推廣策略
(88學年度第一學期)

Instructor: 練乃華
Office Location: 教學館306室
Phone: 2363-0231 ext. 3743
E-Mail: lien@handel.mba.ntu.edu.tw


Course Description and Objectives:
This course is designed primarily for students whose career plans involve making marketing communication decisions, and for those who seek a better understanding of how advertising and promotions work. Its objectives are to increase understanding of advertising and other promotion management activities, and to provide the appropriate theories, models, and other tools to make better marketing communication decisions. A strong marketing orientation is carried throughout the course. The perspective adopted is relevant for any type of organization, although the focus in on strategies used by large consumer goods markets.

Evaluation:
Final grade will be based on your performance on the following course requirements:
Mid-term Exam 30%
Final Exam 30%
Team Project: Written report 20%
Oral presentation 10%
Class Participation 10%
Class Schedule (subject to change):

Week 1 Introduction
Week 2 Marketing Communication Process
Week 3 Overview of Advertising Management
Week 4 Creative Advertising Strategy
Week 5 Message Appeals
Week 6 Media - I
Week 7 Media - II
Week 8 Mid-term Exam
Week 9 Ad Agency
Ad Budgets
Week 10 Ad Research/Measuring Ad Effectiveness
Week 11 Personal Selling
Week 12 Direct Marketing and Database Marketing Sales Promotion
Week 13 Sales Promotion
Point-of-Purchase Communication
Week 14 Public Relations, Publicity, Corporate Advertising, and Sponsorship Marketing
Week 15 Social, Ethical, and Legal Issues
Week 16 Final Exam
Week 17 Team Project Presentations