互動式廣告研究

臺北科技大學 114-2 學期課程，課號 360403。

課程大綱

This course explores the theories, practices, and evolving forms of interactive advertising in digital and social media environments. The course examines how interactivity, user participation, and social media dynamics reshape contemporary advertising communication.Key topics include the development of interactive advertising, social media interactivity, online advertising evolution, online community user behavior, and meme marketing. Through lectures, case studies, discussions, and presentations, students will develop analytical and research-oriented perspectives on interactive advertising phenomena.

課程進度

Week 1｜National Holiday Week 2｜a. Course Introduction: What Is Interactive Advertising? b. Development and Overview of Interactive Advertising Week 3｜Interactivity and User Engagement Week 4｜Social Media Platforms and Interactivity Week 5｜Evolution of Online Advertising Formats Week 6｜Digital Storytelling in Interactive Advertising Week 7｜Online Communities and User Behavior Week 8｜Research Methods for Interactive Advertising Studies Week 9｜Assignment 1 Presentation: Interactive Advertising Case Analysis Assignment 1｜Individual or small-group presentation (2–3 students) In-class presentation and discussion Week 10｜Introduction to Meme Culture Week 11｜Meme Marketing and Brand Communication Week 12｜Participatory Culture and User-Generated Content Week 13｜Ethical Issues in Interactive Advertising Week 14｜Emerging Trends in Interactive Advertising Week 15｜Assignment 2 Presentation: Interactive Advertising Research Proposal Assignment 2｜Group research proposal Week 16｜Integrating Research and Design Strategies Week 17｜Assignment 3 Presentation: Final Project Assignment 3｜Final integrative presentation Week 18｜Course Review and Future Perspectives

評量方式

Class participation and discussion: 20% Assignment 1 (Case analysis): 20% Assignment 2 (Research proposal): 25% Assignment 3 (Final project): 35%

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：否 Use of self-made materials