整合行銷傳播

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.

Teaching Assistant (TA): 傳科碩張華伶 (sallychang.hk10@nycu.edu.tw)

Attendance 20% Midterm exam 30% Media observation report 20% Team case study 30%

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: Wed. 1:00 p.m. – 2:00 p.m. or by appointment

聯絡方式

Phone: 03-571-2121 ext. 58662 Email: mwyu@nycu.edu.tw