Course Code
PRA2013
Unit Bearing Information
3 units
Course Description
This course provides an introduction to advertising from an integrated marketing communication perspective and presents the subject in an interesting manner so that students can understand and apply it in real life settings. The role of advertising and its importance in society and its relevance to promotion are taught to students.
Course Intended Learning Outcomes
Upon completion of this course, students should be able to
· Recognise the methods used to segment, understand, and reach the target audience;
· Identify the structure of an advertising agency, and the roles and functions of the creative, media and account servicing departments;
· Evaluate methods used to plan advertising campaigns.
Course Schedule
Instructor
Dr. Kok Shiong PONG, Assistant Professor, Faculty of Humanities and Social Sciences
Medium of Instruction
English
Classroom
T6-702
Eligibility
A student who is currently studying for a bachelor degree.
Pre-requisite/ Co-requisite
Nil
Course Fee
RMB5,000 for UIC, HKBU and HKCHC students;
RMB7,500 for the students from other colleges/ universities.
Accomodation Fee
UIC students (Non-graduates): RMB10/ Person/ Day
UIC graduates: RMB60/ Person/ Day
HKBU, HKCHC and other students: RMB60/ Person/ Day
Note: The standard fee for summer accommodation in student hostel for 2025 is subject to final confirmation.