PRA Course List
GCLA1903 English I
大学英文 I
The course involves instruction of English as both an academic subject and a foreign/second language. The course focuses on fundamental language skills that are related to reading, writing, listening, and speaking. It is also designed to enable students to study their major courses more effectively by focusing on the basic language and thinking skills of academic reading and writing.
Check DetailsGCLA1913 English II
大学英文 II
Course objectives are aimed at further developing and improving the four language skills of reading, writing, speaking and listening to a level appropriate for university study. This course builds on the skills taught in English I by taking the sentence writing skills from that course and developing them into academic style paragraphs using different patterns of organisation. The course will broaden student awareness of reading for academic purpose by instructing how to interpret different textual styles.
Check DetailsGCLA1923 English III
大学英文 III
The course involves a careful instruction of English as both an academic subject and a second language. Students will be able to respond to and convey ideas in areas of speaking, listening, reading, and writing. Speaking will focus on articulation and target language. Patterns of organization will be stressed in speaking and writing. Specific grammar and vocabulary will be addressed within essays. Reading and listening material will be accessed primarily from electronic resources and the library in order to facilitate comprehension of academic sources.
Check DetailsGCLA1933 English IV
大学英文 IV
This course prepares students for communicating in an academic environment. Major topics of this course include research activities which will enable students to find appropriate academic sources about the topics being studied and use references to support their writing. Public speaking skills will be introduced to enhance their spoken language. Reading and listening material will be accessed primarily from electronic resources and the library in order to further academic research skills and avoid plagiarism.
Check DetailsPRA4023 Final Year Project (PRA)
毕业论文
The project allows students to develop an independent, integrated marketing communication plan for an actual client. Under the guidance of a chief adviser, each student generates a client, researches the competitive situation, identifies the target market, and construct a specific part of an integrated marketing communication campaign such as creative, media, public relations, internet marketing, multi-media presentation, or other promotional activities. Students can also choose to conduct an original study, case analysis, or design project on a specific topic in either public relations or advertising.
Check DetailsPRA3043 Graphic Communication
视觉传媒
This course begins by laying a foundation in visual literacy with particular attention to differences between various media. Students learn the language of visual communication, graphic design, and symbolic communication. The course projects require students to apply basic principles of visual literacy and design theory to the use of computer to demonstrate learning. Students will develop some working knowledge of at least one major graphic design software program. Students leave the course with a portfolio of completed artistic and professional designs appropriate to their work in advertising or public relations.
Check DetailsGCIT1003 IT for Success in Everyday Life and Work
日常生活和工作中的信息技术
This course introduces students to the fundamental concepts of Information Technology (IT), and develops students’ confidence in using computers and computer applications. Useful and practical course contents are selected for learning how to be a competitive person in this information era. Students are introduced to the background of Computer Science, and the modern IT sector. Some of the major IT organisations are introduced, and current IT issues and questions are discussed. The basic architecture and design of a computer is explained. Software applications useful for students of all majors are introduced.
Check DetailsPRA4033 Integrated Marketing Communication
整合营销传播
This course aims to provide students with an introduction to integrated marketing communications where students will apply many concepts and theories in order to gain a better understanding of how integrated marketing communications works by analysing campaigns and case studies. Concept and theories will help students to understand the actions and decisions influencing the marketing communication mix and its effects on the marketing programs.
Check DetailsCOMM2023 Mass Media Writing
大众传媒写作
This introductory writing course teaches students about media writing and gives them the opportunity to develop their skills as writers. It introduces the various forms of writing for the mass media, including news stories for print and broadcast, advertising copy for broadcast, and numerous types of writing for public relations. It covers all major areas of media, including the World Wide Web.
Check DetailsGCNU1023 Mathematics Around Us
生活中的数学
This course stresses the prevalence, relevance, and practicality of mathematics in the modern society especially in the context of planning and scheduling in management science, and issues concerning social choice and decision-making. Numerous real world examples are discussed. The mathematical techniques involved are taught through hands-on applications
Check DetailsPRA3093 Media and Event Planning
媒体与活动策划
This course introduces the principles and practices of advertising media planning introducing the process of evaluating and selecting advertising media to meet specific strategic marketing goals, and also focuses on public relations’ event planning that introduce event types and strategic planning for certain public relations event in communication, group work and reflection through experiential learning activities. The course will equip the student with understanding of the concepts, roles and tasks of a media and event planner and developing effective strategies and techniques required to develop effective advertising and public relations plans, negotiation, media buying, and sales delivery of integrated brand marketing communications and of the strategic usage and strengths of various media and event forms.
Check DetailsCOMM2033 Persuasion and Social Influence
游说与社会影响
The course aims to introduce students to the study of persuasion by considering a broad range of topics, from Aristotle’s Rhetoric to Elaboration Likelihood Model and other more contemporary theories. Special emphasis is placed on the changing nature of persuasion as the process of communication is influenced by new media technology. Students first study the theoretical background of persuasion and then learn to recognise persuasive tactics and analyse them using the theories. Special attention is paid to strategies employed in present day persuasive messages through a variety of media – including radio, television, online social media, etc.
Check DetailsPRA3113 Photography and Videography in Advertising
广告摄影
This course aims to equip students with foundational advertising photography and video production theory and skills, to better prepare them for the professional field of advertising and public relations. By successful completion of this course, students are expected to be able to 1) Critically analyze works of advertising on multimedia platforms; 2) Produce and integrate the production to the central strategy of a campaign.
Check DetailsPRA2013 Principles of Advertising
广告学原理
This course provides an introduction to advertising from an integrated marketing communication perspective and presents the subject in an interesting manner so that students can understand and apply it in real life settings. The role of advertising and its importance in society and its relevance to promotion are taught to students.
Check DetailsPRA2003 Principles of Public Relations
公共关系原理
The primary aim of this course is to introduce students to the field of public relations with shared emphasis on theoretical foundations and practicum. Students achieve the understandings of basic PR skills and the relevant knowledge that are available to the PR professions in different industry and business settings by various practitioners’ roles, professional orientation, and for contemporary topics of publics.
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