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 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 DetailsCOMM3003 Communication Research
传播学研究
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.
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.
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 DetailsPRA2033 Computer Visual Design
电脑视觉设计
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.
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 DetailsPRA3003 Consumer Behaviour
消费行为学
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.
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 DetailsPRA3023 Advertising Copywriting
广告文案写作
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.
Check DetailsPRA3063 Digital Media
新媒体
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.
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 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 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 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.
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