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短期課程 (2018春季)

商業及管理 > 市場學

3411 5423
3411 5483


Media Planning and Strategy Development

This course aims at providing students with an understanding of the media planning process and selection and evaluation of media vehicles. Focus will be given on the development of media strategies and consideration of the various decisions and problems that arise in those processes.

Topics include:

  1. Introduction to Media Planning;
  2. Measurements and Calculations;
  3. Principles of Planning Media Strategy;
  4. Components of a Media Plan (Part 1);
  5. Components of a Media Plan (Part 2);
  6. Components of a Media Plan (Part 3);
  7. Selecting Media Vehicles;
  8. Media Costs and Buying Problems; and
  9. Evaluating the Media Plan.
Medium:Cantonese supplemented with English
Enrolment Limit:35
Total Hours:30
CodeCommencingDate and Time
16MKG4201AMar 03Sat 2:30pm-5:00pm


  1. Students who were admitted to the Fixed Study Mode Certificate or Diploma programmes have to follow the prescribed course sequence and study schedule and attend classes accordingly. No individual course enrolment shall be done by the students including elective courses.
  2. The first two digits in the code indicate the location of learning centres.