課程資訊
課程名稱
推廣策略
Promotion Strategies 
開課學期
105-2 
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
星期一2,3,4(9:10~12:10) 
上課地點
管二103 
備註
本課程中文授課,使用英文教科書。大學部40人,碩士班25人。
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/1052MBA5035_ 
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 (2015), Advertising and Promotion: An Integrated Marketing Communications Perspective, 10th Edition.  
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. 
Final Exam 
25% 
 
3. 
Individual Assignments and Class Participation 
10% 
 
4. 
Group case analysis 
20% 
 
5. 
Group final project-IMC plan 
20% 
 
 
課程進度
週次
日期
單元主題
第1週
2/20  Introduction: What is IMC? Why IMC? 
第2週
2/27  停課(228補假) 
第3週
3/06  Promotional Mix
Communication Process 
第4週
3/13  Source and Message Factors 
第5週
3/20  Creative Strategy I 
第6週
3/27  Creative Strategy II 
第7週
4/03  停課(兒童節) 
第8週
4/10  Objectives and Budgeting
Case: Mountain Dew 
第9週
4/17  MIDTERM EXAM 
第10週
4/24  Measuring Effectiveness 
第11週
5/01  Media Planning
Traditional Media 
第12週
5/08  Digital and Social Media
Case: The Ford Fiesta 
第13週
5/15  Sales Promotions 
第14週
5/22  Sponsorship and Corporate Advertising 
第15週
6/03  Ad Agency
5/29 停課 (端午節彈性放假);6/3補課 
第16週
6/05  Ethical, Social and Legal Issues  
第17週
6/12  Team project presentations 
第18週
619  FINAL EXAM