課程名稱 |
推廣策略 Promotion Strategies |
開課學期 |
104-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
練乃華 |
課號 |
MBA5035 |
課程識別碼 |
741 U9600 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一7,8,9(14:20~17:20) |
上課地點 |
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備註 |
本課程中文授課,使用英文教科書。教室:管二303教室。 限本系所學生(含輔系、雙修生) 總人數上限:25人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1042MBA5035_ |
課程簡介影片 |
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核心能力關聯 |
本課程尚未建立核心能力關連 |
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. |
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 |
待補 |
預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
Belch, George E. and Michael A. Belch (2014), Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition. (華泰代理) |
參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm Exam |
30% |
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2. |
Final Exam |
30% |
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3. |
Individual Assignments and Class Participation |
15% |
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4. |
Group Case Analysis |
15% |
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5. |
Group Final Project |
10% |
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週次 |
日期 |
單元主題 |
第1週 |
2/22 |
introduction: What is IMC? Why IMC? |
第2週 |
2/29 |
NO CLASS (228補假) |
第3週 |
3/07 |
Promotion Mix
Ad Agency |
第4週 |
3/14 |
Communication Process |
第5週 |
3/21 |
Source and Message Factors |
第6週 |
3/28 |
Create Strategy I |
第7週 |
4/04 |
NO CLASS (spring break)
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第8週 |
4/11 |
Creative Strategy II |
第9週 |
4/18 |
MIDTERM EXAM |
第10週 |
4/25 |
Objective and Budgeting
Measuring Effectiveness |
第11週 |
5/02 |
Media Planning |
第12週 |
5/09 |
Traditional Media |
第13週 |
5/16 |
Digital and Social Media
Case1:Pepsi-Lipton Brisk |
第14週 |
5/23 |
Sales Promotion |
第15週 |
5/30 |
Sponsorship and Corporate Advertising
Case2:Dumb Ways To Die |
第16週 |
6/06 |
Ethical, Social, and Legal Issues |
第17週 |
6/13 |
Team Project Presentation |
第18週 |
6/20 |
FINAL EXAM |
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