JOUR. 100 Introduction to Journalism & Mass Communication

(1 Term; 3 Credits)

This course aims to develop an overview of journalism and mass communication. Upon completion of the course, students are able to define the basic pool of vocabulary and fundamental concepts necessary for advanced classes as well as a basic idea of conducting and writing a research paper; describe the roles and responsibilities of professionals in journalism, public relations and advertising, with a focus on ethics and the value of truth, accuracy and fairness; and demonstrate media literacy skills, the ability to use technology to access information and evaluate critically and creatively contemporary national and global media messages.

JOUR. 120 Introduction to Political Science

(1 Term; 3 Credits)

The goal of this course is to provide an introduction to political science. Upon completion of the course, students are able to define basic concepts, theories and methodology in political science; describe the relationship between politics and your daily life; evaluate the functions of political institutions, the political environ-ment surrounding you and the dynamics among political actors; and critically analyze the current issues from political point of view.

JOUR. 121 International Relations and Organizations

(1 Term; 3 Credits)

The aim of this course is to offer an introduction to interna-tional relations and organizations. Upon completion of the course, students are able to define the different concepts and theories of international relations; describe different actors in international arena; evaluate the dynamics of interstate interactions; explain the complicated operation of the international political system; and critically analyze the current international issues around you in political point of view.

JOUR. 130 Digital Photojournalism

(1 Term; 3 Credits)

This course aims to provide an introduction to digital photo-journalism. Upon completion of the course, students are able to demonstrate the operation of the digital SLR camera with inter-changeable lens and define digital photography workflow; demonstrate appropriate photographic techniques to take fine news photographs; employ Photoshop to crop, correct exposure and adjust color of a news photo; analyze and criticize their own, as well as other photographers’ works; and design a photographic portfolio that shows an understanding of photographic principles.

JOUR. 160 Current Social Issues in Hong Kong

(1 Term; 3 Credits)

The goal of this course is to develop an overview of current social issues in Hong Kong. Upon completion of the course, students are able to apply the multi-disciplinary approach to study social issues in the particular context of Hong Kong; evaluate various aspects of Hong Kong society; demonstrate basic skills in studying Hong Kong society through conducting fieldwork; assess and examine Hong Kong’s social issues; and discuss and explain current social issues for publication.

JOUR. 161-2 Use of Putonghua in Journalism and Communication

(1 Term; 1 Credit)

This course offers Putonghua training from various areas, including speaking, reading, listening and writing. It helps students master standard Putonghua pronunciation, vocabulary and grammar; understand and master some commonly used Chinese idioms, common words associated with the news media to increase Putonghua vocabulary; and be able to skillfully use Putonghua in social life and in work in the future. The course also provides a broad understanding of China's national conditions, culture, history, and customs to deepen the understanding of the students in news media, and hence, students will be able to use common terms associated with the news media. This course well integrates Putonghua and professional news media to improve students' language skills, so that students are able to transfer the skills in future journalistic and editorial work.

JOUR. 170 Visual Communication

(1 Term; 3 Credits)

This course aims to provide students with a basic under-standing of visual culture and visual communicative skills, e.g. how far can we trust our visual capacities and the validity and efficiency of visual representations in the world around. Students will learn from literature and films the power and limits of images and visual narratives. Upon completion of the course, students are able to explain how we see and what actually we are seeing; examine the relationship between what we see and what we know; and explain how we represent and express what we see.

JOUR. 180 History of Hong Kong Journalism

(1 Term; 3 Credits)

Hong Kong has a robust press industry for over 160 years. It was the cradle of modern Chinese press. It has nurtured more than 600 press media and created a significant impact on modern and contemporary Chinese history. Therefore, this course aims to provide an introduction to history of Hong Kong journalism. Upon completion of the course, students are able to describe the development of the blooming Hong Kong press industry, which plays a significant role in the history of Chinese press; develop and raise their sensitivity to local affairs and sense of belonging, and hence, their interest in knowledge exploration; analyze the various stages of development characteristics in the history Hong Kong press; describe and judge the several forms of development of Hong Kong press; and critically carry out in-depth case studies of press in Hong Kong.

JOUR. 190 Media Aesthetics

(1 Term; 3 Credits)

Media Aesthetics emphasizes the materialities of information, expression, and mediation in both the traditional and new media. This course will investigate the impacts of visual aesthetics of print media, the Internet, games, virtual reality, augmented reality, and mixed reality on communication. It aims to offer students the general principles of visual aesthetics and media work applications in communication. In addition, topics such as aesthetic challenges in graphic design, advertising, reporting with infographics, and new media productions will also be discussed. Students will learn how to identify and apply the principles, elements, contexts in different applications of media aesthetics as well as appreciating contemporary media art works. Upon completion of the course, students will be able to distinguish the applications of media aesthetics, applied media aesthetics and visual aesthetics, relevant to the studies of journalism and communication; appraise graphic design elements and principles for applied media aesthetics; compare and contrast different contexts and information design for applied media aesthetics; critically analyse contemporary designs in a wide variety of applications, including but not limited to Internet websites, interactive advertising, games, new media such as virtual reality, augmented reality, and mixed reality.

