CMT3014 - 網絡品牌傳播

學分: 3
時間: 45小時
先修單元: BJC2002 Communication Theories
This module adopts an approach of integrating and promoting analytic tools for digital mobility, social marketing, brand engagement, and online communication. It aims to inspire students with a good understanding of the interdependence among integrated marketing communication, effective and efficient O2O services, and digital strategic planning in order to cultivate cross-functional but related intelligent synergy in communication with multimedia content as well as story in local contexts.
Upon completion of this module, students should be able to:

  1. explain the online branding concept, process and related techniques;

  2. discuss the different types of online marketing strategies;

  3. analyse key metrics for measuring digital marketing success; and

  4. develop a branding communication campaign plan using online, digital and social media methods.