Public Relations and Advertising Major
 

The Public Relations and Advertising Programme provides opportunities for students to design strategic communication in both public relations and advertising contexts in different kinds of organizations. The objective is to inform consumers and other stakeholders about products, services or ideas; to persuade, to reach mutual understanding, to achieve two-way dialogue, and to guide management decisions. Students are expected to become effective and ethical communication managers. In the later stage of the programme, students will specialize in either Public Relations or Advertising.

 
Advertising Stream
 
Requirements
 
Communication Core Courses 12 units
  COMM 1005 Introduction to Communication 3 units
  FILM 2017 Introduction to Film & Media Arts 3 units
  JOUR 2045 Introduction to Journalism 3 units
  School Core Course 4 3 units
         
Major Courses 48 units
  Major Required Courses (42 units)  
  COMM 2006 Communication Theory 3 units
  COMM 2007 Communication Research Method 3 units
  PRAD 2007 Principles & Methods of Advertising 3 units
  PRAD2015 Principles & Practices of Public Relations 3 units
  PRAD3005 Advertising Copywriting 3 units
  PRAD3006 Media Planning 3 units
  PRAD3007 Advertising Design & Visualization 3 units
  PRAD3008 Public Relations & Advertising Practicum I 0 unit
  PRAD3009 Public Relations & Advertising Practicum II 0 unit
  PRAD3015 Consumer Perspectives in PR & Advertising 3 units
  PRAD3016 Public Relations & Advertising Campaign Planning 3 units
  PRAD4005 Crisis Communication & Public Relations 3 units
  PRAD4006 Research Practices in Public Relations & Advertising 3 units
  PRAD4025 Branding & Communication 3 units
  PRAD 4036 Social Communication & Advertising 3 units
  PRAD 4895 PRA Honours Project 3 units
         
Major Elective Courses (6 units)  
  ORGC 2005 Group Communication 3 units
  ORGC 2007 Organizational Communication 3 units
  ORGC 2015 Computer Mediated Communication 3 units
  ORGC 2016 Culture, Society & the Media 3 units
  ORGC 2017 Nonverbal Communication 3 units
  ORGC 2025 Interpersonal Communication 3 units
  ORGC 2027 Interviewing 3 units
  ORGC 3005 Communication Project Management 3 units
  ORGC 3006 Persuasion & Social Influence 3 units
  ORGC 3007 Organizational Communication Training & Development 3 units
  ORGC 3015 Intercultural Communication 3 units
  ORGC 3016 Communication in Health Organization 3 units
  ORGC 3017 Web Survey & Data Mining 3 units
  ORGC 3025 Argumentation 3 units
  ORGC 3027 Psychology of Communication 3 units
  ORGC 3036 Rhetorical Approaches to Communication 3 units
  ORGC 3045 Multimedia Design for Organizations 3 units
  ORGC 4005 Leadership Communication 3 units
  ORGC 4006 Advanced Qualitative Research in Communication 3 units
  ORGC 4015 Advanced Empirical Research Methods 3 units
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4035 Issues in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  PRAD3017 Digital Public Relations 3 units
  PRAD3025 International Field Study in Public Relations & Advertising 3 units
  PRAD3026 Mobile & Social Network Communication 3 units
  PRAD3027 Digital Audio & Video Production 3 units
  PRAD3035 Public Relations Writing 3 units
  PRAD3036 Strategic Issues & Reputation Management 3 units
  PRAD3037 Visual Design 3 units
  PRAD3055 Special Topics in Public Relations & Advertising 3 units
  PRAD4007 Public Relations & Advertising Internship 0 unit
  PRAD4015 Advanced Advertising Design & Visualization 3 units
  PRAD4026 Cross-cultural Advertising 3 units
  PRAD4027 Financial Public Relations 3 units
  PRAD 4035 Public Relations in Greater China 3 units
  Other electives offered by FILM, JOUR, etc. 3 units
 
  Elective Courses 30 units
  General Education Courses 38 units
        ───────
        128 units
 
 
 
Public Relations Stream
 
Requirements
 
Communication Core Courses 12 units
  COMM 1005 Introduction to Communication 3 units
  FILM 2017 Introduction to Film & Media Arts 3 units
  JOUR 2045 Introduction to Journalism 3 units
  School Core Course 4 3 units
         
Major Courses 48 units
  Major Required Courses (39 units)  
  COMM 2006 Communication Theory 3 units
  COMM 2007 Communication Research Method 3 units
  PRAD 2007 Principles & Methods of Advertising 3 units
  PRAD 2015 Principles & Practices of Public Relations 3 units
  PRAD 3006 Media Planning 3 units
  PRAD 3008 Public Relations & Advertising Practicum I 0 unit
  PRAD 3009 Public Relations & Advertising Practicum II 0 unit
  PRAD 3015 Consumer Perspectives in PR & Advertising 3 units
  PRAD 3016 Public Relations & Advertising Campaign Planning 3 units
  PRAD 3017 Digital Public Relations 3 units
  PRAD 3035 Public Relations Writing 3 units
  PRAD 3036 Strategic Issues & Reputation Management 3 units
  PRAD 4005 Crisis Communication & Public Relations 3 units
  PRAD 4006 Research Practices in Public Relations & Advertising 3 units
  PRAD 4895 PRA Honours Project 3 units
         
Major Elective Courses (9 units)  
  ORGC 2005 Group Communication 3 units
  ORGC 2007 Organizational Communication 3 units
  ORGC 2015 Computer Mediated Communication 3 units
  ORGC 2016 Culture, Society & the Media 3 units
  ORGC 2017 Nonverbal Communication 3 units
  ORGC 2025 Interpersonal Communication 3 units
  ORGC 2027 Interviewing 3 units
  ORGC 3005 Communication Project Management 3 units
  ORGC 3006 Persuasion & Social Influence 3 units
  ORGC 3007 Organizational Communication Training & Development 3 units
  ORGC 3015 Intercultural Communication 3 units
  ORGC 3016 Communication in Health Organization 3 units
  ORGC 3017 Web Survey & Data Mining 3 units
  ORGC 3025 Argumentation 3 units
  ORGC 3027 Psychology of Communication 3 units
  ORGC 3036 Rhetorical Approaches to Communication 3 units
  ORGC 3045 Multimedia Design for Organizations 3 units
  ORGC 4005 Leadership Communication 3 units
  ORGC 4006 Advanced Qualitative Research in Communication 3 units
  ORGC 4015 Advanced Empirical Research Methods 3 units
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4035 Issues in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  PRAD 3005 Advertising Copywriting 3 units
  PRAD 3007 Advertising Design & Visualization 3 units
  PRAD 3025 International Field Study in Public Relations & Advertising 3 units
  PRAD 3026 Mobile & Social Network Communication 3 units
  PRAD 3027 Digital Audio & Video Production 3 units
  PRAD 3037 Visual Design 3 units
  PRAD 3055 Special Topics in Public Relations & Advertising 3 units
  PRAD 4007 Public Relations & Advertising Internship 0 unit
  PRAD 4015 Advanced Advertising Design & Visualization 3 units
  PRAD 4025 Branding & Communication 3 units
  PRAD 4026 Cross-cultural Advertising 3 units
  PRAD 4027 Financial Public Relations 3 units
  PRAD 4035 Public Relations in Greater China 3 units
  PRAD 4036 Social Communication & Advertising 3 units
  Other electives offered by FILM, JOUR, etc. 3 units
 
  Elective Courses 30 units
  General Education Courses 38 units
        ───────
        128 units
 
 
 
©2012 Hong Kong Baptist University
Source: Calendar/Bulletin 2012-2013
Last modified: August 2012