《新媒体营销传播》教学大纲 一、课程基本信息 课程代码：16082302 课程名称：新媒体营销传播 英文名称：New Media Marketing Communication 课程类别：专业课 学时：32 学 分：2 适用对象：市场营销（本科）专业 考核方式：调研报告 先修课程：市场营销学 二、课程简介 新媒体营销传播是指以网络新媒体、数字新媒体、移动新媒体等新兴媒体为传播 渠道的整合营销过程。新媒体营销，就是在深入研究互联网资源和移动客户端资源 熟悉网络营销和移动营销方法的基础上，从企业的实际情况出发，根据不同新媒体的 优缺利弊，整合多种新媒体营销方法，为企业提供新型营销解决方案。开展这一课稻 的教学活动，可以让学生了解在新时代数字经济背景下企业营销面临的新挑战，掌握 新媒体营销传播的手段和方法，尤其重视主流价值观对新媒体营销的作用，分析企业 运用新媒体营销的成功或失败案例，并最终引导学生的思想价值走向、学会如何结合 企业现实运用新媒体展开营销 New Media Marketing Communication refers to the integrated marketing process which uses the new emerging media as the communication channel,such as the network new media,digital new media,and mobile new media.Basic on the intense research of both internet resources and mobile client resources and the familiarity with the network marketing and mobile marketing methods,the New Media Marketing integrates various new media Marketing methods to provide a new-type marketing solution for enterprises,considering their actual conditions,and both advantages and disadvantages of different new media tools.By teaching the course,we will enable students to understand the new challenges of corporate marketing,master the means and methods of new media marketing communication, analyze successful or failure cases of new media marketing,and finally conduct marketing using new media tools in according to the enterprise reality.《新媒体营销传播》教学大纲 一、课程基本信息 课程代码：16082302 课程名称：新媒体营销传播 英文名称：New Media Marketing Communication 课程类别：专业课 学 时：32 学 分：2 适用对象: 市场营销（本科）专业 考核方式：调研报告 先修课程：市场营销学 二、课程简介 新媒体营销传播是指以网络新媒体、数字新媒体、移动新媒体等新兴媒体为传播 渠道的整合营销过程。新媒体营销，就是在深入研究互联网资源和移动客户端资源， 熟悉网络营销和移动营销方法的基础上，从企业的实际情况出发，根据不同新媒体的 优缺利弊，整合多种新媒体营销方法，为企业提供新型营销解决方案。开展这一课程 的教学活动，可以让学生了解在新时代数字经济背景下企业营销面临的新挑战，掌握 新媒体营销传播的手段和方法，尤其重视主流价值观对新媒体营销的作用，分析企业 运用新媒体营销的成功或失败案例，并最终引导学生的思想价值走向、学会如何结合 企业现实运用新媒体展开营销。 New Media Marketing Communication refers to the integrated marketing process which uses the new emerging media as the communication channel, such as the network new media, digital new media, and mobile new media. Basic on the intense research of both internet resources and mobile client resources and the familiarity with the network marketing and mobile marketing methods, the New Media Marketing integrates various new media Marketing methods to provide a new-type marketing solution for enterprises, considering their actual conditions, and both advantages and disadvantages of different new media tools. By teaching the course, we will enable students to understand the new challenges of corporate marketing, master the means and methods of new media marketing communication, analyze successful or failure cases of new media marketing, and finally conduct marketing using new media tools in according to the enterprise reality