Han Chiang University College of Communication's e-learning portal.

Students will be producing a 3D animation production with characters development,     storyboards, and environment to be animated as well as visual effects, sound effects and music. With this production process, students will gain valuable experience in the 3D animation production process

With the advancement of information technologies today, advertiser and manufacturers are facing a mass audience who are smart in deciding what to buy. Advertising has to be integrated with different elements in order to setup a great campaign for these audiences. Today’s savvy consumers have taken control of the buying experience by managing whom they buy from, as well as when, where, and how they do their buying. Thus, product branding alone is not enough to create an effective awareness amongst consumer. The use of integrated of various medias will create a good advertising campaign with effective messages. This subject is to provide the best understanding and skills in advertising campaign works and processes.

This course introduces students to the theories and concepts attached to the audio/visual in daily life. Theoretical engagement is expected and students will explore and employ different types of textual analysis. Different types of visual media will be dealt with including photography, magazine ad, film and TV advertising. Students will learn how meaning is produced and manipulated through the production of audio/visual media, which in turn produces different audience responses.

Welcome to BM102 Principle of Marketing !

Synopsis :

This course focuses on basic economic theories such as the basic economic problems that arise from the scarcity concepts.  It deals with microeconomic theories such as demand and supply, price mechanism, elasticity concepts, utility theories, production and production cost theories, and market structures. It also highlights the role of government in an economy from the perspective of microeconomics.

Welcome to Macroeconomics !

Synopsis :

This course gives an overview on macroeconomics, the study of the aggregate economy. It examines topics such as how levels of output, employment, interest rates, and prices in a nation are interrelated, what causes these levels to change, and the use of policy measures to regulate them.

Dear ALL,

WELCOME to  BM1043 MACROECONOMICS_April 2022
I'm Stan Lee and I'll be teaching you this subject. This subject will be fully Face-2-Face

Google Class Code: z2nfmf6
https://classroom.google.com/u/2/c/NDg0MDY5ODk1MjAz

Please take note that Tuesday 12/04/22 is your 1st Class.

Time: 2.00 pm - 5.00pm
Venue: C106

Please take note of the followings:
1. Timetable for BM1043 is every Tuesday, 2.00 pm - 5.00pm (Any    

    replacement  class will be announced later during class)

2. Moodle Enrolment Key:  0422@BM1043x
   You need to also enroll in to Moodle before class commences.

3. I'll post the latest materials in due time here, So stay tune : )

    See you Guys/Gals stay safe!

This course is designed to acquaint students with the statistical concepts and techniques needed to organize, measure, and evaluate data that may then be used to support informed decisions. The emphasis is placed on explaining statistical procedures and interpreting the conclusions. 

Please contact me at ainina@hcu.edu.my if you have any problems to access this course. 

An overview of information systems and how they provide value by supporting organisational objectives. The goal is to analyse business strategies to recognize how technology solutions enable strategic outcomes and to identify information system requirements by analysing business processes. Discussion covers concepts of business processes and alignment of information systems solutions to strategic goals.

Please contact me at ainina@hcu.edu.my if you have any problems to access this course. 

This course provides an extension to the student’s knowledge acquired at the secondary school level and gives them a thorough grounding in basic mathematical and statistical techniques. In addition, it introduces and incorporates computer manipulation techniques into topics that require repetitive calculations. Topics include simple and compound interest, present value, indices, ratio analysis, calculus and matrices.

Welcome to Organisational Behaviour Subject !!

Welcome to take BM224 Customer Service.

This course introduces the basic concepts, terminologies, principles and methods of cost accounting at the operational level. Topics include the fundamental elements of costs, traditional cost accumulation techniques, cost planning and costing methods. The main emphasis is on estimating the cost of products produced and services rendered.

Synopsis :

A basic understanding of the international business environment is essential in today's globalised world. This course discusses the major issues of international business including the global cultural and political environment, operations and supply chain management. It also reviews the entry strategies of international business apart from studying a few cases that epitomize international business management in today’s global world. 

