Communication

This course focuses on a variety of film genres, such as detective and gangster film, musicals, comedies, family dramas and westerns. Genres have been popular since the beginning of the film medium and remain quite popular today. This class examines the cultural and economic reasons for their continuing popularity. Film showings and film clips demonstrate how genres evolve over time and how some of the great film directors have made genre films of lasting impact. This class assumes no prior knowledge of film. Students are assessed on the basis of a paper and an examination.

This course examines how images enter and circulate in the public sphere of news and discussion, analyze how images of current events are made, and study the meanings these images create and the purposes they serve. It looks at the past and present of photojournalism, from its origins in the 19th century to its contemporary forms, at a time when it is being impacted by rapidly changing technologies, media structures and cultural values. In addition to reading about the history and contemporary forms of photojournalism, students study a wide range of photographic images and learn to write and think clearly and incisively about them. The class pays particular attention to the photojournalistic traditions of the host country. The history of photojournalism is inseparable from the representation of violence, which is its dominant subject. This course requires students to look at graphic, disturbing and shocking images and to think seriously about the questions they raise.

In this course, students examine new aesthetic forms of expression that seek innovation, differentiation and novelty. Students analyze the expressive forms of each medium and propose suitable alternatives to each audience. Topics include the processes for preparing and analyzing advertising messages and their codes; understanding how creative departments work: writing, art direction and production; create, design and develop graphic elements, images, symbols and text; and learn the resources and skills needed to design commercial and non-commercial campaigns and promotional activities.

This course focuses on communication theory and practice in cross-cultural settings, with an emphasis on Spanish and international academic contexts, including modules on working in pluricultural/intercultural labs, universities, and companies. 

This course offers a study of the theoretical and practical foundations of communication systems in public and political institutions across their various areas of activity. It covers conceptual knowledge for the design, establishment, and management of institutional communication policies. Course modules include: concept and scope of institutional communication; strategy in the communication of public and political institutions; specific institutional communication programs; from strategy to practice-- case studies.

This course covers research methods that evaluate the effectiveness of not only traditional persuasion strategies but also new forms of strategic communication using entertainment such as narratives and games. Through subsequent projects, students develop research planning and execution skills that can be applied to commercial campaigns or public campaign realities. 

Topics include Strategic communication in contemporary organizations, Concepts of strategy, Planning, Research and measurement, Stakeholder management and engagement, Media, Branding, Identity, Crises communications, Ethics and CSR. 

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.