JOUR. 200 Statistics for Journalism

(1 Term; 3 Credits)

The aim of this course is to develop overall concepts in statistics for journalism. Upon completion of the course, students are able to analyze, report and interpret elementary statistical data for decision making; calculate, report and interpret basic descriptive statistics, measures of central tendency and dispersion; calculate, report and interpret basic inferential statistics (such as testing difference between means, estimation, goodness-of-fit and chi square); and use SPSS to analyze and report statistical data at a preliminary level and interpret SPSS outputs (such as t-test, chi square, ANOVA and regression).

JOUR. 201 Audio-Visual Production

(1 Term; 3 Credits)

The goal of this course is to provide an introduction to audio-visual production. Upon completion of the course, students are able to explain in film language the basic skills of operating cameras, lighting, switchers, audio equipment & non-linear editing machines, with respect to ethical issues in the production process; design a good story as fiction and non-fiction directors who make sensible choices on what to shoot, how to shoot it, what to use in the video and how most effectively to use it; and demonstrate more by planning than by reflex so as to direct professionally with schedules that the crew can follow; maintain good communication skills with crew, participants and audience.

JOUR. 220 Mass Communication Theories

(1 Term; 3 Credits)

This course aims to develop an overview of mass communi-cation theory. Upon completion of the course, students are able to describe the various concerns relating to the complex process of mass communication faced by mass communication professionals and how they could overcome such concerns; apply the theories to the context of mass communication in Hong Kong; analyze the structure and dynamics of contemporary mass media and its impact on society; and integrate theories, concepts and analytical framework by producing an individual research project at the end of the term.

JOUR. 221-2 News Reporting & Writing in Chinese

(2 Terms; 6 Credits)

This course emphasizes the principles and techniques of news gathering and writing in the Hong Kong environment. Through practical writing exercises, students will be able to master different aspects of news gathering, reporting and writing. Methods in covering crimes, courts, accidents, Legislative Council and District Board meetings etc will be discussed through constant exercises. Students are trained to present stories and features in various forms and styles. In addition, styles and structure of news stories, research and interviewing techniques form part of the study. All practical writing exercises will be conducted under strict newsroom settings and conditions.

JOUR. 230 Technological Change and Human Communication

(1 Term; 3 Credits)

Modes of human communication have been radically affected by changes in the technology of communication – from orality to literacy, from handwriting to print, and from print to electronic imaging – and these changes are continuing. This course aims to explore the connections between media technologies and changing understandings of culture in the 21st century. It focuses on how innovations in print and photographic technologies, telegraphy and telephony, sound recording, radio, film exhibition, TV and video, and the transformation of analogue by digital technologies, have enabled changing visions of culture. Students will be introduced to the history of key media technologies, and they will try to theorize the significance of those technologies within cultural studies. Upon completion of the course, students are able to analyze critical knowledge on human communication, from paralanguage to orality, from speech to literacy, from words to images, and from analogue to digital by design projects and written essay.

JOUR. 250 Introduction to Mass Media in China

(1 Term; 3 Credits)

As Hong Kong and Mainland China are getting closer in eco-nomic ties, Hong Kong media reporting about China is also increasing and becoming more important. This course consists of two elements: one is to introduce China's basic profiles and media systems while another is to introduce China's unique way of news reporting. By comparison with Hong Kong’s news reporting environments, student will be more familiar with the unique way of reporting in the Mainland. Therefore, the goal of this course is to provide a basic overview of China and the media system. Upon completion of this course, students are able to develop process of the major media; analyze Chinese news reports in an unique way; evaluate and compare Hong Kong and China news reports of their similarities and differences, such as China's typical Chinese news reports in its status and role; and reflect understanding through term papers.

JOUR. 260 Computer Graphic Design and Publishing

(1 Term; 3 Credits)

The aims of the course are to provide an introduction to the potential of computer applications to journalism students to produce professional publications, with respect to ethical issues in the production process; provide students with the basic knowledge to the issues that shape design, the design elements, and how these elements combine; enable students to participate in real-life production projects; and introduce technical skills in the application of computer graphic design, desktop publishing and online publishing software. Upon completion of the course, students are able to describe the broad issues in graphic design, editing and web publishing; demonstrate basic production techniques to prepare computer design work in both offline and online publications; and analyze contemporary design work from different perspectives.

