媒體專案管理

Project Management in Digital Media

93學年度第1學期課程綱要

世新資訊管理研究所碩士班

Syllabus of Fall Semester, 2004

Master Program, Dept. of IM

吳統雄 Sean T. X. Wu

一、教學目標 Course Objectives

這門課旨在培養媒體專案主持人(Project leader)、產品企畫經理(Product Planning Manager)、與節目製作人(Producer)等「資訊管理﹣傳播媒體」結合的人才，進行媒體專案管理，包括企畫、製作與管理。
在當前資訊應用中，最具未來性、最具市場價值、最需要人力資源的方向，就是「資訊與傳播」的結合。結合的成果早期稱為「多媒體」，但國際上近年反省，Media一詞本身就具有多元的意涵，再加上「多」似有多此一舉之感，故回歸「媒體」一詞，但賦與了更豐富的內涵。
新近Microsoft與NBC的聯盟，AOL與Warner的合併，宏碁與嘉禾的共同投資，甚至我國建立「亞太媒體中心」的藍圖，都顯示這種嶄新媒體服務網的興起，並將是一種觀念、一種產品、一種產業、一種生活方式。這些都需要大量具備「資訊傳播」觀念與能力的高級專案管理人才，方克實現。
修習本課程應先修習「媒體導論」或相關課程，對媒體發展、各種媒材元素與特性有基礎認識，並有單項媒體實習製作的經驗。
本課程的專案企畫大致可以分作兩階段，第一是創意的企畫，包括專案的需求、內容、表現形式、分工與可行性分析等，相當提出「成果構想的目標」；第二是製作管理，包括預算、分項製作、組織溝通、媒體整合、費用控制、生產與行銷等，相當「成果實現的方法與行動」。創意的因素與管理的因素雖有先後，仍有相互影響、需彼此調整的地方。
本課程重在養成整合性能力，並將設計一項媒體（或虛擬）專案，訓練學生撰寫專案企畫書的能力，並在過程中體驗：

1.媒體專案中的角色、分工與職責、整合與實現。
2.創意的結構企畫、與介面企畫
3.媒體實作的具體程序，與各項元素製作工具的使用。
4.媒體專案的管理因素。

修習本課的學生如果有進一步發展的興趣，可以經由任課教師推薦，參加國科會科技教育媒體專案，獲得更多的實務經驗、更豐富的製作資源，將習作提升為實品，具體的實現學習成果。

This course intends to train and incubate students who want to become Project Leaders, Product Planning Managers and Producers for digital media. Project Management includes planning, production and managerial tasks.
The goal of this course takes account of the inter-discipline of humanities an information technology through media application. The emerging field of digital media is including: versatile electronic publishing, web-based media, mobile and non-PC media, etc.
There are two parts of project management. The first part is planning including: requirement analysis, design of content and presentation, feasibility analysis and collaborative assignment, etc. It is the stage to define the goal of the project. The second part is production management including: media element production, media integration, budgeting, cost controlling, and marketing. It is the stage of implementing and delivering the project. Though there is a priority of the two parts, there remain interactions among all processes.
This course emphasizes a hand-on project. Students are required to prepare a professional proposal of a, real or virtual, digital media project to experience the following key issues:

1. The roles, job descriptions, assignments, integration and practice.
2. Planning of ideas, especially, the structure and user interfaces.
3. The process of the production of media elements and the application of production tools.
4. Organizational and human factors in project management.

二授課方式Meeting and Counseling

1. Class meeting. Since this course has a thorough continuity in course design, students should avoid missing any topic of the learning chain. Online meeting: http://elearn.shu.edu.tw

2.Individual counseling: Tue.-Thur. 10:00-13:00 by appointment. Extra-hour counseling may be also available.

3. Telephone counseling: (02)2236-8225 Ext.63347, 0921807365

4. Email counseling: txwu@ntu.edu.tw

5. Online counseling: http://tx.shu.edu.tw

6. Field work at AIT, if it is possible.

三、教學大綱與進度Course Outline

*Prepared by the representative of class every time unless further notice.

四、成績評定Requirements and Grading

1.Literature review(40%): Written paper(30%), Online video presentation(10%)

2.Proposal(40%) Written paper(30%), Online video presentation(10%)

3.Online interaction(20%)

4.Extra Contribution(10%): if it is for volunteering learning activity or learning service, or special accomplishment of presentation.

5.Hand in by ftp

ftp://pm-ma@tx.shu.edu.tw

五、 參考書目Required Readings and Learning Materials

1. 教科書 Textbook

Vaughan, Tay; Multimedia: Making It Work (6th ed.); Berkeley: McGraw-Hill; 2004

2.線上教材 Online readings

An Example of 'Analysis of Competitors'

Wu, Tung-Xiung, On Line Research Papers and Teaching Handouts; http://tx.shu.edu.tw/RwdColorStone/resource.htm#docs

Wu, Tung-Xiung, On Line Learning Materials; http://tx.shu.edu.tw/RwdColorStone/resource.htm#tools

Wu, Tung-Xiung, On Line Application Tools; http://tx.shu.edu.tw/Tools

Wu, Tung-Xiung, On Line Media files; http://tx.shu.edu.tw/Mediafiles

Wu, Tung-Xiung, On Line Design Demos; http://tx.shu.edu.tw/RwdColorStone/DesignDemo

3.參考文獻 Secondary Related literature

Wu, Tung-Xiung(吳統雄); A Collaborative Learning Web Community: Series Research on Gold Peach, 1996-Now; Paper at the Society for Information Technology & Teacher Education International Conference, 2004; Atlanta: SITE; 2004a

Wu, Tung-Xiung(吳統雄) and Yui-Liang Chen; Gold Peach Web Community 2000: A Research on Developing Web-Based Interactive Learning Environment; In Young, Shelley Shwu-Ching et al. (eds.) Learning Societies in the New Millennium: Creativity, Caring & Commitments; Taipei: ICCE/ICCAI; Vol. 1, p:686-693; 2000i

Feldman, Tony; Multimedia; London：Blueprint; 2004

Azarmsa, Reza Multimedia: interactive video production; Belmont, Calif.：Wadsworth，2003

Radecki, Steven Multimedia; Bostonian: AP Professional; 2004

六、作業方法 How to Prepare Your Homework

1.Literature review(40%):

Choice of two of above topics.

Each topic of literature review should be a combination of Vaughan(2004) and more than 2 of other relevant literature.

The written paper could be either in English or Chinese.

Written in formal academic format.

Online video presentation with visual assistance. Must in English, visually and orally about 15 minutes.

The presentation file must be in English.

Post them on E-learn. (The recording and navigation should be prepared by TA)

2.Project proposal(40%):

Render an idea about a media project.

You may find a real RFP to compose your project.

Write a compact business proposal to sell your plan.

You must provide an 'Analysis of competitive products (more than five)'  to prove your 'Creative Strategy'.

Online video presentation with visual assistance. Must in English, visually and orally about 15-30 minutes.

3.Online interaction

Each student must post 2, or more, questions or comments to each others' literature review and proposal.

Each student must respond to the above messages, post your answers on E-learn and summarize them into final copy.