當期課號 |
6239 |
Course Number |
6239 |
授課教師 |
郭昭蘭 |
Instructor |
KUO,CHAO LAN |
中文課名 |
廣告策略與企劃 |
Course Name |
The Strategy and Planning of Advertising |
開課單位 |
傳播藝術系(二進)三A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
2 |
Credits |
2 |
課程目標 |
教學目標: 1.使學生了解具有新廣告稱號之整合行銷傳播之基本原理(知識)
2.能具備整合行銷傳播策略規劃及提案之能力 (技能)
3.能具備廣告業務從業人員之專業態度(態度)
4.能了解整合行銷傳播之發展應用情形(其他) |
Objectives |
1. Understand how adverstisements have broadened into integrated-marketing communications (of knowledge) 2. Use integrated-marketing communications strategies to develop proposals (skills) 3. Develop a professional advertising business manner (development) 4 . Understand how integrated-marketing communications have developed and influenced other areas (other) |
教材 |
課堂講授 分組討論 學生提案 |
Teaching Materials |
Lecture Class discussion Oral presentation |
成績評量方式 |
課堂討論10% 個人作業20% 企劃案 口頭及書面 70%
*不定期點名,無故未到一次扣總平均2分 *作業遲交一天打九折,兩天八折,以此類推 |
Grading |
Class discussion 10% Assignment 20% Project 70% |
教師網頁 |
|
教學內容 |
廣告策略與企畫為廣告之進階課程,學生需結合行銷,廣告,創意,消費者心理及行為等領域之知識,並具備優秀之企畫能力,為所指定之企業,產品或理念規畫完整之整合行銷傳播企畫案. |
Syllabus |
Advertising strategies & Planning takes a market-oriented approach to the total campaign. The course interrelates planning,creative and technical skills with emphasis on problem-solving and marketing communications. |