courselist-en

 

Course List (English Version Only)

The course list is only a list of courses recognized by the Division as credit bearing which can be counted towards the degree, and not every course on the list are opened to all students and offered every year. Students should refer to individual programme timetables for courses offered to students of different programmes every year.

 

Course Code Course Title Unit
COMM 5110, 5111, 6120, 6121 Topical Studies in Communication I, II, lll, IV 3 each
COMM 5120 Globalization and Communication 3
COMM 5220 Communication Theories 3
COMM 5250 Seminar on Thesis Development 3
COMM 5310 Statistical Analysis in Communication 3
COMM 5320 Quantitative Communication Research 3
COMM 5330 Qualitative Communication Research 3
COMM 5450 Public Relations for Risk Industries 3
COMM 5460 Public Relations Writing 3
COMM 5470 Public Relations Campaigns and Cases 3
COMM 5480 Investor Relations 3
COMM 5510 Media Management 3
COMM 5515 Media Economics 3
COMM 5520 Applied Communication Research 3
COMM 5530 Crisis Management 3
COMM 5550 Corporate Communication 3
COMM 5561, 5562, 5563, 5564, 5565 Topical Studies in Corporate Communication l, ll, lll, IV, V, 3 each
COMM 5570 Interpersonal and Group Communication 3
COMM 5580 Strategic Public Relations in Greater China 3
COMM 5590 Communication in Intercultural Settings 3
COMM 5599 Conflict Resolution 3
COMM 5611 Chinese News Writing and Reporting 3
COMM 5612 English News Writing and Reporting 3
COMM 5620 Media Ethics and Law 3
COMM 5631, 5632 Topical Studies in Journalism I, II 3 each
COMM 5635 Financial Reporting and Writing 3
COMM 5640 Online and Mobile Journalism 3
COMM 5647 Citizen Journalism 3
COMM 5649 Analyzing Public Affairs 3
COMM 5650 Journalism Theory and Analysis 3
COMM 5660 Photography for Journalists 3
COMM 5670 Broadcast Journalism 3
COMM 5680 Radio Studio Production 3
COMM 5690 Feature Writing 3
COMM 5710 Seminar in Communication Theories 3
COMM 5711 Comparative Media Systems and Global Media 3
COMM 5723 Public Relations and Globalization 3
COMM 5725 Setting the Agenda through Social Media 3
COMM 5733 Negotiating Across Cultures 3
COMM 5735 New Media and Society 3
COMM 5771, 5772 Topical Studies in Global Communication I, II 3 each
COMM 5775 Understanding Culture through Film 3
COMM 5811 Public Relations: Theories and Practices 3
COMM 5831 Theories in Advertising and Communication 3
COMM 5833 Creative Works: Appreciation and Strategy 3
COMM 5835 Legal and Ethical Aspects in Advertising 3
COMM 5837 Creative Television Advertising Production 3
COMM 5840 Applied Advertising Copywriting 3
COMM 5841, 5842 Topcial Studies in Advertising I, II 3 each
COMM 5845 Advertising in China 3
COMM 5850 Advanced Advertising Art Direction 3
COMM 5940 New Media Entrepreneurship 3
COMM 5942 New Communication Technologies: Trends & Impacts 3
COMM 5944 Media Economics and ICTs 3
COMM 5946 Fundamentals in Multimedia Design 3
COMM 5950 New Media Content Development 3
COMM 5956 Music Industry in the Digital Age 3
COMM 5960 Issues of ICTs in China 3
COMM 5961, 5962 Topical Studies in New Media I, II 3 each
COMM 5964 New Media Analytics 3
COMM 5970 Cybercrime and Law 3
COMM 5980 New Media Ecology 3
COMM 6110 Independent Studies in Communication 2
COMM 6111 Multivariate Analysis in Communication 3
COMM 6210 Communication Patterns in Chinese Society 3
COMM 6220 Global and Comparative Communication 3
COMM 6310 Social Theories for Communication Research 3
COMM 6330 Advanced Qualitative Communication Research 3
COMM 6420 Strategies for Integrated Communication Campaigns 3
COMM 6611 Advanced Chinese News Writing and Reporting 3
COMM 6612 Advanced English News Writing and Reporting 3
COMM 6680 Independent Study 3
COMM 6836 Media Analysis and Planning 3
COMM 6839 Consumer Behaviour and Audience Analysis 3
COMM 6848 Account Planning and Advertising Management 3
COMM 6859 Branding and Marketing Communication 3
COMM 6900 Graduation Project 3
COMM 6940 Creative Technologies Design and Management 3
COMM 6942 Multi-disciplinary Approach to Information Technologies 3
COMM 6950 Directed Study in New Media Project 3
COMM 8100 Thesis in Progress (Mphil) 3
COMM 8200 Thesis in Progress (PhD) 3

