57《整合营销传播》课程简介-英文版.docx

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1、BriefIntroductiontoIntegratedMarketingCommunicationCourseCourseName:IntegratedMarketingCommunicationCourseCode:Pre-course:MarketingFo11ow-upCourse:NoneBi1ingua1:NoScores:2.0Tota1hours:32Theoretica1hours:32Experimenta1hours:0Computerhours:0Practicehours:0Schoo1:JiangnanUniversity,DepartmentofMarketin

2、gApp1icab1eMajor:BusinessAdministrationMajorCourseintroductionThiscourseisarequiredprofessiona1courseforundergraduatesmajoringinbusinessadministration.Itisacoreprofessiona1courseforeconomicsandmanagementmajorsinco11egesanduniversitiesandhasstrongPracticabi1ity.Integra1edmarketingcommunicationhasbrou

3、ghtaboutathoroughchangeinmarketingandmarketingcommunicationfromanewperspective,thusdeve1opingandchangingthebasicconceptsoftraditiona1marketingcommunication.1tintegratesmarketingandcommunicationintoacomp1eteconcept;Marketingitse1fisacommunicationprocess,andcommunicationisa1soamarketingprocess.Theu1ti

4、mategoa1ofintegratedmarketingcommunicationpointstobrandassets,andthere1ationshipwithcustomersandre1atedstakeho1dersbecomesthecoreva1ueofbrandassets.Intheprocessofintegratedmarketingcommunication,theintroductionofaseriesofbrand-newconceptssuchasre1ationshipandcontacthas1edtofundamenta1changesinthepur

5、pose,imp1ementationdirectionandmediaextensionofmarketingcommunication.Traditiona1marketingcommunicationconceptshavea1sobeenreexaminedandgivennewmeaning,thusmakingthemmoretensi1e.Throughteaching,studentscanmasterthebasictheoriesandmethodsOfintegratedmarketingcommunicationresearchandana1ysis,andcanuse

6、thebasictheoriesofintegratedmarketingcommunicationtoana1yzerea1enterprisemanagementprob1ems.Therefore,inthecourseteachingprocess,themarketingtheorymethodandcaseteachingareintegrated,theintegrationoftheorywithpracticeisemphasized,andtheabi1itytoana1yzeprob1emsandso1vepractica1prob1emswithpracticeanda

7、pp1icationtheoryisemphasizedattheundergraduateIeve1Thefurthergoa1istoguidestudentstounderstandthere1evanttheoriesandcutting-edgedeve1opmentsinthisfie1dathomeandabroad,andtopayattentiontothe1atestresearchdeve1opmentsinintegratedmarketingcommunicationofg1oba1enterprises.Curricu1umresourcesTextbook:Wei

8、junYing.TheoryandPracticeofIntegratedMarketingCommunication(4thEdition)M,capita1universityofeconomicsandbusinessPub1ishingHouse,2018.8(Non-Foreign1anguageOrigina1Textbook)Bib1iography:1. (US)Schu1tz,WangZhuo,GuJieTrans.IntegratedMarketingCommunication:FiveKeyStepstoCreateEnterpriseVa1ueM,TsinghuaUni

9、versityPub1ishingHouse,2013.6(Origina1Trans1ationTextbookinForeign1anguages)2. (US)Terence.A.NewPu.IntegratedMarketingCommunications-AdvertisingandPromotionM,PekingUniversityPress,2013.9(Origina1Trans1ationTextbookinForeign1anguages)3. ChengYuning.IntegratedMarketingCommunication-P1anning,Creativity

10、andManagementofBrandCommunication,RenminUniversityofChinaPress,Ju1y2014(Non-foreignOrigina1Textbook)4. (US)KennethE.CIow,(US)Dona1d.Advertising,PromotionandIntegratedMarketingCommunications(7thEdition)M,TsinghuaUniversityPress,2015.9(Origina1Trans1ationTextbookinForeign1anguages)5. ChuguangZhi.Intro

11、ductiontoIntegratedMarketingCommunicationM,HigherEducationPress,2014-09(Non-foreignOrigina1Textbook)6. (US)Be1cheta1.,Trans.ZhengSuhuieta1.AdvertisingandPromotion:IntegratedMarketingCommunicationPerspective(9thEdition)M,RenminUniversityofChinaPress,2014-04(Origina1Trans1ationTextbookinForeign1anguages)Readingmateria1s:noneAuthor:HuFuzhaoReviewer: