Type of Credit: Required
Credit(s)
Number of Students
This course is intended to assist students in acquiring the intellectual skills needed to develop well-planned and effective advertising strategies. Students will approach the problem in teams as an advertising agency would work for a client.
能力項目說明
By the end of the course, students will 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 |
|---|---|---|
9/13：Introduction to the course
9/20：Advertising planning process/Internal analysis/External analysis: PESTELD analysis
9/27：廣告策略與企劃實務（合班）
10/4：Client brief （合班）
10/11：External analysis: Competitor analysis; Customer analysis
10/18：E-ICP workshop （達賢圖書館四樓資訊教室BC）
10/25：SWOT analysis/ Advertising objectives
11/1：Group meetings/Process report
11/8：廣告策略與創意 （合班）
11/15：Advertising message strategy and tactics
11/22：媒體策略與創意（合班）
11/29：Advertising budget and evaluation
12/6： Group meetings/Progress report
12/13：廣告pitch技巧（合班）
12/20：Final campaign plan: Presentations I（合班）
12/27：Final campaign plan: Presentations II（合班）
1/3：自主總整學習
1/10：期末報告修改與繳交
Class Participation / Attendance 15%
Assignments/ Progress Reports / Exercises 40%
Group Project 45%
無