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世新大學一○八學年度第一學期課程大綱 Course Description First 2019

科目名稱
Course Title

數位媒體企劃與提案
Planning and Proposing Digital Media

課程簡碼
Course No.

MULT-426-01-A1

開課系級
Dept

數媒動畫四年級

學分數
Credit(s)

時數
Hour(s)

選別
Required or Elective

7-選修

開課別
Duration

半年第一學期

授課教師
Instructor

賴建都

扣考規定
Attendance Policy

不執行扣考
Attendance not compulsory

中文課程概要
Chinese Course Description

除卻優秀的製作能力，學生對數位媒體的企劃或提案能力也是不可或缺的。針對不同類型的競標活動，本課程教導學生以內容的分析研究、創意的包裝執行，切題且生動的提案方式，來獲取未來得標的機會。課程內容以專案研究為主，引導學生進行深度分析和討論，藉此激發創意，鍛鍊思考之深度與面向，累積將來作品創意開發之經驗。學習績效：藉由學生的專案報告，檢核學生對創作思考的練習與了解。

英文課程概要
English Course Description

Aside from having excellent production abilities, students' capabilities in planning and proposing digital media should be also stressed. This course focuses on various call-for-proposals requests, guides students to get the future jobs through studying the request and its contents, executing the contents creatively, and proposing the proposal vividly. The main content of this course focuses on the research of projects, aiming to guiding students to have a deep analysis and discussion. By this, the abilities such as creativity, deep and comprehensive thinking can be motivated. And it can also help students to accumulate experience in order to improve the creativity when developing products in the future. Performance will be assessed by students' project reports and the familiarity with details learning by the exercise study.

基本核心能力 /
系核心能力
Core Competency

核心能力	核心能力說明
美學素養能力	1.了解動畫源起、世界動畫史與各式動畫創作形式與方法。 2.具備動畫藝術賞析能力。 3.具備人文藝術、科技藝術之美學鑑賞能力與基本素養。 4.能運用適當視覺元素增進創作的多樣性。 5.能吸取藝術家與各國動畫之創作精神融入個人創作中。 6.能瞭解情感、感覺、知覺、想像、空間與作品中的互動。
創意設計能力	1.由基礎技法了解所有的立體構成是經由點、線、面所組成。 2.空間結構之概念,以及人體骨格肌理質感的藝用解剖理念。 3.平面設計的正確觀念。 4.數位立體空間裡，塑型及動態表現的掌握。 5.影像視訊語言的敘述與表現。 6.運用數位技術，將文字、圖像、聲音、影像、動畫和錄影，結合成不同的多媒體表現形式。
創意表達能力	1.藉思考邏輯發想的改造以達到宣傳理念、溝通觀念的能力。 2.發展創造力於學習、研究及生活環境之中，將創意思考內化為個人生活態度的一部分。 3.在專業領域中展現出：預見判斷能力、構思能力、消化處理能力、組織企劃能力。
創意整合能力	1.進行創意設計應用的獨立創作能力。 2.配合團隊執行專案的技術整合能力。 3.進行跨媒體平台的線上媒體內容創意整合之能力。
創意傳播能力	1.主題與內容表現之間的關聯性。 2.創意足以傳達內容的重點。 3.創意能適切呈現策略的方向。 4.創意具有獨創性。 5.內容的製作能充分表達創意的精神。 6.洞悉市場趨勢，將之反映於作品中。 7.有效控管成本，使作品發揮最大效益。 8.與工作成員以及客戶端的溝通協調。 9.創意內容的視覺呈現須兼具美觀與切題。 10.作品足以到達市場要求的水平。 11.掌握推銷作品的手法與技巧。

『註:該課程之核心能力以紅色表示.』

教學目標
Course Objectives

1. Familiar with the procedures of digital media planning and proposal.了解數位媒體企劃的過程
2. Gain the fundamental knowledge of proposal presentation, and able to use the tool of presentation software and skill. Know to avoid the mistakes of presentation.瞭解簡報的基本流程並具有製作簡報的基本能力，熟知簡報製作的工具並瞭解內容編排設計的概念與方法，避免簡報製作時常見的錯誤。
3. Learn the concept and skill of message design, and familiar will the tips of text and charts formulas.熟悉文字、圖表與多媒體訊息表現的概念與技巧。
4. Adopt the theory of persuasive presentation to design presentation message. 能應用說理論點的說服模式去設計訊息
5. Achieve outstanding performance in presentation, grasp audience need and overcome any unexpected situation. Able to provide value information and solution for your audience. 具有出色表達的能力與臨場應變能力，充分掌握聽眾步調與需求，並針對問題提供有利的資訊及解決方案。
6. Assesment and improve the ability of presentation. 具有自我評估與精進簡報實務呈現的能力。

授課方式
Approach to Instruction

The class will be taught mostly in English.
1. Enrollment examination on the 1st. day
2. Articles reading and discussion.
3. Student presentation.
4. Workshop and studio practice

成績評定
Grading

Assignments and presentation 40%
Midterm 20%
Final presentation 40%
Class attendance and participation

參考書目
Textbooks and References

1. Andrea Phillips (2012). A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms. New York: McGraw Hill Publisher Inc.
2. Andrea Phillips (原著)，曾雅瑜(譯)(2016)：A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms.跨媒體敘事製作聖經。大寫出版。

週次
Week

進度內容
Syllabus

1(9/08~9/14)

• Course introduction and assignments plan for students

2(9/15~9/21)