Dear ALL,

WELCOME to  BM2714 INTERNATIONAL BUSINESS_April 2022
I'm Stan Lee and I'll be teaching you this subject. This subject will be fully Face-2-Face

Google Class Code: c6xhlxz
https://classroom.google.com/u/2/c/NDg0MDY2MzExNTMz

Please take note that Monday 18/04/22 is your 1st Class.

Time: 1.00 pm - 5.00pm
Venue: LT1

Please take note of the followings:
1. Timetable for BM2714 are every Monday, 1.00 pm - 5.00pm (Any replacement  class will be announced later                 during class)

2. Moodle Enrolment Key:  0422@BM103x
   You need to also enroll in to Moodle before class commences.

3. I'll post the latest materials in due time here, So stay tune : )

    See you Guys/Gals stay safe!

The course examines the operation and management of the broadcast organisations. It also teaches students the decision making processes and research methods utilised in programme development, selection, promotion, scheduling and distribution. It also touches on copyright and ethical issues.

Business Ethics (BM205)

This course focuses on the history of Malaysian Chinese in the past two centuries, its changes and reforms. It also discusses the historical status of our ancestors. Besides, through the interpersonal network and significant achievements of the personalities of different times, the students understand the development of Malaysian Chinese history.

本课程旨在使学生通过学习，更深入地认识、理解马来西亚华人两百年来所经历的过程、蜕变与转型，同时也探讨先贤们的历史地位。另外，透过不同年代的主人翁之间的人际网络、重大事迹等过程，了解马来西亚华人历史进展、绵延不绝的连续性。

The course provides students with an overview of traditional Chinese studies. Through the second division of the four divisions used to classify ancient books (including 经, 史, 子, 集), introduction to Confucian classics（Jing 经）, students gain a comprehensive knowledge of traditional Chinese studies that pave the way for other related courses in their studies and future researches. This course also discusses the value of traditional Chinese studies in modern viewpoint that enhances students’ interests in learning and research into Chinese studies.

所谓“国学”即中国传统学术之总称。“国学概论”乃一概述性课程，国学概论（一）藉由对中国固有学术的四部分类之经部的通论讲解，让学生得以概览中国传统学术领域之全貌，为学生深入研习中文系课程及未来之进阶研究奠定基础。本课程同时培养学生正确认识固有学术的当代价值，以担负承先启后的责任。

The course provides students with an overview of traditional Chinese studies. Through the second division of the four divisions used to classify ancient books (including 经, 史, 子, 集),  introduction to historic books((Shi史)，Zi radical(Zi子） and literary works（Ji集） studies, students gain a comprehensive knowledge of traditional Chinese studies that pave the way for other related courses in their studies and future researches. This course also discusses the value of traditional Chinese studies in modern viewpoint that enhances students’ interests in learning and research into Chinese studies.

所谓“国学”即中国传统学术之总称。“国学概论”乃一概述性课程，国学概论（二）藉由对中国固有学术的四部分类之史、子、集的通论讲解让学生得以概览中国传统学术领域之全貌，为学生深入研习中文系课程及未来之进阶研究奠定基础。本课程同时培养学生正确认识固有学术的当代价值，以担负承先启后的责任。

This course examines the important basic knowledge of Chinese literature. It is divided into “History of Chinese Literature (I)” which focuses on the literature from Pre-Qin Dynasty to Wei Jin Southern and Northern Dynasties, and “History of Chinese Literature (II)” which introduces literature from Sui and Tang Dynasty to Qing Dynasty.“History of Chinese Literature (II)” discusses the important genres of Chinese literature, from Sui and Tang Dynasty to Ming and Qing Dynasties The characteristics, ideologies, developmental changes, representative writers and their works of the history of Chinese literature in these periods are dealt with.

