Type of Credit: Required
Credit(s)
Number of Students
This course is designed to help students acquire the intellectual skills necessary to develop well-planned and effective advertising strategies. Students will work in teams, simulating the environment of an advertising agency working 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 |
|---|---|---|
9/11：Introduction to the course
9/18：Advertising planning process/Internal analysis/External analysis: PESTELD analysis
9/25：Client brief （合班）
10/2：External analysis: Competitor analysis; Customer analysis
10/9：E-ICP workshop （達賢圖書館四樓資訊教室BC）
10/16：SWOT analysis/ Advertising objectives
10/23：Group meetings/Process report
10/30：廣告策略與企劃實務 （合班）
11/6：廣告策略與創意 （合班）
11/13：Advertising message strategy and tactics
11/20：媒體策略與創意（合班）
11/27：Advertising budget and evaluation
12/4： Group meetings/Progress report
12/11：廣告pitch技巧（合班）
12/18：Final campaign plan: Presentations I（合班）
12/25：Final campaign plan: Presentations II（合班）
1/1：元旦放假
1/8：期末報告修改與繳交
Class Participation / Attendance 15%
Assignments/ Progress Reports / Exercises 40%
Group Project 45%
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*Students are permitted to use technological tools, such as generative AI, as supplementary resources in this course. While students may use generative AI for brainstorming or drafting assignments, the final submission must primarily reflect their own original thoughts and insights. Any use of generative AI must be cited appropriately. This includes specifying the tools used, describing how they were employed, and explaining the integration of AI-generated content into the final work.
| 書名 Book Title | 作者 Author | 出版年 Publish Year | 出版者 Publisher | ISBN | 館藏來源* | 備註 Note |
|---|
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