課程名稱 |
廣告與促銷 Advertisting and Promotion |
開課學期 |
100-2 |
授課對象 |
管理學院 商學研究所 |
授課教師 |
練乃華 |
課號 |
MBA7041 |
課程識別碼 |
741 U2980 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一6,7,8(13:20~16:20) |
上課地點 |
管二303 |
備註 |
本課程中文授課,使用英文教科書。 限碩士班以上 且 限本系所學生(含輔系、雙修生) 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 |
課程大綱
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課程概述 |
This course is designed to help students understand the important issues in planning and evaluating marketing communication campaigns, and the appropriate theories, models, and tools for better marketing communication decisions. The role of promotion in an organization's communication processes will be discussed from a theoretical and managerial perspective. A variety of particular advertising and promotion techniques will be introduced. While creative issues will be touched upon, this is primarily a business, not a creative course. |
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 30%
Final Exam 30%
Individual Assignment and Class Participation 10%
Team Project and Group Case Analysis 30% |
預期每週課後學習時數 |
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Office Hours |
另約時間 備註: by appointment |
指定閱讀 |
Shimp, Terence A. (2010), Integrated Marketing Communications in Advertising and Promotion, 8th Edition (滄海代理) |
參考書目 |
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評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
2/20 |
Introduction: What is IMC? Why IMC?
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第2週 |
3/3 |
Objective Setting and Budgeting;
Ad Agency;
*2/27彈性放假,依學校規定於3/3(星期六)補課
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第3週 |
3/05 |
Effective and Creative Advertising Messages |
第4週 |
3/12 |
Message Appeals and Endorsers |
第5週 |
3/19 |
Measuring Advertising Message Effectiveness;
Case: Mountain Dew |
第6週 |
3/26 |
Media Planning |
第7週 |
4/02 |
Guest Speaker (To Be Announced) |
第8週 |
4/09 |
Traditional Advertising Media |
第9週 |
4/16 |
MIDTERM EXAM |
第10週 |
4/23 |
Other Media |
第11週 |
4/30 |
Trade Promotions |
第12週 |
5/07 |
Consumer Promotions I |
第13週 |
5/14 |
Consumer Promotions II |
第14週 |
5/21 |
Marketing-Oriented Public Relations |
第15週 |
5/28 |
Event and Cause Sponsorships;
Case: 3M as a Corporate Sponsor |
第16週 |
6/04 |
Ethical and Regulatory Issues |
第17週 |
6/11 |
Team Project Presentations |
第18週 |
6/18 |
FINAL EXAM |
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