Page 125 - HKSYU Prospectus 2023-24

Journalism & Communication

PRA 350 Public Relations Writing for Online and Offline Contexts
1 Term; 3 Credits
All public relations (PR) practitioners are required to write. Good writing skill is essential
to ensure that key messages can be conveyed to the target audiences accurately and
effectively. In the digital era, PR practitioners widely adopt digital media for communication
purposes on various occasions. This course introduces the importance of writing for PR
practitioners and enables students to appreciate different kinds of writing for public relations
(“PR writing”) in both online and offline contexts. Addressing the prevalence of digital media,
the course also aims at equipping students with the knowledge and techniques of PR writing
by practising writing for different PR occasions in the digital age.

PRA 420 Integrated Marketing Strategies and Planning
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
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.

PRA 440 Advertising Agency Account Planning
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
account servicing and planning, 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

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