Advertising and Branding

Feature

In order to accomplish its educational goals, the Advertising and Branding Concentration provides subjects designed to cultivate the critical and research capabilities required to analyze the relationships between media and the cultural infrastructure, to develop a sense of social consciousness and ethical responsibility, and to acquire the necessary background they will need in newspaper, magazine, and broadcast journalism, video/film, photography, graphic arts, audio, public relations, advertising and branding, as well as in the business and administrative practices that affect the operation of mass media.

They also learn the basic skills used in creating, writing, and producing brand communication materials such as spoken word, print, audio, and video communication for internal and external presentation. Finally, students are given instruction in media campaign planning and campaign execution.

Structure

Year 1 2 3 4 Total
School Core Course 9 3 0 0 12
Major Required Course 0 15 6 0 21
Concentration Required Course 0 3 9** 15 27
Concentration Electives and General Electives* 6* 3* 9* 3 and 12* 33
GE Core Requirements 17 9 0 0 26
GE Distribution Requirements 0 3 9 0 12
Total 32 33 33 30 128

* Students are required to take a total of 30 units of general electives
** including courses with no credit

Communication Core Courses

12 units

School Core Course 4 (Choose one from the followings)

3 units

Major Required Course

21 units
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC Perspective
A broad spectrum of theoretical development is explored encompassing interpersonal, group, organizational, mass, and public communication theories. Application of the theories is an important component of the class, especially in making the ideas relevant to the context of Chinese society and Hong Kong experience in order to provide a foundation to meet the dynamic changes in the discipline of communication.
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC Perspective
This course introduces students to the methods and ethics of scholarly research in human communication. A background on basic concepts of research is provided. Both quantitative and qualitative research methods are explored in ways to answer questions about communication. The entire research process is examined from introduction of the concept and review of the literature to the reporting of the findings,
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC Perspective
This course examines various theoretical approaches to communication phenomena in organizations. Analyses of organizational communication problems in the local settings will be conducted. Emphasis will be given in evaluating the applicability of existing communication theories to organizational practices.
A comprehensive overview of advertising, the advertising planning and production process, the socio-economic aspects of advertising, advertising effects, and future of the advertising industry. The basic perspective is that of the Hong Kong and Asian advertising industry, with comparisons to the West.
The primary objective of this course is to familiarize students with the basic concepts/principles and practices of public relations. It provides a comprehensive overview of public relations as a vital communication activity in modern society and an established profession in the business world. Theoretical aspects of public relations practices, techniques, relationship to mass media, codes of ethics for practitioners, and the future as a profession are examined. It is the foundation course for other courses in public relations.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising or, PRAD 2007 Principles and Methods of Advertising or, PRAD 2015 Principles and Practices of Public Relations
This course studies the role consumer behavior plays in the development and implementation of integrated marketing communication programmes in Hong Kong and Asia. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological processes including consumer learning process, and external factors such as culture, social class, group influences, and situational determinants. The effect of consumer activism on company’s communication strategies will also be examined.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
The purpose of this course is to examine in depth the steps in researching, planning, managing, implementing, and evaluating strategic communication campaigns and programs; to analyze case histories, and to design appropriate strategic communication campaigns and programs for selected client and sponsoring organizations. Throughout the course, students will be given the opportunity to apply management skills in strategic communication campaigns and programs. Emphasis is on practical application and integration of public relations, advertising, and management techniques in developing a strategic communication program.

