教學大綱 Syllabus

科目名稱：社群媒體與行銷

Course Name: Social Media and Marketing
  • 學年學期：110-2 Spring Semester, 2022
  • 科目代碼：461885001 Course No.461885001

修別：選

Type of Credit: Elective

3.0

學分數

Credit(s)

25

預收人數

Number of Students

課程資料Course Details
  • 開課單位：國傳碩一、國傳碩二 Course Department:International Master's Program in International Communication Studies/M/1&2
  • 授課老師：林芝璇 Instructor:
  • 先修科目：無Prerequisite(N/A)
  • 上課時間：三D56 Session: wed13-16

課程簡介Course Description

Social media play a key role in campaigns and the daily work of marketing, advertising and public relations professionals. This class will integrate the growing academic research in the area with the social media practices in these industries.

核心能力分析圖 Core Competence Analysis Chart

能力項目說明

    課程目標與學習成效Course Objectives & Learning Outcomes

    This course aims to help students understand the strategic use of digital and social media from both scholarly and professional perspectives. Students will read scholarly articles about important issues confronting the advertising and public relations industries, converging around digital and social media communication. Through lecture, discussion, and case studies of successful campaigns from the past, students will also come to understand how to use digital and social media strategically to create value for a client or an organization.

    This course is designed to help students do the following:

    • Learn about the issues, concepts, and trends of digital and social media marketing
    • Develop an understanding of digital advertising and social media marketing tools and what they can contribute to a communication campaign
    • Understand the importance of managing online personal reputation and a business/organization’s identity through the use of social media tactics and tools
    • Be familiar with the process of developing a social media strategy that can be implemented, measured and improved
    • Gain conceptual knowledge of methods and tools available for measuring and evaluating a digital and social communication campaign
    • Effectively communicate digital and social media marketing concepts and recommendations in both written and verbal form

    每周課程進度與作業要求 Course Schedule & Requirements

     

    Week

    Topic

    Content and Reading Assignment

    Teaching Activities and Homework

    Student workload expectation

    In-class Hours

    Outside-of-class Hours

    1

    Course introduction

    -

    Course introduction

    3

    0

    2

    		 Convergence of social, advertising, and PR

    Assigned Readings

    TBA

    3

    6

    3

    Understanding target audience

    Assigned Readings

    TBA

    3

    6

    4

    Consumer engagement,   Electronic word-of-mouth

    Assigned Readings

    TBA

    3

    6

    5

     Content marketing

    Assigned Readings

    TBA

    3

    6

    6

    Client brief

    -

    -

    3

    6

    7

    Social media listening (workshop)

    Assigned Readings

    		 Learning session

    3

    6

    8

    		 Intercollegiate activities - no class

    -

    -

    9

    Group meetings

    Discussion & feedback

    Project progress report due

    3

    6

    10

    Influencer marketing

    Assigned Readings

    TBA

    3

    6

    11

    Communication technology and social media

    Assigned Readings

    TBA

    3

    6

    12

    		 Guest speaker

    -

    -

    3

    6

    13

    Contexts of social media marketing

    Assigned Readings

    TBA

    3

    6

    14

    Challenges facing social media marketing

    Assigned Readings

    TBA

    3

    6

    15

    Group meetings

    Discussion & feedback

    Project draft due

    3

    6

    16

    		 Project development

    -

    -

    -

    12

    17

    Final presentations

    -

    In-class presentations

    3

    6

    18

    Final project due

    -

    Final project due

    -

    6

     

    		          

     

    授課方式Teaching Approach

    45%

    講述 Lecture

    30%

    討論 Discussion

    25%

    小組活動 Group activity

    0%

    數位學習 E-learning

    0%

    其他： Others:

    評量工具與策略、評分標準成效Evaluation Criteria

    Students will be graded on their written work, oral presentation, ability to synthesize and conceptualize the material, and contributions to the class.

    • Discussion leader (20%): Each student will lead class discussion, which should include the assigned readings and cases/examples from additional research.
    • Participation & Attendance (20%): All students are expected to participate in weekly discussions of the readings. This presumes you will attend class and have completed the readings.
    • Assignments, final project & presentation (60%)

    指定/參考書目Textbook & References

    Readings will be posted on Moodle.

    已申請之圖書館指定參考書目 圖書館指定參考書查詢 |相關處理要點

    維護智慧財產權，務必使用正版書籍。 Respect Copyright.

    課程相關連結Course Related Links

    
            
    
        
    
        
    
        
    
            
    
                
                
    
                
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                    課程進行中，使用智慧型手機、平板等隨身設備
                    To Use Smart Devices During the Class
                
    
                
    
                        
                            需經教師同意始得使用
                        
                        Approval
                
    
            
    
        
    
    
    
    
    
    
        
        
    
            
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