Communication

This course focuses on marketing communication and building customer relationships. It combines a theoretical approach, focused on the fundamentals of a digital relationship strategy, with the analysis and completion of practical case studies. Topics include: direct marketing; transition from direct to relationship marketing; customer identification; customer loyalty; customer relationship management (CRM); the loyalty plan; new relationship marketing; cross-functional integration of the digital element.

Pre-requisite- It is recommended to have taken and passed Marketing  

This course introduces Hong Kong popular music and the basic operations of the music industry. It covers a wide range of practical operation of record companies, including Artist and Repertoire Management, production of music and lyrics, marketing and sales, promotion and distribution. Besides the practical and management aspects, it also covers history and issues of popular music in Hong Kong, music commentary and the board theoretical, legal and social implications of the industry.

This course explores the intersection of Digital Media, Design Thinking, and AI, guiding students to transform creative ideas into meaningful and impactful applications. It first builds a strong foundation in digital media ecosystems and business models, then dives into the core design thinking abilities of Noticing, Sensemaking, and Experimenting. Students learn to integrate AI tools into the design thinking process — for ideation, synthesis, and rapid prototyping (no coding required) — bringing ideas to life faster and smarter. This course emphasizes applying core design thinking abilities to real-world challenges in the digital media world. The course includes reflection journals, hands-on workshops, and a final project where students design, test, and pitch their own Digital Media Design and Application Project, demonstrating how design thinking and AI can shape new possibilities in digital media.

The course focuses on two major themes, namely media and social development in Mainland China since the founding of the People's Republic in 1949. Using key concepts and theories from the political economy of media and developmental communication studies, it introduces students to different periods of media reform and social change from the era of Chairman Mao to the period of "harmonious society". Emphasis is attached to post-1989 media regulatory systems, media industrialization, and their influence on the meeting of such developmental goals as poverty alleviation, democratization, and communication empowerment. The course examines Mainland China's key media sectors including the printing press (newspapers and magazines), film and broadcasting media (radio and TV), and new networked communication tools (Internet and mobile phone) as well as alternative social formations through Internet activism, non-governmental organizations (NGOs) and transnational developmental projects. The course identifies and discusses several ongoing debates, and the ensuing actions, held by different stakeholders, including governmental officials, media producers, educators, activists, international agencies, and the general audiences. Wider implications to public policy are identified. The course includes discussions of current affairs related to media and social development in the country. It describes the key characteristics of contemporary Mainland Chinese media and their roles in facilitating or obstructing development towards the ideals of a "new China".

This course examines the intersection of artificial intelligence, social media, and democratic processes, focusing on their impact on public discourse, political engagement, and policymaking. It explores topics such as algorithmic influence on opinion formation, misinformation and disinformation dynamics, digital activism, and the ethical implications of AI in shaping democratic participation. Through case studies, critical analysis, and practical projects, the course equips students with the tools to critically assess the evolving role of AI-driven platforms in the digital public sphere and their implications for democracy. Special attention is given to Scandinavian and European contexts, providing a regional perspective on global challenges

This course introduces the typographic terminology and technical names needed to create designs in a professional context. Topics include the structural elements of design: graphics, images, symbols, color, and text and how these coexist on the design surface. Emphasis is placed on design projects in the professional field, their scope and characteristics, and the role of the graphic designer. Students create their own design projects using graphic design software.

The course is designed to equip students with experience, knowledge, and skills for succeeding in globally interdependent and culturally diverse workplaces. Throughout the course, students will be challenged to question, reflect upon, and respond thoughtfully to the issues they observe and encounter in the internship setting and local host environment. Students will have the opportunity to cultivate professional and personal development skills as defined by the National Association of Colleges and Employers (NACE). Assignments focus on building a portfolio that highlights those competencies and their application to workplace skills. Students complete 45 hours of in-person and asynchronous online learning activities and 225-300 hours at the internship placement.

This course examines the many roles of the media in the web of modern life. It equips students with basic concepts of the operation, information of the landscape and ecology of media and social media. An experiential learning model is implemented where outings are arranged for students to understand what is news or information content, how news or information content is produced, presented, delivered on different platforms to consumers. Students experience how what happens in the real world is transformed into content which they read or watch in the virtual world. Being informed consumers and content producers, students have the real life experience of having the two roles and in this course they learn how their lives, study, work and their health physically and mentally are affected by the media and social media. Concepts such as news reporting, information gathering, news writing, feature writing, preparing materials in different forms for social media posts as professional journalists and social media account operators are introduced. The course also covers concepts such as media ownership, credibility, and how to construct and deconstruct news products in various forms including text, video, visual and audio as content consumers. 

This course introduces Hong Kong popular music and the basic operations of the music industry. It covers a wide range of practical operation of record companies, including Artist and Repertoire Management, production of music and lyrics, marketing and sales, promotion and distribution. Besides the practical and management aspects, it also covers history and issues of popular music in Hong Kong, music commentary and the board theoretical, legal and social implications of the industry.

This course discusses the phenomenon of disinformation and practical skills for verifying information in digital media. Students use specialized sources, tools, and techniques to analyze news, images, videos, and social media content. This course emphasizes ethical and responsible practices in detecting and countering false information (fake news).