Advertising and Branding Concentration Required

24 units
Prerequisite
PRAD 2007 Principles and Methods of Advertising
This course deals with the concepts and techniques of advertising copywriting by introducing the importance for advertising copy. By establishing a basic understanding of advertising approach, starting from a brief to an advertising campaign, conceptual thinking and practical works will be demonstrated simultaneously.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course will examine the roles of audience measurement in advertising and public relations campaign planning. Traditional media platforms such as print, television, out-of-home and internet media will be examined. With technological changes, this course will examine innovative ways of engaging audience through social media presence, search marketing, and space/ location based campaigns.
Prerequisite
COMM 2007 Communication Research Method (Communication Studies)
This course is based on the concepts of research methods and their applications to the study of public relations and advertising. It focuses on hands-on experience of applying various types of research, data collection, and data analysis/statistical techniques for understanding of stakeholder behaviours and media consumption, designing communication strategies, or testing creative concepts. This course is designed to help students develop research skills in practice.
Prerequisite
PRAD 3015 Consumer Perspectives in Public Relations and Advertising; or, ORGC 3006 Persuasion and Social Influence
This course investigates brands—why they are important, what they represent to consumers, and how advertising and PR professionals could enhance the value of a brand. The course discusses the concept of brand equity, how one creates brand equity and how one measures it. Marketing concepts and the role of integrated marketing communications (IMC) in building brand equity would be discussed.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course provides an in-depth examination of advertising as a form of social communication in contemporary society. Stressed are the meanings and functions of advertising in modern culture and advertising’s psychological, ideological, and sociological implications. Relevant ethical dimensions and responsibilities are elaborated.
Prerequisite
PRAD 2017 Introduction to Communication : A PRA and ORGC Perspective
This course explores the theory, role and process of storytelling in strategic communications. Students will explore storytelling concepts and narrative techniques for representing a brand or an organization, with an emphasis on emerging areas of brand building, sponsored content, and advertising. Students will also have hands-on experiences in analyzing examples of real-life stories and developing their own narrative storytelling.
Prerequisite
PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course is designed to develop the perspective and intellectual ability of students in understanding the principles and practices of the luxury sector. Branding luxury goods and services introduces a number of unique challenges, ranging from selection of target market, critical control over brand image to emphasis on customer relationship. Students will explore aspects of brand management, market structure, and consumer profiles of the luxury industry. This course aims to engage students in a critical discussion on the complex interplay of cultural, economic and consumer factors in driving the development of luxury industry.
Prerequisite
Completion of PRA Year III
The project allows students to develop an independent, integrated communication management campaign proposal for a client. Under the guidance of advisers, students are assigned to work on an account (the client), research the competitive situation, identify the target audience, and construct a specific part of an integrated communication campaign. Students can also choose to conduct an original research study on a specific topic in the areas of public relations or advertising.

Advertising and Branding Concentration Electives

3 units
Theories and processes of small groups are reviewed as relevant to enhance communication skills necessary for productive group interaction. Emphasis is placed on the types of small group discussions oriented towards effective problem solving, decisionmaking, and conflict management, as well as the role of leadership in the process, focusing on the behaviour of groups and leaders as inherently communicative. Students will study small group and leadership communication theory, research, and practice from several different perspectives, focusing on how group synergy emerges from the communication.
This course explores the influences of computer technology on communication studies and the inter-relations among computer network, culture and communication, and reviews some major concepts of computer mediated communication (CMC) as presented in academic publications. Students are encouraged to both utilize computer technology to demonstrate an alternative form of presentation and reflect critically to such communication phenomenon.
Nonverbal behaviour is examined as part of the package of interacting signals which are fundamental to interpersonal, group, and all forms of mass mediated communication. Surveys of the major divisions of kinesics, proxemics, artifactual, chronemics and paralinguistics are supplemented with published scholarship in the comparatively minor areas of tactile, environmental and olfactory research. Cross-cultural implications are explored. Primary emphasis is placed on the practicalities for the communication professional who designs as well as interprets signs. A research project gives practical experience for methodically recording naturalistic observation.
This course introduces the theories and principles of effective communication as they apply to interpersonal and relational contexts of interaction. It aims to increase students’ ability to note communication patterns and processes, and to make active and constructive choices during their interaction with other people. Analysis of the major variables in face-to-face communication include topics on verbal and nonverbal behaviours, self-awareness and disclosure, interpersonal perceptions and communication competence, and types of relationship.
Interpersonal communication in interviewing situations is examined including dyadic communication principles and specific applications in selection, appraisal, counselling, exit, journalistic, and survey interview situations.
Communication for service management focuses on securing, building, and maintaining a long-term relationship with customers. This course introduces the essential communication theories and principles in service management. Emphasis is placed on the interpersonal communication with customers in service management situations. Students will develop the necessary communication skills of prospecting, approaching, preparing and delivering service pitching presentation, responding to objections, obtaining commitment, negotiating, and managing a long-term business partnership with customers.
Prerequisite
Completion of Year II
Employee training and development are essential to sustain success in every organization. Technological advancement and growing diversity in organizations have placed an increasing emphasis on the need for training. Practical and theoretical approaches to employee training and development in organizations will be examined. Specifically, students will learn how to recognize training and development needs and acquire the abilities to design, develop, deliver and evaluate various training programmes. Special communication issues are emphasized.
The course will cover some important theories and practices which underlie the study of intercultural communication. Structures and barriers developed within and between cultures as they affect communication will be examined.
Prerequisite
COMM 2006 Communication Theory (Communication Studies), COMM 2007 Communication Research Method (Communication Studies)

