[광고론] 한양대학교 광고홍보 전략(영문)

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레포트 > 경제경영계열
2011.10.13
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[광고론] 한양대학교 광고홍보 전략(영문)

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[광고론] 한양대학교 광고홍보 전략(영문)에 대한 자료입니다.

Ⅰ. Introduction
Ⅱ. General Statement
1. Market situation analysis
(1) Strength
(2) Opportunity
(3) Weakness
(4) Threat
2. Communication goals
3. Target audience definition
4. Message Strategies
(1) Contents of our advertisement
(2) Advertising strategy
(3) Implication of Advertisement theories
in our marketing strategy
Ⅲ. Conclusion
* References & Sources

본문내용

(참고) * 사회봉사단은 '사랑의 실천'이란 본교의 건학정신을 드높이고, 중장기 발전 좌표인 '실용학풍'을 세우기 위해 「사회봉사」교과목을 개설하면서 창단됨. 대외기관 연계하여 지속적인 봉사 프로그램 개발하고 교내 자원봉사 대회 및 각종 모금/ 캠페인 활동을 벌인다. 또한, 매 학기 해외봉사단 선출, 고등학생 대상의 봉사교육 실시, 축제기간에 장애인과 함께하는 행사를 실시한다.
Finally, Hanyang University's last positive aspect is active international interchange. The University is in contact with 67 Universities in the United states 58 in China, 45 in Japan and more in various countries. Hanyang's International cooperation agency offers programs such as Hanyang summer school, Martin Luther king program at ITAKA University, Japan-Korea research study, Taiwan governing research study etc. Especially, the summer school program allows students to experience other cultures in and out of class. Furthermore, students can create bonds with international students by activities such as buddy buddy program or sports tournament
(2) Opportunity
The first opportunity is the general atmosphere of the society creating practical and creative, futuristic and talented human beings. To match the society's needs Hanyang University's engineering college has renovated its education curriculum through URIP(Undergraduate Research Innovation Program) and established 3 fields of convergence technology : information communication, environment, into the curriculum. By changing their curriculum Hanyang university is concentrating on promoting advanced talented students. Not only is the university changing its curriculum but also is creating specific and new departments. The newly created departments in recent years are Energy, Automotive engineering and Electronic engineering. Despite its reputation for engineering, Hanyang University still searching ways to develop and strengthen its departments. These efforts will allow the University to advance positively and advance another step forward. The determination for change of Hanyang University and its actions will enable it to take advantage of the current 'talented person wanting, practical departments preference' the market wants. Thus, it will grant opportunity for the university to gain better position in the market.
Secondly, the growing preference for engineering colleges from high school students will also process as an opportunity as well as the university's effort for development stated above. These two facts can bring attention to Hanyang University and will serve as a great opportunity

(자료 3)
Thirdly, what students and their parents all look forward to is a secure, promising position at work. This is another opportunity for Hanyang University to enhance its general preference. Hanyang's graduates have successfully settled down in various parts of our society as elites. This positive aspect of Hanyang University matches the request of parents and students who want to graduate a four-year-course college and get a stable job. Therefore, their need acts as an opportunity for Hanyang University.
(자료 4) 신문기사 "4년제는 나와야" 학생 89%ㆍ학부모 93%
교육에 대한 기대목적으로는 좋은 직장이라는 응답률이 압도적으로 많았다. 학생과 학부모 모두에게서 1위를 차지하였다.
남학생 여학생 학부모(남) 학부모(여)
좋은직장 49.9(%) 45.2(%) 44.5(%) 45(%)

(3) Weakness
One of the weaknesses of Hanyang university is that its strength is lopsided in natural sciences and engineering. Thus, the university's image can be focused heavily on the College of Engineering. This may lead to a vicious cycle; low interest towards other Colleges that leads to low competitiveness of that College and so on.

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