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
114-2	359603	互動式廣告研究	1	3.0	3	★	黃儀婷	互動所 互動與創新外生專班 設計博所	0	0	互動日碩、外碩和設計博班合開,一般教室,限20人

教學大綱與進度：

教師姓名	黃儀婷　教師諮商時間(Office Hours)
Email	evie.ting.huang@gmail.com
最後更新時間	2025-12-16 13:30:50
課程大綱	(1)建立互動式廣告之理論基礎與發展脈絡 (2)理解社群媒體與網路社群中的互動機制與使用者行為 (3)分析迷因、參與式文化與數位擴散現象 (4)培養以研究為基礎的互動廣告分析與設計能力 By the end of the course, students will be able to: (1)Understand the theoretical foundations and historical development of interactive advertising (2)Analyze social media platforms and their interactive mechanisms (3)Examine user behavior and participation in online communities (4)Critically evaluate interactive advertising and digital marketing cases (5)Integrate research insights into interactive advertising analysis and design thinking
課程進度	Week 1｜Course Introduction: What Is Interactive Advertising? Week 2｜Development and Overview of Interactive Advertising Week 3｜Interactivity and User Engagement Week 4｜Social Media Platforms and Interactivity Week 5｜Evolution of Online Advertising Formats Week 6｜Digital Storytelling in Interactive Advertising Week 7｜Online Communities and User Behavior Week 8｜Research Methods for Interactive Advertising Studies Week 9｜Assignment 1 Presentation: Interactive Advertising Case Analysis Week 10｜Introduction to Meme Culture Week 11｜Meme Marketing and Brand Communication Week 12｜Participatory Culture and User-Generated Content Week 13｜Ethical Issues in Interactive Advertising Week 14｜Emerging Trends in Interactive Advertising Week 15｜Assignment 2 Presentation: Interactive Advertising Research Proposal Week 16｜Integrating Research and Design Strategies Week 17｜Assignment 3 Presentation: Final Project Assignment 3｜Final integrative presentation Week 18｜Course Review and Future Perspectives
評量方式與標準	Class participation and discussion: 20% Assignment 1 (Case analysis): 20% Assignment 2 (Research proposal): 25% Assignment 3 (Final project): 35%
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：否 Use of Prof. Huang's materials
課程諮詢管道	ythuang@mail.ntut.edu.tw R408, Guang-Hwa Building
課程對應SDGs指標	無（None）
課程是否導入AI	● 使用生成式AI作為教學過程的輔助工具（Use generative AI tools as an aid to the teaching process） ● 鼓勵學生使用生成式AI工具（Encourage students to use generative AI tools）
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