Programme Objectives
With the rapid economic growth of Hong Kong and mainland China, the roles of public relations and advertising professionals have become more and more important as both commercial and non-profit making organizations are willing to place more resources on enhancing liaison within own organization/ between organizations as well as promoting their public image/ products.
The Programme aims to enable students to acquire a mix of theoretical knowledge and practical skills in public relations and advertising in order to:
- provide them a portfolio of work demonstrating the potential to enter directly into this dynamic and growing field; and
- enhance their professional and academic knowledge for further study or professional recognitions.
The Objectives of this Programme are:
|
To enhance students' communication skills to be used in the corporate or organizational processes; |
|
To develop students' ability to use communication strategies to realize the strategic and operational goals of a private or public organization; |
|
To develop students' ability to select communication channels appropriate to the intended audience, communication task, and organizational culture; |
|
To enable students to understand the groundwork for media planning analysis and strategies in advertising. |
|
To enable students to acquire analytical and critical power in order to demonstrate sensitivity to the ethical issues of their practice and exhibit standards of professional behavior; |
|
To enhance the language skills of the students in both Chinese and English in order to meet the standards required in workplace; |
|
To provide students with the essential theoretical knowledge and practical skills required to operate effectively as practitioners after they graduate; and |
|
To enhance students' professional and academic standards for further study. |
|
TOP
Programme Structure
This programme will be offered on a full-time basis. The normal duration will be three years for Form 5 entrants, and two years for Form 7 entrants.
The programme is based on a system of units of credit. For graduation:
The 3-year programme
1. Form 5 entrants have to earn at least 90 credit units from the programme:
 88 required units of major courses; and
2 units in Elective Courses of the participant's choice.
The 2-year programme
2. Form 7 entrants have to earn at least 70 credit units from the programme.
68 required units of major courses; and
2 units in Elective Courses of the participant's choice.
Click here for programme structure details
TOP
Consultants
| Honorary Advisors: |
| |
| Dr. Annisa C H Lee (School of Journalism and Communication, CUHK) |
| |
| Dr. Royce Yuen (Chairman of Ogilvy Hong Kong) |
| |
| Mr. Chan Chi Wai (Account Director, Trimaran Corporate Communications) |
TOP
Syllabus
Please click here to download syllabus.
TOP
Articulation to Degree Programme
|
The University of Portsmouth, UK |
TOP
Minimum Admission Requirements
3-year Programme
Applicant should fulfill either one of the following:
five passes which include Level 2 / Grade E in Chinese Language and English Language in the HKCEE, or completion of Project Yi Jin, or equivalent qualification; or
be mature students at the age of 21 or above. (Applicants may be required to sit for an entrance test and required to attend an interview.)
2-year Programme
Applicant should fulfill either one of the following:
pass in AS Level Chinese Language and Culture and Use of English, or completion of a Pre-Associate Degree programme, plus the minimum admission requirement of the 3-year programme, or equivalent qualification; or
be mature students at the age of 21 or above. (Applicants may be required to sit for an entrance test and required to attend an interview.)
Acceptance will be subject to the decision of the selection committee.
TOP
General Information
Mode of Delivery
This is a taught programme and is delivered mainly by face-to-face instruction. Students are introduced to essential knowledge of the modules in the lectures. They are then given follow-up practice sessions where they will be able to develop their competence and skills. Some modules will be supplemented by on-line materials whenever appropriate.
Medium of Instruction
Teaching activities will be conducted in Chinese (Cantonese or Putonghua) and in English as deemed appropriate. Learning materials will be in Chinese and English as deemed appropriate.
Assessment Methods and Award of Higher Diploma
Students' performance is monitored and assessed on a continuous basis through a variety of assessment methods, such as projects, classroom participation, assignments, mid-term and final examinations.
To qualify for the award of the Higher Diploma in Public Relations and Advertising, a student must:
have an attendance rate of at least 70% of each module of the programme; and
have an overall pass for each module of the programme.
Enquiries
Tel: 2781-0591 / 2781-0477
Email:scs-lang3@cuhk.edu.hk
TOP
Download Enrolment Forms
Higher Diploma Programmes (for local students)
Higher Diploma Programmes (for mainland Chinese students)
Higher Diploma Programmes (for non-local students)
TOP
|