中国文学史是修习中国文学的入门知识。本校中国文学史课程设计分为(一)及 (二)，共两个学期上课。中国文学史(一)授课内容为先秦至魏晋南北朝文学，中国文学史(二)授课内容为隋唐五代至清代之文学。中国文学史(二)课程引导学生认识和了解隋唐至明清期间各个时期的文学样式、各时代文学的特色、文学思潮的发展、文学流变的过程、过程与社会历史发展之间的关系、代表作家及作品。

This course introduces theories and related knowledge of art and literature to students. Topics cover the origin and development of art and literature, the form and content of art and literature, ideological trend and style of art and literature, as well as the introduction to aesthetic, Chinese aesthetic and Western Aesthetics. Students will be guided to apply the gained knowledge to discuss and appreciate art and literary works. 

This course examines the important basic knowledge of Chinese literature. It is divided into “History of Chinese Literature (I)” which focuses on the literature from Pre-Qin Dynasty to Wei Jin Southern and Northern Dynasties, and “History of Chinese Literature (II)” which introduces literature from Sui and Tang Dynasty to Qing Dynasty. “History of Chinese Literature (I)” discusses the important genres of Chinese literature, from Sui and Tang Dynasty to Ming and Qing Dynasty The characteristics, ideologies, developmental changes, representative writers and their works of the history of Chinese literature in these periods are dealt with.

课程目的是开发学生平面及电子媒体新闻书写与编辑技巧。学生将习得一系列的新闻写作与中文编辑的概念，包括鉴定故事题材、采访技巧及新闻书写结构、文字生成处理、审核、编辑加工、校对、排版等。他们也将认识相关的伦理及法律概念，以出色而专业地开展新闻书写与中文编辑的工作。

With the archaeological discovery in modern times, the Chinese historical period has been shifted to an earlier date. This course covers Chinese history from Tang Dynasty to the Republic of China, to ensure that students fully grasp Chinese history, which provides the basic knowledge for other courses in Chinese studies.

中国历史源远流长，近代的考古发现，更让中国的信史时代不断提前。本课程将从唐朝至清朝鸦片战争前夕作一概略的介绍，让学生充分掌握中国历史知识，作为进一步学习中文系其他课程的背景知识。

This course examines the development and trends of modern Chinese literature from the May Fourth period to 1949. Well- known writers’ works, including those of overseas Chinese, will be selected for close analysis. It is designed to enhance students’ ability to read, analyse and appraise works of well known writers of modern times.

Contemporary literature inherits the tradition of May 4th modern literature. It deliberates upon “liberated” literature and arts and experiences literature revolution and literary works of the 80s and 90s. This course discusses the intrinsic spirit of contemporary Chinese literature in different periods of literature development, the development of artistic movement, trends of thought in literature, different schools and literary genres, and well-known writers and their works.

Contemporary literature inherits the tradition of May 4th modern literature. It deliberates upon “liberated” literature and arts and experiences literature revolution and literary works of the 80s and 90s. This course discusses the intrinsic spirit of contemporary Chinese literature in different periods of literature development, the development of artistic movement, trends of thought in literature, different schools and literary genres, and well-known writers and their works.

 当代文学继承五四新文学的传统，接受解放区文艺的孕育，茁壮于17年文学，经历“文革”文学，乃至80年文学以及90年代文学。本课程即从不同阶段的文学发展去理解中国当代文学的内在精神，包括中国当代文学的分期、性质、特点及发展过程；各时期的文学运动、文学思潮、文学流派和各种文体的发展概况和重要作家、重要作品。

This course covers the development of Malaysian Chinese literature from 1919 to 1990. It is divided into two parts. The first part, discusses the development of Malaysian Chinese literature.  The second part, focus on special topics related to Malaysian Chinese literature.

