Type of Credit: Required
Credit(s)
Number of Students
As a professional practice, modern advertising requires the planners to understand the ethical and aesthetic values of the target consumers, along with their living conditions. Thereby the proper communication approaches could be methodically identified. This course is intended to assist students in clarifying the key notions, as well as acquiring the necessary skills in reasoning and elaborating logical, credible and practical strategies.
能力項目說明
Students are expected to know how to:
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
**正式課表以老師上課時公告為主**
|
Date |
Topic |
Readings and Assignments |
|
|
9/13 |
Introduction to the course |
|
|
|
9/20 |
Advertising planning process/Internal analysis/External analysis: PESTELD analysis |
蕭富峰et al. (2020) Chaps. 1, 2, 4 Kotler & Armstrong (2020) Chap. 3 |
|
|
9/27 |
講題：廣告策略與企劃實務 |
蕭富峰et al. (2020) Chap. 12 |
|
|
10/4 |
Client Brief @ 大勇417 Market research |
蕭富峰et al. (2020) Chap. 3 Kotler & Armstrong (2020) Chaps. 4 |
|
|
10/11 |
External analysis: Competitor analysis; Customer analysis |
蕭富峰et al. (2020) Chap. 5 Kotler & Armstrong (2020) Chaps. 5, 18 (p.553-559) |
|
|
10/18 |
E-ICP workshop @達賢圖書館四樓資訊教室BC Group meetings |
|
|
|
10/25 |
SWOT analysis Advertising objectives |
Belch & Belch (2018) Chap. 7 (p.222-240) |
|
|
11/1 |
Group meetings |
蕭富峰et al. (2020) Chap. 6 |
|
|
11/8 |
講題：廣告策略與創意 |
蕭富峰et al. (2020) Chaps. 7, 8 |
|
|
11/15 |
Advertising message strategy and tactics |
Kotler & Armstrong (2020) Chap. 7 |
|
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11/22 |
講題：媒體策略與創意 |
蕭富峰et al. (2020) Chap. 11 Kotler & Armstrong (2020) Chap. 14 |
|
|
11/29 |
Advertising budget and evaluation |
Belch & Belch (2018) Chaps. 7 (p.240-262), 18 |
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12/6 |
Group meetings |
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|
12/13 |
講題：廣告pitch技巧 |
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|
|
12/20 |
Final presentation I *ATTENDANCE IS MANDATORY* |
||
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12/27 |
Final presentation I *ATTENDANCE IS MANDATORY* |
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1/3 |
自主總整學習 |
||
|
1/10 |
期末報告修改與繳交 |
FINAL CAMPAIGN BOOK DUE |
|
Class Participation & Attendance (15%)
Students are required to attend all lectures on time, be prepared for each class, and to actively participate in class discussion. You are allowed one absence without penalty. Your attendance, participation and performance throughout the semester would be the critical factors in determining your final grade.
Assignments / Progress Reports / Exercises (40%)
Students shall turn in several assignments on time and prepare to discuss them in class. Late assignments will not be accepted. In case of any contingencies, notify the instructor and the TA immediately, and make arrangements to submit any work that may be due.
Group Project (45%)
Students will be divided into teams. You need to apply the knowledge and understanding of the advertising planning process, in order to develop, and finally present a comprehensive advertising campaign for a specific brand/service/product. The files of slides and the campaign book must be submitted via e-mail on the due day.
All citations must be clearly listed. Plagiarism – which means, using another person's words or ideas without acknowledgement – is strictly prohibited.