JOUR. 263 Professional Putonghua in Journalism & Communication

(1 Term; 2 Credits)

Through theory study and series of simulation practice, this course offers students to improve language abilities and expression technics for news reporting. By mastering the skills of using normative Mandarin idioms, buzzwords, acronyms etc. to achieve higher efficiency and effectiveness for news broadcasting, press release, interview or any other occasions.

JOUR. 280 Governing Hong Kong

(1 Term; 3 Credits)

This course aims to provide an overview of governing Hong Kong. Upon completion of the course, students are able to describe the political institutions in Hong Kong with particular reference to the role of LegCo, ExCo and the Administration in the governance of Hong Kong as a SAR of China; critically analyze the dynamics of different political actors in Hong Kong and China, and the effects caused; provide a report on the current political issues in Hong Kong and in particular, on the issue of democratization of Hong Kong in the context of the culture of Hong Kong and the policies of China relating to Hong Kong; and provide a critical commentary on a topic assigned in class.

JOUR. 300 News Editing

(1 Term; 3 Credits)

The aim of the course is to provide an introduction to news editing. Upon completion of the course, students are able to describe the theory of editorial skills in local news; demonstrate editorial tasks in designing news headlines and layout publishing; develop into attractive and quality news stories from news reporting drafts; integrate graphics, images, figures and tables into news stories; identify and evaluate news issues with respect to its news values from the editorial perspective; practice editing news reporting and writing in a regular manner through students’ news practicum, including SY Media Lab, Our Voice, Shuo Online, JC Radio; and reflect on practical editorial tasks to understand the fundamentals of journalistic ethics.

JOUR. 301 Intermediate Audio-Visual Production

Prere: JOUR. 201

(1 Term; 3 Credits)

This course aims to develop the theories and practical skills in audio-visual production in an intermediate level. Upon completion of the course, students are able to identify the personal qualities and professional skills needed to work successfully in the constant changing media industry; demonstrate their technical competence by AV production projects; apply the basic concepts and rules of creativity by AV production projects; apply their analytical skills to the critical evaluation of visual productions; describe and evaluate the contemporary models of Lighting and Framing; show work constructively as a member of a production team by AV production projects; and discuss issues related to the content, the aesthetic elements, and the effectiveness of different kinds of visual work.

JOUR. 303 English News Writing and Reporting

(1 Term; 3 Credits)

The goal of this course is to introduce English news writing and reporting. Upon completion of the course, students are able to describe the steps involved in news writing and reporting; collect information through research (using print and online databases) and interviews; and how to write the story from start to finish; recognize the elements of and be able to write hard news as well as feature articles; demonstrate news writing techniques to construct a story with concise grammar and style; recognize legal and ethical issues in news-gathering techniques; and apply news writing and reporting techniques to various genres: current affairs (politics and public administration, accidents, disasters and court reporting), news features (profiles and investigative reporting), public relations writing (press releases), etc.

JOUR. 310 Storytelling

(1 Term; 3 Credits)

Storytelling is the most effective craft of communication that is mostly ignored in the daily routines of modern journalism. This course aims to provide student a “head start” in the competitive media environment with an emphasis on storytelling and the essential mindset of a successful story teller. The themes are: How to find a good story? How to tell a story? How to make ideas stick? What constitutes a good story? On completion of the course, students are be able to generate ideas for storytelling; organize their ideas across various linear and non-linear platforms; and apply various forms, structures, and techniques of storytelling to construct creative and effective stories.

JOUR. 311 Communication Research Methods

(1 Term; 3 Credits)

This course aims to introduce the basic ideas of conducting mass communication research. There are two themes emphasized in the course: (1) skills in research evaluation and (2) techniques of conducting research. Course contents cover the following areas: the principles of research, approaches of research design, methods of data collection, various ways of analysis, interpretation of research data and major concerns of research ethics. Upon completion of the course, students are able to define the principles of doing empirical research for communication studies; distinguish between major research approaches and different qualitative as well as quantitative methods of data analysis and their applications in communications studies; judge the validity and reliability of research data; design a research and write a well-organized report; and apply research skills in journalistic and PR work.

JOUR. 312 Public Opinion Polls

Prere: JOUR. 200 & JOUR. 311

(1 Term; 3 Credits)

The goal of this course is to offer an introduction to public opinion polls. The course is basically divided into three parts. Firstly, concepts of public opinion will be examined. In this part, topics include theories of public opinion, relationship between public opinion and democracy and examination of criticisms toward public opinion. The second part is concerned about the research issues in opinion polling, such as measurement of public opinion, sampling technique in polling, and methodologies used. Finally, it explores the applications of opinion polling. In this part, topics such as technology employed in public opinion polls, polling in Hong Kong and other countries, the relationship between polling and mass communication will be discussed. Upon completion of the course, students are able to define the concepts of public opinion and theoretical debates concerned; conduct an opinion poll applying research concepts discussed in class; and evaluate the process of conducting a poll in real situation.

