國立中山大學108學年度第2學期策略寫作課程大綱

國立中山大學 108學年度第2學期課程教學大綱

National Sun Yat-sen University 108Academic year Course syllabus

中文名稱
Course name(Chinese)

策略寫作

課號
Course Code

ICM539

英文名稱
Course name(English)

STRATEGIC WRITING

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

行銷傳播管理研究所碩士班

授課教師
Instructor

鄭安授

學分
Credit

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：

同步遠距【透過網路直播技術，同時進行線上教學，得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術，同時進行線上教學並同時錄影，課程內容可擇日再重播，得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習，得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程，經評估無法採遠距課程教學，後續復課後密集補課

★遠距教學軟體操作說明連結

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：

1.Class participation：20%
2.Final research proposal：20%
3.Class activities and assignments：60%

課程大綱 Course syllabus

本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

本課程分為新聞寫作與論文寫作兩大部分，分別引領同學瞭解新聞寫作與論文寫作的原則。在新聞寫作部分，同學將於課程中進行新聞寫作與公關寫作之實作。在論文寫作部分，同學將完成一篇論文實作並於期末進行成果發表。
This course includes introduction to and application of key principles of effective and efficient copywriting and academic writing. In provides key techniques, guidelines and suggestions to improve students’ copywriting and academic writing skills. This course also gives hands-on experience in drafting, organizing and revising academic texts.

課程目標 Objectives

一、瞭解新聞及新聞工作者角色
二、瞭解新聞寫作與深度報導
三、瞭解論文寫作觀念與準則
四、掌握論文寫作的架構與格式
五、具備評論論文的基本能力
Upon successful completion of this course, students will be able to….
1. Understand the principle and guidelines of copywriting and academic writing
2. Develop the ability of copywriting and academic writing skills
3. Write a well-developed research proposal
4. Have the ability to review and make clarification comment on the research paper
5. Reflect on what they have learned throughout the course and clearly express that knowledge in the presentation.

授課方式 Teaching methods

講授與實作
This course includes lectures, demonstrations, class discussions, and writing practices.

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

1.課堂專題練習（文案實作、論文實作）Homework：60%
2.期末論文計畫書 Research proposal：20%
3.課堂參與 Lecture attendance and participation）：20%

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

1. 邱順應（2008）。《廣告文案》。台北：智勝文化。
2. 鄭緯筌（2018）。《慢讀秒懂：Vista的數位好文案分析時間》。台北：智勝文化。
3. Druin, A., Jaeger, P., Golbeck, J., Fleischmann, K., Lin, J., Qu, Y., Wang, P.. & Xie, B. (2009). The Maryland modular method: An approach to doctoral education in information studies. Journal of Education for Library and Information Science, 50(4), 293-301
4. Huff, A. S. (1999). Writing for scholarly publication. London: Sage Publications.
5. Swales, J. M., & Feak, C. B. (2004). Academic writing for graduate students: Essential tasks and skills. Ann Arbor: University of Michigan Press.

彈性暨自主學習規劃 Alternative learning periods

本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）

Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?

否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。
No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)

是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。
Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).

學生彈性或自主學習活動 Alternative learning periods	勾選或填寫規劃內容 Place a check in the appropriate box or provide details	時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)

每週課程內容及預計進度 Weekly scheduled progress

週次	日期	授課內容及主題
Week	Date	Content and topic
1	2020/02/27~2020/02/29	課程簡介 Introduction
2	2020/03/01~2020/03/07	文案的位階、對象、情報、策略 The objective and strategy of copywriting
3	2020/03/08~2020/03/14	文案的訴求、創意、產品概念、表現概念 The appeal and creativity of copywriting
4	2020/03/15~2020/03/21	文案的要素、秩序、修辭、名堂 The elements and essence of copywriting
5	2020/03/22~2020/03/28	文案的紙本、腳本、驗收、風格 The style and completeness of copywriting
6	2020/03/29~2020/04/04	文案的省思、趨勢、企畫、舞台 The trends and reflections of copywriting
7	2020/04/05~2020/04/11	文案的改寫、評介 The trends and reflections of copywriting
8	2020/04/12~2020/04/18	新聞寫作 Principle of news writing
9	2020/04/19~2020/04/25	論文資料取得與資料管理 Data acquisition and data management
10	2020/04/26~2020/05/02	論文寫作的準備 Writing Preparation
11	2020/05/03~2020/05/09	論文主題選擇與計畫書撰寫 Choosing a topic & Writing a Thesis Proposal
12	2020/05/10~2020/05/16	論文大綱擬定、論文題目、摘要與緒論之寫作
13	2020/05/17~2020/05/23	論文寫作策略 Strategies for Writing Thesis
14	2020/05/24~2020/05/30	論文大綱擬定、論文題目、摘要與緒論之寫作 Making an Outline, Writing Thesis Title, Abstract, and Introduction
15	2020/05/31~2020/06/06	文獻探討 Doing Literature Review
16	2020/06/07~2020/06/13	研究設計與實施的撰寫：量化研究內容檢核與評析 Data Commentary
17	2020/06/14~2020/06/20	論文計畫書報告與討論 Proposal presentation
18	2020/06/21~2020/06/24	課程總結 Final paper due and course wrap up

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期二14:00~16:00
地點 Office/Laboratory：管4080
時段2 Time period 2：
時間 Time：星期四14:00~16:00
地點 Office/Laboratory：管4080

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

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 capabilities of the department and the university

課堂活動與評量方式
Class activities and evaluation

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.

※系所學生專業能力 Basic disciplines and core capabilities of the department

1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.

2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.

4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.

5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.

※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university

1.表達與溝通能力。 1. Articulation and communication skills

2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities

3.終身學習能力。 3. Lifelong learning

4.倫理與社會責任。 4. Ethnics and social responsibility

5.美感品味。 5. Aesthetic appreciation

6.創造力。 6. Creativity

7.全球視野。 7. Global perspective

8.合作與領導能力。 8. Team work and leadership

9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature　

本課程與SDGs相關項目：The course relates to SDGs items:

尚未建立SDGS資料

本課程校外實習資訊: This course is relevant to internship:

本課程無註記包含校外實習