 Course Description

COMM 5110, 5111, 6120, 6121 Topical Studies in Communication I, II, III
3 U each; 3 Sem.
Students concentrate their reading and study of one particular field in communication of their interests under the supervision of an instructor.

COMM 5120 Globalization and Communication
3 U; 3 Sem.
Analysis of national or cultural patterns of communication and media system. Emphasis will be given to factors facilitating or restricting the flow of information across national or cultural borders as well as their implications for planned social change. (For taught postgraduate students only, not for students who have taken COMM6220.)

COMM 5220 Communication Theories
3 U; 3 Sem.
This course provides an overview of the current models and theories about human communication process. It serves as an introduction to the current literature, including the main theories and models, main findings, representative scholars and their work, and key sources of references, and to the varying forms of theories. (For Ph.D. and M.Phil. students only.)

COMM 5250 Seminar on Thesis Development
3 U; 3 Sem.
This course is designed for students to explore the characteristics of social science research, to share their experiences in conducting such research, and to develop their research projects. It will integrate four types of research activities: thinking, reading, critiquing, and doing. It will lead to the development of a research project or a thesis proposal. (For Ph.D. and M.Phil. students only.)

COMM 5310 Statistical Analysis in Communication
3 U; 3 Sem.
This course aims at introducing graduate students to the study of the scientific discipline of communication. The course covers analyses of data using the general linear model. Topics include simple and multiple regression, analysis of variance and covariance, tests of significance, the interpretation of model parameters and other topics like path analysis and structural equation modeling as time allows. Students are expected to conduct a complete quantitative research and analysis at the end of the course.

COMM 5320 Quantitative Communication Research
3 U; 3 Sem.
This course provides an introduction to social scientific methods in communication research. It has two foci: 1) the epistemological and methodological principles of social science approach to communication; and 2) the skills in data handling. Issues covered including concept formation, hypothesis development, research design, sampling, and data gathering and analysis. (For Ph.D. and M.Phil. students only.)

COMM 5330 Qualitative Communication Research
3 U; 3 Sem.
This course is a graduate-level introduction to the qualitative methodology in communication. It will provide students with hands-on experiences with different approaches such as discourse analysis, ethnomethodology, ethnography and biographic method. (For Ph.D. and M.Phil. students only.)

COMM 5450 Public Relations for Risk Industries
3 U; 3 Sem.
This course introduces the nature and operations of risk industries and the business and political challenges facing them. Students will be provided a thorough understanding of the specific PR needs and focuses as well as the specific PR skill-sets needed to work as a PR professional in these industries. Topics on corporate social responsibility, government relations, stakeholder engagement and media relations for risk industries will be explored in the course.

COMM 5460 Public Relations Writing
3 U; 3 Sem.
This course provides opportunity to students to develop proficient oral and written communication skills. Strategies for effective writing and presentation in the corporate world will be covered. Students will have multiple opportunities to demonstrate and to receive feedback on their professional communication style through classroom interaction, written assignments, and presentations.