JOUR. 320 News Translation

(1 Term; 3 Credits)

This course aims to provide an introduction to the techniques and theories of news translation. Students will be exposed to local and international news of the print and electronic media and to a wide range of news subjects (government and politics, finance, crime and punishment, health and disasters, etc). To be compe-tent in translation, students will be made aware of the constant changing nature of language, and the specific expressions in the news as well as the cultural and political contexts in which news writing is produced. Upon completion of the course, students are able to describe the steps and skills involved in news translation; define the criteria of good news translation; produce translated work relating to various news genres and subjects from Chinese into English and vice-versa demonstrating ability and confidence in sorting out linguistic/grammatical problems in news translation, and those arising from different political, social and cultural settings of the source-text.

JOUR. 335 Visualization Analysis and Design

Prere: JOUR. 260

(1 Term; 3 Credits)

This course aims to introduce the development and principles of data analytics and data visualization. It offers students basic knowledge of how visual representations can help in the analysis and understanding of complex data, and how to design effective visualizations. Moreover, this course enables students to create visualizations by applying theoretical knowledge and technical know-how acquired in the course. Upon completion of the course, students will be able to describe the broad issues in data analytics and data visualization; demonstrate basic production techniques to prepare particular requirements imposed by the data; analyse contemporary data visualization design work from different perspectives.

JOUR. 341 Digital News and Information Production

(1 Term; 3 Credits)

This is designed to enable students to develop competencies in editing, producing, and presenting information and news in electronic-based media using appropriate technologies, tools, and techniques. Upon completion of the course, students are able to: produce digital news report stories on the basis of participation in the compulsory workshops organized for this course; define the general principles of research, interview and filming of public affairs features; evaluate and execute news scripts and digital news reports and features, and critically evaluate news production experience and explain potential impact on future digital news career.

JOUR. 342  Data Journalism and AR-enhanced News

 

(1 Term; 3 Credits)

The aim of the course is to equip students with the hands-on skills to become a better storyteller using data for insight and visualization. This course is divided into three parts. The first part examines data journalism as a field in journalism and the relevant theoretical and ethical issues. The second part teaches students elementary knowledge of data mining through Python. And the third part equips students with skills in data visualization and techniques of creating augmented reality outputs.

JOUR. 350 Feature Writing

Prere: JOUR. 221-2

(1 Term; 3 Credits)

This course is designed to further enhance students' inter-viewing and writing skills, to serve in the general news writing, and also to offer an alternative but deeper form of news writing. Upon completion of the course, students are able to describe feature writing in various styles, structure and categories; define a wider sense and perspectives in in-depth news writing; critically develop one’s own excavations of news stories, through the clear intelligible and engaging text, attractive, touching and sentimental paragraphs; and suggest professional analysis and evaluation of contemporary feature articles in local newspapers and magazines.

JOUR 360 Magazine Writing and Editing

(1 Term; 3 Credits)

This course is designed to give students a thorough under-standing of the structure of a magazine. Through in-depth analysis of the different parts of a magazine, students are introduced to the logic and techniques of magazine editing. Upon completion of the course, students are able to describe the process of communication through text and graphics; produce a high quality magazine feature through writing and editing; produce a semester study report with an analysis and commentary on various parts of a selected magazine and conduct a presentation summarizing the analysis.

JOUR. 370 Mass Communication Law

(1 Term; 3 Credits)

The course aims to provide basic knowledge of the law and the legal system in HK, with particular emphasis on aspects of law that affect mass communication. Upon completion of the course, students are able to describe the essence of law and the legal system in HK by group project and written assignment; apply basic legal principles in tackling simple legal problems; and analyze critically the law affecting the profession of journalism.

JOUR. 371 Newspaper Practicum

(6 Terms; 3 Credits)

The practicum course lasting for six semesters presents an-other facet of the training programme for third-year students prior to their joining media organizations for summer internship. The course enables students to learn the basic skills in journalism including ethics in theory and practice, news reporting and writing, and newspaper and magazine editing. Students work under direct supervision of an instructor to learn the methodology to locate contents for publication; the form in which they appear; the design and layout for either on-line or print format. Students’ work will be refined by an editorial board of senior students. The University has fully utilized the Internet platform to publish students’ works on the web, and secured arrangements with local publications for students to participate in the production of stories and features for desig-nated columns of the publications involved.

JOUR. 380 Business and Financial Reporting

(1 Term; 3 Credits)

This course is designed to introduce students to the basic concepts of business and financial reporting and writing. It also explores the economic and financial situations of Hong Kong and China, as well as other international markets. Upon completion of the course, students are able to describe the main features of the HK marketplace; translate business events and economic indicators into articles that readers find interesting, informative and helpful; interpret results announcements, financial statement, annual reports and other announcements of listed companies and report them in the form of accurate and interesting articles for their readers; apply investigative techniques for covering business news and specific beats; analyze and critically evaluate the code of ethics in Business journalism. Business journalism is not just about reporting, also about ethics. It involves trust, the information gathering and disseminate, and way of editing all the above may contort the real situation and the truth.

