整合行銷傳播
Integrated Marketing Communication
| 節 | 週四 |
|---|---|
5 13:20–14:10 | 整合行銷傳播 HK207 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
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.
Attendance 10% You should take attendance at every class period. You are allowed one absence that will not affect your Attendance grade. Midterm exam 30% Exams will focus heavily on the material that we discuss in class and on the textbook. You will get a keyword list for your preparation on 10/24. Media observation report 20% Each team will have to prepare 3 observation report on specific media tools and post it on the New e3 forum before due. Students are required to provide feedback to at least one of their peer's posting. Team case study 40% Each team has to choose one case from the 30 possible options at the first course meeting. By the end of the semester, each team will have 20 minutes to present the case and to provide a professional evaluation based on the knowledge of IMC principles learnt from this course. Members of other teams are eligible to provide comments and feedback during the 10 minutes Q&A session. The team case study report needs to be submitted to the web platform before the due date.
| 週次 | 主題 |
|---|---|
| 第 1 週 | Introduction |
| 第 2 週 | Basic concepts of IMC (CH1, 2) |
| 第 3 週 | Situation analysis: Advertising and promotion organizations (CH3) |
| 第 4 週 | Situation analysis: Consumer behavior (CH4) |
| 第 5 週 | Holiday |
| 第 6 週 | Communication analysis: Communication process (CH5) |
| 第 7 週 | Communication analysis: Source, message, and channel factors (CH6) |
| 第 8 週 | Objectives and Budgeting for IMC program (CH7) |
| 第 9 週 | Midterm Exam |
| 第 10 週 | Creative strategy (CH8, 9) |
| 第 11 週 | Media planning and strategy (CH10) |
| 第 12 週 | Tool analysis: Media platforms I (CH11,12) |
| 第 13 週 | Tool analysis: Media platforms II (CH13,15); MOR(I) due |
| 第 14 週 | Tool analysis: Public relations (CH17); MOR(II) due |
| 第 15 週 | Effectiveness analysis (CH18); MOR(III) due |
| 第 16 週 | Guest speaker |
| 第 17 週 | Team case study presentation |
| 第 18 週 | Team case study report due |
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: Tue. 2:00 p.m. – 4:00 p.m. or by appointment
- 聯絡方式
- Phone: 03-571-2121 ext. 58662 Email: mwyu@nctu.edu.tw