COMM 5470 Public Relations Campaigns and Cases
3 U; 3 Sem.
The course examines the development of public relations strategics and tactics by using actual public relations cases, events and campaigns as models. Public relations programmes directed toward employees, consumers, news media, community, governmental officials and agencies, stockholders and other relevant groups are discussed and analyzed in the course. Students will be able to formulate strategies and tactics to achieve various public relations goals of the organization after completing the course.

COMM 5480 Investor Relations
3 U; 3 Sem.
The course draws on case studies and professional experience to acquaint the students with the principles and practices of financial public relations. Stock market, financial and accounting knowledge is also explored in the course.

COMM 5510 Media Management
3 U; 3 Sem.
This course aimed to acquaint students with general management principles, concepts, and theories, with particular emphasis on their applications in media organizations in a commercial, competitive, and rapidly changing environment. The focus is on training future media managers’ problem-solving and decision-making skills. The communications industries covered will include the print media, radio, broadcast, cable television, advertising and public relations. The students will learn through a combination of lectures, seminars, and case studies.

COMM 5515 Media Economics
3 U; 3 Sem.
Media economics has been gaining importance as one of the major subdisciplines in communication research. Media economics involves the application of key economic principles to the study of media industries. Special attention will be given to the structure, behaviour and performance of media industries; audience behaviours and preferences; policy and regulation; and the impact of new technologies. This seminar will cover the economics of print, television, Internet and other consumer media. Students are expected to develop an economic view of the role, function and strategies of the media in the global marketplace.

COMM 5520 Applied Communication Research
3 U; 3 Sem.
Introduction to applied media research, research criticism, data interpretation and fundamentals of audience analysis. Topics include: surveys, content analysis, experimental test of programmes, field research and formative evaluation. (Not for Ph.D. and M.Phil. students.)

COMM 5530 Crisis Management
3 U; 3 Sem.
This course is designed to help students familiarize themselves with the theories and practice of crisis communication. They will learn how professional public relations practitioners help their clients in everyday situations to reduce risks, get prepared, respond to and recover from crises. Students are required to devise and evaluate their own crisis simulation exercises in class. The experience will prepare students for real life crisis communication-related assignments.

COMM 5550 Corporate Communication
3 U; 3 Sem.
Introduction to the theories, principles and practices of corporation communication. The focus of this course is on the investigation of communication processes and their application in the workplace. It is designed to familiarize students with the knowledge and skills essential to promote effective communication in a corporate setting. Topics include: corporate communication practice, corporate culture, corporate citizenship, relations with the media, crisis management and communication in global markets.

COMM 5561, 5562, 5563, 5564, 5565 Topical Studies in Corporate Communication I,II, III, VI, V
3 U each; 3 Sem.
The instructor will lecture and direct the study of a topic in Corporate Communication he or she specializes in.Students are allowed to take the above Special Topic courses for more than once, and gain the units each time they pass the course. However, students cannot take courses with the same course code more than once in a single term.

COMM 5570 Interpersonal and Group Communication
3 U; 3 Sem.
Introduction to the elements of interpersonal communication, which include listening, feedback, self-disclosure, and relational communication such as relation building, relational systems, problem constructing and compliance-gaining. Communication within groups and group behaviour, such as group climate, decision-making and leadership, will also be discussed. Dyadic and small group communication processes in the context of workplace management are stressed.

COMM 5580 Strategic Public Relations in Greater China
3 U; 3 Sem.
With China’s accession to WTO, business activities in the Mainland China have been growing at a tremendous pace. Public relations is taking an increasingly important role in helping various entities establish their communication and organization objectives. This course is designed as a guided study of the development and practice of public relations in the greater China region, with an emphasis on its integration with business development in Mainland China. Case studies will be used to illustrate PR practitioners’ experiences in the region.

COMM 5590 Communication in Intercultural Settings
3 U; 3 Sem.
This course explores the issues that surround the notion of cultural diversity. Special emphasis will be given to how culture is communicated and interpreted by persons of diverse backgrounds. The course will explore a variety of communication issues pertinent to professional and organizational life. Topics include ethnic and gender-based cultural differences within organizations, cultural issues in the global marketplace, relationships between national and organizational cultures, corporate culture and discourse in intercultural settings, global team leadership and intercultural negotiation.

