Public Relations and Advertising Programme

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BNU-HKBU

UNITED INTERNATIONAL COLLEGE

UNDERGRADUATE HANDBOOK

2011-2012

Division of Humanities and Social Sciences

Public Relations and Advertising

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P ublic R elations and A dvertising P rogram m e P ublic R elations and A dvertising P rogram m e P ublic R elations and A dvertising P rogram m e P ublic R elations and A dvertising P rogram m e

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1. Introduction

This student handbook provides some general information about the Public Relations and

Advertising Programme in the Division of Humanities and Social Sciences, at BNU-HKBU United

International College. Students can also find specific information about the programme curriculum, structure, degree requirements, etc. in this handbook. Students should read this handbook carefully and talk to their mentor, teacher, Programme Coordinator, or the Division Dean if they have any queries. The contents of this handbook are for reference only, and are subject to change without prior notice.

2. The Division of Humanities and Social Sciences

The primary academic objective of the Division is to provide students with a number of four-year Honours Degree Programmes. Eight major programmes are currently offered:

Programme Degree①①①① Years of Study

Applied Translation Studies

应用翻译学

BA (Hons) (i)

文学士(荣誉) 4

Cinema and Television

影视学

BA (Hons) (ii)

文学士(荣誉) 4

Contemporary English Language and Literature

现当代英语语言文学

BA (Hons) (iii)

文学士(荣誉) 4

Government and International Relations

政治与国际关系学

BSocSc (Hons) (iv)

社会科学学士(荣誉) 4

International Journalism

国际新闻学

BA (Hons) (v)

文学士(荣誉) 4

Public Relations and Advertising

公共关系与广告学

BA (Hons) (vi)

文学士(荣誉) 4

Social Work and Social Administration

社会工作与社会行政学

BSWSA (Hons) (vii)

社会工作与社会行政学学士

(荣誉)

4

Teaching English as a Second Language

英语作为第二语言教学

BA (Hons) (viii)

文学士(荣誉) 4

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The degree will be awarded by the Hong Kong Baptist University: (i) Bachelor of Arts (Honours) in Applied Translation Studies 应用翻译学文学士(荣誉); (ii) Bachelor of Arts (Honours) in Cinema and Television 影视学文学士(荣誉); (iii) Bachelor of Arts (Honours) in Contemporary English Language and Literature 现当代英语语言文学文

学士(荣誉); (iv) Bachelor of Social Sciences (Honours) in Government and International Relations 政治与国际关系学社会科学学士(荣誉); (v) Bachelor of Arts (Honours) in International Journalism 国际新闻学文学士(荣誉); (vi) Bachelor of Arts (Honours) in Public Relations and Advertising 公共关系与广告学文学士(荣誉); (vii) Bachelor of Social Work and Social Administration (Honours) 社会工作与社会行政学学士(荣誉); (viii) Bachelor of Arts (Honours) in Teaching English as a Second Language 英语作为第二语言教学文学士(荣誉).

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H andbook H andbook H andbook H andbook 2011201120112011 ----2012 2012 2012 2012

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3. The Public Relations and Advertising Programme

The Public Relations and Advertising Programme is committed to quality, leading-edge education, and research. It offers the Bachelor of Arts (Honours) in Public Relations and Advertising.

3.1. Teaching Methods and Medium of Instruction

The Division emphasizes active student learning and designs the teaching and learning processes to be consistent with this emphasis. Teaching of media and communication subjects continues to move towards more active, student-centred approaches. Students are expected to solve problems, discuss real world cases, debates on ethical issues, make oral presentations, complete written assignments, and work on group projects throughout the curriculum. All final year students must complete an individual graduation project on a chosen topic which requires the integration and application of skills and knowledge acquired from different disciplines. Guest speakers or external practitioners will be invited to introduce the updated development of the profession and other out-of-classroom activities (e.g. service learning, case competitions, field trips and overseas exchange) are arranged frequently.

Since the programme emphasizes English as the teaching language, which is quite unique in China’s tertiary education, it would attract many high calibre and qualified students. Moreover, Chinese students are noted for their solid training in languages and mathematics in their high school education. This attribute is quite essential for studying and achieving good academic results in public relations and advertising. The Year 1 curriculum, concentrating mainly in general education subjects, provides a good opportunity for students to experience a solid foundation for studying higher level subjects.

3.2. Programme Aims, Objectives and Learning Outcomes

The aim of the BA (Honours) in Public Relations and Advertising is to foster the development of a lively civil society in the Greater China region by equipping its graduates to provide the

high-quality mass communication network that such a society will require.

The objective of the programme is to produce well-rounded professionals with:

a) A broad-based knowledge of the way their society works;

b) The professional skills required for researching, writing and presenting advertising and public relations communication of high quality in English;

c) A critical awareness of the role and functions of public relations and advertising in a free society.

