《整合營銷傳播》課程教學(xué)大綱英文版

1、Syllabus of Integrated Marketing CommunicationCourse Name： Integrated Marketing Communication Course Code：Credits： 2Total Credit Hours： 32Lecture Hours： 32Experiment Hours： 0Programming Hours： 0Practice Hours： 0Total Number of Experimental (Programming) Projects 0 ,Where, Compulsory ( 0 ), Optional

2、(0 ).Class organization: Marketing Department of Business SchoolApplicable Major: Business Administration MajorI、Course Nature & AimsThis course is a module elective course for business administration majors.lt is required that through the study of this course, students can master the basic theories

3、 and methods of integrated marketing communication research and analysis, be able to use the basic theories of integrated marketing communication to analyze real enterprise management problems, and be able to design related brand marketing communication activities in combination with enterprise inte

4、grated marketing communication activities.This course combines theory with skill application.This course is an important course for business administration major and has strong practicability.lt is a comprehensive study of marketing, public relations, brand management, consumer behavior, management

5、and many other courses in the business administration major, with the promotion of brand assets as the core and the promotion of theoretical cognition and practical ability of brand communication, so as to achieve the purpose of comprehensive application.II Course Objectives1. Cultivate morality and

6、 cultivate peopleThrough the study of integrated marketing communication theory and technology, we have a comprehensive understanding of the relevant knowledge of integrated marketing communication theory and application.Through the establishment and evolution of the integrated marketing theory, we

7、can understand the changes of the theory. In the inheritance and innovation of business theory, scholars from various countries cooperate and communicate with each other, and constantly promote the application of theory and practice to new heights.Through learning, help students toUse Promotion to E

8、stablish Brand Preference (Supporting Article 1.2 of UIL Curriculum Training Objectives1)Promotion and Preference Building ConceptsBasic Methods of Sales PromotionIntegrated Communication and Sales PromotionTeaching requirements: have a certain understanding of the connotation of promotion and custo

9、mer preference, master the basic methods of sales promotion, grasp the relationship between integrated communication and sales promotion, flexibly use promotion to establish consumer brand preference, and cultivate students* insight and ability of brand information dissemination in relevant means of

10、 marketing promotion.Teaching emphasis: basic methods of sales promotion and application of integrated communication.Teaching Difficulties: How to Improve the Efficiency of Integrated Communication in Sales Promotion.Strategic Integration of Public Relations (Supporting Article 1.2 of nII. Cumculum

11、Training Objectives)Public Relations and Integrated CommunicationApplication of Marketing Public RelationsPublic Relations Planning and OperationTeaching requirements: have a basic understanding of public relations and integrated communication, master the application of marketing public relations, i

12、mprove the planning and operation ability of public relations, and cultivate students* insight and ability of brand information communication in enterprise public relations.Teaching Emphasis: Application of Integrated Communication in Public Relations.Teaching Difficulties: How to Use Public Relatio

13、ns Activities to Improve the Efficiency of Integrated Communication.shows the integration of visual effects and scenes (supports Article 1.2.3 of UIL Curriculum Training Objectives)Visual Communication and Design DisplayProduct Design and Packaging DesignEnvironmental Design and Scene ReproductionTe

14、aching requirements: have a basic understanding of visual communication and design display, have a deep understanding of product design and packaging design, environmental design and scene reproduction, have a deep understanding of the relationship between good product and good feeling, have a certa

15、in judgment on product and environmental design and construction in a certain industry, and can put forward personal unique opinions to cultivate students1 grasp and application ability on product and packaging design and environmental construction.Focus of teaching: the relationship between visual

16、communication and product and environmental design.Teaching Difficulties: How to Use Visual Communication and Design to Improve the Effectiveness of Integrated Marketing Communication.Chapter 11 Marketing Is the Integration of Communication (Supporting Article 3 of II. Curriculum Training Objectives

17、)Integrated communication is an ideaThe end point of integration is not marketingIntegration Ideal of Value SharingTeaching requirements: to understand the concept of integrated communication, to improve the point of view that the end point of integration is not marketing but value sharing, to re-ex

18、amine the theory and practical application of integrated marketing communication from a macro perspective, and to cultivate students1 ability to comprehensively improve the flexible application of integrated marketing communication.Key points of teaching: to integrate the understanding and promotion

19、 of communication concepts.Teaching Difficulties: Thinking and Reality of Integration Ideal of Value Sharing.IV. Class hour distribution tableContent ofteaching and learningIdeological and politicalintegration pointLecturehoursExperimental hoursPracticehoursHours onboardSelf-study hoursExerciseclass

20、Hours ofdiscussionChapter One:Evolution ofIntegratedCommunicationpatriotism9TheoryChapter IIBasic Strategies of IntegratedMarketingCommunicationScientific spirit2Chapter IIIApplication ofIntegratedMarketingCommunicationTacticsThe spirit of science/innovation2Chapter IVStakeholdersand BrandValueThe s

