Marketing/Integrated Marketing Communication (IMC)/Professor Yu Fang Chang
This course aims to integrate the theoretical foundations and principles of Integrated Marketing Communication (IMC), enabling students to understand the application of IMC and the execution and strategy of advertising. Additionally, students will become familiar with the development and current status of the advertising industry in Taiwan, as well as the analysis of advertising cases and the application of theoretical concepts. In recent years, digital advertising has surpassed traditional media advertising, and this course will also explore relevant knowledge in social media advertising and digital content.
The course content includes:
- Concepts and principles of Integrated Marketing Communication (IMC), Integrated Brand Promotion (IBP), and advertising in digital marketing communication.
- Analysis of advertising and promotional organizations, consumer behavior, and communication processes.
- Advantages and disadvantages of using celebrities as advertising endorsers, and discussing whether their endorsement fits the brand.
- Objectives and budget of IMC programs, and areas where advertising expenses may be wasted.
- Development and current status of the advertising industry in Taiwan, creative planning, strategy and development, advertising strategy, and media evaluation.
- Media planning and strategy, and the application of IMC mix and effectiveness measurement of promotional programs.
- Ethical and social responsibility issues in advertising and society.
Student Course Feedback:
- The teacher is excellent, very friendly, and the course content is solid.
- I gained a lot from the cases shared by the teacher, and I really enjoyed them. The teacher showed us many advertising cases to think about, and the teaching was very attentive.
- The teacher is dedicated and teaches with great care. Thank you very much, teacher. The teacher is very diligent. Thank you, teacher!
- The teacher works very hard. Thank you, teacher.
- The teacher provided us with many types of advertisements, which were very useful and enjoyable!!!!!!!
- I learned a lot about the meaning and marketing techniques behind many advertisements.
- I really enjoyed this class. Thanks to the teacher's dedicated teaching and meticulous assignment grading, as well as providing us with valuable feedback and insights, and introducing many excellent advertisements. It was great to have guest speakers at the end of the class, as it not only allowed us to interact with external professionals but also provided us with more insights.
- Through this course, we gained a deeper understanding of the hardships behind advertisements. Thank you to the teacher for the guidance throughout this semester; it was truly a great class.
- The teacher teaches with great dedication.
- The teacher is very serious!! Thank you for your hard work :D
- The teacher's class remains interesting, and we also learned a lot. I highly recommend the teacher's class.
- The teacher prepares the class meticulously, providing students with a lot of information about advertisements and real-time updates.
- This course was taught by Teacher Yu Fang, and I feel like we learned a lot. We covered various topics related to advertisements and also had class presentations (such as different types of advertisements, etc.). We needed to take the Google certification exam, and there were occasional activities during class. Attendance was also required. I think as long as you attend class regularly, you won't have a hard time getting a good grade. The teacher is very nice, and the grading is fair.(source：Dcard)