廣告與整合行銷溝通課程的教學目標在於培養學生成為具備策略思維與整合能力的品牌行銷溝通管理者。在 AI 與數位科技快速發展的時代，消費者接觸品牌的管道日益多元，媒體環境也更加複雜，使整合行銷溝通的重要性日益提升。品牌不僅需要善用傳統與數位媒體，更需運用創新科技，建立一致且有效的品牌溝通策略，以提升消費者體驗與品牌價值。透過本課程，學生將了解廣告不只是創意表現或娛樂內容，而是建立在完整行銷策略基礎上的溝通工具。課程強調策略與創意在整合行銷傳播中的關鍵角色，培養學生在 AI 與數位時代下規劃、執行與評估整合行銷活動的能力。學生將學習以消費者為核心，透過創意與策略有效傳達品牌價值，並整合廣告、公關、社群媒體、內容行銷，以達成品牌策略性的目標。

The teaching goal of the Advertising and Integrated Marketing Communication course is to train students to become brand marketing communication managers with strategic thinking and integration capabilities. In an era of rapid development of AI and digital technology, the channels through which consumers come into contact with brands are becoming increasingly diversified, and the media environment is becoming more complex, making integrated marketing communications increasingly important. Brands not only need to make good use of traditional and digital media, but also use innovative technologies to establish consistent and effective brand communication strategies to enhance consumer experience and brand value. Through this course, students will understand that advertising is not just creative expression or entertainment content, but a communication tool based on a complete marketing strategy. The course emphasizes the key role of strategy and creativity in integrated marketing communications, and cultivates students' ability to plan, execute and evaluate integrated marketing activities in the AI ​​and digital era. Students will learn to put consumers at the core, effectively convey brand value through creativity and strategy, and integrate advertising, public relations, social media, and content marketing to achieve brand strategic goals.

Weigold and Arens (2023), Contemporary Advertising and Integrated Marketing Communications, 17th edition, McGraw Hill
Moriarty, Mitchell, Wood and Wells (2019), Advertising & IMC: Principles and Practice, 11th edition, Prentice Hall

Weigold and Arens (2023), Contemporary Advertising and Integrated Marketing Communications, 17th edition, McGraw Hill
Moriarty, Mitchell, Wood and Wells (2019), Advertising & IMC: Principles and Practice, 11th edition, Prentice Hall