課程資料
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N138 廣告AI科技整合應用
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開課學期:1151
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開課班級:
廣告系 2
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授課教師:游淳惠
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必修
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學期課
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學分數:2.0
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大孝 0708 星期三 11:10-13:00
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N138 AI—DRIVEN ADVERTISING INTEGRATION
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2026 Fall
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Department of Advertising 2
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Professor:YOU, CHUN-HUI
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Required
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Semester
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Credits:
2.0
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Da Xiao 0708 Wednesday 11:10-13:00
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發展願景
傳揚中華文化,促進跨領域創新,與時精進,邁向國際
It is our objective to promote Chinese culture, enhance cross-disciplinary innovation, seek constant advancement, and embrace global community.
辦學宗旨
秉承質樸堅毅校訓,承東西之道統,集中外之精華,研究高深學術, 培養專業人才,服務社會,致力中華文化之發揚, 促進國家發展.
Based on our motto—“Temperament, Simplicity, Strength, and Tenacity,” “inheriting the merits of the East and the West” and “absorbing the essence of Chinese and foreign cultures,” we make it our mission to pursue advanced research, develop professional talents, serve the society, promote Chinese culture and support national development.
校教育目標
校基本素養
校核心能力
院教育目標
樹立新聞傳播專業倫理
To establish professional ethics in journalism and communication.
深化人文及社會科學涵養
To deepen knowledge and cultivation in the humanities and social sciences.
增進創意設計與企劃能力
To enhance creative design and project planning abilities.
養成資訊科技操作應用能力
To cultivate competence in the operation and application of information technology.
培育多媒體經營管理學能
To develop knowledge and skills in multimedia management and operations.
院核心能力
現代公民之人文社會關懷精神 The spirit of humanistic and social concern of modern citizens.
發現、思考,分析與解決問題之能力 The ability to identify, think critically, analyze, and solve problems.
新聞暨傳播從業人員之專業倫理 Professional ethics for journalism and communication practitioners.
數位媒介產製能力 Digital media production capabilities.
系教育目標
培育具人文涵養與專業技能廣告人才
訓練策略思考及企劃撰寫提案之技能
啟發掌握趨勢脈動與流行時尚之眼光
灌輸行銷及創意產業規劃與執行能力
提升創意內容產製之必備能力與技巧
系核心能力
廣告策略企畫與執行能力
廣告創意表現與產製能力
創意產業行銷與整合能力
課程目標
本課程旨在培養學生具備運用AI與數位科技進行整合式廣告行銷應用的能力,具體學習目標
包括:
1. 強化數位工具操作能力:熟悉AI與辦公室科技工具操作(如自動化簡報、AI輔助寫作、
資料視覺化等),提升工作效率。
2. 建立科技應用素養:掌握各類數位與AI技術在廣告與行銷上的應用,發揮高效創意與降
低人力成本。
3. 學會數據閱讀與分析:學習如何理解平台數據(如Google Analytics、社群後台指標等
),掌握各類廣告指標的意涵與應用。
4. 發展數據決策能力:透過數據支持廣告行銷策略,強化精準投放與成效分析的能力。
5. 強化提案與溝通技巧:學會以數據與科技成果支撐提案內容,提升與主管或客戶溝通預
算與策略的說服力。
課程能力
廣告策略企畫與執行能力 (比重 70%)