主要介绍马华文学从1919年发端至20世纪90年代的发展历程。本课程分成两大部分，即从史的角度探讨马华文学的发展，独立前后的马华文学，同时也探讨不同时期的艺术风格，各种文体的发展，作家的风格特点等等。第二部分，将讨论马华文学的各项专题如现代文学、环保文学等等，俾使学生对马华文学的纵深与横切面都有所认识。

论文习作（一）为写作学术论文提供基本知识和技能，致力于引导同学们在研究中发现新现象、新事物，或提出新理论、新观点，揭示事物内在规律等。通过研究方法的介绍与分析，引导同学们运用智慧进行科学思维，熟悉并可讨论各种研究方法，如文献调查法、观察法、思辨法、历史研究法、概念分析法、比较研究法等，并可自行设计研究选题，撰写开题报告。

Research Practice I provides the basic knowledge and skills for writing academic papers, guide students to discover new phenomena or new things in the study, or propose new theories or ideas, and revealing the inherent law. Through introduction and analysis methods, guide students to utilize their wisdom for scientific thinking, know better a variety of research methods, such as literature survey, observation, reasoning, historical research, conceptual analysis, and comparative research method, able to discuss them, design and carry out their own research proposal. 

Research Practice II is the major and comprehensive practice and teaching session for the Diploma graduates before their graduation. It requires students to apply their acquired theories and knowledge to identify problems and solve problems. Through the guidance and supervision of the supervising lecturers, students shall carry out fundamental research to collect and analyze data based on the research proposal presented and submitted in the “Research Practice I” course, and complete the first draft of thesis/research paper, work out at least 50% of the first draft of dissertation and reading report.

This course discusses Malaysian Chinese history, including the early overseas Chinese ‘sailing ship’ trade, overseas Chinese labourers, and Chinese political transformation before independence. It also touches on the reforms of Malaysian Chinese community，Malaysian Chinese society and culture before and after independence. The scope includes topics such as Malaysian Chinese politics, economics, education, religion, associations and etc.

本课程旨在讲述马来西亚华人史，包括早期华人的帆船的贸易、华工的拓植，乃至独立前夕大马华人的政治认同的转变等。此门课也对大马华人社会的转型与概况进行宏观的讨论，并在微观上对大马华人在独立前及独立后的社会与文化做探讨与分析，范围涉及华人的政治、经济、教育、宗教、乡团等课题。

The course introduces classical literary thoughts from pre-Qin to Qing Dynasty, which includes: literary trends among different periods of Chinese history, important literary theories and how these theories changes, outstanding literary critics and their ideas, significant literary criticism works and its meanings.

This course is introduces about the academic development and thought context from pre-qin to the end of qing dynasty. Based on the classification of academic documents in the bibliography of ancient china, sorts out the academic development and evolutionit introduces the development an important schools and thinkers in significant periods, as well as major academic exchange activities, and its influence on later generations.

本课程主要讲述从先秦至清末的学术发展和思想脉络。以中国古代目录学对学术文献的分类为切入点，梳理学术发展演变，对于重要时期重要学派、思想家，以及重大的学术交流活动，对其产生、发展的经过，及其对后世的影响进行介绍。

This course will guide students to discuss some topics on classical chinese literature, such as literary phenomenon and research into few important writers and their works. Through this course, students get to know the current research achievements and research tendency, as well as some controversial topics. At the end of this course, students will be able to explore their research interests and to obtain a new horizon of analyzing and appreciating classical literature.

This course introduces students the fundamental knowledge of poetry and lyrics writing and appreciation, which includes the definition of poems and lyrics, the developments of modern poerty and lyrics, the composition of poem and lyric and the writing skills. Representative works are chosen as examples to help students understand the poem and lyrics writing theories; and students’ abilty to analyse and appreciate poems and lyrics will be enhanced by closely reading those important poetry and lyrics works. Apart from theory learning, students are guilded to write lyrics and modern poetry to express their own thoughts and emotions.

 本课程向学生引介诗歌与歌词之欣赏与创作的基本知识，如：诗歌和歌词的定义、现代诗与歌词的发展演变、诗歌与歌词的组成及写作技巧等。在讲解理论时辅以经典作品为例，使学生实地观察诗歌与歌词写作的规律，并提高对诗歌与歌词的审美与辨析水平。课程将引导学生创作诗歌与歌词，从习作中表达自己的思想与情感，并感受文学的乐趣。

The course provides an overview of the historical, evolutionary and continuing nature of the development of the mass media in the society and overview of the communication process and the value of critical thinking, historical perspectives and civic and governmental institutions and process. The course provides a basic understanding of concepts of interrelationships between the mass media and our society in terms of social justice, the common good, and the legitimates scope of the government in democratic and pluralistic society. The media, government, community and society are examined on the local, state and national levels.

