Page 123 - HKSYU Prospectus 2023-24

Journalism & Communication

VR/AR products and services.

MDIT 410 Sound Production
1 Term; 3 Credits
This course aims to develop student’s creative skills in sound design by teaching basic
knowledge in sound theory as well as the technical skills of sound recording, creative sound
effects, audio mixing, Foley, voice dialogue and digital music production. This is a hands-on
course which involves studio audio operation, indoor and outdoor sound recording, digital
music production and sound effect design. It equips student with the basic vocabulary and
concepts necessary for working in the field of sound design and production and further applying
the theory and techniques for immersive content production.

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

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