Typically the graduates of this programme will be able to:

a) Describe and analyze the social, political, and economic structures of China and other countries;

b) Discuss knowledgeably the way in which the public relations and advertising profession performs in a variety of commercial and non-profit organizational settings;

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c) Create public relations and advertising messages, engage in process management and conduct relevant research;

d) Acquire skills used in creating, writing, and producing materials such as spoken word, print, audio, and video communication;

e) Expound and discuss the regulatory and ethical issues relevant to the professional practice of public relations and advertising;

f) Integrate theory and practice in his/her professional activity;

g) Understand the practice of public relations and advertising in local as well as intercultural contexts;

h) Work in English;

i) Participate effectively in a group setting.

4. Teaching Staff

Full-time faculty members are recruited from all over the world. All professors recruited possess a Ph.D. and have relevant research experience. Experts or specialists in the field of Public Relations and Advertising, with exceptional skills and experience, are also recruited.

5. Programme Structure

Subjects (科目科目科目科目) Credits (学分学分学分学分)

Major Required Subjects

(专业必修课) 39

Major Elective Subjects

(专业选修课) 15

General Education Required Subjects

(通识教育必修课) 39

General Education Elective Subjects

(通识教育选修课) 42

Whole Person Education Experiential Learning Modules

(全人教育体验学习课程) 5

Total (合计合计合计合计) 140

5.1. Major Required Subjects

Code Subject Chinese Title Credits

COMM1010 Introduction to Communication 传播学导论 3 COMM2010 Communication Theory 传播学理论 3 COMM2020 Professional Communication Skills 专业传播技巧 3 COMM2030 Mass Media Writing 大众传媒写作 3 PRA2010 Principles of Public Relations 公共关系原理 3 PRA2020 Principles of Advertising 广告原理 3 PRA2050 Communication Research 传播学研究 3

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PRA2060 PRA2070

Computer Visual Design, or Publication Design 电脑视觉设计，或书刊设计 3 PRA3010 PRA3310 Media Planning, or Event Planning 媒体策划，或会展策划 3 PRA3020 PRA3320 Consumer Behaviour, or Crisis Communication 消费行为学，或危机传播 3 PRA3150 PRA3160

Public Relations Strategy and Planning, or Advertising Strategy and Planning

公共关系策略与筹划，或

广告策略与筹划 3

PRA4030 PRA4130

Public Relations Management, or Advertising Management

公共关系管理, 或

广告管理 3

PRA4090 Final Year Project (PRA) 毕业论文 3

--- Total 合计合计合计合计 39

5.2. Major Elective Subjects

Students should complete 5 subjects of the following list:

COMM2040 Interpersonal Communication 人际沟通技巧 3 COMM2140 Persuasion and Social Influence 游说与社会影响 3 COMM3010 Small Group Communication 小组沟通 3 COMM3090 Organizational Communication 组织传播学 3 COMM3250 Qualitative Research in Communication 传讯研究 3 COMM4060 Intercultural Communication 跨文化传播 3 PRA2080 Public Relations Cases 公共关系个案研习 3 PRA2090 Advertising Cases 广告个案研习 3 PRA3030

PRA3040

Public Relations Writing, or Advertising Copywriting

公共关系写作, 或

广告文案写作 3

PRA3050 Research in Advertising and Public

Relations 公共关系及广告研究 3 PRA3080 Graphic Communication 视觉传媒 3 PRA3130

PRA3140

Advanced Public Relations Writing, or Advanced Advertising Copywriting

高级公共关系写作, 或

高级广告文案写作 3

PRA3180 Advanced Design and Visualization 高级视觉设计 3 PRA3210 New Media in Advertising and Public

Relations

新媒体与广告及公共

关系 3

PRA3230 Introduction to Map Mashups 地理图像联结技巧导论 3 PRA3240 Branding in Advertising 广告品牌建立 3 PRA3250 Health Awareness Campaigns 健康意识运动 3 PRA4020 Advertising and Society 广告与社会 3

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PRA4050 Special Topics in Public Relations and Advertising

公共关系及广告专题

研究 3

PRA4080 Internship 实习 3 PRA4110 Integrated Marketing Communication 综合营销传播 3 PRA4120 Reputation Management 商誉管理 3 PRA4140 Survey Research and Analysis 调研与分析 3 PRA4160 Advertising Regulation and Ethics 广告法规与伦理 3

--- Total 合计合计合计合计 15

The availability of major elective subjects each semester is subject to minor changes and adjustments depending on staff availability.

5.3. General Education Required (GER) Subjects

Students should complete the required subjects under each of the following GER categories. For detailed subject offerings, please see Appendix I.