This course introduces students to China's historical and geographical backgrounds, the development of Chinese culture, its social and political structures, the folk culture characteristics, its basic social status and etc. Through the study of Chinese culture, students gain a better understanding of the Malaysian Chinese culture.

本课程旨在使学生通过学习，对中国的历史地理环境、中国文化的发展基础及其所依赖的社会政治结构、民族文化特征、基本社会状况等有一个初步的比较全面、准确、客观的了解和认识，从而激发起学生探寻中国文化宝库、钻研中国文化奥秘。从中国文化引申，以激发学生对延自中国的大马华人文化做更进一步的认识与思考。

Synopsis:

Mathematics has always been a very important part in computing. Throughout this course students will be exposed to different forms of mathematics to give them a better understanding on how mathematical features are applied to computing systems. This is vital as most programming languages involve the fundamental principles of mathematics. Students will be introduced to the application of the mathematical ideas and techniques in the real world of computing. It covers basic mathematics concepts like number sets, sets, probability, matrix and transformation. 

Advertising is a form of communication to persuade the audience – viewers, readers or listeners to take an action. It usually sends a message to the public which includes the name of the product or service and how that product or service can benefit the consumer. This basic course of advertising introduces students to the theories, models, and principles of advertising.

This course provides students the opportunity to develop their skills in basic techniques of photography as a medium of communication and creative expressions.

This course is designed to introduce basic graphic designs with emphasis on computer graphics and problem solving skills and techniques in visual perception. Students will learn about the applications of graphic design as well as study the design solution pertaining to various publications and view audience. Students will be given a sequence of practical assignments to help them master graphic design skills.

This courses focuses on effective black-and-white photographs and process, print and finish them. Contemporary photography and current thinking in photography is discussed in the light of human ecological concepts. The primary technical focus of the course is black and white exhibit-quality printing and studio lighting. In addition, this course provides students with a basic introduction to the colour theory of photography and the technical operation of the digital cameras and digital imaging. 

Course objectives

1. Determine various advanced multimedia technologies and standards in advertising.

2. Explain various aspects of multimedia in relation to appropriate and acceptable design techniques.

3. Display ethical values in creating multimedia content using software.

Course objectives

1. Determine various advanced multimedia technologies and standards in advertising.

2. Explain various aspects of multimedia in relation to appropriate and acceptable design techniques.

3. Display ethical values in creating multimedia content using software.

This courses focuses on arts direction photographs and process, print and finish them. The primary technical focus of the course is advance exhibit-quality printing and studio lighting. In addition, this course provides students with practice of colour theory of photography and the technical operation of the digital cameras and digital imaging. 

This subject will prepare the students to face the real world and equipped them with a set of professional practice skills which are integral to the successful practice of creative visual arts and graphic design. Factors relating to the organization and running of the design office and appreciation of promotion and advertising are included as well. There will be also an examination into the code of ethics for design professionals.

This course introduces students to the concept of advertising campaign from idea conceptualization to execution of the campaign. The emphasis is on the development of total advertising campaign from a marketing, media planning and creative perspective, integrating the elements of the advertising process such as setting objectives, selection of target markets, budget development, media selection, message creation, production and formulation of a plan for action.

This is a continuation of Advertising Campaign I where students learn how to pitch advertising campaign ideas and work with real clients on an advertising campaign. They will also learn how to segment the audience, set the campaign budget, plan and buy media. They will learn how to conceive, develop and implement the campaign.

The course uses cases and projects to expose students to the challenges commonly faced by brand managers. In this course, advertising students learn to assess brand meaning, brand positioning, brand analytics, brand strength and brand extensions, defend premier brands, reposition mature brands and build brands via non-traditional media (e.g., social media).

