Bachelor of Arts (Honours) in Public Relations and International Events Management (New structure)

Bachelor of Arts (Honours) Public Relations and International Events Management

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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 Digital Storytelling for Public Relations Public Speaking Negotiation & Lobbying Consumer Behaviour & Communication Business Management Fundamentals Programme Elective 1 * GE Core Module: English for Academic Studies 1 GE Core Module: Chinese 1 GE Core Module: Creativity & Innovation in Society GE Elective 1	Brand Management Event Planning & Management Services Marketing Marketing Research for Communication Professionals Business Ethics & Law Organisation Behaviour & Communication Programme Elective 2 * GE Core Module: Entrepreneurial Mindset GE Core Module: Technology, Society & Work GE Elective 2 GE Elective 3

Year 1:

Year 2:

Public Relations Theory & Practice
Digital Storytelling for Public Relations
Public Speaking
Negotiation & Lobbying
Consumer Behaviour & Communication
Business Management Fundamentals
Programme Elective 1 *
GE Core Module: English for Academic
Studies 1
GE Core Module: Chinese 1
GE Core Module: Creativity & Innovation in Society
GE Elective 1

Brand Management
Event Planning & Management
Services Marketing
Marketing Research for Communication Professionals
Business Ethics & Law
Organisation Behaviour & Communication
Programme Elective 2 *
GE Core Module: Entrepreneurial Mindset
GE Core Module: Technology, Society & Work
GE Elective 2
GE Elective 3

Year 3:	Year 4:
Integrated Marketing Communication Marketing Management MICE Business & Operations Management Crisis Management Social Media Advertising Customer Relationship Management Sports Media, Communication & Public Relations Writing for Public Relations Work-integrated Learning Programme Elective 3 * GE Core Module : English for Academic Studies 2 GE Core Module: Chinese 2	Public Relations & Media Campaign Planning Management Contemporary Issues in Public Relations & International Events Management Strategic Communication Theory & Practice Reputation Management Career Development Project Social Marketing & Public Opinion Management International Events Impacts & Sustainable Development Exhibition & Convention Production Events Management Programme Elective 4 * GE Core Module : English for Professional Purposes GE Elective 4

Year 3:

Year 4:

Integrated Marketing Communication
Marketing Management
MICE Business & Operations Management
Crisis Management
Social Media Advertising
Customer Relationship Management
Sports Media, Communication & Public Relations
Writing for Public Relations
Work-integrated Learning
Programme Elective 3 *
GE Core Module : English for Academic Studies 2
GE Core Module: Chinese 2

Public Relations & Media Campaign Planning Management
Contemporary Issues in Public Relations &
International Events Management
Strategic Communication Theory & Practice
Reputation Management
Career Development Project
Social Marketing & Public Opinion Management
International Events Impacts & Sustainable Development
Exhibition & Convention Production Events Management
Programme Elective 4 *
GE Core Module : English for Professional Purposes
GE Elective 4

Programme Electives *
Financial Public Relations & Marketing Discourse Analysis for Public Relations Food Photography & Communication Translation for Public Relations Visual Merchandising Catering Events Management Tourism Studies Global Hospitality Issues Accounting for Management Business Intelligence Departmental Budgeting & Control Entrepreneurship Global Supply Chain Management International Business Environment Staff Training & Development Strategic Management e-Commerce Spanish for Professional Purposes (Oral Communication) Spanish for Professional Purposes (Written Communication) Japanese for Professional Purposes (Oral Communication) Japanese for Professional Purposes (Written Communication)

Programme Electives *

Financial Public Relations & Marketing
Discourse Analysis for Public Relations
Food Photography & Communication
Translation for Public Relations
Visual Merchandising
Catering Events Management
Tourism Studies
Global Hospitality Issues
Accounting for Management
Business Intelligence
Departmental Budgeting & Control
Entrepreneurship
Global Supply Chain Management
International Business Environment
Staff Training & Development
Strategic Management
e-Commerce
Spanish for Professional Purposes (Oral Communication)
Spanish for Professional Purposes (Written Communication)
Japanese for Professional Purposes (Oral Communication)
Japanese for Professional Purposes (Written Communication)

* Additional modules will be offered and modules offerings are subject to changes. Students may be required to attend additional training and industrial attachments, for which separate fees will be charged. Additional core module(s) may be required prior to commencement or during Year 3 study for Year 3 entry.