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COMMUNICATION PLAN FOR CITY KING
by
Shuze Chen
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
December 2012
Copyright 2012 Shuze Chen
Object Description
| Title | Communication plan for City King |
| Author | Chen, Shuze |
| Author email | kesar1989@gmail.com;kesar1989@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-10-10 |
| Date submitted | 2012-10-10 |
| Date approved | 2012-10-10 |
| Restricted until | 2012-10-10 |
| Date published | 2012-10-10 |
| Advisor (committee chair) | Wang, Jian |
| Advisor (committee member) |
Fong, Mei Floto, Jennifer |
| Abstract | This thesis is a practical communication plan for City King, an iOS mobile game developed by an individual mobile gaming studio Funton. More specifically, it planned a detailed promotional campaign for the launch of City King based on the Strategic Planning Model. The purpose of this campaign is to provide Funton an effective guideline to follow in order to achieve the business success strategically. The first part of the thesis (from Background to SWOT Analysis) discusses the environment of competition that Funton is in; the second part (from Communication Goals to Tactics) develops a practical campaign based on strategic concerns; the last part (Timeline, Budget and Evaluation) completes the promotional campaign with more details. Generally, the whole campaign will be focused on the following two strategies: highlight the innovative GPS features to attract more players; attend or organize real-life events to increase Funton’s reputation in order to attract more investors’ attention. |
| Keyword | promotion; strategic planning model; app; mobile game; Chinese market |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Chen, Shuze |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-ChenShuze-1244.pdf |
Description
| Title | Page 1 |
| Full text | COMMUNICATION PLAN FOR CITY KING by Shuze Chen A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) December 2012 Copyright 2012 Shuze Chen |
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