COMM 5599 Conflict Resolution
3 U; 3 Sem.
This course focuses on the nature and function of communication conflicts. Content incorporates theories of conflict and the application of effective conflict management and resolution. Topics include conflict analysis, conflict language, styles, processes and models of conflict resolution, interpersonal and team conflict resolution, mediation and negotiation.

COMM 5611 Chinese News Writing and Reporting
3 U; 3 Sem.
This is an introductory course in chinese news writing and reporting for the M.A. in Journalism students. Basic techniques of news reporting will be covered including: dealing with news sources, interviewing, library search and the use of electronic resources. The course also help students develop various writing skills and familiarize them with different news formats.

COMM 5612 English News Writing and Reporting
3 U; 3 Sem.
This is an introductory course in English news writing and reporting for the M.A. in Journalism students. Basic techniques of news reporting will be covered including: dealing with news sources, interviewing, library search and the use of electronic resources. The course also helps students develop various writing skills and familiarize them with different news formats.

COMM 5620 Media Ethics and Law
3 U, 3 Sem.
This course attempts to examine two essential confines of mass media communication, namely, the legal limits and ethical constraints. It covers major media laws and ethical issues that are related to the operation and practices of media organizations and practitioners.

COMM 5631, 5632 Topical Studies in Journalism I, II
3 U each; 3 Sem.
The instructor will lecture and direct the study of a topic in Journalism he or she specializes in.Students are allowed to take the above Topic Studies courses for more than once, and gain the units each time they pass the course. However, students cannot take courses with the same course code more than once in a single term.

COMM 5635 Financial Reporting and Writing
3 U; 3 Sem.
Students will be able to understand basic financial knowledge. Students will learn to discover issues and report and write various kind of financial news, including finance, real estates, commercial and government financial policy writing, etc. The course will cover hot issues and topics in financial news, and students are expected to actively participate in discussion and reporting and writing.

COMM 5640 Online and Mobile Journalism
3 U; 3 Sem.
The course examines the influence of online technologies on journalism from editorial, technological, economic, and social perspectives. The emphasis is on the advanced technologies involved in online news publishing and management skills in editorial, financial and technical fields required of online journalists.

COMM 5647 Citizen Journalism
3 U; 3 Sem.
Citizen journalism has become increasingly prominent in contemporary media. This course surveys its development and provides an in-depth examination of popular online news websites and/or significant media events triggered off by citizen journalism. Its theoretical and practical implications on the journalism profession will also be discussed.

COMM 5649 Analyzing Public Affairs
3 U; 3 Sem.
Basic and background knowledge about a society’s political, economic, and social systems are essential for journalists working on public affairs. This class aims at equipping students with such basic and background knowledge and strengthening students’ capabilities in studying public affairs and policies. The class introduces students to fundamental concepts regarding the set up of the Hong Kong Special Administrative Region – its government, its legal system, its economy, etc. It also discusses a few specific and “hot” policy issues.

COMM 5650 Journalism Theory and Analysis
3 U; 3 Sem.
This course introduces various theories in journalism and discusses important issues in the field. The scope of the course covers many aspects including the journalists their work organizations, their daily work routines, relationships between the press and other social institutions, news media and social environment, news culture, etc. Different conceptual approaches are used and various levels of analysis are also included.

COMM 5660 Photography for Journalists
3 U; 3 Sem.
In this course, students will learn news photography, photographic techniques for news reportage and the application of these techniques to foster visual communication. Photo elements, image editing and various visual approaches to news reportage will be examined.

COMM 5670 Broadcast Journalism
3 U; 3 Sem.
Theories and techniques of reporting, writing, editing, presenting and production of radio and television news will be introduced in this course. Students will acquire the essential skills to produce news magazines and bulletins for the electronic media.

COMM 5680 Radio Studio Production
3 U; 3 Sem.
This course introduces students to the role of radio broadcasting in the multimedia environment. Theories and practices of studio production of radio programmes including information, entertainment, documentaries and other programmes in new formats will be examined.

