| 日期 | 週次 | 課程內容 | Content | Papers | Presenter |
|---|---|---|---|---|---|
| 10-Sep | W1 | 課程內容介紹、評分及報告介紹 | Course Overview, Evaluation Criteria, and Report Guidelines | NA | Instructor |
| 17-Sep | W2 | 整合行銷傳播（IMC）簡介 | Introduction to integrated marketing communications (IMC) | NA | Instructor |
| 24-Sep | W3 | 廣告創意的本質 + 品牌與 IMC 在品牌建立中的角色 | The Dual-Construct Model + Brand and The role of IMC in branding | 1. 2004_Toward a general theory of creativity in advertising |
| 林文彥 | | 19-Nov | W11 | 美感的認知心理學：處理流暢性與視覺複雜度+ 媒體評估：雜誌與報紙 | Psychology of Aesthetics + Evaluation of Media: Magazines and Newspapers | 1. 2004_Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings 2. 2010_The Stopping Powerof Advertising- Measures and Effects of Visual Complexity | 黃素鈴 | | 26-Nov | W12 | 形式美學的物理元素：留白與低飽和色彩+輔助媒體與直效行銷 | Formal Aesthetics- White Space & Color + Support Media & Direct Marketing | 1. 2006_How Nothing Became Something- White Space, Rhetoric, History, and Meaning 2. 2025_The Color of Status: Color Saturation, Brand Heritage, and Perceived Status of Luxury Brands | 茶梅 Lisa | | 3-Dec | W13 | 奢華品牌的藝術化與真實性建構 + 網際網路：數位與社群媒體 | Luxury Artification & Authenticity Cues + The Internet: Digital and Social Media | 1. 2004_Processing fluency and aesthetic pleasure- Is beauty in the perceiver's processing experience? 2. 2008-rt Infusion- The Influence of Visual Art on the Perception and Evaluation of Consumer Products | 黃氏翠 Tina | | 10-Dec | W14 | 奢華品牌的「藝術化」與真實性打造（Luxury Artification & Crafting Authenticity）＋促銷、公共關係、公共性與企業廣告，以及 CSR／ESG 傳播與企業聲譽 | Luxury Artification & Crafting Authenticity + Sales Promotion, Public Relations, Publicity, and Corporate Advertising & CSR/ESG Communication & Corporate Reputation | 1. 2005_Crafting Brand Authenticity- The Case of Luxury Wines 2. 2014_The Artification of Luxury- From Artisans to Artists | 吳昍 | | 17-Dec | W15 | 品牌廣告圖像分析+ 國際廣告與推廣 | International Advertising and Promotion | NA | Instructor | | 24-Dec | W16 | 期末報告 I | Final Report I | NA | All Students | | 31-Dec | W17 | 期末報告 II | Final Report II | NA | All Students | | 7-Jan | W17 | 補考、課程回饋、焦點團體討論、自主學習反思與期末作業 | 補考、課程回饋、焦點團體討論、自主學習反思與期末作業 | NA | Certain Students |
Belch, G. E., & Belch, M. A. (2023). Advertising and Promotion: An Integrated Marketing Communications Perspective (13th ed.). McGraw-Hill Higher Education (International).
購買方式👉 https://bookshelf.vitalsource.com/books/9781266503665
（若是很想要暸解IMC全貌的同學可以參考購買）