Course List
COMM2033 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 DetailsPRA2053 Cases Studies in Public Relations and Advertising
公共关系和广告研习
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.
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 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 DetailsPRA3053 Advanced Design and Visualisation
高级视觉设计
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.
Check DetailsPRA3073 Branding in Advertising
广告品牌建立
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.
Check DetailsPRA3083 Crisis Management and Risk Communication
危机管理与传播
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.
Check DetailsPRA3103 Advertising Portfolio Development
广告作品集创作
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.
Check DetailsPRA4003 Advertising and Society
广告与社会
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.
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 DetailsPRA4043 Advertising Regulation and Ethics
广告法规与伦理
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.
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 DetailsJOUR2003 Broadcast Journalism I
新闻广播 I
This course aims at equipping students with the basic knowledge and skills in the gathering, writing, and production of radio and television news as a broadcast news reporter. The legal and regulatory framework, as well as the news environment in Hong Kong is introduced.
Check DetailsJOUR2013 Reporting Laboratory I
报道实验室 I
In this course, students learn to produce experimental reporting work for print, broadcast and/or on-line media. Under supervision, each student is required to work throughout the four semesters.
Check DetailsJOUR2023 Introduction to Journalism
新闻学导论
This course explores both the practical and theoretical dimensions of journalism and introduces the discipline as a social process and as a profession.
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