廣告創意表現與產製能力 (比重 15%)
創意產業行銷與整合能力 (比重 15%)
課程概述
網路時代的來臨,使資訊傳播工具不再集中於少數媒體手中,自媒體與AI生成內容的興
起,讓傳播方式日新月異。面對行動科技、無線通訊、物聯網(IoT)、人工智慧(AI)、區
塊鏈與大數據等快速發展的科技浪潮,廣告與行銷活動也需藉由科技力量轉型升級,以達到
更高效、更精準的傳播效能。
本課程「廣告AI科技整合應用」即因應此趨勢設計,強調廣告、行銷與數位傳播在AI科
技支援下的整合應用。學生將學習如何運用各式數位工具與AI平台(如
ChatGPT、Midjourney、Google Analytics等),進行創意內容製作、數據分析與行銷決策,全
面強化其在數位傳播時代的實戰能力與競爭力。
授課內容
網路時代來臨,資訊傳播工具不再掌握在少數媒體商手中,自媒體盛行的世代令資訊傳播的方式日新月異。隨著行動、無線、物聯網、AI人工智能、區塊鏈與大數據等等科技議題的驅動,如何藉由科技之力輔助廣告行銷活動之推行以期達到事半功倍之效,更顯重要。本課程順應時勢,以現今廣告科技(AdTech)與行銷科技(MarTech)應用為主軸,強調在資訊傳播時,如何應用日新月異的數位科技求新求變。課程結合「生成式 AI 內容創作」與「數據驅動決策」兩大核心,引導學生透過各種現代數位工具的使用,達到廣告、行銷與資訊傳播的最大綜效。
With the advent of the internet and the rise of self-media, the tools of information dissemination are no longer monopolized by a few media conglomerates; the ways we communicate change daily. Driven by technological advancements such as mobile computing, IoT, Artificial Intelligence, blockchain, and big data, leveraging technology to amplify advertising and marketing campaigns has become paramount.To keep pace with these industry shifts, this course focuses on contemporary AdTech and MarTech applications. It emphasizes innovation in a fast-evolving digital landscape, anchoring on two core pillars: Generative AI Content Creation and Data-Driven Decision Making. Students will master various digital tools to achieve maximum synergy across advertising, marketing, and information dissemination.
授課方式
1. 老師授課:以教科書、網路行銷與科技應用知識為主軸。
2. 學生分享:同學以小組為單位,蒐集網路科技應用在生活的個案分享。
Teaching Methodology
1.Lecture-based Learning: Focuses on textbooks, digital marketing trends, and technological application knowledge.
2.Student-Led Presentations: Students work in groups to collect and share real-world cases of digital technology applied in everyday life.
評量方式
上課用書
(師生應遵守智慧財產權及不得非法影印)
1.上課用PPT,+課本
2.曾瀚平、鄭江宇(2021),《Google Analytics 疑難雜症大解惑》。五南出版。
3.高端訓(2020), 以MARTECH經營大數據會員行銷(《大數據預測行銷》暢銷增訂版)。時報出版 。
1.Lecture Slides + Textbooks
2.Tseng, H. P., & Zheng, J. Y. (2021). Google Analytics Troubleshoot Guide (Google Analytics 疑難雜症大解惑). Wunan Book Co.
3.Hsuan, D. X. (2020). Big Data Member Marketing with MARTECH (以MARTECH經營大數據會員行銷) (Best-selling Expanded Edition of "Big Data Predictive Marketing"). China Times Publishing.
參考書目
(師生應遵守智慧財產權及不得非法影印)
1. 李友君(2019)。學校老師沒教的Excel最強教科書,大樂文化。
2. 鄧文淵(2018)。翻倍效率工作術-不會就太可惜的 Excel 必學函數(第二版) (大數據時代必備的資料統計運算力!) ,碁峰。
3. Harris先生(2019)。剖析Google Analytics:從報表理解到實作增訂版,碁峰。
4. GA認證: https://support.google.com/google-ads/topic/9028737?hl=zh-Hant&ref_topic=9028736
5. 台北數位指數: https://index.taipeiads.com/
6. 其他: 網路資源
Li, Y. J. (2019). The Strongest Excel Textbook School Teachers Didn't Teach (學校老師沒教的Excel最強教科書). Dale Culture.
Deng, W. Y. (2018). Double Your Efficiency: Essential Excel Functions You Can't Afford Not to Know (2nd Edition) (翻倍效率工作術-不會就太可惜的 Excel 必學函數). Gotop Information.
Mr. Harris (2019). Analyzing Google Analytics: From Report Understanding to Implementation, Expanded Edition (剖析Google Analytics:從報表理解到實作增訂版). Gotop Information.
