課程目標 |
本課程結合行銷與廣告二大領域,旨在教導學生認識商品之行銷環境,架構及流程,並特別注重廣告在行銷環節中扮演之角色,使學生對廣告的運作有更進一步了解. |
Objectives |
This course incorporates two fields of marketing and advertising. The purpose is to let students understand the environment, structure and process of marketing. The special emphasis is on the role advertising plays in the marketing process. |
教學內容 |
本課程結合行銷與廣告二大領域,以實例結合基礎觀念並教導學生認識商品之行銷環境,架構及流程,並特別注重廣告在行銷環節中扮演之角色,使學生對廣告的運作有更進一步了解.內容包含廣告與行銷之關聯,行銷核心觀點及其演進,整合行銷傳播,廣告產業現況,廣告類別,廣告與消費者行為,STP行銷,廣告策略與企畫,廣告創意與表現手法,廣告媒體等. |
Syllabus |
This course combines two areas of marketing and advertising. The main purpose is to understand the marketing environment of products. Besides,it emphasizes the role of advertising played in the marketing. |