Curriculum Design

This is a one-year full time and two-year part time programme. Full time students will take 2 normal semesters while part time students will need 4 normal semesters to complete a minimum of 24 units for graduation.

 

Advisory Panel

Ms. Clara Shek 石嘉麗女士

Managing Director, Ogilvy PR
奧美公共關係有限公司董事總經理

Ms. Rhonda Lam 林耘女士
(Serving on personal capacity)
(以個人身份出任顧問委員)

Communications Chief, Corporate Service Department, Hong Kong Monetary Authority
香港金融管理局傳訊總監

Ms. May Wong 王美琪女士

Vice President - Business Relations
Hsin Chong Group Holdings Limited
新昌營造集團業務關係副總裁

 

Course List

Required Courses

12 units

COMM5520*
COMM5550
COMM5570
COMM5599

Applied Communication Research
Corporate Communication
Interpersonal and Group Communication
Conflict Resolution


Elective Courses#

12 units

COMM5450
COMM5460
COMM5470
COMM5480
COMM5510
COMM5530
COMM5561
COMM5562
COMM5563
COMM5564
COMM5565
COMM5580
COMM5590
COMM5650
COMM5723
COMM5733
COMM5811
COMM5841
COMM5842
COMM5845
COMM5942

COMM6420
COMM6839
COMM6859

Public Relations for Risk Industries
Public Relations Writing
Public Relations Campaigns and Cases
Investor Relations
Media Management
Crisis Management
Topical Studies in Corporate Communication I
Topical Studies in Corporate Communication II
Topical Studies in Corporate Communication III
Topical Studies in Corporate Communication IV
Topical Studies in Corporate Communication V
Strategic Public Relations in Greater China
Communication in Intercultural Settings (offer by M.A. in Global Communication Programme of the School)
Journalism Theory and Analysis (offer by M.A. in Journalism Programme of the School)
Public Relations and Globalization (offer by M.A. in Global Communication Programme of the School)
Negotiating Across Cultures (offer by M.A. in Global Communication Programme of the School)
Public Relations: Theories and Practices
Topical Studies in Advertising I (offer by M.S.Sc. in Advertising Programme of the School)
Topical Studies in Advertising II (offer by M.S.Sc. in Advertising Programme of the School)
Advertising in China (offer by M.S.Sc. in Advertising Programme of the School)
New Communication Technologies: Trends and Impacts (offer by M.Sc. in New Media Programme of
the School)
Strategies for Integrated Communication Campaigns
Consumer Behaviour and Audience Analysis (offer by M.S.Sc. in Advertising Programme of the School)
Branding and Marketing Communication (offer by M.S.Sc. in Advertising Programme of the School)



Total: 24 units

The above elective course list is subject to change by the School. Students will be advised to take courses that form a coherent whole relating to their career objectives.

*

Students who have taken research method courses in Social Science or related disciplines and the grade achieved must be B or above may apply for course exemption from the Division Head.

#

Some elective courses are offered in the daytime on weekdays.

Course Descriptions

COMM5450 Public Relations for Risk Industries Go to top
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 provide a thorough understanding of the specific Public Relations needs and focuses as well as the specific Public Relations skill-sets needed to work as a Public Relations professional in these industries. Topics on corporate social responsibility, government relations, stakeholder engagment and media relations for risk industries will be explored in the course.

COMM5460 Public Relations Writing Go to top
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.

COMM5470 Public Relations Campaigns and Cases Go to top
3 U; 3 Sem.
The course examines the development of public relations strategies 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.

COMM5480 Investor Relations Go to top
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.

COMM5510 Media Management Go to top
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.

COMM5520 Applied Communication Research Go to top
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 programs, field research and formative evaluation. (Not for Ph.D. and M.Phil. students.)

COMM5530 Crisis Management Go to top
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.

COMM5550 Corporate Communication Go to top
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.

COMM5561, 5562, 5563, 5564, 5565 Topical Studies in Corporate Communication I,II, III, IV, V Go to top
3 U; 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 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.

COMM5570 Interpersonal and Group Communication Go to top
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.

COMM5580 Strategic Public Relations in Greater China Go to top
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 Public Relations practitioners' experiences in the region.

COMM5590 Communication in Intercultural Settings Go to top
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, cultured issues in the global marketplace, relationship between national and organizational cultures, corporate culture and discourse in intercultural settings, global team leadership and intercultural negotiation.

COMM5599 Conflict Resolution Go to top
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.

COMM5650 Journalism Theory and Analysis Go to top
3 U; 3 Sem.
This course introduces various theories in journalism and applies these theories in analyzing news events and issues. The scope of the course covers different aspects and levels of journalism 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. Concrete news cases will be examined both conceptuall and empirically.

COMM5723 Public Relations and Globalization Go to top
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.

COMM5733 Negotiating Across Cultures Go to top
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.

COMM5811 Public Relations: Theories and Practices Go to top
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)

COMM5841, 5842 Topical Studies in Advertising I, II Go to top
3 U; 3 Sem.
The instructor will lecture and direct the study of a topic in Advertising 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.

COMM5845 Advertising in China Go to top
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 behaviour, 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.

COMM5942 New Communication Technologies: Trends and Impacts Go to top
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 fulfil, and the effects of such use on individuals, organizations and society.

COMM6420 Strategies for Integrated Communication Campaigns Go to top
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.

COMM6839 Consumer Behaviour and Audience AnalysisGo to top
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.

COMM6859 Branding and Marketing CommunicationGo to top
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.