整合行銷溝通
Integrated Marketing Communications
| 節 | 週二 |
|---|---|
5 13:20–14:10 | 整合行銷溝通 M301 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
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
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
- Team projects
| 週次 | 主題 |
|---|---|
| 第 1 週 | 課程簡介 |
| 第 2 週 | IMC在行銷過程中的角色 |
| 第 3 週 | 行銷推廣活動之目標和預算設定 |
| 第 4 週 | 從消費者行為角度探討IMC |
| 第 5 週 | 溝通過程 |
| 第 6 週 | 訊息來源、內容、及通路 |
| 第 7 週 | 廣告創意策略:規劃和發展 |
| 第 8 週 | 期中報告 |
| 第 9 週 | 廣告創意策略:執行和評估 |
| 第 10 週 | 媒體企劃與策略 |
| 第 11 週 | 媒體評估 |
| 第 12 週 | 專題演講:靜宜大學企管系陳國樑教授 |
| 第 13 週 | 支援媒體和直效行銷 |
| 第 14 週 | 演講:遠傳電信數位娛樂服務林孟樺經理 |
| 第 15 週 | 銷售推廣和公共關係/IMC效果評估 |
| 第 16 週 | 期末報告 |
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