整合行銷溝通

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

Use websites, social media, business news, and YouTube clips 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% (Weighted by your peer evaluation score)

• 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.

George Belch and Michael A. Belch (2021), Advertising and Promotion: An Integrated Marketing Communications Perspective (12 Ed). McGraw-Hill.

地點

M-315

時間

By appointment

聯絡方式

Email: cluan@nycu.edu.tw