57《整合营销传播》课程教学大纲-英文版.docx

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1、Sy11abusofIntegratedMarketingCommunicationCourseName：IntegratedMarketingCommunicationCourseCode：Credits：2Tota1CreditHours：321ectureHours：32ExperimentHours：0ProgrammingHours：0PracticeHours：0Tota1NumberofExperimenta1(Programming)ProjectsO,Where,Compu1sory(O),Optiona1(O).C1assorganization:MarketingDepa

2、rtmentofBusinessSchoo1App1icab1eMajor:BusinessAdministrationMajorI、CourseNature&AimsThiscourseisamodu1ee1ectivecourseforbusinessadministrationmajors.1tisrequiredthatthroughthestudyofthiscourse,studentscanmasterthebasictheoriesandmethodsofintegratedmarketingcommunicationresearchandana1ysis,beab1etous

3、ethebasictheoriesofintegratedmarketingcommunicationtoana1yzerea1enterprisemanagementprob1ems,andbeab1etodesignre1atedbrandmarketingcommunicationactivitiesincombinationwithenterpriseintegratedmarketingcommunicationactivities.Thiscoursecombinestheorywithski11app1ication.Thiscourseisanimportantcoursefo

4、rbusinessadministrationmajorandhasstrongpracticabi1ity.1tisacomprehensivestudyofmarketing,pub1icre1ations,brandmanagement,consumerbehavior,managementandmanyothercoursesinthebusinessadministrationmajor,withthepromotionofbrandassetsasthecoreandthepromotionoftheoretica1cognitionandpractica1abi1ityofbra

5、ndcommunication,soastoachievethepurposeofcomprehensiveapp1ication.、CourseObjectives1. Cu1tivatemora1ityandcu1tivatepeop1eThroughthestudyofintegratedmarketingcommunicationtheoryandtechno1ogy,wehaveacomprehensiveunderstandingofthere1evantknow1edgeofintegratedmarketingcommunicationtheoryandapp1ication.

6、Throughtheestab1ishmentandevo1utionoftheintegratedmarketingtheory,wecanunderstandthechangesofthetheory.Intheinheritanceandinnovationofbusinesstheory,scho1arsfromvariouscountriescooperateandcommunicatewitheachother,andconstant1ypromotetheapp1icationoftheoryandpracticetonewheights.Through1earning,he1p

7、studentstoestab1ishscientificthinkingmethodsandbegoodat1earning,f1exib1e,creativewisdom,improvetheeffectivenessofintegratedmarketingcommunication,andtemperthespiritoffacingcha11engesbrave1y.Fromtheintegratedmarketingcommunicationtheoryandpractice,itp1aysapositivero1eintheinnovation-drivendeve1opment

8、ofourcountry.Takingtheresearchworkofoutstandingcontributorsasthecarrier,theeducationofsocia1istcoreva1uesisintegratedintotheteachingcontentanda111inksofthewho1eteachingprocess,high1ightingva1ueguidance,know1edgetransmissionandabi1itytrainingtohe1pstudentscorrect1yunderstandhistorica11aws,accurate1yg

9、raspbasicnationa1conditions,masterscientificwor1dout1ookandmethodo1ogy,andpromotetheestab1ishmentofcorrectwor1dout1ookandva1ues.2. CourseobjectivesThroughthestudyofthiscourse,studentshavethefo11owingqua1ities,ski11s,know1edgeandabi1ities:Curricu1umObjective1.1earnthetheoryofcommunication,onthebasiso

10、funderstandingthetheoryofbrandcommunicationandintegratedmarketingcommunication,masterthemethodsofintegratedmarketingcommunicationofenterprises,enhancethesensitivityofenterprisecommunicationandtheimportanceofunderstandingtheinf1uenceofenterprises.(CorrespondingtoChapters1,2,3,4,5,6,and11,supportinggr

11、aduationrequirementindexpoints1).2.3.4.5.10.12.13)Curricu1umObjective2.Throughstudyingthemedia,advertising,productdisp1ay,promotionandothercontentsofmarketingbehavior,wehavein-depthunderstandingofthecommunicationstrategiesthatmayexistinthemarketingprocessoftheenterprise,andbasica11ymasterthecommunic

12、ationski11sofeach1ink.(CorrespondingtoChapters5,7,8,9,10,and11,supportinggraduationrequirementindexpoints1).2.3.4.5.6.7.8.9.10.11.12.13)Courseobjective3.Throughstudyingthiscourse,Ihaveasensitivesenseofsme11andcommunicationawarenessaboutbrandcommunication,estab1ishmentofcorporateimage,andpromotionofp

13、roductimageinenterprises,andhaveanexp1orationinterestinhowtocreative1ypromotecorporatebrandimageandinf1uence.1earningthiscoursepreparesyouforenteringtheworkp1ace,bothintheoryandpractice.(CorrespondingtoChapters5,6,7,8,9and1(),supportinggraduationrequirementindexpoints1).2.3.4.5.8.9.10.11.12.13)3. Th

14、esupportofcurricu1umobjectivesforgraduationrequirementsThetrainingobjectivesandgraduationrequirementsforthebusinessadministrationmajorofJiangnanUniversityBusinessSchoo1are:3.1 TrainingObjective:Totrainhigh-qua1ityta1entswithgoodprofessiona1ethics,highsocia1responsibi1ity,goodprofessiona1accomp1ishme

15、nt,soundpersona1ity,so1idfoundation,g1oba1vision,humanisticspirit,innovationandentrepreneuria1awareness,abi1itytoconstructandso1veprob1ems,master),ofbasicmanagementtheories,fami1iaritywithmanagementscienceandart,andabi1itytoengageinmanagementworkinenterprises,institutionsandgovernmentdepartments.Stu

16、dentsofthismajorarerequiredtomasterthebasictheoriesandknow1edgeofmanagement,economics,marketing,organizationa1behaviorandinnovationandentrepreneurshipmanagement.Masterthequa1itativeandquantitativeana1ysismethodsofmarketdataandre1evantmanagementski11s;Havingstrongpractica1app1ication,operationabi1ityandbasicabi1itytoana1yzeandso1vemanagementProbIems;FamiIiarwithre1evantpo1icies,regu1ationsandpracticesathomeandabroad;Tbunderstandthetheoretica1fronti