Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Spring Semester
Year 2025 342591 International Advertising and Media Strategy 1 3.0 3 ★ Li, Gordon Chun Yue GBM
IMBA 38 0 經管所&IMBA

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2025	342591	International Advertising and Media Strategy	1	3.0	3	★	Li, Gordon Chun Yue	GBM IMBA	38	0	經管所&IMBA

Course Plan：

Instructor Li, Gordon Chun Yue　Office Hours

Email G.C.Li@ntut.edu.tw

Last Updated 2024-12-16 17:42:26

Course Objective As a master’s level elective, this course covers advertising and media through a solid understanding of culture, communication, society, and consumer behavior, with an emphasis on analysis-based decision-making. This class teaches from a high strategic perspective—how C-level marketing directors determine the marketing and branding strategies, which get implemented by junior staff through advertising and media. This course is therefore NOT about learning how a marketing executive in a company uses Facebook, IG, and Google SEO to advertise online or in traditional media. Firstly, this course introduces the fundamental concepts relevant to understanding the development of strategies. Long before the execution of advertising and media campaigns by delegated, regional staff, marketing strategies are developed at a high level—drawing from an understanding of culture, communication, consumer behavior, as well as marketing and branding. Secondly, this class covers the practical skills necessary for the data analysis, which are used to to develop marketing strategies that underpin advertising and media campaigns. Rather than an abstract approach, this course also emphasizes knowing how to do—drawing from the strategy-setting practices in the top 100 international brands. Therefore, Students will also follow this process in the course. Students will 1) learn solid conceptual knowledge, 2) apply them to conduct data analysis, 3) determine marketing strategies, from which to 4) develop advertising and media plans that are evidence-based, coherent, and impactful.

Course Schedule 1 Introduction 2 1.1 Goals of advertisements 3 1.2 Advertisement Cases 4 Presentations 5 2.1 Competitor analysis 6 2.2 Customer Funnel, Market Sizing 7 2.3 Customer Segmentation 8 2.4 Customer Targeting 9 Midterm week 10 4.1 Value Proposition 11 4.2 Claim Substantiation 12 4.3 RTB 13 4.4 Media Strategy 14 Questionnaire Design 15 Data analysis 16 Project Presentation 17 Project Presentation (for those who haven't presented) 18 Exam week

Evaluation and grading policy Participation, Quizzes: 10% Analysis 1-4: 60% Final project:30% Total: 100%

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:Yes
Title: “Global Marketing & Advertising：Understanding Cultural Paradoxes” Author: Marieke de Mooij Edition: 5th or 6th https://www.tunghua.com.tw/portal_b10_cnt_page.php?button_num=b10&folder_id=861&cnt_id=8889 https://www.books.com.tw/products/F014270653 https://uk.sagepub.com/en-gb/eur/global-marketing-and-advertising/book274128

The access to curricular consultation LINE or email the instructor

The course corresponds to the SDGs SDG12：負責任的消費與生產（Responsible Consumption and Production）

Note
　

Instructor	Li, Gordon Chun Yue　Office Hours
Email	G.C.Li@ntut.edu.tw
Last Updated	2024-12-16 17:42:26
Course Objective	As a master’s level elective, this course covers advertising and media through a solid understanding of culture, communication, society, and consumer behavior, with an emphasis on analysis-based decision-making. This class teaches from a high strategic perspective—how C-level marketing directors determine the marketing and branding strategies, which get implemented by junior staff through advertising and media. This course is therefore NOT about learning how a marketing executive in a company uses Facebook, IG, and Google SEO to advertise online or in traditional media. Firstly, this course introduces the fundamental concepts relevant to understanding the development of strategies. Long before the execution of advertising and media campaigns by delegated, regional staff, marketing strategies are developed at a high level—drawing from an understanding of culture, communication, consumer behavior, as well as marketing and branding. Secondly, this class covers the practical skills necessary for the data analysis, which are used to to develop marketing strategies that underpin advertising and media campaigns. Rather than an abstract approach, this course also emphasizes knowing how to do—drawing from the strategy-setting practices in the top 100 international brands. Therefore, Students will also follow this process in the course. Students will 1) learn solid conceptual knowledge, 2) apply them to conduct data analysis, 3) determine marketing strategies, from which to 4) develop advertising and media plans that are evidence-based, coherent, and impactful.
Course Schedule	1 Introduction 2 1.1 Goals of advertisements 3 1.2 Advertisement Cases 4 Presentations 5 2.1 Competitor analysis 6 2.2 Customer Funnel, Market Sizing 7 2.3 Customer Segmentation 8 2.4 Customer Targeting 9 Midterm week 10 4.1 Value Proposition 11 4.2 Claim Substantiation 12 4.3 RTB 13 4.4 Media Strategy 14 Questionnaire Design 15 Data analysis 16 Project Presentation 17 Project Presentation (for those who haven't presented) 18 Exam week
Evaluation and grading policy	Participation, Quizzes: 10% Analysis 1-4: 60% Final project:30% Total: 100%
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:Yes Title: “Global Marketing & Advertising：Understanding Cultural Paradoxes” Author: Marieke de Mooij Edition: 5th or 6th https://www.tunghua.com.tw/portal_b10_cnt_page.php?button_num=b10&folder_id=861&cnt_id=8889 https://www.books.com.tw/products/F014270653 https://uk.sagepub.com/en-gb/eur/global-marketing-and-advertising/book274128
The access to curricular consultation	LINE or email the instructor
The course corresponds to the SDGs	SDG12：負責任的消費與生產（Responsible Consumption and Production）
Note