國立中山大學 110學年度第2學期 課程教學大綱
National Sun Yat-sen University 110Academic year Course syllabus
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中文名稱 Course name(Chinese) |
行銷傳播策略 |
課號 Course Code |
ICM526 |
英文名稱 Course name(English) |
MARKETING COMMUNICATIONS STRATEGY |
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
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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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1.Weekly Report:40% 2.Case Analysis:20% 3.Final Project and Presentation:30% 4.Class Participation:10%
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課程大綱 Course syllabus |
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課程目標 Objectives |
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Upon completion of this course, students should be able to: 1.Understand the concept of Integrated Marketing Communications (IMC). 2.Understand the role of IMC in the marketing process. 3.Discuss influences that affect consumer needs and wants. 4.Explain the methods used in marketing and advertising research. 5.Explain the role and methods of media planning. 6.Explain some of the advantages and disadvantages of using various forms of media. 7.Evaluate the effectiveness of a variety of IMC programs.
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授課方式 Teaching methods |
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Lecturers, class discussions, and case study
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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.Weekly Report:40% 2.Case Analysis:20% 3.Final Project and Presentation:30% 4.Class Participation:10%
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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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1.Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective (8th Ed.). New York, NY: McGraw-Hill Companies, Inc.(滄海) (Required Textbook) 2.劉美琪(2004)。《行銷傳播概論》。台北:雙葉。 3.劉盈君(譯)(2017)。《行銷4.0:新虛實融合時代贏得顧客的全思維》。(原作者:P. Kotler, H. Kartajay, & I. Steiawan)。台北:天下雜誌。 4.顏和正(譯)(2011)。《行銷3.0:與消費者心靈共鳴》。(原作者:P. Kotler, H. Kartajay, & I. Steiawan)。台北:天下雜誌。
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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 | Week | Date | Content and topic | 1 | 2022/02/13~2022/02/19 | Introduction | 2 | 2022/02/20~2022/02/26 | Introduction to Integrated Marketing Communications (IMC) | 3 | 2022/02/27~2022/03/05 | The role of IMC in the marketing process | 4 | 2022/03/06~2022/03/12 | Perspectives on consumer behavior | 5 | 2022/03/13~2022/03/19 | The communication process | 6 | 2022/03/20~2022/03/26 | Source, message, and channel factors | 7 | 2022/03/27~2022/04/02 | Creative strategy: Planning and development | 8 | 2022/04/03~2022/04/09 | Creative strategy: Implementation and evaluation | 9 | 2022/04/10~2022/04/16 | Case study (midterm) | 10 | 2022/04/17~2022/04/23 | Media planning and strategy | 11 | 2022/04/24~2022/04/30 | Evaluation of broadcast media and print media | 12 | 2022/05/01~2022/05/07 | Support media and direct marketing | 13 | 2022/05/08~2022/05/14 | The Internet and interactive media | 14 | 2022/05/15~2022/05/21 | Sales promotion, public relations, publicity, and corporate | 15 | 2022/05/22~2022/05/28 | Measuring the effectiveness of the promotional program | 16 | 2022/05/29~2022/06/04 | Social marketing/Guest speaker | 17 | 2022/06/05~2022/06/11 | Group presentation of IMC plans | 18 | 2022/06/12~2022/06/18 | Group presentation of IMC plans |
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課業討論時間 Office hours |
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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:星期四10:00~12:00 地點 Office/Laboratory:管4080
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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 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. | V | | V | | V | V | V | | | | | 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. | V | | V | | V | | V | | | | V | 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. | V | | V | | V | | V | | | | | 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 | V | | V | | V | | V | | | | | 2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities | V | | V | | V | | V | | | | | 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 | V | | V | | V | | V | | | | | 9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature | | | | | | | | | | | |
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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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