Page 124 - HKSYU Prospectus 2023-24

Shue Yan University Prospectus 2023-24

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 in the Digital World
1 Term; 3 Credits
Public relations (PR) is strategic relationship creation and maintenance through
communication management. It is essential to organizational practice in modern-day society
across all sectors from private to public and from for-profits to non-profits. In the digital era, PR
practitioners widely adopt digital media for various purposes, such as corporate
communication, promotion of their products/services, and relationship management. This
course aims at providing students with an overview of PR functions and practices in both online
and offline contexts. By learning from excellent PR practices via case studies, students can
prepare themselves for a future career in the PR industry.

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 advertisements;
demonstrate logical presentation of material and confidence in responding to questions 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 industry.
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 and even employees.
This course looks at the key elements of successful PR event management, including
developing a good rationale and event concept, project planning, budgeting, sponsorship,
promotion, operation management, risk management. An overall view of the special event
management process and management techniques will also be discussed.

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