Page 136 - HKSYU Prospectus 2018-19

Shue Yan University Prospectus 2018-19

gathering skills in mainland China, as well as related PRC laws and regulations. All in all, it is a
course for elevating thought and analytical skills. It therefore will not only benefit students who
aspire to learn the craft of journalism, in particular China coverage, but also provide them with
practical know-hows on how to comprehend China affairs thoroughly, which is vital to their
future career development.

JOUR 490 Documentary and Public Affairs Programmes

Prere: JOUR 341 1 Term; 3 Credits

This course aims to develop an overview of documentary, in-depth and public affairs

programme production. Upon completion of the course, students will be able to demonstrate

how to observe, to focus, to make sound judgment and to analyse critically as a critical thinker

through class discussions and presentations; apply journalistic ethics and principles from

concepts to practices as a responsible media professional in video production; come across

as a good, convincing, sharp and specific storyteller in a feature or documentary production;

demonstrate how to enhance better understanding between government and community,

majority and minority, and privileged and underprivileged as a devoted communicator by

producing various projects; and define the role of a producer in the video production field, and

pave their way for a career in news, features, public affairs as well as documentary production

for broadcast and digital media.

PRA 130 Principles of Advertising and Marketing
1 Term; 3 Credits

This course aims to give an overview of the principles of advertising and marketing at an
introductory level. Upon completion of the course, students will be able to define the modern
marketing and advertising industry including the dynamics of consumer behaviour; distinguish
between the usage of different media in achieving different effects in advertising; apply basic
concepts on the usage of ‘sign’ and production techniques particularly for POE media;
communicate and present information effectively in written, electronic and digital formats in a
global collaborative and virtual environment as a member of a team; evaluate contemporary
advertisements in Hong Kong; give an effective project presentation demonstrating confi-
dence and creativity; and organize and construct an advertisement in print, electronic and
digital media format with clear objectives and target audience analysis.

PRA 200 Public Relations and the Media

Prere: PRA 130 1 Term; 3 Credits

This course aims to provide students with a general overview of the basic functionality of

public relations and the media as two separate entities and examine the relations in between.

It is intended to move usefully beyond the introductory level and is suitable for students who

either want to choose PR or journalist as their future career. Upon completion of this course,

students will be able to describe the work of public relations and the media in a professional

and efficient way; describe how the media and public relations work together; and plan and

execute a media event demonstrating the skills and techniques necessary to be a

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