Branding for NTU : master of mass communication programme.

Abstract

The purpose of this study was to form appropriate and suitable branding concepts for the Master of Mass Communication programme of Nanyang Technological University, which are adopted from universal branding concepts that compatible with MMC personality and its target market characteristics. This study focused on the areas such as characteristic of the target market of the MMC, characteristic of the programme in creating its corporate identity, build a branding concept for MMC for the local and international market, and promotional strategy for MMC to support its branding campaign.