Page 137 - HKSYU Prospectus 2018-19

Journalism & Communication

media-focused public relations practitioner.

PRA 310 Advertising Copywriting

Prere: PRA 130 1 Term; 3 Credits

This course aims to cultivate the students’ creativity in various kinds of advertisement

and sharpen their copywriting skills, so as to prepare them to be a copywriter. Upon comple-

tion of the course, students will be able to show confidence in copywriting by completing

quality copywriting tasks; define copywriting for advertising; demonstrate competence of

writing skills in various forms of copywriting, including advertising copy, TV/Radio script and

on-line advertising; critically analyse contemporary copywriting work, especially the creativity

element; and evaluate the professional ethics of advertising.

PRA 320 Public Relations Disciplines
1 Term; 3 Credits

This course aims to provide an overview of public relations as an important means of
communication in modern society. The course outlines the unique features of the communi-
cation process in public relations and equips students for a future career in the public relations
industry. Upon completion of the course, students will be able to define the different disciplines
in public relations; and demonstrate the skills and techniques of a public relations practitioner
by organizing a simple PR event for promotion.

PRA 330 Advertising Strategies and Design
1 Term; 3 Credits

The goal of this course is to introduce students to the theories of media audiences and
media consumption/interaction which will improve students’ ability to critically engage and
communicate theoretical ideas, both in writing and in speech. Upon completion of the course,
students will be able to define the modern advertising industry including the dynamics of
consumer behaviour; distinguish the usage of different media in achieving different effects in
advertising; apply advanced concepts on usage of ‘sign’ and demonstrate production
techniques particularly for print and electronic media; work productively as part of a team, and
in particular, communicate and present information effectively in written and electronic formats
in a global collaborative and virtual environment; critically analyse contemporary advertise-
ments; demonstrate logical presentation of material and confidence in responding to ques-
tions arising therefrom a project presentation; and organize and construct an advertisement in
print and electronic media format with clear objectives and target audience analysis.

PRA 340 Event Management
1 Term; 3 Credits

Event Management is a specialized and growing sector in the PR and Marketing indus-
try. Professional PR practitioners are always called upon to develop, plan and organize
various events with the objective of promoting a company’s corporate image, its products or
services, fund-raising, or building connections with its potential customers or even employees.

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