教學大綱與進度

課程基本資料：

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
110-2	302676	國際廣告與媒體策略	1	3.0	3	★	劉祐綸	經管所 管理外國學生專班 國際金融科技專班	49	0

教學大綱與進度：

教師姓名	劉祐綸
Email	y.l.liu@ntut.edu.tw
最後更新時間	2022-01-24 08:05:51
課程大綱	International Advertising and Media Strategy takes a market-oriented approach to the total campaign. The course interrelates planning, creative and technical skills with emphasis on problem-solving and marketing communications.
課程進度	Week 1 Introduction to global marketing communications Week 2 Global brand identity and positioning Week 3 Values and culture Week 4 Dimensions of culture Week 5 Consumer behaviour Week 6 Researching and applying culture values in advertisement design Week 7 Integrated communication Week 8 Culture and media Week 9 Midterm exam week Week 10 Advertising appeals Week 11 Executional styles Week 12 From value paradox to strategy Week 13 Digital and social media marketing Week 14 Advertising tools Week 15 Building brands through experiential marketing Week 16 Promotional tools (corporate communications, PR, sales promotion, direct marketing) Week 17 Review of the content / Revision Week 18 Final Exam week
評量方式與標準	50% Group video assessment 50% Individual report
使用教材、參考書目或其他	【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：是 Global Marketing & Advertising - Understanding Cultural Paradoxes (5e) - Marieke de Mooij
課程諮詢管道
課程對應SDGs指標
課程是否導入AI
備註	If the module will need to be moved online due to the COVID19, the Google meet link: https://meet.google.com/vac-svat-kkj y.l.liu@ntut.edu.tw