COMM 5690 Feature Writing
3 U; 3 Sem.
This course seeks to instill students with the necessary skills to generate ideas for feature articles, compile information that is essential for the composition of these pieces, so as to be able to compose a wide variety of different features. Moreover, the course also aims at helping students to understand the ecology of the mass media from the views of a contributing journalist, both in terms of how to locate an outlet for their work, but also in how their work might (and would) become not only a tool with which readers understand the world, and whether their work would contribute to the “reproduction” of a hegemonic, “common-sensical” perspective of the state of the world.

COMM 5710 Seminar in Communication Theories
3 U; 3 Sem.
It is a seminar designed to teach the major communication stream, disciplines, theories and thoughts. The content includes development of communication disciplines, analysis of major communication theories, case studies and applications.

COMM 5711 Comparative Media Systems and Global Media
3 U; 3 Sem.
The course is designed to expose students to different media systems of different political and economic contexts from a comparative perspective. It also aims to cover the implications and influence of emerging transnational multinational media corporations and culture industries.

COMM 5723 Public Relations and Globalization
3 U; 3 Sem.
This course addresses the topic of public relations in a globalized world. It will require frequent applications of what is discussed in class to analyze various current affairs topics, social and cultural issues and their relations with local and global business operations.

COMM 5725 Setting the Agenda through Social Media
3 U; 3 Sem.
The course will explain the basics of agenda setting and the global flow of information. It will also introduce some of the major agenda setters such as governments, organizations, and civil society.

COMM 5733 Negotiating Across Cultures
3 U; 3 Sem.
Culture affects negotiators’ strategies for using influence and information; the issues to be negotiated; negotiators’ interests and priorities, as well as the social, economic, legal, and cultural environment in which negotiations are conducted. This course explores how cultures affect negotiations and examines some differences between intra- and inter-cultural negotiations. It focuses on how culture shapes influence, negotiation and dispute resolution and identifies some key issues and skills essential to professionals who negotiate in a global.

COMM 5735 New Media and Society
3 U; 3 Sem.
The course provides an introduction to and analysis of emerging communication technologies, the Internet, multimedia technologies, and new media, including some basic technical descriptions, trends, history, diffusion, applications, and their social, economic, political and cultural implications. Topics include electronic government, online crimes, addiction, digital divide, and online communities, etc.

COMM 5771, 5772 Topical Studies in Global Communication I, II
3 U each; 3 Sem.
The instructor will lecture and direct the study of a topic in Global Communication he or she specializies in.Students are allowed to take the above Topical Studies courses for more than once, and gain the units each time they pass the course. However, students cannot take courses with the same course code more than once in a single term.

COMM 5775 Understanding Culture though Film
3 U; 3 Sem.
This course explores how film uses a universal language, which cuts across all culture and yet manages to filter film narratives to reflect local audience tastes and values. It first grounds the student in the theories and issues of intercultural communication as well as the basic concepts of film language and narrative. Then through examples of films from East and West, the course will deepen their understanding of diverse cultural values and perceptions reflected in the filmie narrative and characters, including those characters who are representations of the other from outside the producing culture. Finally, the universality of film language will be illustrated through examples of co-production, crossover directors and actors and Hollywood remakes of Asian films.

COMM 5811 Public Relations: Theories and Practices
3 U; 3 Sem.
It covers the theoretical aspects, the principles, historical and contemporary practices of public relations. While planning, implementation and evaluation of public relations programmes and campaigns are examined, various techniques involved will be discussed. (For M.S.Sc. students only.)

COMM 5831 Theories in Advertising and Communication
3 U; 3 Sem.
This course first examines contemporary communication and behavioral theories of attitude and behavioral change, information processing and persuasion at the individual and sociological levels, then moves on to discuss their application to advertising and creative strategy decisions.