JOUR. 381 Advanced Financial News Analysis

Prere: JOUR. 380

(1 Term; 3 Credits)

This course is an advanced course for Business and Financial Reporting. Upon comple-tion of the course, students are able to explain the role and function of financial systems locally and globally; interpret and analyse financial events and indicators daily, and write commentary and related articles that readers find accurate, objective, informative and helpful; interpret and analyse the information and figures of markets and firms, including speeches, announcements, financial statements, and, write commentary against them in the form of objective and informative articles for their readers; apply investigative techniques for analysing and commenting on financial news and specific issues; analyse and critically evaluate the code of ethics in financial journalism.

JOUR. 390 Computer Animation in Journalism and Communications

Prere: JOUR. 201

(1 Term; 3 Credits)

This course aims to introduce students without prior exposure to the animation field to the basic concepts of “What is animation and animated effect”. Students will learn basic knowledge and principles of animation before being taught the techniques and applications of visual effects in Digital Storytelling that facilitates Digital Journalism, Advertising, and TV Productions. This course also emphasizes the creative and critical thinking process in formulating the digital content, including professional ethics in the production process. Upon completion of the course, students are able to describe the process of Animation Production and analyze the implications of visual effect on branding; apply the basic principles of Animation in a final project; evaluate Animation as a medium in communication; demonstrate the techniques of 2D compositing, the skill of integrating with trailers and commercials; and analyze the current trends of digital visual effect production.

JOUR. 395 Social Media and Networked Communication

(1 Term; 3 Credits)

The aims of this course are to offer an introduction to the potential of computer-mediated and online communication applications; provide students with the basic knowledge to the issues that involve in communication; enable students to participate and to develop an original, real-life news reporting project to demonstrate their understanding in the application of these communication tools; introduce students to the technical skills in the application of recent communication tools and social networking platforms, including Weblogs (e.g., Yahoo!Blog), Wiki (e.g., Wikipedia), Instant Messaging (e.g., MSN), Discussion Forums, RSS, Social Networking Platforms (e.g., Facebook, Twitter, etc.). Upon completion of the course, students are able to define the broad issues in recent computer-mediated communications and online communications; demonstrate the basic production tech-niques to prepare content for online communication platforms; and analyze both the multimedia and interactive features and capabilities of real-life online communications from different perspectives.

JOUR. 400 Editorial and Commentary Writing

(1 Term; 3 Credits)

This course provides students with the fundamental knowledge and techniques of writing editorials and commentaries: to learn the common structure for editorials, how to generate ideas, how to choose the appropriate way to write argument and conclu-sion, how to express the editorial policy through the entire process of editorial writing, and to understand the role of the editorial page. Students are also expected to participate in discussions of assigned readings or issues of the day and make informal reports on editorials they have read. At the same time, they will get experience in writing various types of commentaries.

JOUR. 403 Professional Internship

(Summer; 3 Credits)

Students who have successfully completed 94 credit-units are required to move on to another round of practical training through summer internships at local and overseas newspapers, TV and radio stations, news agencies, the Government Information Services Department, public relations companies and advertising firms. The Department lays great emphasis on the media organiza-tions’ evaluation of students' performance during the internship training, which forms a significant part of the Department's overall assessment of a student's performance in this course.

JOUR. 410 Media Ethics

(1 Term; 3 Credits)

In our democracy, media professionals have the freedom to write and report almost anything. However, with that freedom comes an enormous responsibility - not to mention an economic imperative - to act in a fair, responsible manner. And the idea of media ethics in the profession only has grown as the power and influence of both traditional and digital media has increased. This course does not attempt to provide definitive answers to each and every ethical quandary. In many cases, in fact, there may be many "right" answers, or perhaps none that seem satisfactory. Instead, what we will attempt is to provide a framework that will enable student as working media professionals to a.) identify an ethical dilemma, and b.) have a framework to analyze the situation, develop options and select a solution. Upon completion of the course, students are able to demonstrate awareness of deeply held beliefs in the Codes of Media Ethics and how those beliefs affect the decisions; critically analyse life experiences and media field cases in ethical dilemmas; and recognize, analyze and resolve real-world ethical cases using diverse decision making approaches.

