PRA Course List
COMM2013 Professional Communication Skills
专业传播技巧
The course aims to provide students with skills-based practice of professional communication behaviours. This hybrid course introduces basic interpersonal, small group and presentational speaking skills. The instructional model emphasises practice of skills with a secondary focus on mastery of vocabulary.
Check DetailsPRA3013 Public Relations Writing
公共关系写作
This course provides instruction and writing practice designed to develop professional-level writing skills for public relations practitioners. It emphasises the different approaches required for particular audiences and types of media.
Check DetailsPRA4053 Public Relations and Advertising Internship
公共关系与广告学实习
Public Relations and Advertising students are encouraged to undertake an internship. The internship is normally of at least two months full-time employment or professional practice during the summer between the second and third years but it can be a minimum of 160 hours of work. Students are required to conform to all reasonable requirements of their internship employer. Both the employer and the student file reports with the PRA programme office after the internship.
Check DetailsPRA4063 Public Relations and Advertising Strategic Campaigns
公共关系与广告策略和筹划
This course introduces students to the practices associated with planning a campaign. Students working in small groups will prepare a campaign for a real brand or product, service or organisation. The groups will do actual client interview, and write a situation analysis, create detailed references, conduct original research, define and develop targets, develop communication objectives and strategies in advertising and public relations based upon consumer and product research. Deliverables will be created and designed to express the campaign goals and connect and communicate their intentions. Students apply the skills they have acquired in previous advertising and public relations courses to prepare the campaign project. The campaign project, consisting of a written plans book, and original designs and creates will be presented to the class or event clients, and turned in at the end of the semester.
Check DetailsPRA2043 Publication Design
书刊设计
Publication Design is a study of basic principles of graphic design, typography, and the uses of visual images and colour for public relations students. The course focuses on applying principles of design, the practice of layout skills for graphic communication, and the use of computers in the planning, production and publication of printed materials. Students will design various public relations publications, such as brochures, newsletters, annual reports, flyers, collateral materials, promotional literature, and various other types of print publications. Students will use various pagination software for computers so that they learn as they produce their publications.
Check DetailsPRA3033 Research in Public Relations and Advertising
公共关系及广告研究
This course introduces students to research methods used in the fields of advertising and public relations. Students will be given a practical orientation of the activities involved in conceptualising, planning, organising, executing, and reporting research. Students will learn how to apply research to advertising and public relations strategies and goals.
Check DetailsGCCH1023 Selected Themes in Chinese History and Civilisation
中国历史与文明专题
This course aims to provide students with (1) knowledge on the various aspects of China’s unique cultural qualities and achievements from past to present; (2) a rich vocabulary for them to be able to illustrate the historical eras of Chinese civilization; (3) the ability to critically analyse various cultural phenomena by looking at a wide spectrum of traditional Chinese ways of life; and (4) the awareness, interests and curiosities in Chinese history and civilization from a cultural perspective.
Check DetailsGCNU1003 Speaking of Statistics
统计漫谈
This course provides students with an understanding of fundamental statistical techniques commonly used in social science, business, and science today. The emphasis is on statistical thinking, concepts and data analysis. Students are required to solve a variety of problems using statistical packages.
Check DetailsPRA4013 Special Topics in Public Relations and Advertising
公共关系及广告专题研究
This course aims to provide students with detailed study of special topics of importance in public relations and advertising. Students will study the topic of public relations for non-profits in China and abroad.
Check DetailsGCCH1003 University Chinese
大学国文
This course aims to (1) help students to master advanced knowledge and skills in Chinese listening, speaking, reading and writing; (2) teach some of the advanced features of Chinese literature, and the interrelationship between literature, society and culture in ancient and contemporary China, and (3) develop students’ ability to analyse, evaluate and appreciate literary writings.
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