Page 138 - HKSYU Prospectus 2018-19

Shue Yan University Prospectus 2018-19

The aim of the course is, therefore, to develop an overall view of the PR event management
process and management technique. Upon completion of the course, students will be able to
describe concept development in PR event management; evaluate the key concerns in the
process of managing PR events; construct concept and full planning of PR events; apply
management techniques necessary for managing and evaluating PR events; and identify and
solve problems that may arise in PR event management.

PRA 350 Public Relations Writing
1 Term; 3 Credits

All public relations practitioners are required to write. Good writing skill is essential to
ensure that key messages can be conveyed to the public (target audiences) accurately and
effectively. The aims of this course are to: introduce to students the importance of writing for
public relations practitioners; enable students to appreciate various kinds of writings for public
relations (“PR writings”); provide students with the knowledge and techniques of writing for
public relations; and offer opportunities to students for practicing PR writings. Upon comple-
tion of the course, students will be able to define writing for public relations; analyse critically
PR writings on their effectiveness; demonstrate the skills and techniques necessary to write
for public relations through written exercises and assignments; and demonstrate how to write
effectively and appropriately for different occasions in public relations by self-selected group
projects.

PRA 420 Integrated Marketing Strategies and Planning

Prere: PRA 320 & PRA 330 1 Term; 3 Credits

This course aims to give students a broad and comprehensive understanding of the

marketing communication disciplines with emphasis on the use of advertising, media and

public relations as tools to influence target audience’s attitudes and behaviours. Upon

completion of the course, students will be able to integrate concepts of marketing, advertising

and public relations and other marketing tools holistically; and prepare marketing plans for

different types of organizations using basic principles of marketing.

PRA 430 Audio-Visual Production in PRA

Prere: JOUR 201 1 Term; 3 Credits

This course aims to provide in-depth knowledge and hands-on training in the production

of commercial AV programmes and offer participants the skills and confidence to apply basic

skills in the multi-media environment. Course design imitate the industry's reality – e.g. severe

competition, full of variables and improvisation, unforgiving, no absolute fairness, human

interaction, quick decision and action. Upon completion of the course, students will be able to

describe all related aspects in commercial AV production; demonstrate commercial AV

production knowledge and skills through a screening report, individual and group projects;

identify initiatives to research and discovery by critically analysing contemporary production

work; and prepare, psychologically and practically, for the professional industry with severe

competition by critically evaluating good and bad productions in the market.

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