PRA Major Curriculum Structure (2023 intake)

Feature

To prepare our students to be the future public relations leaders in the industry, we design the most comprehensive curriculum in the Public Relations Concentration. Students will learn how to define, evaluate and develop the best practices in public relations ranging from campaigns, media relations, social media engagement, corporate social responsibility and stakeholder engagement and issues and crisis management. Asides from strategic planning, we also focus on skill learning. Students are prepared to write for the media (e.g. press release, media kit and pitch letters) and organizations (e.g. newsletters, speeches for the CEO and guest of honor and public statement). Other soft skills such as client presentations, social media engagement and content creation will be taught throughout the learning experience. Most importantly, our students are able to compile evaluations up to the industry standard for any public relations projects to be accountable to clients and other stakeholders.

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 followings) 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

Public Relations Concentration Required Courses 18 units
PRAO 3035 Public Relations Writing 3 units
PRAO 3047 Corporate Social Responsibility and Stakeholder Engagement 3 units
PRAO 4016 Strategic Issues and Crisis Management 3 units
Choose three from the followings
PRAO 2046 Internal Communication and Employee Engagement 3 units
PRAO 3017 Digital Public Relations 3 units
PRAO 3046 Audience Measurement and Engagement 3 units
PRAO 3067 Health Communication and Information Campaigns 3 units
PRAO 4045 Media Relations Writing and Training 3 units
Public Relations 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 3005 Content Creation in Advertising 3 units
PRAO 3007 Advertising Design and Visualization 3 units
PRAO 3017 Digital Public Relations 3 units
PRAO 3027 Digital Audio and Video Production 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 3087 Organization Communication Issues and Processes 3 units
PRAO 4006 Advanced Qualitative Communication Research 3 units
PRAO 4025 Brand Strategy and Communication 3 units
PRAO 4027 Financial Public Relations 3 units
PRAO 4036 Social Communication and Advertising 3 units
PRAO 4037 Narrative and Brand Storytelling 3 units
PRAO 4045 Media Relations Writing and Training 3 units
PRAO 4047 Service Experiences & Luxury Branding 3 units
PRAO 4056 Creative Brand Expression 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
Free Electives 33 units
General Education Courses 31 units
UCLC1005 University Chinese 3 units
UCLC1008 University English I 3 units
UCLC1009 University English II 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
University Core Healthy Lifestyle 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