整合行銷溝通
Integrated Marketing Communications
| 節 | 週二 |
|---|---|
5 13:20–14:10 | 整合行銷溝通 M101（光復） 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
This course examines the vital role of marketing communications in the development of marketing strategy. Integrated marketing communications (IMC) is to explore the use of advertising, personal selling, sales promotions, Internet marketing, public relations, and more to enhance brand equity. The strategy and planning involved in the development of integrated campaigns is emphasized. The key objective of this course is to provide an understanding of the various promotional tools that can be used in marketing goods, services, and ideas.
Marketing Management
無備註
Pedagogy and other supplementary information (websites, TAs, handouts and/or databases): Use websites and social media to introduce examples about IMC. E3 is the most important communication platform between you and the instructor. All the class materials and important announcements will be posted on e3. Every assignment and team project will be submitted on e3. Please check e3 frequently during the semester. TA: 許家禎 Send email through e3.
Description of Course Details: 1. Team Reading Presentation and Team Projects 2. Midterm and Final Exams 3. Evaluation and Grading Policy: Attendance 10% Class Participation 15% 3 Random Quizzes 15% 3 Team Projects 40% Team Peer Evaluation 20%
Promotion mix
1.Advertising 2.Internet Marketing 3.Public relations 4.Sales promotion
- 講授：
- 40%
- 其他：
- 60%
備註：Use the relevant websites (e.g., Youtube) to provide examples of promotional tools.
Team projects
1.Business Analysis 2.Creative Print Ad Design 3.Developing IMC Campaign Strategy
- 講授：
- 30%
- 其他：
- 70%
備註：Train the abilities regarding IMC through team projects.
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction/Setting IMC Objectives & Budgets 9/11 |
| 第 2 週 | Consumer Behavior and the Persuasion Process Team member list should be submitted before the class on 9/18. 9/18 |
| 第 3 週 | The Communication Process Team Project #1 Announcement 9/25 |
| 第 4 週 | Source, Message, and Channel Factors Discussion for Team Project #1 10/2 |
| 第 5 週 | Team Project #1 Presentation (PPT should be submitted by 13:20 on 10/9) 10/9 |
| 第 6 週 | Team Project #1 Presentation/Advertising Design 10/16 |
| 第 7 週 | Advertising Design (Team project #1 word report should be submitted by 13:20 on 10/23) 10/23 |
| 第 8 週 | Media Planning, Strategy, and Evaluation Team Project #2 Announcement 10/30 |
| 第 9 週 | Media Planning, Strategy, and Evaluation Discussion for Team project #2 11/6 |
| 第 10 週 | Guest speaker 11/13 |
| 第 11 週 | Team project #2 Presentation (PPT should be submitted by 13:20 on 11/20) 11/20 |
| 第 12 週 | Team project #2 Presentation/Supporting Media 11/27 |
| 第 13 週 | Internet Advertising/Sales Promotion and Public Relations (Team project #2 word report should be submitted by 13:20 on 12/4) Final Team Project Announcement 12/4 |
| 第 14 週 | Evaluations and International Advertising Discussion for Final Team Project 12/11 |
| 第 15 週 | Final Team Project Presentation (PPT should be submitted by 13:20 on 12/18) 12/18 |
| 第 16 週 | Final Team Project Presentation 12/25 |
| 第 17 週 | NO CLASS 1/1 |
| 第 18 週 | Final Team Project word report should be submitted by 16:20 on 1/8 1/8 |
George Belch and Michael A. Belch (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Ed). McGraw-Hill.
- 地點
- M-315
- 時間
- 2H or by appointment
- 聯絡方式
- Email: cluan@nctu.edu.tw