Dota2外围


院级精品课—《广告策划》


作者: 张艳霞 来源:Dota2外围|平台

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%。


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