國立中山大學 112學年度第2學期 課程教學大綱

National Sun Yat-sen University 112Academic 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

 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：
　　　　　　　　 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.






研究娛樂行銷與媒體
Research on entertainment marketing and media



課程目標 Objectives
　　　　　　　　 本課程介紹數位媒體產業之娛樂行銷策略，探討影視、遊戲、音樂、時尚、IP行銷溝通，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，深入了解精采娛樂作品的運作，進而擬出適合的娛樂行銷溝通策略。
本課程有助於有志投入娛樂行銷的同學建立必備的產業知識、商業觀念、閱聽眾的了解、行銷溝通策略實作，成為專業娛樂行銷人才。
This course guides students to understand entertainment marketing and media. Students will learn how to assess media structure, competition, and behavior, audience psychology, and effects of entertainment marketing. Students will also learn to examine effects of media performance and management on entertainment marketing. Students have an opportunity to practice entertainment marketing communication on related subjects.

授課方式 Teaching methods
　　　　　　　　 授課
lecture

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：30%
2.作業：40%
3.期末報告：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.AutherTitlePublisherYear of
publish		Publisher
place		ISBN#
1講義講義講義

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).

本門課程規劃學生彈性或自主學習內容（每1學分2小時）：
Alternative learning periods planned for the course (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
WeekDateContent and topic
12024/02/18~2024/02/24Module 1: Entertainment Industry 課程簡介
22024/02/25~2024/03/02媒體的內容、行銷與創新
32024/03/03~2024/03/09媒體巨獸的美麗與哀愁
42024/03/10~2024/03/163/13全校運動會
52024/03/17~2024/03/23Sex sells I. Obscenity
62024/03/24~2024/03/30Sex sells II. Freedom of Speech
72024/03/31~2024/04/06Module 2: Media Branding 打造媒體品牌 I.
82024/04/07~2024/04/13打造媒體品牌 II.
92024/04/14~2024/04/20打造藝人價值 音樂會行銷
102024/04/21~2024/04/27期末報告解說
112024/04/28~2024/05/04Module 3: Film Marketing: Event Film 娛樂至死!
122024/05/05~2024/05/11國際娛樂行銷
132024/05/12~2024/05/18Go online是個聰明的做法 ?
142024/05/19~2024/05/25Game
152024/05/26~2024/06/01討論期末報告
162024/06/02~2024/06/08期末報告
172024/06/09~2024/06/15彈性學習
182024/06/16~2024/06/22彈性學習

課業討論時間 Office hours
　　　　　　　　 時段1 Time period 1:
時間 Time：星期一9:00-11:00
地點 Office/Laboratory：CM4072
時段2 Time period 2：
時間 Time：星期二9:00-11:00
地點 Office/Laboratory：CM4072

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.
個人書面報告、作業、作品、實驗 Indivisual		群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper rep		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.
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   
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   
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:

　　　　　　　　
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

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

　　　　　　　　 本課程包含校外實習（本選項僅供統計使用，無校外實習者，得免勾記）
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義：規劃具有學分或時數之必修或選修課程，且安排學生進行實務與理論課程實習，於實習終了取得考核證明繳回學校後，始得獲得學分；或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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