PRA Major Curriculum Structure (2023 intake) | Department of Communication Studies

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	COMM Core Course	Major Required Course	Concentration Required Course	Major Electives & General Electives	GE Programme	Total
Year 1	6	9	0	3	15	33
Year 2	3	6	3	15	7	34
Year 3	0	10	9	9	6	34
Year 4	0	3	9	12	3	27
Total	9	28	21	39	31	128

Communication Core Courses		9 units
COMM 1015	Studies in Communication, Media and Journalism	3 units
COMM 2035	Communication, Ethics and Law	3 units
School Core Course 3 (Choose one from the following)		3 units
COMM 2026	Human Communication	3 units
COMM 2027	AI and Digital Communication	3 units
COMM 2036	Media Design and Digital Applications	3 units

Major Required Courses		28 units
COMM 2006	Communication Theory (Communication Studies)	3 units
COMM 2007	Communication Research Method (Communication Studies)	3 units
PRAO 2007	Principles and Practices of Advertising	3 units
PRAO 2015	Principles and Practices of Public Relations	3 units
PRAO 3015	Consumer Perspectives in Public Relations and Advertising	3 units
PRAO 3056	Campaign Planning and Management	3 units
PRAO 3086	Data Analytics and Visualization for Strategic Communication	3 units
PRAO 3106	Strategic Communication Internship and Practicum	1 unit
Advanced Methods (Choose one from the following)		3 units
PRAO 4006	Advanced Qualitative Communication Research	3 units
PRAO 4065	Advanced Quantitative Communication Research	3 units
IQ and EQ in the Workplace (Choose one from the following)		3 units
PRAO 3085	Social Media@Work	3 units
PRAO 3087	Organizational Communication Issues and Processes	3 units
PRAO 4057	Organizational Decision Making and Problem Solving	3 units
PRAO 4066	Leadership Communication	3 units
Honours Project		3 units
PRAO 4895	Strategic Communication Honours Project	3 units

Concentration Required Courses

Advertising and Branding Concentration		18 units
PRAO 3005	Content Creation in Advertising	3 units
PRAO 3007	Advertising Design and Visualization	3 units
PRAO 4025	Brand Strategy and Communication	3 units
PRAO 4037	Narrative and Brand Storytelling	3 units
PRAO 4056	Creative Brand Expression	3 units

Advertising & Branding Concentration Elective		6 units
COMM 2026	Human Communication	3 units
PRAO 2036	Group Communication	3 units
PRAO 2037	Interpersonal Communication	3 units
PRAO 2045	Interviewing	3 units
PRAO 2046	Internal Communication and Employee Engagement	3 units
PRAO 2047	Advanced Media Design for Corporate Communication	3 units
PRAO 2055	Programming for Digital Communication	3 units
PRAO 3017	Digital Public Relations	3 units
PRAO 3027	Digital Audio and Video Production	3 units
PRAO 3035	Public Relations Writing	3 units
PRAO 3047	Corporate Social responsibility and Stakeholder Engagement	3 units
PRAO 3065	Fundraising Events Sponsorships and Donor Management	3 units
PRAO 3066	Writing for Professional Communication	3 units
PRAO 3067	Health Communication and Information Campaigns	3 units
PRAO 3075	Intercultural Communication	3 units
PRAO 3076	Communication Training for Organizations	3 units
PRAO 3085	Social Media @ Work	3 units
PRAO 3086	Organizational Communication Issues and Processes	3 units
PRAO 4006	Advanced Qualitative Communication Research	3 units
PRAO 4016	Strategic Issues and Crisis Management	3 units
PRAO 4027	Financial Public Relations	3 units
PRAO 4036	Social Communication and Advertising	3 units
PRAO 4045	Media Relations Writing	3 units
PRAO 4047	Service Experiences & Luxury Branding	3 units
PRAO 4057	Organizational Decision Making and Problem Solving	3 units
PRAO 4065	Advanced Quantitative Communication Research	3 units
PRAO 4066	Leadership Communication	3 units
PRAO 4067	Communication Entrepreneurship	3 units
PRAO 4075	Comprehensive Management Trainee Assessment	3 units
PRAO 4076	Conflict and Negotiation	3 units
PRAO 4077	Special Topics in Communication Studies	3 units
PRAO 4087	Algorithm and Communication	3 units

General Electives		33 units

General Education Courses		31 units
UCLC 1005	University Chinese	3 units
UCLC 1008	University English I	3 units
UCLC 1009	University English II	3 units
UCLC 1005	University Chinese	3 units
GE Core	Quantitative Reasoning	3 units
GE Core	History & Civilization	3 units
GE Core	Values & the Meaning of Life	3 units
ULIF 1008-9	University Life	0 units
University Core	The Art of Persuasion	2 units
GE Interdisciplinary Thematic Courses		6 units
GE Capstone		3 units

Total: 128 units

Certificates of Specialization

In fulfilling the PRA degree requirements, students can structure their coursework to earn certificates of specialization. The Department of Communication Studies designates 3 areas of specialization (below). A student who completes the courses listed under a specialization area with at least a 2.0 GPA for each course will be awarded a certificate of that specialization. Students may use concentration electives and/or free electives to claim up to 2 areas of specialization.

Specialization 1: Employee Communication and Engagement (9 units)
PRAO2046	Internal Communication and Employee Engagement	3 units
PRAO2047	Media Design for Corporate Communication	3 units
PRAO3087	Organizational Communication Issues and Processes	3 units

Specialization 2: PR for Public Affairs and Social Impact (9 units)
PRAO3065	Fundraising Events, Sponsorships, and Donor Management	3 units
PRAO3067	Health Communication and Information Campaigns	3 units
PRAO3076	Communication Training for Organizations	3 units

Specialization 3: Analytics for Digital Strategic Communication (12 units)
PRAO2055	Programming for Digital Communication	3 units
PRAO3017	Digital Public Relations	3 units
PRAO3046	Audience Measurement and Engagement	3 units
PRAO3086	Data Analytics and Visualization for Strategic Communication	3 units