Page 126 - HKSYU Prospectus 2023-24

Shue Yan University Prospectus 2023-24

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 Risk and Crisis Communication
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 management;
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.

Note: For the descriptions of courses not listed under the Department of Journalism and
Communication, please refer to their respective Departments for details.

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