國立中山大學108學年度第2學期娛樂行銷與媒體課程大綱

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)

娛樂行銷與媒體

課號
Course Code

ICM545

英文名稱
Course name(English)

ENTERTAINMENT MARKETING AND MEDIA

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

李雅靖

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.上課參與：30%
2.作業：40%
3.期末報告：30%

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.)】

娛樂行銷 entertainment marketing
媒體 media
影視產業行銷 marketing for media industry.

課程目標 Objectives

本課程介紹數位媒體產業之娛樂行銷策略，促進學生熟悉數位媒體運行模式、功能結構、資源配置等。本課程亦透過娛樂行銷實務的分析，檢視其操作與行為、社會、產業秩序、科技、政策、法規、市場、經營與管理機制因素對娛樂行銷的影響，進而研擬出適合數位媒體的娛樂行銷策略。
This course introduces entertainment marketing strategies for digital media. Students will learn media culture, media structure, media market, and media performance, media law, and society. They will have the knowledge and skill to apply theories to analyze the media market and audiences. They can then formulated marketing strategies to solve market problems.

授課方式 Teaching methods

講授 Lecture,個案探討 Case Study

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.上課參與 Class Participation：30%
2.作業 Assignment：40%
3.報告 Final Project Report：30%

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

序號	作者	書名	出版社	出版年	出版地	ISBN#
No.	Auther	Title	Publisher	Year of publish	Publisher place	ISBN#
1	課堂講義 Teacher-prepared reading pack	to be distributed	課堂講義 Teacher-prepared reading pack	2020	高雄 Kaohsiung

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. Module 1: 娛樂產業 Entertainment Industry 數位匯流 Digital Convergence – 有圖有真相 The Picture Tells All: 戲劇化新聞 Dramatized News
2	2020/03/01~2020/03/07	性無敵 Sex sells I. 猥褻 Obscenity
3	2020/03/08~2020/03/14	性無敵 Sex sells II. 言論自由 Freedom of Speech
4	2020/03/15~2020/03/21	媒體巨獸 Media Conglomerate – 如何幫蔡董解套? I Solutions for CEO Tsai
5	2020/03/22~2020/03/28	媒體巨獸 Media Conglomerat –如何幫蔡董解套? II Solutions for CEO Tsai
6	2020/03/29~2020/04/04	Module 2: Media Branding 打造媒體品牌
7	2020/04/05~2020/04/11	兒童節、民族掃墓節(放假) Holiday
8	2020/04/12~2020/04/18	明星素人網紅 Star Celebrity Branding
9	2020/04/19~2020/04/25	期末報告解說 Explanation of Final Project
10	2020/04/26~2020/05/02	打造藝人價值 Branding for Super Star - 音樂會行銷 Marketing Music Concert
11	2020/05/03~2020/05/09	置入性行銷 Product Placement
12	2020/05/10~2020/05/16	Module 3: 影片行銷 Film Marketing
13	2020/05/17~2020/05/23	國際娛樂行銷 International Entertainment Marketing
14	2020/05/24~2020/05/30	討論期末報告 Discussion - Final Project
15	2020/05/31~2020/06/06	網路影音行銷 OTT Marketing
16	2020/06/07~2020/06/13	期末報告 Final Project Presentation
17	2020/06/14~2020/06/20	期末報告 Final Project Presentation
18	2020/06/21~2020/06/24	期末檢討 Self-Reflection

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期二9:00-11:00
地點 Office/Laboratory：4072
時段2 Time period 2：
時間 Time：星期一9:00-11:00
地點 Office/Laboratory：4072

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