COMM 5833 Creative Works: Appreciation and Strategy
3 U; 3 Sem.
This course introduces to students the fundamentals of creative thinking with application to the production and execution of creative advertising strategies for the mass media. It is designed to develop in students the abilities to analyze, appreciate and critique past and existing advertising works, with an emphasis on research, ideation, selling and writing.

COMM 5835 Legal and Ethical Aspects in Advertising
3 U; 3 Sem.
This course examines the legal and ethical constraints that affect the production, contents and placement of advertising in the mass media. In regard to the former, case laws and ordinances related to advertising in the print and electronic media will be discussed. As far as the latter is concerned, common ethical problems and issues in advertising will be examined. Case studies will be used as illustrations in both.

COMM 5837 Creative Television Advertising Production
3 U; 3 Sem.
This course aims to introduce students to the basic principles and the process of Television Commercial (TVC) production while at the same time becoming familiar with the current advertising industry. Emphasis will be placed on the creative and production aspects. Students will gain an in-depth knowledge of how to create an original and creative TVC that serves the needs of clients. Students will also learn the language, equipment, procedure, techniques, and understand the business of advertising today.

COMM 5840 Applied Advertising Copywriting
3 U; 3 Sem.
This course advances students to apply idea generation and copywriting techniques to select categories of advertising products for a comprehensive range of communication channels. Other executional elements such as the musical and visual elements in advertising will also be enhanced.

COMM 5841, 5842 Topical Studies in Advertising I & II
3 U each; 3 Sem.
The instructor will lecture and direct the study of a topic in Advertising he or she specializies in.Students are allowed to take the above Topic Studies courses for more than once, and gain the units each time they pass the course. However, students cannot take courses with the same course code more than once in a single term.

COMM 5845 Advertising in China
3 U; 3 Sem.
This course prepares students to become effective advertising professional in China. Topics include: the Chinese cultural, social, economic and business context; organizing advertising and promotion activities – the role and operation of an advertising agency, the Chinese consumer characteristics and behavior, branding and marketing, conducting advertising and marketing research, media planning and buying, direct marketing and marketing on the internet – in the Chinese context; and attitude, skills and strategy required of an advertising professional in China.

COMM 5850 Advanced Advertising Art Direction
3 U; 3 Sem.
This course covers advanced principles and theories of art direction and design in the advertising industry. Students will develop an in-depth understanding of conceptual, technical, aesthetic and communicative skills in visual advertising. They will learn to develop, appreciate and evaluate creative visual ideas for advertising campaigns.

COMM 5940 New Media Entrepreneurship
3 U; 3 Sem.
This is an introductory course to the creative and technical aspects of interactive media technology. Concepts include user interface design theories, the architecture of multimedia, digital video, producing and designing for interactive TV/cinema/CD/online, the multimedia development cycle and the applications of multimedia.

COMM 5942 New Communication Technologies: Trends and Impacts
3 U; 3 Sem.
This course is deigned to examine varying theoretical perspectives related to the future trends and current uses and impacts of information technologies and services. The course provides a foundation from which students can conceptualize the factors that lead people to use communication technologies, the needs that these technologies fulfill, and the effects of such use on individuals, organizations and society.

COMM 5944 Media Economics and ICTs
3 U; 3 Sem.
In this course students will learn to apply economic theories, principles and concepts in the study and analysis of media companies and industries, with special focus on their application to Information and Communications Technologies (ICTs), such as mobile phones and social media. Both macro and microeconomic approaches will be adopted to explore the relationship between media economics and technological innovation, globalization, regulation, and social impact.

COMM 5946 Fundamentals in Multimedia Design
3 U; 3 Sem.
This course introduces students to the principles and techniques of multimedia design. Students will be required to create their own multimedia projects from concept development to hands-on production by using design softwares. The quality and effectiveness of multimedia projects will be examined.

COMM 5950 New Media Content Development
3 U; 3 Sem.
This course focuses on how to conceive and create interactive information and entertainment multimedia content for the Internet. The major emphasis of this course will be on interactive thinking and advanced multimedia production technique and other skills.

