本課程以整合行銷傳播觀點為核心，探討行銷傳播於創造顧客需求、營造品牌認同與創造行銷綜效之效益。課程從介紹行銷義涵為起點，而後詮釋行銷傳播意函與行銷傳播於企業行銷管理之應用。課程中並介紹各式傳播工具的應用與效益。
Based on the philosophy of integrated marketing communication, this course is intended to highlight the importance of marketing communication for creating consumer demand, brand identity, and business synergy. This course starts from the introduction of marketing work, and then is connected to the function of marketing communication and its importance for marketing management. In this course, the application and benefits of various media used in marketing communication, as well as the concept of integrated marketing communication, will also be discussed.