GA Certification: https://support.google.com/google-ads/topic/9028737?hl=zh-TW&ref_topic=9028736
Taipei Digital Index: https://index.taipeiads.com/
Others: Online Resources
課程需求
要報告
1. 期末報告組別最慢請於開學第四週前提供分組名單。
2. 報告當天每位分組同仁請全員到期,除特殊原因外,報告沒到的同學以零分計算。
3. 期末報告分組進行, 報告格式與規定詳課堂要求,未遵守格式規範,報告整組0分計算。
Presentation Required
Group lists for the final presentation must be submitted no later than the fourth week of the semester.
All group members must be present on the day of their presentation. Except for extraordinary circumstances, absent students will receive a score of zero.
The final presentation will be conducted in groups. The format and regulations must follow classroom requirements; failure to comply with the formatting guidelines will result in a score of zero for the entire group.
要考試考試以老師教學與同學分享為主要考試內容,考試注意事項會於考前一週於課堂上說明,請同學準時赴考,若非不可抗之因素, 不接受補考
Exams primarily cover lecture material and student presentations. Important notes regarding exams will be explained in class one week prior. Students must arrive on time; make-up exams will not be accepted unless due to uncontrollable circumstances.
其他需求按學校規定每堂課點名,缺課超過10節以上平時成績0分,全勤者平時出席成績滿分,曠課扣10分。
◎公假(學校會直接幫同學請公假,不扣分)
學生有下列情形之一者,得准予公假:
一、代表國家參加比賽或活動者。
二、代表本校參加校外正式比賽或社團活動者。
三、參加全校性之正式活動或比賽者。
四、參加本校召集之各種會議及校內外召開之學術會議者。
五、有關兵役事項,有兵役單位之證明者。
※學生申請公假應由本校學術單位或行政單位提出申請,經核准後,始生效力。
※公假經核准後,學生應於上課前一週向任課教師提示申請單位出具之證明。
◎事假(需事先請假,扣5分;但喪假、產假除外不扣分)
1.需事先請假,且事假需得到授課老師同意,事假申請才算完成,並需備齊相關證明文件(如喪假需附上訃聞)
2.因不得已之災害及特別事故而請假。(例如:上學途中火車誤點,請出示台鐵誤點證明;上學途中遭遇車禍,請提供交通隊的車禍證明,為了同學身體健康著想,遇到車禍請千萬要報警處理,並去醫院進行檢查,不能私了),此部份無需事先請假,但需於一週內提出證明。
◎病假(扣5分)
學生因病不能上課而請病假者,應檢附校醫證明或健保局特約醫院或診所出具之證明書,向授課教師請假,最遲應於病假結束之日後一週內提出申請(逾期老師可拒絕受理),如繳交的假單為影本時,需一併附上正本查驗。請假需備齊:
1.健保局特約醫院或診所出具的診斷證明(除校醫可憑藥袋外其他僅收診斷證明,不接受繳費收據),診斷證明書需註明醫生建議需要修養天數,或
2.出示「全民健保行動快易通」證明就醫記錄
3.防疫假(按照政府規定輕症仍可上課,不需要在家隔離,按學校規定COVID中重症需住院者,以醫院隔離治療通知書為憑,即可辦理請假)
◎生理假(扣5分)
女性學生因生理期不適者得請生理假。
◎心理不適假(不扣分)
1.學生因心理或精神不適,致上課有困難者,毋須提供相關證明得請心理調適假。
2.學期請假日數累計二日者,應通知導師優先關懷,如請假已滿三日者,應由學生諮商中心啟動輔導。
※ 期中、期末考試如因請假申請補考,需依照學校規定提供證明,辦理如下:
(1)重大疾病(不含一般性腸胃炎、呼吸道感染等):須蓋有醫院關防、院長印章之公立醫院診斷證明書;私立綜合醫院僅限長庚、馬偕、耕莘、國泰、亞東、中心診所、宏恩、中山、中華及醫學院附設醫院之診斷證明書(私人診所之證明無效)。
(2)因親病喪葬:限直系親屬病危、喪亡、葬禮須分別檢附醫院證明、死亡證明、訃聞等有關文件。
(3)因公:1)代表國家出國參加比賽,須檢附公函。 2)有關兵役事項者須檢附兵役機關之證明。3)符合本校「學生請假規則」第五條所規定項目,經核准持所准公文辦理請假。
四、懷孕生產:學生本人因懷孕所致之事(病)假、產假,得持醫生證明辦理請假
※網路登記請假,不代表完成所有請假手續,仍須按上列原則辦理。
Roll call will be taken every class in accordance with school regulations. Students with more than 10 absences will receive a score of zero for their participation grade. Perfect attendance yields full marks for participation, while unexcused absences result in a 10-point deduction.
