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課程名稱 |
推廣策略
Promotion Strategies |
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開課學期 |
107-2 |
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授課對象 |
管理學院 工商管理學系 |
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授課教師 |
練乃華 |
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課號 |
MBA5035 |
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課程識別碼 |
741 U9600 |
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班次 |
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學分 |
3.0 |
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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 |
星期一2,3,4(9:10~12:10) |
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上課地點 |
管二301 |
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備註 |
限本系所學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限：25人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1072MBA5035_ |
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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 |
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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 |
待補 |
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
Belch, George E. and Michael A. Belch (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Edition. |
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Midterm Exam |
25% |
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2. |
Group final project-IMC plan |
20% |
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3. |
Group case analysis |
20% |
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4. |
Individual Assignments and Class Participation |
10% |
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5. |
Final Exam |
25% |
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週次 |
日期 |
單元主題 |
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第1週 |
2/18 |
Class Organization
Introduction: What is IMC? Why IMC? |
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第2週 |
2/25 |
Promotional Mix Ch.1
Objectives and Budgeting Ch.7
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第3週 |
3/4 |
Communication Process Ch. 5
(Submit the list of your group members) |
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第4週 |
3/11 |
Source and Message Factors Ch. 6 |
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第5週 |
3/18 |
Creative Strategy I Ch. 8 |
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第6週 |
3/25 |
Creative Strategy II Ch. 9 |
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第7週 |
4/1 |
NO CLASS (spring break) |
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第8週 |
4/8 |
Ad Agency Ch. 3
Case: Mountain Dew |
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第9週 |
4/15 |
MIDTERM EXAM |
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第10週 |
4/22 |
Media Planning Ch. 10
Traditional Media Ch. 11-12 |
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第11週 |
4/29 |
Digital and Social Media Ch. 15 |
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第12週 |
5/6 |
Sales Promotions: Trade Promotion Ch. 16
Case: Ford Fiesta |
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第13週 |
5/13 |
Sales Promotion: Consumer Promotion Ch. 16 |
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第14週 |
5/20 |
Public Relations, Publicity, and Corporate Advertising Ch. 17 |
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第15週 |
5/27 |
Measuring Effectiveness
In-class discussion: Which ad pulled best?
(Individual Assignment Due) |
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第16週 |
6/3 |
Ethical, Social and Legal Issues Ch. 20, 21 |
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第17週 |
6/10 |
Team project presentations |
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第18週 |
6/17 |
FINAL EXAM |
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