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短期課程 (2018春季)


商業及管理 > 市場學

學術統籌主任:
林家俊博士
查詢電話(科目內容):
3411 5423
查詢電話(註冊及報名事宜):
3411 5483

MKG4201

Media Planning and Strategy Development
媒介策劃與策略發展

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
Fee:$2,950
CodeCommencingDate and Time
16MKG4201AMar 03Sat 2:30pm-5:00pm

Notes:

  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.
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