◎ Official Leave (Approved automatically by the school without penalty)
Students may be granted official leave under the following circumstances:
Representing the nation in competitions or activities.
Representing the university in off-campus official competitions or club activities.
Participating in official university-wide activities or competitions.
Attending various meetings called by the university or academic conferences held on/off campus.
Military service matters supported by documentation from military authorities.
Note: Official leave must be requested by an academic or administrative department of the university and becomes effective only after approval.
Note: Once approved, students must present the certificate issued by the applying unit to the course instructor one week prior to the class.
◎ Personal Leave (Prior notice required, 5-point deduction; bereavement and maternity leave excluded from deductions)
Requests must be submitted in advance and approved by the instructor to be complete. Relevant supporting documents must be provided (e.g., an obituary for bereavement leave).
Leave due to unavoidable disasters or special emergencies (e.g., train delays on the way to school: please present a Taiwan Railways delay certificate; traffic accidents on the way to school: please provide an accident certificate from the traffic police. For health and safety reasons, always report accidents to the police and visit a hospital for a check-up rather than settling privately). Prior notice is not required for emergencies, but proof must be submitted within one week.
◎ Sick Leave (5-point deduction)
Students unable to attend class due to illness must present a certificate from the school physician or a contracted National Health Insurance (NHI) hospital/clinic to the instructor. Applications must be submitted within one week after the end of the sick leave (late submissions may be rejected). If a photocopy of the leave slip is submitted, the original must be presented for verification. Requirements include:
A diagnostic certificate issued by an NHI-contracted hospital or clinic (only diagnostic certificates are accepted, except for the school physician who may accept a medicine bag; payment receipts are not accepted). The certificate must state the number of rest days recommended by the doctor, or
Proof of medical records shown via the "NHI Express (全民健保行動快易通)" app.
Pandemic Prevention Leave (In accordance with government regulations, students with mild symptoms may still attend class without home isolation. According to school regulations, those with moderate-to-severe COVID-19 requiring hospitalization can apply for leave using the hospital isolation treatment notice).
◎ Physiological Leave (5-point deduction)
Female students experiencing discomfort due to their menstrual cycle may apply for physiological leave.
◎ Mental Health Leave (No deduction)
Students experiencing psychological or mental distress that makes attending class difficult may request mental health leave without providing supporting documentation.
If accumulated leave reaches two days in a semester, the class mentor will be notified to prioritize student care. If it reaches three days, the Student Counseling Center will initiate counseling support.
Make-up Exam Policy for Midterm and Final Exams due to Leave:
Documentation must be provided in accordance with university regulations as follows:
Major Illness (excluding general gastroenteritis, respiratory infections, etc.): Requires a diagnostic certificate from a public hospital bearing the hospital's official seal and the director's stamp. For private general hospitals, certificates are restricted to Chang Gung, Mackay, Cardinal Tien, Cathay, Far Eastern, Clinic Center, Hung En, Chung Shan, China Medical University, and university-affiliated hospitals (certificates from private clinics are invalid).
Family Illness or Bereavement: Limited to critical illness, passing, or funerals of direct relatives. Relevant documents such as hospital certificates, death certificates, or obituaries must be attached respectively.
Official Business: 1) Representing the nation abroad for competitions requires an official letter. 2) Military service matters require certification from military authorities. 3) Items meeting Article 5 of the University's Student Leave Regulations, processed with the approved official document.
Pregnancy/Maternity: Personal personal/sick leave or maternity leave due to pregnancy can be processed with a doctor's certificate.
Note: Online leave registration does not mean all procedures are completed. Applications must still be processed according to the principles outlined above.
輔導時間
- 星期三 13:00-17:00
- 星期四 13:00-17:00
教師聯絡資訊
Email:ych4@ulive.pccu.edu.tw
分機:
課程進度
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