JOUR. 420 Press Policy and Law of China

(1 Term; 3 Credits)

By taking this course, students shall be able to understand the major standards of the current legal system and policies by which the Chinese press and media have to abide, to compare the Chinese standards of practice to the basic principles of international media law, and to interpret and follow these standards in their future career in Mainland China. Upon completion of the course, students are able to describe the basic concepts: legal, policy, Press Law (Media Law), freedom of expression, freedom of the press, China's social system and the media; define the basic characteristics of the system, as the "two systems" belong to two different legal systems under both Hong Kong and news systems in different countries; in public law context, evaluate China "Citizens have freedom of the media owned by the state", "party control the media" news system, information release system, security system, media management system and foreign reporters interview system in order to differentiate the cross-border differences; and in the private level, critically analyze China on the protection of reputation, privacy and other personal rights law, Chinese Copyright Law, as compared the similarities between Hong Kong.

JOUR. 431 Script Writing

(1 Term; 3 Credits)

This course aims to provide an introduction of the creative processes of script writing, focusing on the art, craft, and business of film and television writing. Upon completion of the course, students are able to define the concepts of drama and film narrative; describe the steps to develop creative ideas; demonstrate the capacity of creative writing by script project; describe specific writing techniques through discussion and writing exercises; evaluate how to communicate effectively through writing skill; and critically analyze a professional TV or film script.

JOUR. 440 Entertainment and Pop Culture

(1 Term; 3 Credits)

This course is designed to introduce students the relationship and basic concepts of Entertainment and Pop Culture, and the role of media. It also provides students with an opportunity for developing their career in the field of entertainment industry. Upon completion of the course, students are able to define basic concepts on the main area of Entertainment and Pop Culture; employ pop songs, MVs, TV show, and film clips and other media forms to demonstrate how abstract concepts can be applied to empirical material and how theoretical analysis can be useful in meaning making; and demonstrate how to implement production and writing of Entertainment and Pop Culture.

JOUR. 441-2 Honours Project (Dissertation)

(2 Terms; 6 Credits)

The course aims to provide final year students the chance to take Directed Research in Communications Studies. Upon completion of the course, students are able to propose a research topic that may include current issues relating to journalism and mass communication or theoretical analysis and critical evaluation on theories of communication studies; apply the knowledge and skills they have acquired during the programme to conduct and to complete a piece of research; and present to the Department their final product in a research report format which may incorporate empirical research data or theoretical discussion of the subject matter.

JOUR. 450 Honours Project (In-Depth Reporting / Video Production)

(1 Term; 3 Credits)

This course aims to offer students the chance to conduct a project of their chosen types of media production, including written text, photography, and video production. Upon completion of the course, students are able to conduct and complete a substantial and sustained piece of journalism, which can take the form of an in-depth reporting such as an investigative story, a feature, a photo essay, or some other comparable journalistic works; or in form of a video-tape of one of a range of programmes, which may include TV news production, variety show, documentary film, drama, etc.; prepare the work up to the quality for publication; and indicate the quality of planning and the production skills of the final product.

JOUR. 460 Digitization and Interactive Multimedia

(1 Term; 3 Credits)

The aims of this course are to offer an introductory course to the understanding of the applications of computer to the structure and organization of multimedia and interactive website development projects, with respect to ethical issues in the production process; provide students with the basic knowledge to the design issues that explain the component and processes to explore the ways to produce and to complete the design of multimedia and interactive websites; enable students to participate in original and real-life production projects; and introduce students to the technical skills in the application of Adobe Web Premium Suite, including Dreamweaver, Flash, Fireworks, etc. Upon completion of the course, students are able to define the broad issues in multimedia and interactive website design; demonstrate basic production techniques to prepare original real-life multimedia and interactive website projects; and analyze contemporary design work from different perspectives.

JOUR. 470 In-Depth and Investigative Reporting

Prere: Jour. 221-2

(1 Term; 3 Credits)

This course aims to provide students with essential journalistic skills and the rigorous, in-depth and advanced research and investigation skills required to produce original, exclusive and revelatory stories. Investigative journalism is one of the most demanding areas of journalism, but also one with a growing body of specialist techniques and practitioners. Students will learn from case studies of complex and high profile investigations and acquire techniques of investigative reporting, such that they can plan, research and write an investigative feature of public concern or in the public interest. Upon completion of the course, students are able to define the essential steps for a job in print or broadcast journalism, with innovative and in-depth research and investigation techniques; complete a real-life investigation aimed for publication or broadcast using computer-assisted reporting, public records and databases, and undercover and covert investigative techniques.

JOUR. 480 China Reporting

(1 Term; 3 Credits)

Hong Kong media’s post-1997 coverage on Mainland China has seen a growing trend. This course, by analysing current China news (both Mainland China & Taiwan affairs) coverage in Hong Kong, and by applying relevant media theories, aims to enhance students’ understanding of the “China Beat” operations in Hong Kong under the “one country, two systems”, as well as the interactions between Hong Kong media and their counterparts in Mainland China. The course will also teach students China news reporting strategies and skills, so that students will have a thorough understanding of the basic methodology for reporting China news, as well as related PRC laws and regulations. This course therefore will not only benefit students who aspire to learn the craft of journalism, but also provide students with practical know-hows on how to comprehend China affairs better. This is vital for their future career development in the field of journalism.