This course provides students with an introduction of communication within and between health institutions and various agencies and how these institutions and agencies can affect health culture and people’s perceptions and behaviours in health. This course will examine different forms of communication in health settings, ranging from the micro forms of interpersonal communication to the macro forms of health organizational communication.

With an overview of the public health theories, students will also learn to use different media for effective dissemination of health messages and develop public health campaigns.

Prerequisite
COMM 2007 Communication Research Method (Communication Studies)
The success of an organization hinges on effective communication with stakeholders, which depends on a well-designed data warehouse for relationship management and organizationstakeholders’ interactions. Data mining is an important process of transforming data for business operations. Along with web research, data mining provides systematic, scientific approaches to manage data for organizational operation and explore opportunities in the competitive business environment. This course introduces skills and techniques of data mining and web-based research in an organization setting. Applications in different organizations and business entities will be discussed.
This course stresses the abilities to analyze other people's arguments and to construct and improve one's own arguments. Basic principles of practical reasoning are introduced from both the Chinese rhetorical perspective and the Western new rhetorical (or informal logic) perspective. Students prepare argumentative speeches with emphasis on anticipating and addressing the alternative perspectives held by members of critical, well-informed audiences.
This course provides a historical overview of the development of rhetorical theory and practice in China, Europe and the US and its social antecedents and consequences from the classical period to the present day, with particular focus on the evolution of rhetorical concepts as they reflected and affected the social developments and intellectual histories of human beings.
Prerequisite
COMM 2006 Communication Theory (Communication Studies), COMM 2007 Communication Research Method (Communication Studies)
The course aims at developing students’ aesthetic sense and creativity on visual communication for organizations. It begins with an introduction on concepts of multimedia design and then focuses on applying them to visual analysis and appreciation, also providing creative solutions for specified communication problems for organizations. Students will possess useful techniques to design visual communication tasks with a range of multi-media applications (e.g. Web page design for organizations). Through hands-on practices, students will be capable to visualize their ideas effectively for organizational communication in the media world.
This course is designed to explore the principles and practice of developing, organizing, communicating, and delivering organizational events. Students will learn about the event management processes and skills necessary to stage a successful event. The course focuses on applying event management principles and practices in the context of organizational events, which include meetings, fundraising galas, conferences, conventions, incentives, and other corporate functions.
This course introduces students to leadership communication studies. Students will be exposed to many writings and ideas of leadership theorists and practitioners. Emphasis will be given to the role of communication in leadership processes typified in emergence, influence, and outcomes. Students will analyse the thoughts and practices of various leadership studies, theories, and styles and will discuss their potential applications in modern organizations. Students will gain a broad understanding of how leadership emerges and is enacted on a daily basis through communication.
Prerequisite
Completion of Year III
The success of an organization hinges on effective communication programmes, which are established for various organizational goals and objectives. Communication audits provide systematic, scientific approaches to evaluating whether internal and/or external communication programmes are fulfilling what they are set out to do. Audits reveal how these programmes work and don’t work. Audits benchmark best practices in organizational communication for various industry sectors. Audits build platform for improvement. This course serves as a capstone for those who are interested in specializing in organizational communication as a consultant, a PR professional, a corporate communicator or a business communication specialist.
Prerequisite
PRAD 2017 Introduction to Communication : A PRA and ORGC Perspective
This course examines various theoretical approaches to negotiation and conflict management. The “Western” and Eastern” negotiation styles will be compared and contrasted. Students will be involved in various simulated intercultural negotiation situations.
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC,Perspective:, COMM 2006 Communication Theory (Communication Studies), COMM 2007 Communication Research Method (Communication Studies)
An in-depth study of a current topic of organizational communication research and/or practice is provided. Topics vary according to the expertise of the proposed instructor.
Prerequisite
Completion of Year III
Problem solving is a set of activities and procedures designed to analyse a situation systematically and generate, implement, and evaluate solutions. Decision making is a mechanism for exercising judgment and making choices at each step of the problem-solving process. To come up with sound solutions to problems, one must understand the judgment processes so as to avoid one’s own biases. This course introduces the fundamentals of human judgment processes such as biases, errors, heuristics and rationality. Judgment and decision making are examined in a variety of organizational contexts. Practical strategies are provided for changing and improving decision-making processes in reaching sensible and effective solutions for various problems in organizations and organizational communication.
