Public Relations and Advertising Major
 
Requirements
 
I. School Core Courses 12 units
  FILM 2017 Introduction to Film 3 units
  JOUR 2045 Introduction to Journalism 3 units
  PRAD 2017 Introduction to Communication: A PRA & ORGC Perspective 3 units
     
  Choose one from the following six courses:  
  FILM 2025 Visual Communication 3 units
  FILM 2026 Developing Creativity 3 units
  JOUR 3097 Current Hong Kong Issues for Communicators 3 units
  JOUR 3115 Media Management 3 units
  ORGC 2016 Culture, Society & the Media 3 units
  PRAD 2025 Communication, Technology, & Change 3 units
 
II. Major Core Courses 15 units
  COMM 2006 Communication Theory (Communication Studies) 3 units
  COMM 2007 Communication Research Method (Communication Studies) 3 units
  ORGC 2025 Interpersonal Communication 3 units
  PRAD3015 Consumer Perspectives in Public Relations & Advertising 3 units
  PRAD3056 Campaign Planning & Management 3 units
         
III. Concentration Required Courses 24-27 units
  Advertising and Branding Concentration (27 units)  
  PRAD 2007 Principles & Methods of Advertising 3 units
  PRAD 3005 Advertising Copywriting 3 units
  PRAD 3008 Public Relations & Advertising Practicum I 0 unit
  PRAD 3009 Public Relations & Advertising Practicum II 0 unit
  PRAD 3046 Audience Measurement & Engagement 3 units
  PRAD 4006 Research Practices in Public Relations & Advertising 3 units
  PRAD 4025 Branding & Communication 3 units
  PRAD 4036 Social Communication & Advertising 3 units
  PRAD4037 Narrative & Storytelling 3 units
  PRAD4047 Luxury & Services Branding 3 units
        
  Honours Project  
  PRAD 4895 Public Relations & Advertising Honours Project 3 units
         
  Organizational Communication Concentration (24 units)  
  ORGC 2007 Organizational Communication 3 units
  ORGC 2035 Communication for Service Management 3 units
  ORGC 3007 Organizational Communication Training & Development 3 units
  ORGC 3008 Organizational Communication Practicum I 0 unit
  ORGC 3009 Organizational Communication Practicum II 0 unit
  ORGC 3046 Advanced Writing for Professional Communication 3 units
  ORGC 4005 Leadership Communication 3 units
        
  Choose two from the following courses:  
  ORGC 3047 Organizational Event Planning & Management 3 units
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  ORGC4037 Comprehensive Management Trainee Assessment 3 units
  ORGC4045 Advanced Communication Research 3 units
  ORGC4046 Communication Entrepreneurship 3 units
        
  Honours Project  
  ORGC4895 Organizational Communication Honours Project 3 units
        
  Public Relations Concentration (27 units)  
  PRAD2015 Principles & Practices of Public Relations 3 units
  PRAD3008 Public Relations & Advertising Practicum I 0 unit
  PRAD3009 Public Relations & Advertising Practicum II 0 unit
  PRAD3016 Corporate Social Responsibility & Stakeholder Engagement 3 units
  PRAD3017 Digital Public Relations 3 units
  PRAD3035 Public Relations Writing 3 units
  PRAD3046 Audience Measurement & Engagement 3 units
  PRAD4006 Research Practices in Public Relations & Advertising 3 units
  PRAD4015 Strategic Issues & Crisis Management 3 units
  PRAD 4045 Advanced Public Relations Writing 3 units
         
  Honours Project  
  PRAD 4895 Public Relations & Advertising Honours Project 3 units
         
IV. Concentration Elective Courses 6 or 9 units
  Advertising and Branding Concentration (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 2027 Interviewing 3 units
  ORGC 2035 Communication for Service Management 3 units
  ORGC 3007 Organizational Communication & Training Development 3 units
  ORGC 3015 Intercultural Communication 3 units
  ORGC 3016 Health Communication 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 3046 Advanced Writing for Professional Communication 3 units
  ORGC 3047 Organizational Event Planning & Management 3 units
  ORGC 4005 Leadership Communication 3 units
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  ORGC 4037 Comprehensive Management Trainee Assessment 3 units
  ORGC 4045 Advanced Communication Research 3 units
  ORGC 4046 Communication Entrepreneurship 3 units
  PRAD 2015 Principles & Practices of Public Relations 3 units
  PRAD 2016 Web 2.0 & Social Media 3 units
  PRAD 2025 Communication, Technology, & Change 3 units
  PRAD 3007 Advertising Design & Visualization 3 units
  PRAD 3017 Digital Public Relations 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 3035 Public Relations Writing 3 units
  PRAD 3037 Visual Design 3 units
  PRAD 3045 Managing Internal Public Relations 3 units
  PRAD 3047 Corporate Social Responsibility & Stakeholder Engagement 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 4016 Strategic Issues & Crisis Management 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 4045 Advanced Public Relations Writing 3 units
  PRAD 4046 Advanced Advertising Copywriting 3 units
  PRAD 4055 Place Branding 3 units
         
