課程大綱

內容

課程概述

廣告與行銷教材為一學期課程，課程內容以廣告學為基礎，從廣告基本概念、瞭解產品與環境、消費者分析、廣告創意策略與表現、到媒體企劃與購買，皆透過大量案例分析與演示，培養學生對廣告與行銷有基本的認識與理，並透過經典案例轉移讓學生進行實際跟隨企劃，以期對廣告與行銷有更深入的感受。

The textbooks of Advertising and Marketing are based on advertising. This course is based on a number of case studies and presentations, content includes the basic concepts of advertising, understanding of products and the environment, consumer analysis, advertising creative strategies and performance, to the media planning and purchase. The purpose of this course is to cultivate students' basic understanding and management of advertising and marketing, and through the classic case transfer to allow students to follow the actual plan, with a view to advertising and marketing have more in-depth feelings.

授課內容

每一種廣告與行銷觀念進度約1~2週，以課堂講授與討論為主，配合平時作業，期中、期末兩次評量，以落實教學成效。