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Faculty of Management and Hospitality

Bachelor of Arts (Honours) in Public Relations and Management

Bachelor of Arts (Honours) Public Relations and Management

Programme Structure

This is a credit-based programme, which students will normally complete over 4 years (in 8 semesters). Students are required to take 132 credit points with modules as shown below and an industrial attachment module for work-integrated learning. To encourage lifelong learning in general, and to provide students with greater flexibility, the programme will be offered through a credit-based module accumulation system with a multi-entry and multi-exit structure.

 

 Year 1:  Year 2:
  • Public Relations Theory & Practice
  • Storytelling
  • Design Thinking
  • Negotiation & Lobbying
  • Consumer Behaviour & Communication
  • Business Management Fundamentals
  • International Business Environment
  • GE Core Module: English for Academic Studies 1
  • GE Core Module: Chinese 1
  • GE Core Module: The Human Spirit

 

 

  • Public Speaking
  • Journalism Theory & Practice
  • Marketing Management
  • Services Marketing
  • Marketing Research for Communication Professionals

  • Accounting for Management
  • Business Ethics & Law
  • Organisation Behaviour & Communication
  • GE Core Module: Social Dynamics of Organisations
  • GE Core Module: Habits of Scientific Thinking
  • GE Elective 1 *
  • GE Elective 2 *

 

 Year 3:  Year 4:
  • Integrated Marketing Communication                
  • Events Planning & Management                         
  • Discourse Analysis for Public Relations
  • Crisis Management
  • Customer Relationship Management
  • Social Media Advertising
  • Brand Management
  • Writing for Public Relations
  • Work-integrated Learning
  • GE Core Module : Chinese 2
  • GE Core Module : English for Academic Studies 2

 

 

  • Public Relations & Media Campaign Planning Management
  • Contemporary Issues in Public Relations
  • Strategic Management
  • Reputation Management
  • Career Development Project
  • Programme Elective 1 *
  • Programme Elective 2 *
  • Programme Elective 3 *
  • Programme Elective 4 *
  • GE Core Module : English for Professional Purposes
  • GE Elective 3 *
  • GE Elective 4 *

 

 

 

Programme Electives *  GE Electives Module*
  • Sports Media, Communication & Public Relations
  • Philosophy & Sociology in Sports and Recreation
  • Food Hygiene & Safety
  • Financial Public Relations & Marketing
  • Social Marketing & Public Opinion Management
  • Translation for Public Relations
  • Branding for Dining
  • Digital Marketing
  • Media Morality
  • Food Photography & Communication
  • Departmental Budgeting & Control
  • Human Resources Management
  • Entrepreneurship
  • Staff Training & Development
  • Visual Merchandising
  • Retail Management
  • Fashion Retail Operations and Buying Management
  • Strategic Communication Theory & Practice

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

                                                                       

  • Impact of Contemporary Design on Society
  • Living with Sustainable Materials
  • Landscape Appreciation
  • Urban Greenery & Ecology
  • Tree Safety Inspection & Climbing
  • Stress Management
  • Wellness & Lifestyle Management
  • Corporate Social Responsibility in Action
  • Personal Financial Management
  • The Tourism Industry in Hong Kong
  • Essentials in People Management
  • Environment, Development & Sustainability
  • Urban Development in Hong Kong
  • Green & Intelligent Building
  • Nutrition & Health
  • The Art & Science of Film
  • Technological & Economic Development in a Global Context
  • Food in Daily Life
  • Web Technology & E-Commerce
  • Housing Policy & Management
  • Safety & Quality of Consumer Products
  • Introduction to Astronomy
  • Renewable Energy & Its Application in Buildings 
  • Hong Kong Society: Continuity & Change
  • Literature & Modern China
  • The Modern World: History & Culture
  • Language, Culture & Society
  • Translation in Everyday Life (English-Chinese)
  • Journey to the Exotic World of Microorganisms
  • Plants & Human Civilisations
  • Creative Writing in Chinese
  • Introduction to Spanish Language & Culture
  • Service Leadership in a New Era
  • Making Sense of Our World: Selected Topics in Sociology
  • Cantonese in Hong Kong Popular Culture
  • Beyond Hollywood: Instroduction to World Cinema
  • Western Classical Music Appreciation
  • Hong Kong Literature: the Local, the Mainland & the World

 

* Modules offerings are subjected to changes.