COMM 5956 Music Industry in the Digital Age
3 U; 3 Sem.
The course introduces students to the history and operations of the local music industry, including artist and repertoire management, production of music and lyrics, marketing and sales, promotion and distribution. Theoretical, legal and social implications of Hong Kong music industry will be explored.

 

COMM 5960 Issues of ICTs in China
3 U; 3 Sem.
From a social science perspective, this course introduces basic concepts, research tools, and thematic issues in the study of Information and Communication Technologies (ICTs) in China. The objective of the course is to inform students of the key questions, findings, and challenges in studying ICTs in China, and, in so doing, enable students to conduct systematic research on related issues in the public sector, business environments and/or the academia.

 

COMM 5961, 5962 Topical Studies in New Media I, II
3 U each; 3 Sem.
The instructor will lecture on and direct the study of a topic in New Media he or she specializes in.Students are allowed to take the above Topical Studies courses for more than once, and gain the units each time they pass the course. However, students cannot take courses with the same course code more than once in a single term.

 

COMM 5964 New Media Analytics
3 U; 3 Sem.
This course introduces practical measurement and analytics framework not only to help businesses to measure success, but also to make better decisions that will optimize business value creation. Key topics include measurement approaches, KPIs, processes, tools, testing and optimization methodologies.

 

COMM 5970 Cybercrime and Law
3 U; 3 Sem.
This course is designed to equip students with the necessary knowledge on laws and regulations governing the cyberspace. The course covers topics such as cyber crime investigation, cyber forensics, e-mail tracking, IP tracking, cyber terrorism, cyber law, and cyber security. Through interactive lectures, guest speakers, and case studies, students will be able to understand how laws and crimes interact with each other in cyberspace and build up competence in law and order surrounding new media in both the physical and the virtual world.

 

COMM 5980 New Media Ecology
3 U; 3 Sem.
This course introduces students to the role of content flow and value chain model in the information industry. It covers various topics such as content creation, selling, distribution, syndication, consumption, content economics, business models, related technology and copyright protection issues faced by different information industries in the new media ecology.

 

COMM 6110 Independent Studies in Communication
3 U; 3 Sem.
Students conduct an independent research project under the supervision of an instructor.

 

COMM 6111 Multivariate Analysis in Communication
3 U; 3 Sem.
This course introduces common multivariate techniques, logics, methods and their applications in communication and social sciences. Students are expected to understand various assumptions of and rationalities behind various statistical methods, learn the techniques and uses, and apply them to their own research. The course aims at strengthening students’ ability in formulating research questions, validating theories and applying appropriate methodologies, regardless of what research directions (quantitative of qualitative) they are interested in. Prerequisite: COMM3110 or equivalent.

 

COMM 6210 Communication Patterns in Chinese Society
3 U; 3 Sem.
History of Chinese communication developments, special features of Chinese communication structure, trends and issues of Chinese media, traditional and modern, will be analysed. Both behavioural and historical approaches will be utilized in such analysis. Emphasis is on contemporary China.

 

COMM 6220 Global and Comparative Communication
3 U; 3 Sem.
The objective of this course is to examine the theoretical and methodological issues involved in international communication, comparative communication across boundaries and communication at the global level. Particular attention will be paid to the theories of globalization, the implications of globalization for communication and cultural formation around the world, and the logic of comparative research. (For research postgraduate students only, not for students who have taken COMM5120).

COMM 6330 Advanced Qualitative Communication Research
3 U; 3 Sem.
This is an advanced course in qualitative communication research methods. Students should be familiar with qualitative research fundamentals before taking this course. Specifically, this course aims at familiarizing students with qualitative methodology and various methods such as narrative analysis, (critical) discourse analysis, and conversation analysis. Students will gain hands-on experience in presenting and analyzing data, camparing different methods, discussing outlets for qualitative research, and writing up reseach for conferences and publications.

COMM 6420 Strategies for Integrated Communication Campaigns
3 U; 3 Sem.
This course covers concepts and theories of social change, attitude change, diffusion of innovation, development and underdevelopment, and modernization. Students will be trained to do research in these areas and be able to apply communication theories and research methods in designing, executing and evaluating specific campaigns.

