教學大綱 Syllabus

科目名稱：廣告策略與企劃

Course Name: Advertising Strategy and Planning
  • 學年學期：114-1 Fall Semester, 2025
  • 科目代碼：402007001 Course No.402007001

修別：必

Type of Credit: Required

3.0

學分數

Credit(s)

45

預收人數

Number of Students

課程資料Course Details
  • 開課單位：廣告三 Course Department:Advertising/B/3
  • 授課老師：張郁敏 Instructor: CHANG YUHMIIN
  • 先修科目：無Prerequisite(N/A)
  • 上課時間：一D56 Session: mon13-16

課程簡介Course Description

This course is structured around the key stages of the advertising planning process, combining theoretical foundations with practical applications. Students will explore the strategic thinking and systematic procedures required to develop effective advertising campaigns for businesses, nonprofit organizations, and personal brands. Through lectures, case studies, and hands-on assignments, the course equips students with the knowledge and skills necessary to craft data-driven, insight-based advertising strategies.

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

    By the end of the course, students will be able to:

    1. Demonstrate understanding of fundamental theories and concepts that support strategic advertising planning.
    2. Apply a structured planning process to analyze market conditions, identify target audiences and consumer insights, and set clear communication objectives.
    3. Develop creative strategies and tactical recommendations aligned with campaign goals.
    4. Write a comprehensive and professional advertising campaign plan.
    5. Deliver a clear and persuasive oral presentation of the campaign plan.

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

    1. 09/03 Introduction to the course
    2. 09/10 Advertising planning process, internal analysis, external analysis: PESTELD analysis
    3. 09/17 Client brief
    4. 09/24 Exteranl analyses: Competitor analysis, customer analysis
    5. 10/01 E-ICP workshop
    6. 10/08 SWOT analysis, Advertising objectives
    7. 10/15 Team meeting/porgress report
    8. 10/22 Practical advertisign strategy and planning
    9. 10/29 Crative advertising strategy
    10. 11/05 Advertising strategy and tactics
    11. 11/12 Creative media strategy
    12. 11/19 Advertising budget and evaluation
    13. 11/26 Team meeting/progress report
    14. 12/03 Advertising pitch skill
    15. 12/10 Final campaign presentation I
    16. 12/17 Final campaign presentation II

    The instructor reserves the right to modify the syllabus at any time to best meet the needs of the course.

    授課方式Teaching Approach

    40%

    講述 Lecture

    30%

    討論 Discussion

    30%

    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

    Grading
    1. Grading

    Team

    Interim campaign plan: Situation analysis, SWOT analysis, and objectives

    40%

     

    Final campaign plan

    60%

     

     

    100%

     

    1. Attendance and Participation
    • If you are unable to attend a class, you must notify the professor via email before the class begins. Upon your return, you are required to provide valid documentation to formalize your absence. Alternative methods, such as having a friend inform the professor about your illness, will not be accepted. Leave requests must be supported by legitimate reasons; excuses such as travel or taking a driver’s license test will not be considered valid.
    • Attendance will be monitored. Arriving late to class will result in a one-point deduction from your final grade. Missing an entire class will incur a two-point deduction. Students who accumulate three absences will automatically fail the course.

     

    1. Late Work Policy
    • 1 day late (i.e., immediately after the deadline up to 24 hours later): -10%
    • 2 days late (i.e., 24 to 48 hours after the deadline): -25%
    • 3 days late (i.e., 48 to 72 hours after the deadline): -50%
    • 3 days late: -100% (I will not grade the assignment.)

     

    1. Team Photo and Peer Evaluation
    • Each team for the term project will consist of five students.
    • Teams are required to submit a group photo that includes the team number and the names of all members. A bonus point will be added to the final grade for teams that submit their photo on time.
    • At the end of the semester, a peer evaluation process will take place. Your final grade may be adjusted based on the results of these evaluations. Poor peer evaluation scores, particularly when compared to high-performing teammates, may result in failing the course. This highlights the importance of active, consistent participation and meaningful contributions to the team's efforts, both in class and outside of it.

    指定/參考書目Textbook & References

    1. Kotler, Philip, Gary Armstrong, Lloyd Harris, and Hongwei He (2020). Principles of Marketing, 8th European Ed., Pearson
    2. Belch, George, and Michael Belch (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th Ed., McGraw Hill.

    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.

    本課程可否使用生成式AI工具Course Policies on the Use of Generative AI Tools

    有條件開放使用:Any use of AI, even for idea generation, must be properly acknowledged in assignments. Failure to disclose AI usage will result in a grade penalty. Conditional Permitted to Use

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