中國文化大學教師教學大綱

課程資料

7321 行銷原理 開課學期：1151
 開課班級： 廣告系 1
授課教師：游淳惠 必修 學年課 學分數：2.0 大孝 0510 星期四 11:10-13:00
7321 MARKETING 2026 Fall
 Department of Advertising 1
Professor：YOU, CHUN-HUI Required Full Year Credits: 2.0 Da Xiao 0510 Thursday 11:10-13:00

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 Cultivate advertising professionals with humanistic literacy and professional skills
訓練策略思考及企劃撰寫提案之技能 Develop strategic thinking and proposal writing skills
啟發掌握趨勢脈動與流行時尚之眼光 Cultivate an awareness of emerging trends, popular culture, and fashion
灌輸行銷及創意產業規劃與執行能力 Develop planning and execution capabilities in marketing and creative industries
提升創意內容產製之必備能力與技巧 Enhance the essential skills and capabilities required for creative content production

系核心能力

廣告策略企畫與執行能力 Advertising Strategy Planning and Execution
廣告創意表現與產製能力 Advertising Creative Development and Production
創意產業行銷與整合能力 Marketing and Integration in the Creative Industries

課程目標

1. 灌輸學生有關行銷相同知識與概念 2. 培養學生有關行銷形勢分析與創意素養 3. 提供學生有關行銷策略企劃與實務運用之能力

課程能力

廣告策略企畫與執行能力 Advertising Strategy Planning and Execution (比重 34%)
廣告創意表現與產製能力 Advertising Creative Development and Production (比重 33%)
創意產業行銷與整合能力 Marketing and Integration in the Creative Industries (比重 33%)

課程概述

一、系統闡述急遽變遷的環境趨勢下，現代行銷觀念之形成背景及理論架構，使學生瞭解行銷之角色與功能。二、闡述實際之行銷成功及失敗個案研討方式，讓學生體驗行銷之原理原則。三、讓學生從中外成功行銷個案中，評析行銷策略實務技巧，並做舉一反三之推理印證。四、培養學生建立行銷學之基本原理，進而對行銷領域中之各項課程產生濃厚之學習興趣。

輔導時間

教師聯絡資訊

Email：ych4@ulive.pccu.edu.tw
分機：

課程進度

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