BELOW THE LINE COMMUNICATION

본 교과목은 ‘커뮤니케이션 문제해결을 위한 창의적 전문인재 양성’을 위한 특성화 교육의 일환으로 개설된 교과목이다. 최근 기술의 발달과 커뮤니케이션 도구의 발달로 인하여, 과거의 전통적인 미디어(TV, RADIO, 신문, 잡지 등)를 통한 광고효과는 지속적으로 감소하고 있다. 새로운 트렌드인 온라인과 모바일을 통한 광고 및 홍보방안이 효과적임이 입증되고 있으며, Non- media를 통한 다양한 커뮤니케이션이 효과적임이 입증되고 있다. 따라서 본 교과목에서는 국제스포츠, 국제컨퍼런스, 이벤트, Direct mailing, Omni channel 등 기존의 광고 및 홍보와는 다른 새로운 커뮤니케이션 채널(Channel)을 활용한 접근방법과 사례들을 학습하고자 하며, 이러한 새로운 분야는 학생들의 직업선택의 폭을 넓혀주는 기회를 제공할 것으로 기대하고 있다.

This course is to study BTL(Beyond the line) communication as an important factor of IMC (Integrated Marketing Communication) which has been a topic for a long time as a marketing communication methodology. Therefore, the goal of this course is to cultivate the ability to use BTL media in the process of creating useful campaigns that convey accurate and necessary messages to customers.

This course is based on practical study. The first half of the semester, lecture will be focused on the various theories and method of BTL channels. And the last half, students will be able to plan a (BTL-oriented) campaign. Class runs with the studying to theory, case analysis and discussion, team training for planning, and individual student work practice. [Important] Since this class is practical course, student must have a producing or designing skills,which can produce with photoshop or illustrators program. Working on the planning of BTL campaign, planning must show actual adverting production. If you have any questions about the course, please contact me at krnam@kmu.ac.kr.

The rate of evaluation can be changed, it will be announcing during the semester.

Requirements for this class is image producing skills.

Through this course, students can learn strategy, planning, and creative sense of the advertising agency and cultivate the ability to use BTL channels in advertising.