PRA Course List

PRA3053 Advanced Design and Visualisation


This course focuses on the creative and visual aspects of advertising design. Students are required to generate creative ideas and visualise their concepts aided by computer. Learning will be emphasised through the hands-on practice of assignments and projects.

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PRA3023 Advertising Copywriting


This course deals with the concepts and techniques of by studying the importance of copywriting in the advertising process; setting standards for persuasive advertising copy, outlining the creative process involved and analysing the dynamic but delicate relationship between the copywriter and colleagues in other departments of an advertising agency. Throughout the course students will be exposed to practical exercises and case studies that use Chinese and English languages.

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PRA3103 Advertising Portfolio Development


The course aims to train students in producing a portfolio of creative works. Students will work with teammates to produce creative advertising materials, and develop strategic thinking and insight-building skills. Students will be prepared for professional excellence through research, planning, and implementation activities.

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PRA4043 Advertising Regulation and Ethics


The field of advertising law and regulation is one of the broadest and most complex areas of study in all of mass communication. Commercial speech is considered quite different from journalistic protections and ensuring the free flow of honest information is a concern of every government worldwide. The ethics of advertising consider internal pressures that practitioners face in trying to maximise their success. When ethics lapse into deception and dishonesty, then the government must initiate legal procedures to protect its citizenry. All of these processes are complicated in that society and technology change constantly and new ethical and regulatory dilemmas arise even as old ones are decided.

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PRA4003 Advertising and Society


The course provides an in-depth examination of advertising as a form of social communication in contemporary society. Stressed are the meanings and functions of advertising in modern culture and advertising’s psychological, ideological, and sociological implications. Relevant ethical dimension and responsibilities are considered.

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GCVM1003 Applied Ethics in Humanities and Social Sciences


This course aims to foster lifelong learning, an inquiring spirit and critical perspective on moral beliefs and practices, through engaging in debates, studying particular cases and discussing the major ethical and moral arguments as presented in one or more philosophical and/or religious traditions. Identify and reflect on ethical issues, and to critically analyse ethical arguments in an informed and thoughtful way

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PRA3073 Branding in Advertising


This course aims to orient advertising students to the significance of brand personality within the advertising environment. The course uses cases to expose students to the challenges commonly faced by brand managers. Students will study existing brands, historically and creatively. After understanding some basics of brand history, students will be asked to examine the role of brands in consumer loyalty, corporate expansion and new markets. Topics include assessing brand meaning, brand positioning, evaluating profitability, assessing brand strength, evaluating brand extensions and building brands through non-traditional media.

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PRA2053 Cases Studies in Public Relations and Advertising


This practical course asks students to examine the history and practice of public relations and advertising by reading, interpreting, and analysing significant public relations and advertising cases. The course readings, lectures, and assessments train students to understand the decisions made by public relations and advertising professionals in order to meet the needs of their organisation, corporation, community, or government. After introducing the basics structure of cases and the relevance of case studies to ongoing professional development, students work in small groups to analyse individual case studies. These analyses will require the students to break cases apart into discrete sections and evaluate the efficacy of the research, objectives, strategies, and tactics used to solve the specific communication goals of each case.

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GCCH1013 Chinese Thought through the Ages


(1) introduce important thought that have produced extremely important and significant impact on Chinese social development from past to present; (2) make a connection with contemporary social status by selecting a number of philosophical issues such as harmony, homogeneity/heterogeneity, conflict and unity, diversity and sustainability etc.; (3) analyse how ‘the past affects the present’, and how Chinese traditional thought has influenced the development and evolvement of contemporary Chinese society; and (4) help the students to have a better understanding of Chinese thought through different historical periods and to strengthen their sense of identity.

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COMM3003 Communication Research


This class introduces the student to the issues and processes involved in designing, conducting, and interpreting communication research. This course will focus on a range of communication research techniques, with special emphasis on statistical concepts and basic statistical methods.

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COMM2003 Communication Theory


This course provides an introduction to theories and analytical frameworks essential for recognizing, explaining and evaluating developments in communication. The course takes a topical perspective that situates communication theories within communication paradigms, traditions, and contexts to further explore the connection to cultural, social, political and economic changes. The theories and frameworks also provide ways to comprehend everyday interactions with media at the individual level.

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PRA2033 Computer Visual Design


This course aims to provide an overview of the tools, techniques and theories that are used to convey and manipulate messages to transmit meaning and values in visual communication. Students will investigate the use of shape, colour, hierarchy, scale, rhythm, balance, word/image relationships, and typography as communicative tools. They will explore the role and function of Graphic Design as a visual language through a series of lectures, workshops and portfolio creation enabling an introduction to the field and its applications to industry.

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PRA3003 Consumer Behaviour


This course studies the role consumer behaviour plays in the development and implementation of advertising programs. The course will provide students with an in-depth understanding of the roles and functions of consumers in the market place. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological processes, including consumer learning process, and external factors, such as culture, social class, group influences, and situational determinants leading to satisfaction/dissatisfaction with a product/service.

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PRA3083 Crisis Management and Risk Communication


This course investigates the contexts, theories, and strategies of crisis management and risk communication. The course will study common issues in corporate crisis management and examine risk communication from the perspective of an organisation in crisis. The course aims to teach students not only what an organisation can, and should, do during a crisis, but also what strategic public relations can do to prevent a crisis from happening. These objectives will be met through the study of relevant theories and concepts, the study of classic cases, and through practical application of the material in projects and presentations. The activities and assessments will emphasise the relationship between public relations and an organisation’s successful handling of crises.

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PRA3063 Digital Media


This course examines new media technology and the ways which it influences and converges with traditional media in advertising and public relations. In-depth examination of the uses and effects of various new media, such as internet, multimedia and other technological trends in communication will be emphasised. This course is aimed to develop and equip students with ability to plan, execute and evaluate new media in advertising and public relations.

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