The course uses cases and projects to expose students to the challenges commonly faced by brand managers. In this course, advertising students learn to assess brand meaning, brand positioning, brand analytics, brand strength and brand extensions, defend premier brands, reposition mature brands and build brands via non-traditional media (e.g., social media).

The course examines the operation and management of the broadcast organisations. It also teaches students the decision making processes and research methods utilised in programme development, selection, promotion, scheduling and distribution. It also touches on copyright and ethical issues.

The course introduces students to basic radio production terminologies, concepts and equipment. Students will also learn how to record and edit single and multiple audio tracts and use creative and functional applications of sound and audio. They are also introduced to internet radio and audio format. It also trains students to write for the radio and appear as presenters of radio programmes. Students will also have to produce a one-hour on air campus radio programme two days a week.

This course introduces students to the theories and concepts attached to the audio/visual in daily life. Theoretical engagement is expected and students will explore and employ different types of textual analysis. Different types of visual media will be dealt with including photography, magazine ad, film and TV advertising. Students will learn how meaning is produced and manipulated through the production of audio/visual media, which in turn produces different audience responses.

This course which introduces to the fundamentals of design software will equip communication students with the knowledge of design principles and computer skills to communicate messages through designs.

Journalism can be fun and Basic News Writing can be an interesting journey for you to explore! 

You’ll be introduced to different types of journalism and news reporting today as well as exploring that of the past. You’ll identify the different types of interviews before trying out your skills as you prepare to conduct your own interview. 

You’ll examine your perceptions of news and the behavior of some publications before learning about the ethical and legal frameworks for journalists. On the course, you’ll also get the opportunity to put what you have learned into practice during different activities such as creating a news story, carrying out an interview, and taking part in an interactive quiz.

This course introduces students to the basic understanding of mass communication as a form of human communication and the functions and components of the various media. First, the course will look at the fundamentals of mass communication, media effects, mass audience and the various media. Particular attention will be given on the technological development of the media, ownership and the control of the media and their socio-economic implication.

Synopsis: This course provides students with the knowledge of media laws and policies in Malaysia, as it is crucial for media practitioners to know the laws and policies that govern and regulate the industry in the country. This will enable them to undertake media practice professionally.

Course Objectives:

The objectives of this course are to:

•  Introduce students to the laws and policies that regulate the media industry in the country.
  
•  Study the relevant legal concepts and issues pertaining to media law.
•   Provide students an insight into the history of media law in Malaysia.

Learning Outcomes:

On successful completion of this course, students will be able to:

• Gain an insight into the relationship between media law and policy.
• Discuss the legal aspects of the media and their policies in Malaysia.
• Have analytical and critical thinking in the context of media law ad policy.

This course enhances the student’s understanding of how computers can be used in multimedia design by giving practical hands-on experience with appropriate application software. It is made up of practicals with different methods and exercises for students to understand and practise Adobe Photoshop and Adobe Illustrator. 

Course Description:

An introductory course in the use of the still camera and in the essentials of

black-and-white photography. Emphasis on the basic aesthetics and techniques

that underlie photographic communication. 35mm camera with manual controls

required (either film or digital). Darkroom & Digital Darkroom, Experimental

Black and White Photography in traditional Darkroom that investigates

experimental and nontraditional applications of black-and-white imaging

materials and processes. An exploration of the history in Digital Darkroom,

contemporary trends, and future possibilities of digital imaging processes.

Includes an examination of visual communication within the digital environment.

Emphasis on the expressive and visual significance of experimentally generated

imagery.

Aim & Objective

1.Equip students with concepts, theories, processes and techniques

relevant to the multimedia industry.

2.Provide students with relevant knowledge and skills to meet job

specifications.

3.Develop within students the communication skills which enable them to

present ideas, convey information, solve problems etc related to

multimedia effectively.

4.Develop within students leadership ability and inculcate teamwork spirit.

Websites have become a staple for almost every organisation and business In today's digital landscape. Websites can be used to run a business, showcase a company's portfolio and provide services and assistance. In this course, students will learn and use the Dreamweaver web development tools to develop and manage their website efficiently, as well as to upload and publish their website in their web server.