JOUR. 490 Documentary & Public Affairs Programmes

Prere: JOUR. 340

(1 Term; 3 Credits)

This course aims to develop an overview of documentary and public affairs programme production. Upon completion of the course, students are able to demonstrate how to observe, to focus, to make sound judgment and to analyze critically as a critical thinker by class discussions and presentations; apply journalistic ethics and principles from concepts to practices as a responsible media professional by documentary production; show to be convincing, sharp and specific as a good storyteller by documentary production; demonstrate how to enhance better understanding between government and community; majority and minority; and privileged and underprivileged as a devoted communicator by producing various projects; and define the role of a producer in the broadcasting field, and pave their way for a career in news, public affairs as well as documentary production.

PRA. 130 Principles of Advertising and Marketing

(1 Term; 3 Credits)

This course aims to give an overview of principles of adver-tising and marketing. Upon completion of the course, students are able to define modern marketing and advertising industry including the dynamics of consumer behavior at an introductory level; distinguish between the usage of different media in achieving different effects in advertising at an introductory level; apply basic concepts on usage of ‘sign’ and production techniques particularly for print and electronic media; communicate and present infor-mation effectively in written and electronic formats in a collaborative and virtual environment in a global context as a member of a team at an introductory level; evaluate contemporary advertisements in Hong Kong; give an effective project presentation demonstrating confidence and creativity; and organize and construct an adver-tisement in print and electronic media format with clear objectives and target audience analysis.

PRA. 200 Public Relations and the Media

Prere: PRA. 130

(1 Term; 3 Credits)

This course aims to provide students with a general overview of the basic functionality of public relations and the media as two separate entities and examine the relations in between. It is intended to move usefully beyond 101 and is suitable for students who either want to choose PR or journalist as their future career. Upon completion of this course, students are able to describe the work of public relations and the media in a professional and efficient way; describe how the media and the public relations work together; and plan and execute a media event demonstrating the skills and techniques necessary to be a media-focused public relations practitioner.

PRA. 310 Advertising Copywriting

(1 Term; 3 Credits)

This course aims to cultivate the creativity of students in var-ious kinds of advertisement and sharpen their copywriting skills, so as to prepare them to be a copywriter. Upon completion of the course, students are able to show confidence in copywriting by producing quality copywriting tasks; define copywriting for advertising; demonstrate competence of writing skills in various forms of copywriting, including advertising copy, TV/Radio script and on-line advertising; critically analyze contemporary copywriting work, especially their creativity component; and evaluate the professional ethics of advertising.

PRA. 320 Public Relations Disciplines

(1 Term; 3 Credits)

This course aims to provide an overview of public relations as an important means of communication in modern society. The course outlines the unique features of the communication process in public relations and equips students for a future career in the public relations industry. Upon completion of the course, students are able to define the different disciplines in public relations; and demonstrate the skills and techniques of a public relations practitioner by organizing a simple PR event for promotion.

PRA. 330 Advertising Strategies and Design

Prere: PRA. 130

(1 Term; 3 Credits)

The goal of this course is to introduce students to theories of media audiences and media consumption/interaction which will improve students’ ability to critically engage with and communicate theoretical ideas, both in writing and in speech. Upon completion of the course, students are able to define modern advertising industry including the dynamics of consumer behavior; distinguish the usage of different media in achieving different effects in advertising; apply advanced concepts on usage of ‘sign’ and demonstrate production techniques particularly for print and electronic media; work productively as part of a team, and in particular, communicate and present information effectively in written and electronic formats in a collaborative and virtual environment with a global context; critical analyze contemporary advertisements; demonstrate logical presentation of material and confidence in responding to questions arising there from a project presentation; and organize and construct an advertisement in print and electronic media format with clear objectives and target audience analysis.

PRA. 340 Event Management

(1 Term; 3 Credits)

Event Management is a specialized and growing sector in the PR and Marketing industry. Professional PR practitioners are always called upon to develop, plan and organize various events with the objective of promoting a company’s corporate image, its products or services, fund-raising, or building connections with its potential customers and even employees. The aim of the course is, therefore, to develop an overall view of the PR event management process and management technique. Upon completion of the course, students are able to describe concept development in PR event management; evaluate the key concerns in the process of managing PR events; construct concept and full planning for PR events; apply management technique necessary for managing and evaluating PR events; and identify and solve problems that may arise in PR event management.