  Organizational Communication Concentration (9 units)  
* For ORGC students, they can take elective courses under the following conditions:
 
(i) None or one course at 1000 level;
(ii) At most two courses at 2000 level;
(iii) Any number of 3000 and 4000 level courses.
   
** ORGC students are recommended to take BUSI 1005 in the second semester of their first of studies as a free elective before they enroll in ORGC 2007 Organizational Communication.
 
  BUSI 1005 The World of Business** 3 units
  ORGC 2005 Group 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 2027 Interviewing 3 units
  ORGC 3015 Intercultural Communication 3 units
  ORGC 3016 Health Communication 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 4007 Organization Communication Internship 0 unit
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  ORGC 4037 Comprehensive Management Trainee Assessment 3 units
  ORGC 4045 Advanced Communication Research 3 units
  PRAD 2005 Introduction to Public Relations & Advertising 3 units
  PRAD 2016 Web 2.0 & Social Media 3 units
  PRAD 2025 Communication, Technology, & Change 3 units
  PRAD 3005 Advertising Copywriting 3 units
  PRAD 3007 Advertising Design & Visualization 3 units
  PRAD 3017 Digital Public Relations 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 3035 Public Relations Writing 3 units
  PRAD 3037 Visual Design 3 units
  PRAD 3045 Managing Internal Public Relations 3 units
  PRAD 3046 Audience Measurement & Engagement 3 units
  PRAD 3047 Corporate Social Responsibility & Stakeholder Engagement 3 units
  PRAD 3055 Special Topics in Public Relations & Advertising 3 units
  PRAD 4006 Research Practices in Public Relations & Advertising 3 units
  PRAD 4015 Advanced Advertising Design & Visualization 3 units
  PRAD 4016 Strategic Issues & Crisis Management 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
  PRAD 4037 Narrative & Storytelling 3 units
  PRAD 4045 Advanced Public Relations Writing 3 units
  PRAD 4046 Advanced Advertising Copywriting 3 units
  PRAD 4047 Luxury & Services Branding 3 units
  PRAD 4055 Place Branding 3 units
         
  Public Relations Concentration (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 2027 Interviewing 3 units
  ORGC 2035 Communication for Service Management 3 units
  ORGC 3007 Organizational Communication & Training Development 3 units
  ORGC 3015 Intercultural Communication 3 units
  ORGC 3016 Health Communication 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 3046 Advanced Writing for Professional Communication 3 units
  ORGC 3047 Organizational Event Planning & Management 3 units
  ORGC 4005 Leadership Communication 3 units
  ORGC 4025 Communication Audits 3 units
  ORGC 4026 Conflict & Negotiation 3 units
  ORGC 4027 Current Topics in Organizational Communication 3 units
  ORGC 4036 Organizational Decision Making & Problem Solving 3 units
  ORGC 4037 Comprehensive Management Trainee Assessment 3 units
  ORGC 4045 Advanced Communication Research 3 units
  ORGC 4046 Communication Entrepreneurship 3 units
  PRAD 2007 Principles & Methods of Advertising 3 units
  PRAD 2016 Web 2.0 & Social Media 3 units
  PRAD 2025 Communication, Technology, & Change 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 3045 Managing Internal Public Relations 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
  PRAD 4037 Narrative & Storytelling 3 units
  PRAD 4046 Advanced Advertising Copywriting 3 units
  PRAD 4047 Luxury & Services Branding 3 units
  PRAD 4055 Place Branding 3 units
     
V. Free Electives 30 units
     
VI. General Education 38 units
        ───────
        128 units
 
* For ORGC students, they can take elective courses with the codes of COMM, FILM, JOUR, PRAD under the following conditions:
(i) None or one course at 1000 level;
(ii) At most two courses at 2000 level;
(iii) Any number of 3000 and 4000 level courses.
   
** ORGC students are recommended to take BUSI 1005 in the second semester of their first of studies as a free elective before they enroll in ORGC 2007 Organizational Communication.
 
 
 
©2016 Hong Kong Baptist University
Source: Calendar/Bulletin 2016-2017
Last modified: July 2016