 

COMM 6611 Advanced Chinese News Writing and Reporting
3 U; 3 Sem.
This is an advanced course for M.A. in Journalism students who have taken COMM5611. This course focuses on major types of Chinese journalistic practice such as precision journalism, investigative reporting, feature writing, new journalism, editorial writing, etc. Students will have opportunities to practice reporting and writing in these different news formats.

 

COMM 6612 Advanced English News Writing and Reporting
3 U; 3 Sem.
This is an advanced course for M.A. in Journalism students who have taken COMM5612. This course focuses on major types of English journalistic practice such as precision journalism, investigative reporting, feature writing, new journalism, editorial writing, etc. Students will have opportunities to practice reporting and writing in these different news formats.

 

COMM 6680 Independent Study
3 U; 3 Sem.
Students concentrate their reading and study of one particular topic in Journalism of their interests under the supervision of a faculty member. Students are required to submit a paper at the end of the course. (For M.A. in Journalism students only)

 

COMM 6836 Media Analysis and Planning
3 U; 3 Sem.
This course introduces the concepts and instruments of media analysis and planning, including the use and analysis of secondary data related to consumer behavior, media usage and audience characteristics, the development of a media plan, strategy development, media buying and budgeting in print, radio, TV, outdoor, direct response, and internet.

 

COMM 6839 Consumer Behaviour and Audience Analysis
3 U; 3 Sem.
As consumers are audience of mass media, an understanding of how audience consumes will help make successful advertising decisions. This course provides students with an understanding of the mental, emotional and physical activities that people engage in when selecting, purchasing and disposing of products and services so as to satisfy needs and desires. It will also introduce to students techniques for conducting and interpreting audience analysis, with a focus on demographic and psychographic methods used in the advertising industry.

 

COMM 6848 Account Planning and Advertising Management
3 U; 3 Sem.
This course helps students approach account servicing from multiple points of reference, such as agency, client and media, with the emphasis on a communication plan that integrates all elements of the promotional mix – advertising, personal selling, public relations, sales promotion, direct response and interactive marketing – into a total strategic package that results in maximum impact.

 

COMM 6859 Branding & Marketing Communication
3 U; 3 Sem.
This course examines the role of branding in an overall marketing process. While major marketing components such as advertising, customer service, market segmentation and strategies will be discussed, emphasis is on logo, branding management and product positioning.

 

COMM 6900 Graduation Project
3 U
Students are required to complete a Graduation Project on an approved topic under close supervision of a faculty member to demonstrate what they have learned from the programme. The project can be in the form of a systematic research, a formative evaluation of a media campaign or a case study.

 

COMM 6940 Creative Technologies: Design and Management
3 U; 3 Sem.
This is an advanced and intensive course to the theory, principles, and practice of interactive technologies. Design principles of aesthetics, harmony, respect, creativity, emotion and mindfulness will be explored. General topics include: design process, user perspective, information representations, interaction methods and usability studies.

 

COMM 6942 Multi-disciplinary Approach to Information Technologies
3 U; 3 Sem.
To study information technologies and services from social science perspectives. Works from economics, sociology, geography, communication and organization studies are reviewed, with particular attention to the application and potential effects of new information technologies at home and workplace, and for education, government, health, and social services.

 

COMM 6950 Directed Study in New Media Project
3 U
This is an interactive group workshop for students to produce advanced interactive multimedia as their graduation projects.

 

COMM 8100 Thesis in Progress (MPhil)
3 U
Thesis preparation by M. Phil. students will be closely monitored by the thesis supervisor in order to ensure satisfactory completion of the thesis.(For M.Phil. students only.)

 

COMM 8200 Thesis in Progress (PhD)
3 U
Thesis preparation by Ph.D. students will be closely monitored by the thesis supervisor in order to ensure satisfactory completion of the thesis.(For Ph.D. students only.)