Prerequisite
ORGC Major GPA 3.0* or Cumulative GPA 3.0,*ORGC major GPA refers to the cumulative GPA of all courses with the ORGC subject code and ORGC major has taken
This course introduces students to various types of management trainee programs. Lectures cover basic and advanced concepts in assessment theory and research. Students participate in simulated aptitude tests assessing personality traits, analytical reasoning, and quantitative skills, experience simulated group interviews and oneon- one interviews. Students become familiar with management trainee selection process, develop confidence, and enhance career aspirations. The tangible outcome is the majority of the enrollees applying management trainee positions and make successful careers in management in the communication industry sector and other sectors as well.
Prerequisite
COMM 2007 Communication Research Method (Communication Studies)
This course prepares students for conducting communication research by developing their problem-solving and research skills through practical exercises in research design, implementation, analysis, and reporting. It focuses on hands-on experience of applying appropriate research techniques and methodologies in the process of data sampling, collection, and interpretation. This course is especially helpful for students who opt to conduct research honours projects and for those who plan to embark on a postgraduate research degree or research career in the industry.
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC Perspective
It is often not the quality of the idea, but the ability to develop and communicate a compelling vision that makes the difference between a successful entrepreneurial venture and an initial failure. This course introduces students to entrepreneurial theories, processes, and practices, with a particular focus on entrepreneurship in the media and communication context. Students will learn about initiating, communicating, and financing entrepreneurial ventures in an existing or new enterprise, and then apply the concepts learnt to their own ideas.
This course introduces students to the implications of the information communication technologies (ICT) for individuals, culture, and society as well as the opportunities and challenges for traditional media practices in the contemporary communication landscape. It develops students’ knowledge of how ICT innovations influence communication processes and challenges students to critically engage with contemporary debates and concepts around the changes brought about by ICT.
Advanced study of integration of design components in advertising campaign and corporate identity programme. Students will be guided to visualize the design concept using desktop system. They are encouraged to combine their intellectual thinking and competence in using various communication tools to generate innovative, as well as effective, design solution.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course introduces the trend of digital media use and its effects on user generated content (electronic word of mouth) and strategic public relations. Through in-depth examination of the uses and effects of various new media (e.g. blogs/microblogs, online newswires, podcasts, social networking services, mobile devices, etc.), students should be able to develop communication strategies for public relations practices. This course is aimed to equip students with the ability to plan for public relations campaigns in the ever changing media environment.
Prerequisite
PRAD 3025 International Field Study in Public Relations and Advertising
Students travel abroad to engage in cross-cultural learning both to familiarize themselves with host countries’ ways of thinking and communicating as well as to acquire a deeper self-awareness and understanding of their own culture. This course aims at advancing students’ professional development by observing how their intended profession is undertaken in circumstances different from those in their home country.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course provides an introduction to this new media and explores its potential and constraints from the perspective of advertising and public relations. This course will take a holistic and practical approach by first examining the general working principles of the most popular social networking websites. Case studies of successful commercial applications of the mobile and social networking will be conducted. Students will develop a solid theoretical foundation for their own project development. Students will develop campaign strategy (e.g. creating fans club) which can fully leverage the potential of mobile and social networks.
This course provides an introduction to the creation and use of sequence and time-based media for storytelling and persuasion, as well as its application in advertising, public relations and organizational communication. Building on the foundations for design with discrete media, sequences and time add unique potential for the communication process.
Prerequisite
PRAD 2015 Principles and Practices of Public Relations
The development of writing abilities needed for handling different organizational communication situations. Experience is provided in the practice of other communication techniques adapted to public relations such as public speaking, liaison with the press, and audio-visual communication. Practical exercises and case studies use Chinese and English languages.
This course will introduce students to a comprehensive understanding of the effective usage of digital typography and incorporating typography into print communications. The structure is a combination of fundamental typography, alignments and grid systems as well as understanding of visual hierarchy arrangement of both text and visual images. Fundamental principles and hands-on study in 2 dimensional and 3 dimensional image-processing graphics systems will also be introduced.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2015 Principles and Practices of Public Relations