GER Category Credits

Applied Ethics 3 Chinese Language 6 English Language 18 I.T. Knowledge 3 Mathematics and Statistics② 6 Physical Education 3

Total: 39

5.4. General Education Elective (GEE) Subjects

All students are required to take 42 GEE credits. They are recommended to complete at least one subject from the category of Chinese Culture and Society, and the remaining credits from any of the following GEE categories, preferably subjects outside their own specialization. For detailed subject offerings, please see Appendix I.

GEE Category

Chinese Culture and Society Business and Communication Foreign Languages and Cultures Humanities

Social Sciences

Science and Technology

②

Students take “MATH1020 Mathematics for Non-Science” and “STAT1020 Statistics for Non-Science” in this GER category.

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5.5. Whole Person Education (WPE) Experiential Learning Modules

Within the WPE structure, 8 modules are grouped into 5 sections. Each module is worth one credit unit. Students should earn at least one credit from each section in order to meet the WPE graduation requirements.

Please see Appendix II for information about the 8 WPE modules.

6. Four-Year Study Plan

6.1. Year One

Semester 1 Credits Semester 2 Credits

Introduction to Communication (COMM1010)

传播学导论

3

Principles of Public Relations (PRA2010)

公共关系原理

3

English I (ENG1011)

大学英文 I 3

Principles of Advertising (PRA2020)

广告原理 3

Chinese I (LANG1011)

大学中文 I 3

English II (ENG1012)

大学英文 II 3 Mathematics for Non-Science

(MATH1020)

商业高等数学(人文、社会科学

学生专修)

3 Chinese II (LANG1012) _大学中文

II 3

General Education Elective

通识教育选修科目 6

Academic Reading and Writing (ENG1020)

学术阅读与写作

3

WPE Section 1

WPE 课程1 1

Information Technology (I.T.1010)

信息科技 3

WPE Section 2

WPE 课程2 1

Physical Education/Healthy Living

(P.E.1010) 体育和保健 3

Total 20 Total 21

6.2. Year Two

Communication Theory (COMM2010)

传播学理论 3

Event Planning (PRA3310)

会展策划, or

Media Planning (PRA3010)

媒体策划

3

Computer Visual Design (PRA2060)

电脑视觉设计, or

Publication Design (PRA2070)

书刊设计); OR

Mass Media Writing (COMM2030)

大众传媒写作

3

Computer Visual Design (PRA2060)

电脑视觉设计, or

Publication Design (PRA2070)

书刊设计); OR

Mass Media Writing (COMM2030)

大众传媒写作 #

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Professional Communication Skills (COMM2020)

专业传播技巧

3 Major Elective _{专业选修科目} 3

English III (ENG2011)

大学英文 III 3

Applied Ethics (R.P.2010)

应用伦理学 3

Statistics for Non-Science (STAT1020)

实用统计学(人文、社会科学学生

专修)

3

通识教育选修科目 3 English IV (ENG2012) 大学英文 IV 3 WPE Section 3 WPE 课程3 1 WPE Section 4 WPE 课程4 1 Total 19 Total 19

# Students who already passed “Mass Media Writing” in the first semester of year two should register “Publication Design”.

6.3. Year Three

Consumer Behaviour (PRA3020), or

消费行为学，或

Crisis Communication (PRA3320)

危机传播

3

Public Relations Strategy and Planning (PRA3150) or

公共关系策略与筹划，或

Advertising Strategy and Planning (PRA3160)

广告策略与筹划

3

Communication Research (PRA2050)

传播学研究 3

Major Elective

专业选修科目 6

Major Elective

Effective Written Communication (ENG3020)

实用书面沟通技巧

1

Effective Oral Communication (ENG3010) 实用口语沟通技巧 1 WPE Section 5 WPE 课程5 1 Total 19 Total 20 6.4. Year Four

Public Relations Management (PRA4030), or

公共关系管理，或

Advertising Management (PRA4130)

广告管理

3

Final Year Project (PRA) (PRA4090)

毕业论文

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Major Elective

English for Academic and Professional Development (ENG4010)

学术及专业英语

1

Students may be allowed to take extra credits to make up for any credit deficiencies for graduation.

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Total 19 Total 3

Notes:

a. Due to actual distribution of staff resources, the final study plans may vary slightly from the version here.

b. Students are advised to consult their Programme Coordinator for any variation of the study plan.

7. Internship, Placement and Overseas Visits

In order to provide students with practical experience and broaden their minds and horizons, UIC will try to arrange internships and placement in industries, companies and enterprises, and overseas visits for students (for details, see the UIC website).

Public Relations and Advertising Programme

BNU-HKBU

UNITED INTERNATIONAL COLLEGE

UNDERGRADUATE HANDBOOK

2011-2012

Division of Humanities and Social Sciences

Public Relations and Advertising

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