課程資訊
課程名稱
 推廣策略
Promotion Strategies 
開課學期
 109-2 
授課對象
 管理學院  商學研究所  
授課教師
 練乃華 
課號
 MBA5035 
課程識別碼
 741 U9600 
班次
  
學分
 3.0 
全/半年
 半年 
必/選修
 選修 
上課時間
 星期三2,3,4(9:10~12:10) 
上課地點
 管一101 
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：60人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1092MBA5035_ 
課程簡介影片
 
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
 
課程要求
 待補 
預期每週課後學習時數
  
Office Hours
 另約時間 
指定閱讀
 Belch, George E. and Michael A. Belch (2021), Advertising and Promotion: An Integrated Marketing Communications Perspective, 12th 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 
25% 
  
2. 
 Group final project-IMC plan 
20% 
  
3. 
 Group case analysis 
20% 
  
4. 
 Individual Assignments and Class Participation 
10% 
  
5. 
 Final Exam 
25% 
  
 
課程進度
週次
日期
單元主題
第1週
 2/24  COURSE ORANIZATION
Introduction: What is IMC? (ch.1) 
第2週
 3/03  Promotional Mix (ch.1)
Objectives and Budgeting (ch.7) 
第3週
 3/10  Communication Process (ch.5) 
第4週
 3/17  Source and Message Factors (ch.6) 
第5週
 3/24  Creative Strategy I (ch.8) 
第6週
 3/31  Creative Strategy II (ch.9) 
第7週
 4/07  Ad Agency (ch.3)
Case: Mountain Dew 
第8週
 4/14  Media Planning (ch.10)
Traditional Media (ch.11, ch.12) 
第9週
 4/21  MIDTERM EXAM 
第10週
 4/28  Support Media (ch.13)
Direct Marketing (ch.14) 
第11週
 5/05  Digital and Social Media (ch.15) 
第12週
 5/12  Sales Promotions: Trade Promotion (ch.16)
Case: The Ford Fiesta  
第13週
 5/19  Sales Promotions: Consumer Promotion (ch.16) 
第14週
 5/26  Public Relations, Publicity, Sponsorships, and Corporate Advertising (ch.17) 
第15週
 6/02  Measuring Effectiveness (ch.18)
In-class Discussion: Which ad pulled best? 
第16週
 6/09  Ethical, Social, and Legal Issues (ch.20, ch.21)  
第17週
 6/16  FINAL PROJECT PRESENTATIONS 
第18週
 6/23  FINAL EXAM