应对国际传播环境和市场营销环境的全面转型，立足于国际广告，讲授整合 营销传播基本理论和操作实务知识，为社会培养新营销传播时代的人才。 (二)教学内容 1.Public Relations What is Public Relations? Different Types of Public Relations Programs What Key Decisions Guide Public Relations Plans? What Are Common Public Relations Tools? 2.Direct Response What Is Direct-Response Brand Communication? What Are the Primary Tools and Media of DBC? Databases:The Foundation of DBC DBC Trends and Challenges 3.Promotions Why Sales Promotion? Consumer Promotions Trade Promotions Multiplatform Promotions Sales Promotion and Integration 4.The Principles and Practice of Key IMC Concepts IMC Campaign Planning International IMC Campaigns Managing 360 Communication Programs 5.Evaluating IMC Effectiveness Brand Communication Impact:Did It Work? Evaluating the IMC Message Evaluating the Performance of Various IMC Tools 10 10 应对国际传播环境和市场营销环境的全面转型，立足于国际广告，讲授整合 营销传播基本理论和操作实务知识，为社会培养新营销传播时代的人才。 （二）教学内容 1.Public Relations What is Public Relations? Different Types of Public Relations Programs What Key Decisions Guide Public Relations Plans? What Are Common Public Relations Tools? 2．Direct Response What Is Direct-Response Brand Communication? What Are the Primary Tools and Media of DBC? Databases: The Foundation of DBC DBC Trends and Challenges 3.Promotions Why Sales Promotion? Consumer Promotions Trade Promotions Multiplatform Promotions Sales Promotion and Integration 4.The Principles and Practice of Key IMC Concepts IMC Campaign Planning International IMC Campaigns Managing 360° Communication Programs 5.Evaluating IMC Effectiveness Brand Communication Impact: Did It Work? Evaluating the IMC Message Evaluating the Performance of Various IMC Tools