PRA. 350 Public Relations Writing

(1 Term; 3 Credits)

All public relations practitioners are required to write. Good writing skill is essential to ensure that key messages can be conveyed to the public (target audiences) accurately and effectively. The aims of this course are to: introduce to students the importance of writing for public relations practitioners; enable students to appreciate various kinds of writings for public relations (“PR writings”); provide students the knowledge and techniques of writing for public relations; and offer opportunities to students for practicing PR writings. Upon completion of the course, students are able to define writing for public relations; analyze critically PR writings on their effectiveness; demonstrate the skills and techniques necessary to write for public relations by written exercises and assignments; and demonstrate how to write effectively and appropriately for different occasions in public relations by self-selected group projects.

PRA. 420 Integrated Marketing Strategies and Planning

Prere: PRA. 330

(1 Term; 3 Credits)

This course aims to provide students a broad and compre-hensive understanding of the marketing communication disciplines; emphasis will be placed on the use of advertising, media and public relations as tools to influence target audience’s attitudes and behaviors. Upon completion of the course, students are able to integrate concepts of marketing, advertising and public relations and other marketing tools as a whole; integrate marketing commu-nication disciplines in a commercial environment applying skills and techniques necessary to integrate marketing communication disciplines in a commercial environment; and prepare marketing plans for different types of organizations using basic principles of marketing.

PRA. 430 Audio-Visual Production in PRA

Prere: JOUR. 201

(1 Term; 3 Credits)

This course aims to provide an in-depth knowledge and hands-on training in the production of commercial AV programmes and offering participants the skills and confidence to apply basic skills in the multi-media age environment. Course design imitate the industry's reality - e.g. severe competition, full of variables & improvisation, unforgiving, no absolute fairness, human interaction, quick decision & action. Upon completion of the course, students are able to describe of all related aspects in commercial AV production; create and practice commercial AV production knowledge & skills by screening report, individual and group projects; identify initiatives to research & discover by critically analyzing contemporary production work; and prepare, psycholog-ically & practically, for the professional industry with severe competition by critically evaluating good and bad productions in market.

PRA. 440 Advertising Agency Account Planning

Prere: PRA. 320

(1 Term; 3 Credits)

This course aims to provide students with knowledge of the operation of an advertising agency. It incorporates segments of brand management, creativity, market research, consumer behaviour and critical thinking in the learning process. The course prepares students for the role of account servicing and planning professional, as well as outlines the career potential in other related fields, such as marketing. Upon completion of the course, students are able to evaluate the consumer from every possible perspective that they might have to deal with in their future career; construct an individual advertising plan; plan for consumer response in different forms of advertising; show a job-ready understanding of the expectation of clients and colleagues in an agency; and define professional qualities in working effectively in an advertising agency.

PRA. 450 Crisis Management

(1 Term; 3 Credits)

The aim of the course is to equip students with the basic un-derstanding of a crisis situation and to provide them with the most effective analytical skills, both quantitatively and qualitatively. Upon completion of the course, students are able to identify the difference between an issue and a crisis and how best to tackle them; demonstrate technical competence in crisis management by in-class presentations; apply basic PR concepts and communica-tions skills in resolving issues and crises by reviewing literature cases; apply analytical skills to critical evaluation of situations, issues and crises by reviewing literature cases; demonstrate how to refine a particular crisis management plan assigned and have it improved by article review and presentation; analyze the qualities required to work constructively as a member of a crisis management team by article review and presentation; draw up a crisis management plan applying the theories, principles learned; and organize and present effectively on the afore-mentioned plan.

PRA. 460 Media Planning

(1 Term; 3 Credits)

The objective of the course is to equip students the basic concept and knowledge of media planning, plus how it operates in the local media scene and real life business situation. Students taken the course will gain a solid foundation for future career development in advertising agencies, media agencies, PR and other marketing discipline. The courses also cover updated real case studies, and students will learn the principles and procedures of media planning through on class discussion, group projects and a final individual project. Upon completion of the course, students are able to describe the current practice of media planning in Hong Kong, Mainland China and the world; identify the professional qualities for future career development in relevant marketing industries; and demonstrate the basic media planning skills through group projects and a final individual project.

PRA. 470 Financial Public Relations

Prere: PRA. 320 or JOUR. 380

(1 Term; 3 Credits)

Financial Public Relations is a specialized function of public relations. This course aims to equip students with fundamental knowledge about the financial sector, as well as fostering an awareness of the key issues in public relations for financial intermediaries in both local and global business contexts. It focuses on providing practical knowledge and skills in managing integrated communication campaigns in the financial market. Upon completion of this course, students will be able to identify the principles and practices of public relations in the financial market; interpret and analyse financial information and corporate disclosures provided by financial market participants; apply communication skills in media and investor relations for managing relationship with stakeholders in various business and finance functions; apply skills for preparing financial communication materials and managing integrated communication campaigns in the financial market; analyse the essential regulatory and ethical issues related to public relations practitioners in the financial sector.