整合行銷溝通

Integrated Marketing Communications

學期

106-1

學分

3 學分

當期課號

5477

永久課號

IMS2327

開課單位

管理科學系

授課教師

欒紀成

校區

光復

類別

選修

上課時間表

節	週二
5 13:20–14:10	整合行銷溝通 M105 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

概述

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.

先修科目

Principles of Marketing, Marketing Management

教學方式

Use websites and social media to introduce examples about IMC.

評分方式

1. Team Reading Presentation and Team Projects 2. Midterm and Final Exams 3. Evaluation and Grading Policy: Attendance 10% Class Participation 10% Team Reading Presentation 15% Team Projects 25% Midterm Exam 20% Final Exam 20%

課程大綱

Promotion mix
Team projects

週次計畫

週次	主題
第 1 週	Introduction/The Role of IMC in the Marketing Process
第 2 週	Setting IMC Objectives & Budgets
第 3 週	Consumer Behavior and the Persuasion Process Reading: Batra, R., & Keller, K. L. (2016, November). Integrating Marketing Communications: New findings, new lessons, and new ideas. Journal of Marketing, 80, 122-145.
第 4 週	The Communication Process Reading: Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693-707.
第 5 週	No Class (National Day)
第 6 週	Team project #1
第 7 週	Source, Message, and Channel Factors Reading: Bekk, M., Sp?rrle, M., V?lckner, F., Spie?, E., & Wosch?e, R. (2017). What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising. Marketing Letters, 1-14.
第 8 週	Advertising Design Reading: Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16.
第 9 週	Midterm Exam
第 10 週	Media Planning, Strategy, and Evaluation Reading: Tu?kej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in building brand relationships. Journal of Business Research, 66(1), 53-59.
第 11 週	Supporting Media and Direct Marketing Discussion for Team project #2 Reading: Kliatchko, J. G., & Schultz, D. E. (2014). Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region. International Journal of Advertising, 33(2), 373-390.
第 12 週	Team project #2
第 13 週	Internet Advertising Reading: Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
第 14 週	Sales Promotion and Public Relations Reading: Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440-453.
第 15 週	Evaluating Effectiveness Reading: Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.
第 16 週	Team project #3
第 17 週	International Advertising and Promotion Reading: Khang, H., Han, S., Shin, S., Jung, A. R., & Kim, M. J. (2016). A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014. International Journal of Advertising, 35(3), 540-568.
第 18 週	Final Exam

教科書

George Belch and Michael A. Belch (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective (11th Ed). McGraw-Hill.

Office Hours

地點: M-315
時間: 3CD
聯絡方式: Email: cluan@nctu.edu.tw