This course introduces the students to communication design theory and history in a global context. This subject will explore the history of communication design from pre-print culture, through the print revolution and into the digital age. The course will approach the history with a focus on the various design movements of that time; how they were influenced by and embodied their political, social and economic contexts. Students will develop skills in descriptive and reflective writing, as well as investigation and analysis to inform their practice as a communication designer and prepare them to challenge, question and justify their design decisions.

Students are encouraged to explore the practical and experimental application of multimedia techniques to their projects whilst maintaining production goals and deadlines. Students will be responsible for managing all aspects of the project's development phases. The conceptual development, planning, documentation and production of the multimedia project within the production timelines will be the major activities of this project. The range of projects that a student can undertake is diverse, all projects must be developed as part of a comprehensive portfolio made up of various promotional media and relevant marketing and advertising strategies for the end product. Apart from functionality and meeting customer requirements, the project must be based on the effective application of graphic design principles and techniques.

This course is designed to help students to better understand the role and practice of media relations and messaging in corporate, non-profit, and government organisations in this new media era. Students will learn how to research media and reports, develop messages, build strategic media plans, generate media coverage, serve as spokespeople, handle crisis situations and use new media strategies. Students will also be exposed to topics such as working with reporters, developing PR campaigns, and creating effective web outreach programs.

Film, as a sophisticated and powerful visual narrative, often shapes our values, opinions and beliefs. Therefore, it is essential to study how films work, how they convey meanings to the audience and how they contribute to defining our society. By analysing the complex nature and difficulties in making films, we shall appreciate them more as a form of art.

Broadcast news is the broadcasting of various news events via television, radio or the internet. The content is usually either produced locally in a radio or television studio newsroom or by a broadcast network. Besides news, it also includes sports coverage, weather forecasts, traffic reports, commentaries, etc. With convergence of the media, there is a growing need for journalists to have an in-depth understanding of the technical and editorial challenges of not only the print media but the electronic media as well. Today, journalists have to be adept at all forms of media including broadcast.

This course focuses on the fundamentals of the public relations practice and traces the history and development of the public relations profession. It discusses the various publics, the critical element in public relations practice and reviews its professional relationship with the media, employees, consumers, community and investors. It also reviews the theories that are the underpinnings of the public relations practice and explored the ethical and legal environment of the practice.

This course focuses on the advertising perspectives and traces the history and evolution of advertising. It reviews the marketing and advertising strategies. The course also examines the various approaches of integrating advertising with other elements of communication mix.

This course of advertising introduces students to the principles of advertising. Besides, with the fast growing development in technologies, new materials and tools emerged every day. Media planning is crucial to evaluate and determine the most effective way to run a campaign that reaches millions of targeted consumers each day.

This course is to introduce students to the concept of Advertising Campaign. It involves the progress from ideation, conceptual to execution of the campaign. The emphasis is on the development of total advertising campaign from a marketing, media planning and creative perspective. Integrates elements of the advertising process such as setting objectives, selection of target markets, budget development, media selection, message creation, production and placement into a plan for action.

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In this course, students will be introduced in the elements of strategic communication campaign and expressing creativity as well as identifying goals, objectives and target audience for a campaign. It draws on previous training and knowledge in public principles, research, strategies, writing and visual communication to develop a public relations campaign for pre-determined organization (client). Student will carry out a research for chosen client, plan a strategy, develop a complete campaign and write a guide for an evaluation of the campaign on behalf of the client. The establishment of public relations strategies and evaluations of outcomes are using research-based goals.

This course discusses the role of public relations in issues management by outlining the four-step process of problem, definition, planning and programming, implementation and evaluation. It gives context to the practice by illustrating the public relations practice in key industries.

The focus of this course is on strategic, organisational and business risk and crisis management. It gives students an overview of risk and crisis management. It also provides them the knowledge to identify potential vulnerabilities and teaches them to minimise risks and develop comprehensive protection, management and communication plans. Students will also examine cases studies of actual crises to help with their practical and analytical skills. 

Social Psychology for Foundation Studies

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