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 0 10 15 25
Major Electives & General Electives* 9* 9* 9* 12* 39
GE Core Requirements 15 7 0 3 25
GE Electives 0 0 6 0 6
Total 33 34 31 30 128

* Students are required to take a total of 30 units of free electives

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

25 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.
This course is designed to provide students with an opportunity to synthesize their previous learning by applying communication theories and skills into practice. It also aims to develop students’ analytical abilities in evaluating their own communication process and outcome. Under the supervision of the course instructors, students will work in group for a real-world client to conduct on- or off-campus projects in productions of public relations collaterals, marketing research, event management and branding, or delivery of CSR strategies.
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 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.
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.
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.

Required Courses (Choose one from the followings)

3 units
Prerequisite
COMM 2007 Communication Research Method (Communication Studies)
The key to effective communication is research. This course prepares final-year students develop quantitative research skills for their honors projects and communication projects upon graduation. This course will help students develop the problem-solving skills through practices in quantitative research design, implementation, analysis, and reporting of these results to clients. You will learn the most important quantitative and computational research methods used in the field – content analysis, surveys, experiment, big data analytics – and gain experience with data analyses.
Prerequisite
COMM 2007 Communication Research Method (Communication Studies)
In practice, communication professionals need research to develop their strategic plans, task creativity and advices to the management. This course is based on the concepts of qualitative communication research methods and their applications to the study of public relations, advertising and branding. This course will help students develop the problem-solving skills through practices in qualitative communication research design, implementation, analysis, and reporting of these results to clients for understanding of stakeholder behaviours and media consumption, designing communication strategies, or testing creative concepts. This course prepares final-year students develop qualitative research skills for their honours projects and communication projects upon graduation.

Advertising and Branding Concentration Electives

6 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.
Prerequisite
PRAD 2017 Introduction to Communication: A PRA and ORGC Perspective
This course is an introduction to cultural studies. This new area within the discipline of communication brings social and political analysis to the study of communicative practice. The emphasis is on developing sets of concepts which help to understand communicative power, using examples from film, press, television, popular music, fiction, and so forth.
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.

This course develops students’ abilities to effectively craft the major types of professional documents and manage writing situations in organizational settings. Documents covered include job-application materials, policy briefs, consultancy reports, business proposals, press releases, and research papers. The course also examines communicating through technology (blogs, wikis, emails, and social media), collaborative and team writing, presenting technical, complex, or controversial materials, and writing for different audiences (stakeholders, clients, journalists, and the general public).
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
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
PRAD2005 Introduction to Public Relations and Advertising (for non-PRA students); Year 3 standing or above
An in-depth study of special topics of importance in communication studies. Depending on the expertise of the teaching faculty, one or more special topics listed in the section of Course Content will be covered and new special topics may be added.
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)
The key to effective communication is research. This course prepares final-year students develop quantitative research skills for their honors projects and communication projects upon graduation. This course will help students develop the problem-solving skills through practices in quantitative research design, implementation, analysis, and reporting of these results to clients. You will learn the most important quantitative and computational research methods used in the field – content analysis, surveys, experiment, big data analytics – and gain experience with data analyses.
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 (for non-PRA students); Year 3 standing or above
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 ability to plan for public relations campaigns in the ever changing media environment.
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.
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
COMM 2007 Communication Research Method (Communication Studies)
In practice, communication professionals need research to develop their strategic plans, task creativity and advices to the management. This course is based on the concepts of qualitative communication research methods and their applications to the study of public relations, advertising and branding. This course will help students develop the problem-solving skills through practices in qualitative communication research design, implementation, analysis, and reporting of these results to clients for understanding of stakeholder behaviours and media consumption, designing communication strategies, or testing creative concepts. This course prepares final-year students develop qualitative research skills for their honours projects and communication projects upon graduation.
Public Relations and Advertising and Organizational Communication students are encouraged to undertake a non-graded and zero-credit professional internship during their study. 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 their internship employer. Both the employer 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.
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.

General Electives

33 units

GE Core Requirements

25 units
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 Interdisciplinary Thematic Courses

6 units