1. 讓學生理解媒體計劃流程、媒體選擇策略、預算配置與成效分析。
• 掌握目標受眾分析、媒體效益評估（如 GRP, CPM, Reach/Frequency）等量化技術。
2. 能操作並應用 AI 工具於媒體數據分析、媒體策略示範與內容生成。
• 預測媒體成效、優化預算分配，提升媒體計劃的效率和準確性。
3. 培養學生以數據導向思維制定媒體計劃書。
• 透過專案實作，完成一份具備數位化和AI應用思維的完整媒體計劃書。
《 課程簡介 -- English 》
1. Enable students to understand the media planning process, media selection strategies, budget allocation, and effectiveness analysis.
• Master quantitative techniques such as target audience analysis and media effectiveness evaluation (e.g., GRP, CPM, Reach/Frequency).
2. Be able to operate and apply AI tools in media data analysis, media strategy demonstration, and content generation.
• Predict media effectiveness, optimize budget allocation, and improve the efficiency and accuracy of media planning.
3. Cultivate students' data-driven thinking in developing media plans.
• Through project practice, complete a comprehensive media plan that incorporates digital and AI application thinking.
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