21、pirit of science/innovation2Chapter VCommunicationPatterns andContact PointManagementInnovative spirit2Chapter 6 DataApplication andDirectMarketingThe spirit of science/innovation22Chapter VIINew Media-OrientedPatriotism/Innovation/CulturalConfidence42AdvertisingStrategiesChapter 8 UsePromotion toEs

22、tablish BrandPreferencePatriotism/Innovation/CulturalConfidence4Chapter IXStrategicIntegration ofPublicRelationsPatriotism/Innovation/CulturalConfidence2Chapter 10 shows the integration of visual effects and scenesPatriotism/Innovation/CulturalConfidence22Chapter 11 Marketing Is the Integration of C

23、ommunicationPatriotism/Innovation/CulturalConfidence2Combinedmeter2624Total32VL Teaching MethodsComprehensive use of a variety of teaching methods, including classroom teaching, discussion teaching, mixed teaching and heuristic teaching.Classroom teaching: this lesson is mainly taught by teachers, s

24、upplemented by self-study and homework based on video materials.During the teaching process, blackboard writing and multimedia teaching should be used flexibly, teacher-student interaction should be strengthened, and heuristic teaching should be emphasized.Discussion teaching: Carry out discussion a

25、ctivities according to specific teaching contents.Teachers provide discussion questions, and students prepare for the class in small groups, and then conduct discussion in class, thus improving the students team cooperation ability.Mixed teaching: based on the platform of massive open online course

26、of Jiangnan University, some mixed teaching under the line and under the line is interspersed in the teaching process.Heuristic teaching: for important knowledge points, students are taught with the ideas of asking questions, analyzing problems and solving problems, so as to cultivate students corre

27、sponding abilities imperceptibly.Emphasize the importance of practical experience and learn from practice.VII、Course Assessment and Achievement EvaluationExamination method: examinationExamination format: open bookEvaluation method: five-level systemThe contents, forms and objectives of course asses

28、smentprogram objective (IndicatorPoint)AssessmentcontentAssessment form and proportion (%)AchievementsClassroomquestioningJob evaluationRoutinetestExperimentalreportCoursereportcourseworkmidtermfinalOverall ratio(%)Courseobjective 1Understanding and Exploration of Connotation of Integrated Marketing

29、 Communication1()1010Courseobjective 2Appreciationand Analysis ofAdvertisingCases1060Courseobjective 3A Case Study of an Integrated Marketing Communication Activity in an Enterprise1030Total30100100The examination methods are divided into examination and open-book examination.The assessment focuses

30、on the students* ability to acquire knowledge, analyze and solve problems by applying the knowledge they have learned, practice and innovation.The examination results consist of the final examination results and the usual results. At ordinary times, the scores accounted for 40%, and the final open-b

31、ook examination scores accounted for 60%.This course adopts a five-level system: excellent, good, medium, pass and fail.Curriculum ResourcesTextbook: Weijun Ying. Theory and Practice of Integrated Marketing Communication (4th Edition) M, capital university of economics and business Publishing House,

32、 2018.8 (Non-Foreign Language Original Textbook)Bibliography:(US) Schultz, Wang Zhuo, Gu Jie Trans. Integrated Marketing Communication: Five Key Steps to Create Enterprise Value M, Tsinghua University Publishing House, 2013.6 (Original Translation Textbook in Foreign Languages)(US) Terence. A. New P

33、u. Integrated Marketing Communications-Advertising and Promotion M, Peking University Press, 2013.9 (Original Translation Textbook in Foreign Languages)Cheng Yuning. Integrated Marketing Communication-Planning, Creativity and Management of Brand Communication, Renmin University of China Press, July

34、2014 (Non-foreign Original Textbook)(US) Kenneth E.Clow, (US) Donald. Advertising, Promotion and Integrated Marketing Communications (7th Edition) M, Tsinghua University Press, 2015.9 (Original Translation Textbook in Foreign Languages)Chuguang Zhi. Introduction to Integrated Marketing Communication

35、 M, Higher Education Press, 2014-09 (Non-ibreign Original Textbook)(US) Belch et al., Trans. Zheng Suhui et al. Advertising and Promotion: Integrated Marketing Communication Perspective (9th Edition) M, Renmin University of China Press, 2014-04 (Original Translation Textbook in Foreign Languages)CNK

36、I and other professional databases, papers and documents, various book databases, MOOC and other related resources.Reading materials: noneRelevant NotesPre-course: MarketingFollow-up Course: NoneContents and Requirements of Students Self-study Part:Bilingual teaching: noRequirements and Proportion o

37、f Bilingual Teaching: NoneDiscipline and Precautions in Practice: No PracticeOther matters to be explained: multimedia teachingOutline Write亡Outline reviewer:establish scientific thinking methods and be good at learning, flexible, creative wisdom, improve the effectiveness of integrated marketing co

38、mmunication, and temper the spirit of facing challenges bravely.From the integrated marketing communication theory and practice, it plays a positive role in the innovation-driven development of our country.Taking the research work of outstanding contributors as the carrier, the education of socialis

