教學大綱_099_2_7046 Advertising Strategy Management 廣告策略管理與研究

朝陽科技大學 099學年度第2學期教學大綱
Advertising Strategy Management 廣告策略管理與研究

當期課號	7046	Course Number	7046
授課教師	吳文貴	Instructor	WU,WEN KUEI
中文課名	廣告策略管理與研究	Course Name	Advertising Strategy Management
開課單位	企業管理系碩士班二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,本課程目標在於讓學生了解有關於廣告策略管理的相關理論與應用，使學生奠立廣告研究的基礎。在此課程中，將以個案、理論研討的方式，呈現廣告策略之規劃、執行與評估等理論與應用概念。	Objectives	Advertising Management is advanced level in marketing field. The goal of the course is primarily to guide students to learning the theories and applications of Advertising Strategy Management . We will use case studies and review literatures about advertising strategy to help students master the theoretical concepts and practices of Advertising planning, implementation, and evaluation.
教材	1.廣告學8e，陳尚永編譯，華泰出版。 2.Wells, Moriarty & Burnett(2007), "Advertising：principles and practice", 7th ed., Pearson Education, Inc., New Jersey.(華泰代理) 3.歷年廣告作品與活動評析本課程以上課所用教材為主，以上教材為主要參考資料來源，以中文材料為主，並輔以實際廣告作品、廣告策略評析、廣告研究範例。	Teaching Materials	1.Wells, Moriarty & Burnett(2007), "Advertising：principles and practice", 7th ed., Pearson Education, Inc., New Jersey.(華泰代理) 2.Analysis of Advertising Activities
成績評量方式	70%：分組作業 30%：上課參與討論	Grading	70%：Class assignments 30%：Participation
教師網頁
教學內容	第一篇廣告基礎篇主題1：廣告與行銷第二篇廣告企劃與策略篇主題1：廣告心理原理主題2：廣告說服策略第三篇廣告媒體篇主題1：當代媒體特性主題2：媒體規劃策略主題3：整合行銷溝通之媒體規劃第四篇廣告訊息篇主題1：廣告創意與訊息策略主題2：數位廣告規劃策略第五篇廣告整合與效果評估篇主題1：廣告效果評估針對每個主題均有理論與實例解析，夠過主題式分析與討論，提供學員整體思考觀念架構，培養行銷溝通所需分析、洞悉消費者，以及創意執行的能力。	Syllabus	Part I: Advertising Foundations ch1. Introduction to Advertising ch2. Advertising’s Role in Marketing ch3. Advertising and Society Part II: Planning and Strategy ch4. How Advertising Works ch5. The Consumer Audience ch6. Strategic Research ch7. Strategic Planning Part III: Advertising Media ch8. Print and Out-of-Home Media ch9. Broadcast Media ch10. Interactive and Alternative Media ch11. Media Planning and Buying Part IV: Creative Advertising ch12. The Creative Side and Message Strategy ch13. Copywriting ch14. Design and Production Part V: Integration and Evaluation ch15. Direct Response ch16. Sales Promotion, Events, and Sponsorships ch17. Public Relations ch18. Special Advertising Situations ch19. Evaluation of Effectiveness

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