查詢教學大綱與進度

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

113-2 342591 國際廣告與媒體策略 1 3.0 3 ★ 李鎮宇經管所
管理外國學生專班 43 0 經管所&IMBA

學年期	課號	課程名稱	階段	學分	時數	修	教師	班級	人	撤	備註
113-2	342591	國際廣告與媒體策略	1	3.0	3	★	李鎮宇	經管所管理外國學生專班	43	0	經管所&IMBA

教學大綱與進度：

教師姓名李鎮宇　教師諮商時間(Office Hours)

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

最後更新時間 2024-12-16 17:42:26

課程大綱 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.

課程進度 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

評量方式與標準 Participation, Quizzes: 10% Analysis 1-4: 60% Final project:30% Total: 100%

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
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

課程諮詢管道 LINE or email the instructor

課程對應SDGs指標 SDG12：負責任的消費與生產（Responsible Consumption and Production）

課程是否導入AI

備註

教師姓名	李鎮宇　教師諮商時間(Office Hours)
Email	G.C.Li@ntut.edu.tw
最後更新時間	2024-12-16 17:42:26
課程大綱	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.
課程進度	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
評量方式與標準	Participation, Quizzes: 10% Analysis 1-4: 60% Final project:30% Total: 100%
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 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
課程諮詢管道	LINE or email the instructor
課程對應SDGs指標	SDG12：負責任的消費與生產（Responsible Consumption and Production）
課程是否導入AI
備註