教學大綱 Syllabus

科目名稱：整合行銷傳播

Course Name: Integrated Marketing Communications
  • 學年學期：114-1 Fall Semester, 2025
  • 科目代碼：464925001 Course No.464925001

修別：選

Type of Credit: Elective

3.0

學分數

Credit(s)

10

預收人數

Number of Students

課程資料Course Details
  • 開課單位：傳播碩一、傳播碩二 Course Department:Master Program in Communication/M/1&2
  • 授課老師：張郁敏 Instructor: CHANG YUHMIIN
  • 先修科目：無Prerequisite(N/A)
  • 上課時間：二D56 Session: tue13-16

課程簡介Course Description

This course is designed for students aspiring to become researchers, decision-makers, and strategic planners in the field of Integrated Marketing Communications (IMC). Through selected readings and in-depth class discussions, students will engage with both practical applications and theoretical foundations of IMC. The course aims to provide a comprehensive understanding of the IMC paradigm, equipping students with the knowledge and critical thinking skills necessary to navigate the evolving marketing landscape.

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

    This course is structured to achieve the following objectives:

    1. Deepen students’ understanding of core IMC concepts, including brand equity, marketing communication tools, touchpoints, customer journey, tool/media/message integration, synergy, and media multitasking.
    2. Introduce contemporary theories and key literature in the IMC field.
    3. Prepare students to apply these concepts and theories to both industry practices and research planning, with a focus on the evolving landscape of AI-driven marketing.

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

    Week

    Date

    Topic and Reading
    1.  

    9/02

    Course Introduction

    Team Formed

    Weekly Facilitator Determined
    1.  

    9/09

    IMC: Overview

    • Ahmad, A., Salleh, S. Md., a/l Permual, S., Porcu, L., & Ahmad, W. (2024). Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan. International Journal of Advertising, 44(2), 359–392. https://doi.org/10.1080/02650487.2024.2398302
    • Rashkova, Y., Moi, L., Marku, E., & Cabiddu, F. (2024). Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches. Journal of Marketing Communications, 30(7), 810-833.
    1.  

    9/16

    IMC and Brand
    1.  

    9/23

    Customer Journey (CJ) & Customer Experience (CX)

    • Lemon, K. N., & Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69-96.
    • Hardcastle, K., Vorster, L., & Brown, D. M. (2025). Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience. Journal of Advertising, 1–20. https://doi.org/10.1080/00913367.2025.2460985
    1.  

    9/30

    AI and Information Processing
    1.  

    10/07

    Tool Integration

    • Corkindale, D., Neale, M., & Bellman, S. (2021). Product Placement and Integrated Marketing Communications Effects on an Informational TV Program. Journal of Advertising, 52(1), 75–93. https://doi.org/10.1080/00913367.2021.1981500
    • Liu, F., LeBlanc, H. P., Kanso, A., & Nelson, R. (2022). Improving the media mix: how promotional products enhance advertising impact. Journal of Marketing Communications, 29(6), 577–596. https://doi.org/10.1080/13527266.2022.2054850
    1.  

    10/14

    Media Integration

    • Yoon, H. J., Lee, Y. J., & Sun, S. (2024). Decoding demarketing advertising effects through the IMC lens: the role of earned and paid media. International Journal of Advertising, 43(8), 1366–1391. https://doi.org/10.1080/02650487.2024.2312751
    • Hatzithomas, L., Theodorakioglou, F., Margariti, K., & Boutsouki, C. (2023). Cross-media advertising strategies and brand attitude: the role of cognitive load. International Journal of Advertising, 43(4), 603–636. https://doi.org/10.1080/02650487.2023.2249342
    1.  

    10/21

    Term Paper Discussion: Introduction & Theoretical Framework
    1.  

    10/28

    Term Paper Presentation: Introduction & Theoretical Framework
    1.  

    11/04

    Media Multitasking

    • Theodorakioglou, F., Hatzithomas, L., & Boutsouki, C. (2022). The impact of sequential versus simultaneous media exposure on online advertising effectiveness. Journal of Marketing Communications, 29(2), 101–117. https://doi.org/10.1080/13527266.2022.2154055
    • Kim, H., & Cheon, H. J. (2025). Using Unfamiliar Cues to Engage Multitasking Audiences: Giving Attentional Breakthrough. Journal of Advertising Research, 1-15.
    1.  

    11/11

    Synced Advertising

    • Segijn, C. M., & Voorveld, H. A. M. (2020). A first step in unraveling synced advertising effectiveness. International Journal of Advertising, 40(1), 124–143. https://doi.org/10.1080/02650487.2020.1778279
    • Segijn, C. M., Voorveld, H. A. M., & Vakeel, K. A. (2021). The Role of Ad Sequence and Privacy Concerns in Personalized Advertising: An Eye-Tracking Study into Synced Advertising Effects. Journal of Advertising, 50(3), 320–329. https://doi.org/10.1080/00913367.2020.1870586
    1.  

    11/18

    Message Integration

    • Chang, Y. (2018). Perceived message consistency: Explicating how brand messages being processed across multiple online media. Computers in Human Behavior, 85, 125-134.
    • Georgios Halkias & Flora Kokkinaki (2014) The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes, Journal of Advertising, 43:4, 397-409, DOI: 10.1080/00913367.2014.891087
    1.  

    11/25

    Guest Lecture

    Topic: TBD

    Lecturer: TBD
    1.  

    12/02

    Final Report Discussion: Introduction & Lit Review
    1.  

    12/09

    Final Report Presentation: Introduction & Lit Review
    1.  

    12/16

    Final Report Presentation: Introduction & Lit Review

    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

    30%

    講述 Lecture

    30%

    討論 Discussion

    40%

    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

     

    1. Grading

     

     

    Master

    Student

    Ph.D.

    Student

    Weekly Reflection Paper

    40%

    Individual

    Individual

    Class Facilitation

    20%

    Team

    Individual

    Term paper: Introduction & Theoretical Framework

    20%

    Team

    Individual

    Term paper: Introduction & Lit Review

    20%

    Team

    Individual

    Total

    100%

     

     

     

    2.     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.

     

    3.     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.)

     

    4.     Team Formation

    • Each team must consist of either two master's students or one Ph.D. student.

     

    5. Additional Requirement for Ph.D. Students

    • Ph.D. students are required to independently write weekly reflection papers, facilitate class sessions, and complete the term paper on their own.

    指定/參考書目Textbook & References

    1. No required text book
    2. Assigned readings on Moodle

    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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