Internal communication and employee relations are public relations functions specifically dedicated to building, engaging, and maintaining relationship with internal publics. Employees are assets and the primary publics to manage: Studies show employee satisfaction can lead to better performance with making fewer errors at workplace, and the satisfaction can be improved by well-planned internal communication strategies by the organization. Moreover, employees can function as ambassadors of an organization especially when the organization experiences threats and crises. This course teaches the importance of internal and employee communication and introduces how organizational messages can be conveyed effectively throughout its employees that are in different levels (or the same level) within the organization. Major challenges and conflict resolution processes in managing internal relations will be also introduced.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course highlights the theory and practice of corporate social responsibility (CSR) and engagement of organizations with key stakeholders and their communities to build relationships and collaborate in sustainable community programs across different sectors. It also includes the business integration, strategic planning, engagement approach, communication strategies, measurement, and reporting of CSR. Through a critical analysis of case studies from overseas and successful local CSR programs, students will develop a strategic CSR plan for an organization.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course provides detailed and intensive study of special topics of importance in public relations and advertising. Depending on the expertise of the teaching faculty, one or more special topics in the section of course content will be covered. New special topics can be added.
Public Relations and Advertising students are encouraged to undertake a non-graded and zero-credit internship. The internship is normally of at least two months full-time employment or professional practice during the summer between the third and fourth years but it can be a minimum of 160 hours of work. Students are required to conform to all reasonable requirements of the organizations providing internship opportunities. Both the organization and the student file reports with the Communication Studies Department after the internship.
Prerequisite
PRAD 2005 Introduction to Public Relations and Advertising; or, PRAD 2007 Principles and Methods of Advertising; or, PRAD 2015 Principles and Practices of Public Relations
This course investigates the concepts of issues and crisis management, the relationship between public relations and the handling of issues and crises, and the theories and techniques of planning for crisis communication for an organization. Crisis management is a multifaceted discipline that involves components from issues management, strategic crisis communication, to reputation management. This course aims to equip students with the necessary skills and abilities to identify and prepare for issues and crises, to diagnose the nature of an issue and crisis, to communicate strategically, and to recover and learn from crises. The emphasis of this course, thus is on both the preventive and reactive phases of crisis management.
Prerequisite
PRAD 3015 Consumer Perspectives in Public Relations and Advertising
The course will help students understand the challenges and difficulties in designing and implementing advertising across different countries and societies. Students will learn about the issues of centralization versus decentralization and standardization versus localization. They will also learn practical issues such as regulation considerations and social responsibility of international advertising agencies.
Prerequisite
PRAD 2015 Principles and Practices of Public Relations
This course investigates the application of public relations in the financial sectors. It also examines how to develop trust and strengthen relationships between financial institutions and their various stakeholders via strategic financial marketing communication programmes.
This course investigates the development of public relations in the Greater China region, including mainland, Hong Kong, Taiwan and Macau. The global theory of public relations is included and discussed how to apply this theory to the Greater China region. In addition, we will analyse practices of multinational and local public relations firms in this region and how multinational corporations use public relations entering this market. To help students familiarize the practices of public relations in this region, we will also investigate different issues practitioners usually encounter in their practices. For better comprehend the concepts provided in this course, case studies will be provided.
Prerequisite
PRAD 3035 Public Relations Writing
This course advances the level of competency by building on third-year introductory public relations writing course. This course explores, especially, writing abilities necessary for handling different and more complex communication situations. Supervised and individual experiences in communication techniques such as public speaking, liaison with the media and audio-visual/Internet communications are assigned. Practical exercise and case studies are conducted in both Chinese and English Language.
This course is designed to equip students with the knowledge and skills in place branding and destination management. It covers the branding of tourism destinations, retail space, as well as public space for experiential entertainment and education. Students will be able to apply the concepts learned to solve problems for place branding.
This course stresses advertising creative concept and its expression in brand communications, with applications in the use of different media channels. Students are encouraged to bridge up the task of promotional communications with that of strategic marketing planning and understanding of brands in the form of advertising campaign. Hand-on practices from idea development to execution are required in the class. Practical exercises and case studies are conducted in both Chinese and English languages.

