市場營銷學 公關及企業傳訊

Committed first and foremost to producing effective and reflective practitioners, this programme is contemporary and cutting edge, focusing on providing students with the knowledge both theoretically and practically to have a successful career in advertising, corporate/organisational communication, media relations, branding, employee communication, and PR. Students will develop an excellent understanding of communication, advertising and PR principles. Working both on their own and as part of a team, students will also gain transferable skills and develop their confidence in presenting work and ideas to their peers, lecturers and professionals in the industry.

The rapid development in digitalization and multi-channel retailing has transformed the retail landscape. Total customer satisfaction has been redefined through personalized shopping experience via multi-channel retailing. Nowadays, customers may use more than one sales channels to shop. This part-time advanced diploma programme equips you with new retail management knowledge and skills for multichannel retailing through in-store, online, mobile retailing, etc.

The rapid development in digital technology and new social media massively reshaped the advertising industry and the public relations (‘PR’) practices and communications.  This programme is a fast track to equip executives in marketing, advertising or PR with new knowledge and skills in digital advertising, psychology in advertising, social media, consumer behaviour, and multimedia writing, etc., in order to enhance their market competitiveness.

The programme is to equip students with proficient corporate communication skills to communicate with stakeholders and the knowledge to develop a crisis management plan.

The driving questions for this course are: how, when, and why an organisation communicates with its public? This course provides an overview of the strategy and practice of corporation communication. Core communication and management principles, as well as critical research are discussed in the context of specific cases. The content will cover communication to both internal and external audiences. The fundamental distinctions between the methods and means of communication will be addressed and principles of integrated communication strategy discussed.

本課程旨在培養學生對品牌傳播的理解，以及使用數碼媒體來實現品牌目標的技能。本課程通過實務作業、專題研習、寫作報告、口頭滙報、測驗，讓學生了解並掌握專業品牌傳播的寫作技巧、數碼攝影和視頻製作及編輯原理，設計適當的傳播策略，以有效建立一個獨特的品牌形象。

The programme aims to develop students’ understanding of brand communication and their skills in using digital media for achieving goals of branding. Through hand-on written exercises, projects, written reports, presentation and tests, the programme will enable students to understand and grasp the skills of professional writing for brands, principles of digital photo- and video- taking and editing, and how to design appropriate communication plans to effectively build a unique brand identity.