SECTION I: INTRODUCTION TO TRANSMEDIA
1. Once Upon a Time …
2. What Is Transmedia, Anyway?
3. Transmedia Is More Than a Marketing Gimmick
4. Significant Prior Art to Learn From
Reading materials:
• Andrea Phillips (2012). A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms. Pp. 14~53.
• Andrea Phillips (原著)，曾雅瑜(譯)(2016)：跨媒體敘事製作聖經，頁12~35。

3(9/22~9/28)

SECTION II STORYTELLING 數位媒體敘事手法 (一)
1. The Four Creative Purposes for Transmedia Storytelling
2. Learn the Basics of Traditional Storytelling
3. How Story and Branding Affect Marketing
4. Writing for Transmedia Is Different

4(9/29~10/05)

SECTION II STORYTELLING 數位媒體敘事手法 (二)
1. The Four Creative Purposes for Transmedia Storytelling
2. Learn the Basics of Traditional Storytelling
3. How Story and Branding Affect Marketing
4. Writing for Transmedia Is Different
5. Online, Everything Is Characterization
6. Conveying Action Across Multiple Media
Reading materials:
• Andrea Phillips (2012). A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms. Pp. 54~114.
• Andrea Phillips (原著)，曾雅瑜(譯)(2016)：跨媒體敘事製作聖經，頁52~106。

5(10/06~10/12)

National Day no class

6(10/13~10/19)

Importances of Strategic Presentation
1. Prominence case studyⅠ: Chia/Day Advertising Agency’s 1984 Macintosh storytelling, Big brother strategy.
2. Prominence case studyⅡ: Steve Job’s Keynote presentation skills, why he always made successful and killing proposal and presentation?
3. Presentation without doing ppt slides?

7(10/20~10/26)

Skills or Tips for Self-Introduction
Principles and guideline for impressing audience
Learn how to deliver your opening and grab your audience attention?
學生課堂分組討論，自我介紹練習
Students will be grouped and assigned to practice the skills

8(10/27~11/02)

1. 第一階段演練：吸睛的自我介紹與開場Ⅰ
SectionⅠ：Presentation workshop
說明：
a. Students will be requested to use 10 ppt slides and 3 minutes to introduce themselves to the audience. Students will share the comments and critiques.
b. By learning others’ skills and styles, students will need to establish their personal taste and skill for opening and introduction.

9(11/03~11/09)

midterm test

10(11/10~11/16)

Guest Speaker
Topic: The future media and media usage

11(11/17~11/23)

SECTION III STRUCTURE
1. Fine-Tune for Depth or for Scale (Not Both)
2. Special Considerations for Blockbuster Transmedia Franchises 13 Interactivity Creates Deeper Engagement
3. Uses and Misuses for User-Generated Content 15 Challenging the Audience to Act
4. Make Your Audience a Character, Too
Reading materials:
• Andrea Phillips (2012). A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms. Pp. 116~174.
• Andrea Phillips (原著)，曾雅瑜(譯)(2016)：跨媒體敘事製作聖經，頁116~158。

12(11/24~11/30)

1. 做好簡報提案三個力，控制力、洞察力、訊息力Control, Content, Convey
2. 出色簡報－APAT流程Attention, Purpose, Action, Tone
3. 簡報提案三步驟Ⅰ, 3 steps for presentation
(1) Plan (擬定策略、規劃訊息、適當媒介)
(2) Produce (投影片設計、流程安排與掌控)
(3) Present (簡報執行、訊息掌握與後續追蹤)

13(12/01~12/07)

SECTION IV PRODUCTION
1. Project Management: The Unsung Necessity
2. Finding and Keeping a Strong Core Team
3. Websites and Tech Development: DIY or Outsource?
4. Don’t Be a Jerk on Social Media
5. Email and Phone: Cheap and Effective
6. Making and Using Prerecorded Content
7. Bringing Your Story into the Real World
Reading materials:
• Andrea Phillips (2012). A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences across Multiple Platforms. Pp. 178~234.
• Andrea Phillips (原著)，曾雅瑜(譯)(2016)：跨媒體敘事製作聖經，頁172~216

14(12/08~12/14)

1. Structure and content for excellent proposal and presentation完美的簡報架構與內容 Ⅰ
2. Six skills for persuasive presentation說服技巧的六項法寶(說理論點)
(1) 圖案敘事Graphics and images storytelling
(2) 舉出範例 Find an unbeatable case or example
(3) 模擬應證 Verify or Emulate your finding
(4) 統計數字 Use the data and charts
(5) 專家背書 Endorse by an expert
(6) 示範演出 Demonstrate your point
1. Structure and content for excellent proposal and presentation完美的簡報架構與內容 Ⅰ
2. Six skills for persuasive presentation說服技巧的六項法寶(說理論點)
(1) 圖案敘事Graphics and images storytelling
(2) 舉出範例 Find an unbeatable case or example
(3) 模擬應證 Verify or Emulate your finding
(4) 統計數字 Use the data and charts
(5) 專家背書 Endorse by an expert
(6) 示範演出 Demonstrate your point

15(12/15~12/21)

1. Ten commandments for powerpoint slides design 投影片設計十誡Ⅰ
(1) 投影片版面規劃Slide layout design
(2) 標題、內文、段落安排Headline, copy and paragraph arrangement
(3) 簡報文案撰寫策略strategies and tips of copy writing
(4) 色彩規劃 Color plan and management
(5) 簡報多媒體設計 Multimedia design for presentation

16(12/22~12/28)

1. Presentation Studio Skill Practices
Students will be assigned to group production for special topics
(1) Icon design圖像設計
(2) Rational and emotional graphics design理性與感性圖像設計

17(12/29~1/04)

• Class end and discussion
• Group presentation topics assigned

18(1/05~1/11)

Final quiz and presentation

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