General Electives

30 units

GE Core Requirements

26 units

本課程共有三個教學單元:一、書面表述要則;二、說明篇章讀 寫;三、議論篇章讀寫。

單元一:1) 句子結構分析;2) 書寫清通語段;3) 辨識文辭正誤。

單元二:1) 說明名篇賞析;2) 說明方法及應用;3) 撰寫說明 篇章。

單元三:1) 議論名篇賞析;2) 議論方法及應用;3) 撰寫議論 篇章。

This course comprises three teaching and learning units: 1) Essence of written expression; 2) Expository reading and writing; 3) Argumentative reading and writing.

Unit 1: 1) Analyzing Chinese sentence structure; 2) Producing concise writing pieces; 3) Identifying ungrammatical expressions.

Unit 2: 1) Analyzing selected expository masterpieces; 2) Applying expository techniques in verbal expressions; 3) Writing an advanced expository essay.

Unit 3: 1) Analyzing selected argumentative masterpieces; 2) Applying argumentative techniques in verbal expressions; 3) Writing an advanced argumentative essay.

http://ge.hkbu.edu.hk/course/GCLA-1005/

This course aims to enhance students’ English language skills in critical reading and listening as well as academic writing.

This course strengthens students’ ability to: (1) read academic discourse by engaging in the analysis of the rhetorical and linguistic features used in academic writing; (2) respond critically to ideas through examining and evaluating evidence and arguments; (3) write coherent and structured academic essays by developing core transferable skills in critical thinking, reading, and writing; (4) understand extended academic discourse by employing cognitive and metacognitive lecture comprehension strategies; and (5) use reflection and self-assessment to become a more independent and competent reader, listener and writer.

http://ge.hkbu.edu.hk/course/GCLA-1008/

This course, as a continuation of University English I, aims to further students’ English proficiency in reading and writing to an advanced level, and reinforce the effective use of communicative strategies in English for academic purposes.

This course aims to help students: (1) develop their critical/ evaluative reading skills for extensive academic texts; (2) develop skills in writing academic texts including a literature review, and extended essays/argumentative research papers; and (3) develop research skills and conventions of citations and referencing in academic writing; and enhance their oral presentation skills in an academic setting

http://ge.hkbu.edu.hk/course/GCLA-1009/

The aim of this course is to help students develop their ability to prepare and present informative and persuasive speeches for delivery before a variety of social and professional audiences. It is expected that enhancing their skill in structuring their ideas and communicating them to others will contribute to their personal and professional effectiveness. To help accomplish this goal, the course will introduce the key concepts of the public speaking process and show how to apply them to construct and deliver high quality informative and persuasive speeches. Also supporting the general goal, the course will help students assess, critique, and appreciate the speeches of others by teaching them the standards of evaluation that apply to effective public speaking. http://ge.hkbu.edu.hk/course/GCPS-1005/
Workshops and activities in this programme aim to enhance students’ capabilities to face challenges and find solutions that come from academic or work environment. It consists of three elements: U-Life Orientation Workshops, Co-curricular Learning, and Academic Integrity Online Tutorial. Details and dates of completion can be found at http://ge.hkbu.edu.hk/geprogramme/ulife/.

GE Distribution Requirements

12 units