國立中山大學 106學年度第1學期 課程教學大綱
National Sun Yat-sen University 106Academic year1st Semester Course syllabus
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中文名稱 Course name(Chinese) |
整合行銷溝通 |
課號 Course Code |
BM341 |
英文名稱 Course name(English) |
INTEGRATED MARKETING COMMUNICATION |
課程類別 Type of the course |
講授類 | 必選修 Required/Selected | 選修 |
系所 Dept./faculty |
企業管理學系 |
授課教師 Instructor |
張純端
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學分 Credit |
3 |
因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下: |
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因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下: |
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尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞
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課程大綱 Course syllabus |
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課程目標 Objectives |
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The objectives of this course are presented as follows: 1.To understand that advertising is oriented toward building market share and increasing sales through the development of brand image and long-run consumer loyalty 2.To analyze the many elements of an advertising campaign, it’s planning, and the execution of message strategy and media selection 3.To apply communication concepts: signs, field of experience, and meaning 4.To understand that sales promotion focuses on short-term incentives to encourage purchase or sale of a product or service. 5.To evaluate elementary techniques of advertising research 6.To provide practice in the application of advertising theory to practical problems 7.To achieve market leadership by creating customer satisfaction through product innovation, product quality, and customer service 8.To integrate ethical considerations into discussion of advertising topics throughout the course
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授課方式 Teaching methods |
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lectures, class discussion, video watching, and student presentations lectures, class discussion, video watching, field trips, and student presentations
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評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference
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1.Group case study (4 people/ per group, oral 20%):20% 2.Group project (the same group, written 10% + oral 15%):25% 3.Individual assignments and reports:15% 4.Class Participation:15% 5.Final Exam:25%
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參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
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George E. Belch and Michael A. Belch (2017), “Advertising and Promotion: An Integrated Marketing Communications Perspective,” 11th Edition, McGraw Hill. ISBN: 1259548147 / 9781259548147 Kotler, Philip and Keller, Keven (2014), “Marketing Management,” 15th edition, Prentice Hall. ISBN: 0133856461 / 9780133856460
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彈性暨自主學習規劃 Alternative learning periods
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每週課程內容及預計進度 Weekly scheduled progress |
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週次 | 日期 | 授課內容及主題 | 1 | 2017/09/18~2017/09/24 | Syllabus + Housekeeping issues How to work as a group Introduction to Integrated Marketing Communication | 2 | 2017/09/25~2017/10/01 | Introduction to Integrated Marketing Communication(cont.) | 3 | 2017/10/02~2017/10/08 | Integrated marketing program situation analysis | 4 | 2017/10/09~2017/10/15 | The communication process | 5 | 2017/10/16~2017/10/22 | Source, message and channel factors Objectives and budgeting of IMC programs | 6 | 2017/10/23~2017/10/29 | Creative strategy | 7 | 2017/10/30~2017/11/05 | Field trip (TBA) | 8 | 2017/11/06~2017/11/12 | No class | 9 | 2017/11/13~2017/11/19 | Case study presentations (United Colors of Benetton) | 10 | 2017/11/20~2017/11/26 | Media planning and strategy | 11 | 2017/11/27~2017/12/03 | Evaluation of broadcast media, Evaluation of print media | 12 | 2017/12/04~2017/12/10 | Support media | 13 | 2017/12/11~2017/12/17 | Direct marketing, The Internet and interactive media | 14 | 2017/12/18~2017/12/24 | Guest speaker talk (TBA) | 15 | 2017/12/25~2017/12/31 | Sales promotion | 16 | 2018/01/01~2018/01/07 | Personal selling , Measuring the effectiveness of the promotional programs, Course Wrap-Up | 17 | 2018/01/08~2018/01/14 | Final Exam | 18 | 2018/01/15~2018/01/21 | Group Project Presentations |
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課業討論時間 Office hours |
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時段1: 時間:星期二13:00~15:00 地點:管4048-1 時段2: 時間:星期三10:00~12:00 地點:管4048-1
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系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university |
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系所學生專業能力/全校學生基本素養與核心能力 | 課堂活動與評量方式 | 本課程欲培養之能力與素養 This course enables students to achieve... | 紙筆考試或測驗 Test | 課堂討論︵含個案討論︶ Group discussion (case analysis) | 個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment | 群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment | 個人口頭報告 Indivisual oral presentation | 群組口頭報告 Group oral presentation | 課程規劃之校外參訪及實習 Off-campus visit and intership | 證照/檢定 License | 參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions | 課外閱讀 Outside reading | ※系所所學生專業能力 | |
1.基礎的管理知識(general knowledge of business management) | V | V | V | V | V | | V | V | | | | 2.理解能力與溝通能力(effective comparehension and communication) | V | V | V | V | V | | V | V | | | | 3.團隊合作能力(team effectiveness) | V | | | | V | | V | V | | | | 4.道德觀與同理心(ethical practice and compassion) | | | | | | | | | | | | 5.國際觀(global perspective) | V | | | | V | | V | | | | | ※全校學生基本素養與核心能力 | |
1.表達與溝通能力。 | V | V | V | V | V | | V | V | | | | 2.探究與批判思考能力。 | V | V | V | V | V | | | V | | | | 3.終身學習能力。 | V | | | | | | | V | | | | 4.倫理與社會責任。 | | | | | | | | | | | | 5.美感品味。 | | | | | | | | | | | | 6.創造力。 | | | | | | | | | | | | 7.全球視野。 | | | | | | | | | | | | 8.合作與領導能力。 | V | | | | V | | | V | | | | 9.山海胸襟與自然情懷。 | | | | | | | | | | | |
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本課程與SDGs相關項目:The course relates to SDGs items: |
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本課程校外實習資訊: This course is relevant to internship: |
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