39、t core values is integrated into the teaching content and all links of the whole teaching process, highlighting value guidance, knowledge transmission and ability training to help students correctly understand historical laws, accurately grasp basic national conditions, master scientific world outlo

40、ok and methodology, and promote the establishment of correct world outlook and values.Course objectivesThrough the study of this course, students have the following qualities, skills, knowledge and abilities:Curriculum Objective 1. Learn the theory of communication, on the basis of understanding the

41、 theory of brand communication and integrated marketing communication, master the methods of integrated marketing communication of enterprises, enhance the sensitivity of enterprise communication and the importance of understanding the influence of enterprises.(Corresponding to Chapters 1, 2, 3, 4,

42、5, 6, and 11, supporting graduation requirement index points 1).2.3.4.5.10.12.13)Curriculum Objective 2. Through studying the media, advertising, product display, promotion and other contents of marketing behavior, we have in-depth understanding of the communication strategies that may exist in the

43、marketing process of the enterprise, and basically master the communication skills of each link.(Corresponding to Chapters 5, 7, 8, 9, 10, and 11, supporting graduation requirement index points 1). 2.3.4.5.6.7.8.9.10.11.12.13)Course objective 3. Through studying this course, I have a sensitive sense

44、 of smell and communication awareness about brand communication, establishment of corporate image, and promotion of product image in enterprises, and have an exploration interest in how to creatively promote corporate brand image and influence.Learning this course prepares you for entering the workp

45、lace, both in theory and practice.(Corresponding to Chapters 5, 6, 7, 8, 9 and 10, supporting graduation requirement index points 1) .2.3.4.5.8.9.10.11.12.13)The support of curriculum objectives for graduation requirementsThe training objectives and graduation requirements for the business administr

46、ation major of Jiangnan University Business School are:Training Objective: To train high-quality talents with good professional ethics, high social responsibility, good professional accomplishment, sound personality, solid foundation, global vision, humanistic spirit, innovation and entrepreneurial

47、awareness, ability to construct and solve problems, mastery of basic management theories, familiarity with management science and art, and ability to engage in management work in enterprises, institutions and government departments.Students of this major are required to master the basic theories and

48、 knowledge of management, economics, marketing, organizational behavior and innovation and entrepreneurship management.Master the qualitative and quantitative analysis methods of market data and relevant management skills;Having strong practical application, operation ability and basic ability to an

49、alyze and solve management problems;Familiar with relevant policies, regulations and practices at home and abroad;To understand the theoretical frontier and development trends of this discipline, so as to meet the innovative and internationalized requirements of the new international and domestic en

50、vironment for organization and management personnel.Requirements for Graduation Ability:. Comprehensive knowledge ability: Ability to apply mathematics, management and professional knowledge to organizational management issues. Ability to analyze problems: master the basic knowledge and theory of th

51、e companys operation, and be able to find and analyze the deficiencies and problems existing in the enterprises operation and management from a management perspective. Decision-making and judgment ability: master the basic theories and methods of decision-making and judgment, and make auxiliary deci

52、sions and judgments in combination with production and operation management, marketing, human resources management and financial management, etc.Ability to adapt to society: master basic moral and legal knowledge, and establish correct values and human outlook. Professional competence: master basic

53、knowledge of marketing, organization and management, economic law and related industries, be able to conduct market analysis, investigation and data processing, and be familiar with basic theories and methods of organization and management, marketing, innovation and entrepreneurship, etc. Practical

54、operation ability: master the basic practical ability of business administration courses, and be skilled in operating related businesses;Grasp the practical ability of each management professional post, aiming at the economic business of private enterprises and international manufacturing enterprise

55、s in southern Jiangsu, and be able to complete the systematic business management design and operation. Tool application capability: master the analysis tools and operating systems of business administration specialty and design and apply them in combination with specific tasks and projects. Organiz

56、ation and management capability: master the basic theories and methods of production operation and organization and management, and combine the characteristics and requirements of specific enterprises to improve the efficiency and effect of management. Communication and expression ability: master th

57、e basic theories and methods of business management communication, negotiation and communication. Career development ability: master the theories and knowledge of economic, financial and trade specialties related to business administration to enhance the professional development ability. Innovation

58、and entrepreneurship: master the basic theories and methods of innovation and entrepreneurship and employment, and formulate career development plans in combination with their own development direction. Lifelong learning ability: Be familiar with the industry and professional development direction,

59、understand the research hot spots of disciplines, and improve the lifelong learning ability.) Humanistic Accomplishment Ability: Enhance the research ability and knowledge level of humanistic science, and the human-oriented and human-centered spirit embodied in humanistic science-the intrinsic quali

60、ty of human beings.The graduation requirements supported by the teaching objectives of this course are mainly reflected in the graduation requirements index points 1), 2), 3), 4), 5), 8), 9), 10), 11), 12) and 13), as follows:The Support of Curriculum Objectives to Graduation Requirementsprogram obj