Page 128 - SYU Prospectus

Shue Yan University Prospectus 2021-22

MDIT 110 Principles of Interaction Design
1 Term; 3 Credits
In this introductory course, students will learn methods and skills involved in designing
and prototyping interactive systems. The course covers the fundamental design process from
the initial formulation of a design problem to creation and testing of a prototype. The class
structure is a mix of lectures, classroom design activities, and design critiques of student work
by peers and professionals.

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 confidence
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
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 media-
focused public relations practitioner.

PRA 310 Advertising Copywriting
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 completion 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.

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