品牌與整合行銷傳播

This course builds on the fundamentals of the marketing process (STP – Segmentation, Targeting, and Positioning; the 4 P’s – Product, Price, Promotion, and Place/Channels) and takes an analytical approach to the study of branding, particularly with regard to Integrated Marketing Communications (IMC). A case study approach will be used to explore a variety situations, and students will , including sustainability and technology, through the lens of ethics, social justice, and how vulnerable consumers interact with the marketplace. Students will use real-life case studies, combined with research beyond the cases, as the inspiration for proposed marketing strategies to address focal issues related to the course content.

Marketing Management (MBA level)

TurnItIn.com for paper submissions. Course documents (syllabus, grading rubrics, etc.) will be available online (website TBA). Required/optional readings and cases will be available online (website TBA). Electronic journal databases and/or Google Scholar will be used for the Case Analyses.

1. Homework and Assignments: Students will work on 3 major case analyses in assigned teams. Teams are expected to use assigned articles as a starting point, integrate additional research (financial reports, reputable articles, etc.), and propose a marketing communications strategy to address the key issues brought up in the case. Beyond the case analyses, students will also be evaluated on class participation, with the expectation that students participate both with formal presentations, as well as in informal discussions in class. All students are expected to actively participate in discussions on content topics each week. Additionally, for each chapter from the text, students will submit weekly, brief, 1-page writeups based on the Mini-Cases that are included at the end of the chapters of the text. 2. Exams and Quizzes: Students will be responsible for 2 open-note, exams where students will be expected to demonstrate literacy of the topics covered in class, as well as potential applications of those ideas. Exams will require that students: 1) describe the core conceptual background of key topics covered in class, 2) identify key strategic factors for successful marketing solutions, and/or 3) relevant marketing tactics to accomplish goals associated with the key strategic factors. 3. Evaluation and Grading Policy: Exams – 30% Class Participation (including weekly writeups) – 40% Case Analyses – 30%

• Brand Strategy and IMC Fundamentals
• IMC Applications
• Student Evaluations

1. Handbook on Brand and Experience Management, by Schmitt and Rogers (2008). Edward Elgar Publishing. 2. Integrated Advertising, Promotion, and Marketing Communications, by Clow and Baack (2018 – 8th Edition). Pearson.

地點

Room 428

時間

Immediately after class

聯絡方式

roland@nctu.edu.tw