整合行銷傳播
Integrated Marketing Communication
| 節 | 週四 |
|---|---|
2 09:00–09:50 | 整合行銷傳播 HK104（六家） 3 節連堂 |
3 10:10–11:00 | |
4 11:10–12:00 |
* 根據陽明交大上課時間表所列
Course description Integrated marketing communication (IMC) is a multi-faceted course designed to introduce theoretical and practical concepts concerning strategic communication. To enhance the effectiveness of strategic communication, students will examine the principle of IMC, consumer behavior, the role of IMC in the marketing process, communication tools, campaign execution and evaluation from lecture, textbook and case study. This course is designed to be application-oriented with an emphasis on bringing ideas to reality; students will be required to evaluate an existing communication campaign and provide a comprehensive report based on in-depth analysis from the IMC perspective in a team environment. Education goals & expected learning outcome By the end of the semester, students are expected to: - Understand the concepts and principle of IMC. - Use IMC principles to evaluate the communication campaign. - Apply IMC to a variety of strategic communication contexts such as advertising, public relations, brand communication, and digital marketing.
None.
無備註
Teaching Assistant (TA): 傳科碩劉昱廷 (justinliu.hk09@nycu.edu.tw)
Attendance 20% Midterm exam 30% Media observation report 20% Team case study 30%
教師未提供此項資料
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction 2/17 |
| 第 2 週 | Basic concepts of IMC (CH1,2); MOR(I) due 2/24 |
| 第 3 週 | Situation analysis: Advertising and promotion organizations (CH3) 3/3 |
| 第 4 週 | Situation analysis: Consumer behavior (CH4) 3/10 |
| 第 5 週 | Communication analysis: Communication process (CH5) 3/17 |
| 第 6 週 | Communication analysis: Source, message, and channel factors (CH6) 3/24 |
| 第 7 週 | Objectives and Budgeting for IMC program (CH7) 3/31 |
| 第 8 週 | Midterm Exam 4/7 |
| 第 9 週 | Creative strategy (CH8) 4/14 |
| 第 10 週 | Media planning and strategy (CH10); Case study topic due 4/21 |
| 第 11 週 | Tool analysis: Media platforms (CH11,12,13,15,17) 4/28 |
| 第 12 週 | Effectiveness analysis (CH18) 5/5 |
| 第 13 週 | Guest speaker: 創異促動創意群總監 侯君緯; MOR(II) due 5/12 |
| 第 14 週 | Industrial Trip (pending) 5/19 |
| 第 15 週 | Team case study presentation 5/26 |
| 第 16 週 | Team case study report due 6/2 |
| 第 17 週 | Self-learning 6/9 |
| 第 18 週 | Self-learning 6/16 |
Belch, G. & Belch, M (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Edition). New York: McGraw-Hill Education.
- 地點
- Office: HK234
- 時間
- Office hours: Wed. 1:00 p.m. – 2:00 p.m. or by appointment
- 聯絡方式
- Phone: 03-571-2121 ext. 58662 Email: mwyu@nycu.edu.tw