課程大綱

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課程概述

                行銷由生產導向、銷售導向、消費者導向不斷演變，已進入科技與人性融合的5.0階段，甚至在永續思維及社會行銷的影響下，由單純營利走向與環境共好的發展方向。而廣告與行銷息息相依，本課程即在使學生了解廣告行銷的變化，融入ESG永續行銷及Martech數位傳播的觀點，探討與傳統廣告行銷傳播之差異，期使學生在迎接新時代挑戰時，具備正確觀點與對應能力。

Marketing has continuously evolved from production-oriented, sales-oriented, and consumer-oriented approaches to the current 5.0 stage, which involves the integration of technology and human aspects. Under the influence of sustainability and social marketing, there has been a shift from a simple profit-oriented mindset to focus on environment well-being. Advertising and marketing are closely interrelated, and this course aims to help students understand the changes in advertising and marketing. It incorporates perspectives on ESG sustainable marketing and Martech digital communication, exploring the differences with traditional advertising and marketing communication. The goal is to equip students with the correct viewpoints and corresponding capabilities to face the challenges of the new era.

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