整合行銷溝通
Integrated Marketing Communications
| 節 | 週二 |
|---|---|
6 14:20–15:10 | 整合行銷溝通 M205（光復） 3 節連堂 |
7 15:30–16:20 | |
8 16:30–17:20 |
* 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 or Principles of Marketing
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.
Evaluation and Grading Policy: Attendance and Class Participation 35% Random Quizzes 15% 2 Team Projects 50%
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 上課連結:https://meet.google.com/hpe-hsga-and 9/14 |
| 第 2 週 | NO CLASS 9/21 |
| 第 3 週 | Setting IMC Objectives & Budgets 9/28 |
| 第 4 週 | Consumer Behavior and the Persuasion Process 10/5 |
| 第 5 週 | The Communication Process 10/12 |
| 第 6 週 | Google全球供應鏈經理陳國浩 (10/21 16:30-17:30) 10/19 |
| 第 7 週 | Source, Message, and Channel Factors 10/26 |
| 第 8 週 | Midterm Presentation (KKDay產品長林淑君: 航向海外的SaaS服務 for extra credit; 11/4 16:30-17:30) 11/2 |
| 第 9 週 | Advertising Design 11/9 |
| 第 10 週 | 味丹企業飲品行銷部部經理鄭榮杰 (11/16 14:20-15:20) 題目:「味味是好味,我的行銷不丹純」 11/16 |
| 第 11 週 | Media Planning, Strategy, and Evaluation/Supporting Media 11/23 |
| 第 12 週 | Mastercard Business Development Manager 蔡瑋玲總監 (11/30 14:20-15:20) 11/30 |
| 第 13 週 | Direct Marketing/Internet Advertising 12/7 |
| 第 14 週 | Sales Promotion 12/14 |
| 第 15 週 | Public Relations/Measuring the Effectiveness 12/21 |
| 第 16 週 | Final Presentation 12/28 |
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
- By appointment
- 聯絡方式
- Email: cluan@nctu.edu.tw