国际广告与营销传播（InternationalAdvertisingandMarketing.docVIP

国际广告与营销传播（International Advertising and Marketing Communications） 罗伯特 ? B ? 埃菲 高级讲师 课程编号 周学时8 学分 2 授课对象 本科生 研究生 先修课程 无 广告是产品、服务及理念诉求消费者认同及行动的环境。消费者从广告及营销中获取信息并以之为依据做出决定。我们生活中几乎所有领域都无时无刻不受到广告及营销的影响。 本课程旨在介绍广告学及营销学原理，尤其是西方及国际媒体的广告及营销技巧。传统媒体（报纸、杂志、电视）以及新兴媒体 （电子营销、直效营销、销售促进）都将予以考察。此外，应用与传统及新近媒体的广告、营销原理及技巧也将分别给予研究。 通过上百个真实案例的分析和模拟，受益于该教授从教前在美国媒体二十年的工作经验，学生将学会国际营销专业人士的思维方式。 本课程基于美国大学教学范式。它是跨学科的；将涉及营销学原理、商业实务、心理学及文案写作等内容。 教学方法以讲授为主，并提供学生课堂参与的大量机会。案例研究及商业模拟也将运用于考察真实生活的场景，以利于学生获取更多对于广告及营销行业运作的认识， 并作出有效的决策。 Advertising is the environment in which products, services, and ideas are submitted for consumer approval and action. With its cousin, marketing, advertising informs and influences the decisions we make as consumers and citizens. Almost every aspect of our lives is affected by advertising. This course examines the principles of advertising and marketing, specifically those techniques used in western and international media. Traditional media (newspaper, magazine, broadcast and cable television) and newer media (internet, direct marketing, sales promotion) are analyzed. In addition, those principles and techniques that apply to both traditional and newer media are covered. Students will be trained to think like international marketing professionals through the use of case studies, hundreds of real-world examples, and simulations. The instructor for this class worked in American media for 20 years before becoming a professor. The course is based on American university format. It is interdisciplinary: elements of marketing principles, business practices, psychology, and copywriting. The pedagogy of the class is mostly lecture, but there will be many opportunities for student participation. 1.学生学习达到的效果； 通过本课程的学习，学生将获取以下知识：1）广告、营销及促销的基本原理；2）如何系统分析现实生活中的营销问题；3）如何将本学科的专业知识运用于国内及国际媒介与市场环境。 By the end of the class, students will learn: 1) basic principles of advertising, marketing, and promotion 2) a disciplined method