Dota2外围

一、课程名称: 《广告策划》

二、课程简介

Dota2外围《guanggaocehua》shicangzhouzhiyejishuxueyuanyingshiguanggaozhuanyedehexinkechengzhiyi，shuyuzhuanyehexinke，weibixiukaoshike，kaizaidisanxueqi。diyidierxueqiyijingkaisheleguanggaoxuegailun、shichangyingxiaohechuanboxuejimeishujichudeng，disixueqihaiyaokaisheguanggaochuangyi、guanggaowenandengkecheng。guanggaocehuashiguanggaozhuanyedeyimenzhongyaokecheng，shejixuekeneirongguangbo，shilianxiduomenzhuanyekedeguanjiansuozai，shiduiguanggaozhuanyeqitagemenkechengderonghuiguantong。jishiduiguanggaoxuegailun、shichangyingxiaohechuanboxuejimeishujichudengkechengdezongheyunyong，youshiguanggaochuangyi、guanggaowenandengkechengdekaiduan，qizhechengshangqixiadezuoyong。

tongguobenkechengdexuexi，rangxueshengduiguanggaocehuadeyuanli，jiqiao，chengxuyujutiyunzuoyouquanmianershenkedelijie, bingnengshuliandijieheqiyedeguanggaohuodong，wanchengguanggaofangandecehuajiguanggaocehuashudezhuanxiegongzuo，yindaoxueshengjianggexiangguanxuekedezhishixitonghua，bingzhuanhuaweicehuadeshijiannengli。

三、说 明

1、jiaoxuemudeyuyaoqiu

benkechengzhongdianzaiyujiangyingxiaoxue、chuanboxue、meishu、diannaoruanjiandengzhishi、yuanliyushijiguanggaoyunzuoderonghe。yifangmian，tongguolilunjiangshou，shixueshenglejieguanggaocehuadejibengainian，jibenyuanlihejibenfangfa，peiyangxueshengzonghesikao、zhengtisiweidenengli；lingyifangmian，tongguoanlifenxi、xiaozuzuoyehetaolun、shijihuoxunianlidecehuadengfangshi，shixueshengcongshijidejiaodulijieguanggaocehua，bawoguanggaohuodongzhongguanggaocehuaguochengdegegehuanjiejiqixianghujiandeguanxi、guanggaocehuadejibencaozuofangshi，peiyangxueshengshijidongshounenglihelianghaodegoutongnengli。benkechengyaoqiuxueshengjijidongshou，xianghuhezuo，zuohaoxiaozuzuoye，kechengjieshuhou，yinggainenggoudulizhuchiwanchengxiaoxingguanggaocehuagean。

2、zhouxueshi/zongxueshi: 4/64（chunlilun10xueshi，xiangmuxunlian54xueshi，lingwaihaiyouyizhoudejizhongshixun）

3、kaikexueqi: disanxueqi

Dota2外围4、jiaoxuefangshi: xiangmudaoxiang、renwuqudong。

5、kaohefangshi: shixingyinenglikaoheweizhongxindejiaoxuepingjiafangshi。dapochuantongdeyijuankaohexingshi。kaoshichengjiyousanbufenzucheng: pingshibiaoxianchengji、xiangmurenwuchengjiheqimokaoshichengji。

6、jiaoxueneirong

第一部分   理论教学体系

（一个单元）

diyidanyuan   guanggaocehuagaishu

Dota2外围xuexilinghuiguanggaocehuadehanyi、guanggaocehuadetedianyuzuoyong、guanggaocehuadeyuanze、guanggaocehuadeneirongyudiwei、guanggaocehuadechengxu，rangxueshengduibenkechengyougechubuderenshi，weixiagedanyuandexuexixunlianzuohaopudian。

第二部分    理论实训相结合的教学体系

（六个单元十六个实训项目）

Dota2外围benbufenweiyigezongxiangmu: weichanpin（huoqiye）jinxingguanggaocehua。

zongxiangmuxiafenweiliugedanyuan，meigedanyuanbaohanruogangezixiangmu，gongshiliuxiang，meigezixiangmuyibuzhirenwukaishi，wanchengrenwujieshu。

dierdanyuan      guanggaoshichangdiaocha

Dota2外围xiangmuyi、guanggaoshichangdiaochadeneirong

Dota2外围xiangmuer、guanggaoshichangdiaochademudeyuyaoqiu

Dota2外围xiangmusan、guanggaoshichangdiaochadefangfahejiqiao

Dota2外围zaiwanchengmouchanpinshichangdiaochaxiangmuguochengzhong，zongjiechuguanggaodiaochadeneirong、fangfa、jiqiaodengxiangguanlilun，binglianjiushulianzhunquedijinxingshichangdiaochadecaozuojineng。

disandanyuan      guanggaozhanlvecehua

xiangmuyi、guanggaozhanlvegaishu

xiangmuer、guanggaozhanlvemubiao

xiangmusan、guanggaozhanlvesheji

Dota2外围zaixunlianguochengzhong，zhangwoguanggaozhanlvedehanyijimubiaoleixing，bingnengyunyongyouguanzhishiweichanpinxuanchuanjinxingguanggaozhanlvedesheji。

