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課程名稱 |
廣告與促銷
Advertisting and Promotion |
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開課學期 |
102-2 |
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授課對象 |
管理學院 商學研究所 |
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授課教師 |
練乃華 |
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課號 |
MBA7041 |
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課程識別碼 |
741 U2980 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期一6,7,8(13:20~16:20) |
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上課地點 |
管二202 |
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備註 |
限本所學生;先修科目:行銷管理
限碩士班以上
總人數上限：40人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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課程概述 |
This course is designed to introduce students to concepts, methods, and applications of marketing communications and promotion management. It focuses on the integration of marketing communications (IMC) and the increasingly important role IMC plays in enhancing the equity of brands. Topics covered include important aspects of a marketing communication program including advertising, sales promotion, point-of-purchase communications, interactive marketing, and event-sponsorships. |
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課程目標 |
1.Develop a comprehensive knowledge of the various elements of effective marketing communications programs, their individual characteristics, the synergistic relationships among them, and their place in the larger context of the business decision-making process.
2.Refine critical thinking about marketing communication problems through preparation for and class discussions of case studies, readings, and course assignments.
3.Increase understanding of the role that integrated marketing communications plays in the marketing strategies of advertisers and marketers
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課程要求 |
The final grade will be based on your performance on the course requirements using the following weights:Midterm Exam 25%, Final Exam 25%, Individual Assignment and Class Participation 20%, Team Project and Group Case Analysis 30%. |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
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評量方式
(僅供參考) |
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