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

COMM 1015Studies in Communication, Media and Journalism3 units
COMM 2035Communication, Ethics and Law3 units
School Core Course 3 (Choose one from the following)3 units
COMM 2026Human Communication3 units
COMM 2027AI and Digital Communication3 units
COMM 2036Media Design and Digital Applications3 units

COMM 2006Communication Theory (Communication Studies)3 units
COMM 2007Communication Research Method (Communication Studies)3 units
PRAO 2007Principles and Practices of Advertising3 units
PRAO 2015Principles and Practices of Public Relations3 units
PRAO 3015Consumer Perspectives in Public Relations and Advertising3 units
PRAO 3056Campaign Planning and Management3 units
PRAO 3086Data Analytics and Visualization for Strategic Communication3 units
PRAO 3106Strategic Communication Internship and Practicum1 unit
Advanced Methods (Choose one from the following)3 units
PRAO 4006Advanced Qualitative Communication Research3 units
PRAO 4065Advanced Quantitative Communication Research3 units
IQ and EQ in the Workplace (Choose one from the following)3 units
PRAO 3085Social Media@Work3 units
PRAO 3087Organizational Communication Issues and Processes3 units
PRAO 4057Organizational Decision Making and Problem Solving3 units
PRAO 4066Leadership Communication3 units
Honours Project3 units
PRAO 4895Strategic Communication Honours Project3 units
Concentration Required Courses

PRAO 3005Content Creation in Advertising3 units
PRAO 3007Advertising Design and Visualization3 units
PRAO 3046Audience Measurement and Engagement3 units
PRAO 4025Brand Strategy and Communication3 units
PRAO 4037Narrative and Brand Storytelling3 units
PRAO 4056Creative Brand Expression3 units

COMM 2026Human Communication3 units
PRAO 2036Group Communication3 units
PRAO 2037Interpersonal Communication3 units
PRAO 2045Interviewing3 units
PRAO 2046Internal Communication and Employee Engagement3 units
PRAO 2047Media Design for Corporate Communication3 units
PRAO 2055Programming for Digital Communication3 units
PRAO 3017Digital Public Relations3 units
PRAO 3027Digital Audio and Video Production3 units
PRAO 3035Public Relations Writing3 units
PRAO 3047Corporate Social Responsibility and Stakeholder Engagement3 units
PRAO 3065Fundraising Events, Sponsorships, and Donor Management3 units
PRAO 3066Writing for Professional Communication3 units
PRAO 3067Health Communication and Information Campaigns3 units
PRAO 3075Intercultural Communication3 units
PRAO 3076Communication Training for Organizations3 units
PRAO 3085Social Media @ Work3 units
PRAO 3087Organizational Communication Issues and Processes3 units
PRAO 4006Advanced Qualitative Communication Research3 units
PRAO 4016Strategic Issues and Crisis Management3 units
PRAO 4027Financial Public Relations3 units
PRAO 4036Social Communication and Advertising3 units
PRAO 4045Media Relations Writing and Training3 units
PRAO 4047Service Experiences & Luxury Branding3 units
PRAO 4057Organizational Decision Making and Problem Solving3 units
PRAO 4065Advanced Quantitative Communication Research3 units
PRAO 4066Leadership Communication3 units
PRAO 4067Communication Entrepreneurship3 units
PRAO 4075Comprehensive Management Trainee Assessment3 units
PRAO 4076Conflict and Negotiation3 units
PRAO 4077Special Topics in Communication Studies3 units
PRAO 4087Algorithm and Communication3 units

UCLC1005University Chinese3 units
UCLC1008University English I3 units
UCLC1009University English II3 units
GE CoreQuantitative Reasoning3 units
GE CoreHistory & Civilization3 units
GE CoreValues & the Meaning of Life3 units
ULIF 1008-9University Life0 units
University CoreThe Art of Persuasion2 units
University CoreHealthy Lifestyle2 units
GE Interdisciplinary Thematic Courses6 units
GE Capstone3 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.

PRAO2046Internal Communication and Employee Engagement3 units
PRAO2047Media Design for Corporate Communication3 units
PRAO3087Organizational Communication Issues and Processes3 units

PRAO3065Fundraising Events, Sponsorships, and Donor Management3 units
PRAO3067Health Communication and Information Campaigns3 units
PRAO3076Communication Training for Organizations3 units

PRAO2055Programming for Digital Communication3 units
PRAO3017Digital Public Relations3 units
PRAO3046Audience Measurement and Engagement3 units
PRAO3086Data Analytics and Visualization for Strategic Communication3 units