Page 139 - HKSYU Prospectus 2018-19

Journalism & Communication

PRA 440 Advertising Agency Account Planning

Prere: PRA 330 1 Term; 3 Credits

This course aims to provide students with knowledge of the operation of an advertising

agency. It incorporates segments of brand management, creativity, market research,

consumer behaviour and critical thinking in the learning process. The course prepares

students for the role of account servicing and planning professional, as well as outlines the

career potential in other related fields, such as marketing. Upon completion of the course,

students will be able to evaluate the consumer from every possible perspective that they might

have to deal with in their future careers; construct an individual advertising plan; plan for

consumer response in different forms of advertising; show a job-ready understanding of the

expectation of clients and colleagues in an agency; and define professional qualities in

working effectively in an advertising agency.

PRA 450 Crisis Communication

Prere: PRA 320 1 Term; 3 Credits

The aim of the course is to provide the basic understanding of a crisis situation for the

students and to equip them with the most effective analytical and problem solving skills. Upon

completion of the course, students will be able to identify the difference between an issue and

a crisis and how best to tackle them; demonstrate technical competence in crisis manage-

ment; apply basic PR concepts and communications skills in resolving issues and crises;

apply analytical skills to critical evaluation of situations, issues and crises; demonstrate how to

refine a particular assigned crisis management plan; analyse the qualities required to work

constructively as a member of a crisis management team; compile a crisis case report

applying all theories learned as a crisis management team member; and organize and present

the afore-mentioned report effectively.

PRA 460 Media Planning
1 Term; 3 Credits

The objective of the course is to equip students with the basic concepts and knowledge
of media planning, and how it operates in the local media scene and real life business
situations. Students after taking the course will gain a solid foundation for future career
development in advertising agencies, media agencies, PR and other marketing discipline. The
course also covers updated real case studies, and students will learn the principles and
procedures of media planning through in-class discussion, group projects and a final individual
project. Upon completion of the course, students will be able to describe the current practice of
media planning in Hong Kong, Mainland China and the world; identify the professional
qualities for future career development in relevant marketing industries; and demonstrate the
basic media planning skills through group projects and a final individual project.

PRA 470 Financial Public Relations

Prere: PRA 320 or JOUR 380 1 Term; 3 Credits

Financial Public Relations is a specialized form of public relations. This course aims to

p. 135