COM3406 - Strategic Media Planning

Offering Academic Unit
Department of Media and Communication
Credit Units
Course Duration
One Semester
Equivalent Course(s)
Course Offering Term*:
Semester B 2020/21

* The offering term is subject to change without prior notice
Course Aims

This course is designed to provide students with a basic understanding of the mass media in Hong Kong, Greater China and the world, and how they are incorporated into the integrated marketing communication process. It will discuss the strategic and tactic planning, selection and evaluation of all major publicity media and consider the various decisions and problems that arise in those processes. In addition to gaining a broad knowledge of the various factors that influence the mass media, students will learn specifically how strategic communicators
and advertisers plan and implement media decisions.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 100%
Detailed Course Information


Useful Links

Department of Media and Communication