一、课程简介

整合营销传播（双语）是新闻传播学类广告学、传播学的专业核心课，网络与新媒体专业的专业限选课，面向新闻传播学类二年级本科生。本课程具体内容包括整合营销传播概论、市场调研的基本类型和方法、消费者的品牌选择策略和对广告的反应、品牌定位的模型和基本策略、各种类型广告的创作原则以及广告效果评估的基本方法、在微博和微信等新媒体平台开展品牌推广的策略、促销手段分析以及不同消费群体对促销的反应、赞助体育赛事和文娱活动的基本策略、公共关系的策略和效果评估、整合营销策划案的分析和撰写。本课程旨在帮助学生掌握整合营销传播所涉及的基本流程、环节、理论和策略，培养学生在广告、公关、市场营销方面的分析能力、策划能力和双语交流能力。通过教师点评、师生互动和课堂讨论，学生的逻辑思维能力、想象力、和批判性思维能力将得到加强。另外，通过商业伦理方面的讨论，教师将引导学生树立正确的“三观”，今后做一个具有良好职业道德的人。

Integrated Marketing Communication (Bilingual) is a core course for sophomores majoring in Advertising and Communication and a distributional elective for those majoring in Internet and New Media. Course content includes the following: overview of IMC, marketing research, consumer psychology, positioning, advertising creativity and effectiveness, digital marketing, sales promotion, branded entertainment, public relations, and IMC planning. After completing the course, students will better understand the procedures, components, theories and strategies involved in the process of integrated marketing communication (IMC), and develop strong analytical skills, planning skills, and bilingual communication skills in advertising, public relations and marketing. Through the instructor’s comments and in-class discussion, students will also improve their skills of logical reasoning, imagination, and critical thinking. In addition, through the discussion on business ethics, the instructor will help students possess a positive world view and become a person of high moral character. 

二、课程目标

1.价值目标

在策划活动和创作作品的过程中遵守公序良俗，体现出积极向上的价值观和正能量；不剽窃他人成果、不捏造事实。

2.知识目标

综合运用广告学、营销传播、影视创作、新媒体运营方面的知识开展品牌推广活动。

3.能力目标

创作平面和视频广告作品，撰写整合营销策划案并进行提案。

4.综合素养

在创作的英文营销视频中展现出一定的国际视野和英文表达能力；在策划案的撰写和提案过程中展现出较强的创新精神、逻辑思维能力和语言交流能力。