整合营销传播课程教学大纲.docVIP

PAGE PAGE 8 《整合营销传播》课程简介 课程编号 1240132010 课程名称 整合营销传播 课程性质 限选 学 时 32 学 分 2 学时分配 授课：32 ? 实验： 上机：?? 实践：??? 实践（周）： 考核方式 闭卷考试，平时成绩占40% ，期末成绩占60% 。 开课学院 商学院 更新时间 适用专业 市场营销专业 先修课程 市场营销学、品牌管理、广告学 课程内容： 《整合营销传播》是市场营销专业的专业选修课。课程的内容包括整合营销传播要素、策略性整合营销传播基础、整合营销传播计划及评估、营销传播工具整合等理论和实务知识。课程的任务是比较全面系统地介绍整合营销传播原理，以及企业整合营销传播策略的选择和实施。通过本课程的学习，使学生掌握整合营销传播的基本规律，并用之于实践。重点掌握市场传播机会的分析方法，整合营销传播计划的规划过程和方法，以及整合营销传播战略和战术工具的运用；全面了解整合营销传播活动的实施基础、计划和评估，整合营销传播工具的组合，以及调研报告和计划书的撰写；培养学生的分析和实践能力，为其后续的学习和从事整合营销传播策划和效果评估等相关工作打下良好的基础。 Brief Introduction ?Code 1240132010 Title Integrated Marketing Communication Course nature limited optional Semester Hours 32 Credits 2 Semester Hour Structure Lecture：32? Experiment： ?Computer Lab： Practice： Practice (Week)： Assessment Closed book examination, usually results accounted for 40%, the final grade accounted for 60%. Offered by Business School Date 2012-9 for Marketing Prerequisite Marketing Course Description: This course is the professional limited optional course for the students of Marketing.. The content of this course include: integrated marketing communication elements, strategic integrated marketing communication base, integrated marketing communication planning and evaluation, integrated use of marketing communication tools. The mission of this course is: 1st, to systematically introduce the theory and principle of integrated marketing communication, and the election and execution of enterprise integrated marketing communication strategy; 2nd, to know the implementation foundation of integrated marketing communication, and its plan and evaluation, the combination of integrated marketing communication tools, and the writing of integrated marketing communication research report and plan; 3rd, to master the basic laws of integrated marketing communication, especially the analysis methods of market communication opportunity, the planning process and method of integrated marketing communications program, the integrated marketing com