當期課號 |
1114 |
Course Number |
1114 |
授課教師 |
蔡碩倉 |
Instructor |
TSAI,SHUO TSANG |
中文課名 |
廣告管理 |
Course Name |
Advertising Management |
開課單位 |
企業管理系(二日)四A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
3 |
Credits |
3 |
課程目標 |
本課程乃為行銷管理之進階課程,課程目標在於使學生了解廣告活動在現代商業社會中的角色與運作,使學生了解各種廣告活動的型態,並藉由各種媒體設計廣告活動,在此課程中將以生動,實務的方式呈現廣告各相關理論與實務概念,以供學生之參考。 |
Objectives |
Advertising Management is advanced level in marketing field. The goal of the course is primarily to guide new marketing students to understand the roles and operations of advertising in modern society. Students can differentiate among the forms of advertising media, and are capable of creating advertising for various media. We attempt to help students master the basic concepts and practices of Advertising Management in an enjoyable and practical way. |
教材 |
自編教材 |
Teaching Materials |
Discussion of the real dvertising case |
成績評量方式 |
1.學習態度 30% 2.討論 30% 3.分組報告 40% |
Grading |
1.Learning Attitude 30% 2.Discussion 30﹪ 3.Term Paper 40% |
教師網頁 |
|
教學內容 |
個案1:留蘭香三分天下,誰敢攖其鋒 個案2:eBay花瓶裡的創意風暴 個案3:克寧老大哥跟消費者搏感情 個案4:阿瘦一雙鞋走出半世紀 個案5:飛利浦照明台灣市場 個案6:統一品牌走對方向 個案7:淘汰雞與飼料雞的話題大戰 個案8:司迪麥回搶口香糖大餅 個案9:Lotte挑戰留蘭香口香糖市場 個案10:活益比菲多站在巨人肩上起舞 個案11:花王挑戰寶僑、聯合利華髮品市場 個案12:LG後發品牌勝出關鍵 個案13:普騰從品牌行銷商走向專業代工 個案14:龍鳳的水餃溫暖人心也炒熱市場 個案15:金車速食麵大戰啟示錄 個案16:家家戶戶都有西雅圖 個案17:雙龍汽車利基市場行銷 |
Syllabus |
Case Study : Wrigiley Case Study : eBay Case Study : KLIM Case Study : ASO Case Study : Philips Case Study : Uni-President Case Study : DoChan Case Study : Stimorol Case Study : Lotte Case Study : Asenka Frozen & Chilled Food Inc. Case Study : Kao Case Study : LG Case Study : Proton Case Study : McCain Case Study : Kingcar Case Study : Barista Coffee |