Type of Credit: Elective
Credit(s)
Number of Students
廣告是行銷傳播的一環，涵蓋的範圍很廣，在我們的生活中無所不在。本課程將帶領同學透過參與計畫應用所學，特別適合對廣告、行銷傳播、企劃、及實作有興趣的同學。
Advertising is a part of marketing communications and covers a wide range, being ubiquitous in our lives. This course will lead students through the application of what they learn by participating in a project, making it particularly suitable for students interested in advertising, marketing communications, planning, and practical implementation.
能力項目說明
本課程是廣告學的入門課程，希望幫助同學廣泛地了解廣告與行銷傳播基本概念，包括品牌與消費者、企劃與策略、創意與設計、行銷傳播媒體、以及整合行銷傳播。這些基礎知識有助於同學們日後修習進階廣告相關課程，為未來在相關專業領域發展打下穩固的基礎。
This course is an introductory course in advertising, aiming to help students broadly understand the basic concepts of advertising and marketing communications. This includes brands and consumers, planning and strategy, creativity and design, marketing communication media, and integrated marketing communications. This foundational knowledge will help students in their future advanced advertising-related courses and lay a solid foundation for their future development in related professional fields.
| 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 |
|---|---|---|
|
Week |
Date |
Topic |
Reading |
Exercise |
|
|
2/20 |
課程介紹 |
|
|
|
|
2/27 |
品牌與行銷傳播 廣告 |
Chapter 1 Chapter 2 |
|
|
|
3/05 |
行銷傳播如何創造效果 |
Chapter 5 |
廣告代理商 媒體代理商 |
|
|
3/12 |
策略性研究 |
Chapter 6 |
廣告心理應用成功廣告案例 |
|
|
3/19 |
區隔並鎖定目標消費者 |
Chapter 7 |
策略研究應用成功廣告案例 |
|
|
3/26 |
企劃與策略 廣告大創意(訊息策略) |
Chapter 8 Chapter 9 |
STP應用成功廣告案例 |
|
|
4/2 |
AD+ week 演講 (日期暫定) |
|
|
|
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4/9 |
期中晤談 |
|
|
|
|
4/16 |
期中報告 |
|
|
|
|
4/23 |
文案寫作 視覺傳播 |
Chapter 10 Chapter 11 |
|
|
|
4/30 |
媒體總論與平面媒體 電子媒體 自有媒體與賺得媒體 |
Chapter 12 Chapter 13 Chapter 14 |
文字與視覺創意成功案例 |
|
|
5/07 |
企業社會責任與廣告倫理 |
Chapter 18 |
媒體創意成功案例 |
|
|
5/14 |
整合行銷傳播 |
Chapter 16 |
爭議廣告案例 |
|
|
5/21 |
演講 |
|
|
|
|
5/28 |
期末晤談 |
|
|
|
|
6/04 |
期末報告 |
|
|
|
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6/11 |
彈性上課： 完成指定課後作業或作品 |
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6/18 |
彈性上課： 完成指定課後作業或作品 |
|
|
Exercise |
30 |
Midterm project |
35 |
Final project |
35 |
Total |
100% |
陳尚永譯 (2020)。《廣告學》。台北市：華泰。(原書 Moriarty, S, Mitchell, N., Wood, C. & Wells, W. (2019) Advertising & IMC: Principles and practice (11th ed.)。Pearson Education)