企劃文案寫作

臺北科技大學 115-1 學期課程，課號 362620。

課程大綱

本課程是針對有志從事文化創意產業的學生而設計的創意策略與企劃課程。課程從廣告的基本概念開始說明，如產品的開發策略、市場規模估計、競爭產品的研究和分析、消費者行為研究、SWOT、3C等。本課程的目的是以創新思考和市場行銷概念引導學生，並鼓勵學生從當前的創意產業中，發掘潛在機會，以創造新鮮且有趣的想法。 This course is a strategy and general project management for students interested in pursuing careers in the cultural and creative industry. The course starts from the basic concepts and functions in the advertising, such as the development of product strategy, market size estimation, competitor identification and analysis, consumer behavior research, SWOT, 3Cs, and so on. This course aims to guide students equipped with innovation thinking and marketing sense. Additionally, the course drives students to look through potential opportunities in the creative industry and to implement new and interesting ideas.

課程進度

Part 1 : Market-led Proposal WK 1 Intro.; Why do we need Storytelling? (Ch2). The Exhibition Visit (General Building B1- Gallery). WK 2 5W2H; Target Market (Ch5); Grants/ Tenders / Commercial Commissions. WK 3 Holiday. WK 4 (10/2) No Class. Replaced with the Museum visit in mid-October. WK 5 Holiday. Part 2 : Successful Pitch Begins with Data Thinking WK 6 10/16 10:10-12:10pm Pitching; The Marketing Funnel; Customer Journey. 10/17 (Sat.) The Museum Visit (TBC). WK 7 Presentation; Marketing strategies; Co-branding. WK 8 Presentation; Cost-Profit; Business model. WK 9 Test WK 10 Presentation; Core need/ core desire. Part 3: Pitch Your Way: Dare to Speak, Strategize Your Opportunity WK 11 Guest Speaker (TBC) WK12 Group Discussion WK 13 Group Presentation; Invited Judge (TBC) 業師與授課教共同評分 WK 14 Group Presentation; Invited Judge (TBC)業師與授課教共同評分 WK 15 Group Discussion WK 16(12/25) Holiday

評量方式

● Attendance and strong participation in class. 10% ● Discussion and Oral presentations with the group. 25% ● Final group presentation. 20% ● Test. 20% ● Individual assignment (I). 20% ● Individual assignment (II). 5%

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：是 self-made materials