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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:
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To enhance students' communication skills to be used in the corporate or organizational processes; |
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To develop students' ability to use communication strategies to realize the strategic and operational goals of a private or public organization; |
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To develop students' ability to select communication channels appropriate to the intended audience, communication task, and organizational culture; |
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To enable students to understand the groundwork for media planning analysis and strategies in advertising. |
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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; |
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To enhance the language skills of the students in both Chinese and English in order to meet the standards required in workplace; |
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To provide students with the essential theoretical knowledge and practical skills required to operate effectively as practitioners after they graduate; and |
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To enhance students' professional and academic standards for further study. |
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