Dota2外围disidanyuan    guanggaocelvecehua

xiangmuyi、chanpindingweicelve

xiangmuer、guanggaobiaoxiancelve

xiangmusan、guanggaotuijincelve

xiangmusi、guanggaoshishicelve

tongguoxiangmurenwudexunlian，rangxueshengzhangwochanpindingweideleixingjifangfa，guanggaobiaoxiandeshoufa，guanggaotuijindefangshijishishizhongdecelvedenglilunzhishi，tongshijubeishijiancaozuonengli。

diwudanyuan     guanggaomeiticehua

xiangmuyi、guanggaomeiticehuagaishu

xiangmuer、guanggaomeitiyunyongcelve

Dota2外围xiangmusan、guanggaomeiticehuadechengxu

zaixiangmurenwudebuzhi、wanchengdeguochengzhong，rangxueshengzhangwoguanggaomeitidezhonglei、shuxing、zuhejimeiticehuadechengxu，jubeiweimouguanggaocehuameitifangandenengli。

Dota2外围diliudanyuan      guanggaoyusuancehua

xiangmu、guanggaoyusuancehua     

tongguobuzhirenwu、fenxitaolun、yindaotigaodengguocheng，rangxueshengzhangwoguanggaoyusuandeneirongjifangfa，jubeiguanggaoyusuancehuadejineng。

diqidanyuan      guanggaocehuashudezhuanxie

Dota2外围xiangmuyi、guanggaocehuashumoshi

xiangmuer、guanggaocehuashuanli

zaiwanchengxiangmurenwudeguochengzhong，rangxueshengzhangwoguanggaocehuashuzhuanxiedeyibangeshijizhengwenyingbaokuodeneirong。bingrangxueshenglijie，cehuashushicehuarencehuachengguodeshumianxingshi，yeshicehuarenbixuxiangsheji、chuangyi、zhizuo、wenanbumentijiaodewenben，shizhidaoguanggaohuodongdelanben。

xueshifenpei:

diyidanyuan　 10xueshi

dierdanyuan 　6xueshi

disandanyuan　 12xueshi

disidanyuan   16xueshi

diwudanyuan　 12xueshi

diliudanyuan　 4xueshi

diqidanyuan   4xueshi

gongji64xueshi。

xiaweidierbufenxiangxitubiao:

 

	zhiyegangweigongzuozhizejiliucheng	gongzuoxiangmu	gongzuorenwu	gongzuochengguo	cankaokeshi
本课程总项目: 为产品进行广告策划	guanggaoshichangdiaocha	Dota2外围xiangmuyi、nidingshichangdiaochadeneirong	renwu1:nidingshichangdiaochadeneirong	guanggaoshichangdiaochabaogao	2
		Dota2外围xiangmuer、nidingshichangdiaochademudeyuyaoqiu	renwu2:nidingshichangdiaochademude yuyaoqiu		2
		xiangmusan、nidingshichangdiaochadefangfayujiqiao	renwu3: nidingshichangdiaochadefangfayujiqiao		2
	guanggaozhanlvecelve	xiangmusi、mingqueguanggaozhanlve	renwu1: mingqueguanggaozhanlve	guanggaozhanlvefangan	4
		xiangmuwu、quedingguanggaomubiao	renwu2: quedingguanggaomubiao		4
		xiangmuliu、shejiguanggaozhanlve	renwu3: shejiguanggaozhanlve		4
	guanggaocelvecehua	Dota2外围xiangmuqi、zhidingchanpindingweicelve	renwu1: zhidingchanpindingweicelve	guanggaocelvefangan	4
		xiangmuba、zhidingguanggaobiaoxiancelve	Dota2外围renwu2: zhidingguanggaobiaoxiancelve		4
		xiangmujiu、zhidingguanggaotuijincelve	renwu3: zhidingguanggaotuijincelve		4
		xiangmujiu、zhidingguanggaoshishicelve	Dota2外围renwu4: zhidingguanggaoshishicelve		4
	guanggaomeiticehua	Dota2外围xiangmushiyi、mingqueguanggaomeiticelve	Dota2外围renwu1: mingqueguanggaomeiticelve	Dota2外围guanggaomeitizuhejiyunyongfangan	4
		xiangmushier、nidingmeitiyunyongcelve	Dota2外围renwu2: nidingmeitiyunyongcelve		4
		Dota2外围xiangmushisan、xunlianmeiticehuachengxu	Dota2外围renwu3: xunlianmeiticehuachengxu		4
	guanggaoyusuancehua	xiangmushisi、guanggaofeiyongzongejihelifenpei	Dota2外围renwu: jisuanguanggaofeiyongzonge， jinxinghelifenpei	guanggaoyusuanfangan	4
	guanggaocehuashuzhuanxie	xiangmushiwu、zhuanxiecehuaguanggaoshu	renwu1: zhuanxiecehuaguanggaoshu	guanggaocehuashu	2
			renwu2: cehuaanlifenxi
		xiangmushiliu、anlifenxi			2

第三部分 集中实训教学体系

一轮学习训练完成后，学生已经掌握了广告策划的基本知识，具备了广告策划的基本技能。进行一周的集中实训，加深对理论知识的理解，提高运用能力，是对理论和技能的升华。

实训安排:

准备工作: 确定好目标产品；学生分组，6人一组，确定组长；布置第一天任务。

• 以小组为单位，走向市场，进行市场调查。
• 上午，交流、分析调查资料，互想借鉴，取长补短。下午，探讨广告战略方案。
• 各组研讨广告策略，进行产品定位、广告表现、广告推进、广告实施展等策略的策划。
• 进行广告媒体的调查及策划，进行恰当的媒体选择及组合。
• 进行广告预算策划，对广告费用进行科学的计算及合理的分配。

zuihou，liyongzhoumoliangtianshijianwanchengguanggaocehuashudezhuanxie。

四、成绩评定:

1、pingshibiaoxianzhan10%。

Dota2外围2、liucishixunzuoyegezhan10%，gong60%。

3、qimokaoshizhan30%。