conditions permit, visits to companies or media organizations will also be arranged to allow students to observe the media operation process at close range and deepen their learning experience. The overall curriculum emphasizes "from understanding media to applying media" to enhance students' practical ability to enter the marketing and communication industry in the future.

黃兆璽 (2025)，風暴思維: 從危機管理理論到韌性治理的行動思考策略，台北：新銳文創出版社。

Huang Zhaoxi (2025), Storm Thinking: Action Thinking Strategies from Crisis Management Theory to Resilient Governance, Taipei: Xinrui Cultural and Creative Publishing House.