市場營銷學 公共關係與危機管理

This programme provides a comprehensive training in the corporate event world. Students will learn how to plan and manage all types of corporate events for the clients and the key corporate event planning components, from working out logistics to aligning events with company goals.
 

Digital reputation management (DRM) is the practice of crafting strategies that shape or influence the public perception of an organisation, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services.

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.

This programme focuses on the use of effective marketing communication tools to build a brand. It aims to design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to develop a brand or revitalise a brand for success.
 

The programme is about the concepts and processes involved in developing market-driven strategies and a coordinated marketing programme to deliver superior customer value via public relations. The module focuses what it means to be a public relations professional, how people learn about public relations, develop and hone their public relations skills.
 

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.

本課程旨在培養學生與利益相關者的企業溝通技巧以及製定危機管理計劃。
 

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.