THE UNIVERSITY OF HONG KONG HKU SPACE Community College. Higher Diploma Programmes Course Document. Course Title: Advertising and Promotion

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1 THE UNIVERSITY OF HONG KONG HKU SPACE Community College Higher Diploma Programmes Course Document Course Title: Advertising and Promotion Course Code: C C M K Aims and Objective This course aims at providing students with an understanding of two aspects of advertising: 1. The role of advertising in society: its function as a method of marketing and social communication, and how advertising is controlled to avoid exploitation of the consuming public. 2. The practice of advertising: the ways in which advertising is effectively planned and produced to achieve the objective outlined in the overall marketing or business plan, i.e., to deliver strategically defined product messages to clearly identified consumer targets. Intended Learning Outcomes of the Course On completion of the course, students should be able to ILO1. identify the role of advertising in marketing; ILO2. analyze the relationship between advertising and society; ILO3. evaluate the importance of consumer behaviour to advertisers; ILO4. identify and recognize media availability and characteristics; ILO5. utilize and apply creative strategies and production procedures. Syllabus 1. Introduction to Advertising roles, types and functions of advertising current advertising issues 2. Advertising and the Marketing Process role of advertising in the marketing plan structure of agencies 3. Advertising and Society: Ethics and Social Responsibility advertising s role in society ethical behavior in advertising 4. The Consumer Audience social, cultural and psychological influences on consumers decision making process of purchase decisions 5. Types of Media print media, broadcast and internet media 6. Creative Side and Message Strategy creative roles and process creative strategy and execution

2 7. Copywriting copy writing for print designing for print 8. Design and Production print art direction and production Assessment Type of Assessment (Weighting) Continuous Assessment (40%) Individual Assignment: (20%) Description Weekly Class Exercises and group work (20%) Examination (60%) Written Examination (60%) Pre-requisite(s) Nil Required and Recommended Reading Required Textbook: 1. Sandra Moriarty, Nancy Mitchell and William Wells (2012), Advertising Principles and Practice, 9 th edition, Prentice Hall, Pearson Education Recommended Readings: 1. Ron Lane, Karen King and Thomas Russell(2011), Kleppner's Advertising Procedure, 18 th edition, Prentice Hall, Pearson Education 2. Thomas C. O'Guinn, Chris Allen and Richard J. Semenik(2011), Advertising and Integrated Brand Promotion, International Edition, 6 th edition, Cengage Learning 3. William F. Arens, Michael F. Weigold and Christian Arens(2013), Comtempory Advertising, McGraw Hill

3 THE UNIVERSITY OF HONG KONG HKU SPACE Community College Higher Diploma Programmes Course Document Course Title: Public Relations Course Code: C C M K Aims and Objective This course aims to view public relations from the perspective of overall organizational decision making, examining how public relations affects an organization within the context of a constantly changing environment, facing issues of rapid technological change in communication, increasing societal diversity and expanding global markets. Intended Learning Outcomes of the Course On completion of the course, students should be able to ILO1. identify the activities that make up the day-to-day life of public relations practitioners; ILO2. employ specific research technique to measure public opinion; ILO3. outline how a public relations matrix can be used to channel information to stakeholders; ILO4. conduct closed-system evaluation and open-system evaluation; ILO5. delineate how a crisis situation should be handled with regards to media relations. Syllabus 1. Definition of public relations Public relation process 2. Public Opinion relationship between public relations and public opinion attitude 3. Strategic planning for public relations effectiveness PR s management function formulation of a PR plan 4. Public Relations in Action & the practitioner as a communicator communication receiver s bias writing, press release, media kit 5. Evaluation of public relations efforts research evaluation and measurement 6. Relationship of media professionals and public relations practitioners PR and journalism impact of internet dealing with the media

4 7. Importance and the role of employee communication need of employee communication employee communication tactics 8. Community relations and consumer affairs corporate social responsibility corporate sponsorship community relations and consumer relations consumer-generated media 9. Overview of public relations in non- profit organizations and corporation issues management risk management crisis management PR in non-profit sector Assessment Type of Assessment (Weighting) Continuous Assessment (40%) Individual Assignment: (20%) Description Weekly Class Exercises and group work (20%) Examination (60%) Written Examination (60%) Pre-requisite(s) Nil Required and Recommended Reading Required Textbook: 1. Fraser P. Seitel (2014), The Practice of Public Relations, 12 th edition, Prentice Hall. Recommended Readings: 2. Ralph Tench and Liz Yeomans (2009), Exploring Public Relations, 2 nd edition, Prentice Hall. 3. Dan L. Lattimore, Otis W. Baskin, Suzette T. Heiman and Elizabeth L. Toth (2012), Public Relations: The Profession and the Practice, 4th ed., McGraw-Hill

5 THE UNIVERSITY OF HONG KONG HKU SPACE Community College Higher Diploma Programmes Course Document Course Title: Introduction to Branding Course Code: C C M K Aims and Objective This course aims to provide students with a basic understanding of branding. Major branding concepts and principles are introduced to equip students with the skills needed to develop, manage and promote an organization s brand in competitive markets. Intended Learning Outcomes of the Course On completion of the course, students should be able to ILO1. discuss the role of branding in business; ILO2. explain key issues in identifying brand equity and establishing brand positioning for an organization; ILO3. identify the ways in measuring brand performance; ILO4. apply theories in designing effective branding strategies for an organization. Syllabus 1. Understanding the Role of Brands 2. Identifying and Establishing Brand Positioning Customer-based brand equity Brand positioning 3. Planning and Implementing Brand Marketing Programmes Identifying brand elements Designing marketing programmes to build brand equity 4. Measuring Brand Performance Brand equity measuring system 5. Growing and Sustaining Brand Equity Designing branding strategies Brand extensions Managing brands over time Assessment Type of Assessment (Weighting) Continuous Assessment (40%) Individual Assignment: (20%) Description Weekly Class Exercises and group work (20%) Examination (60%) Written Examination (60%)

6 Pre-requisite(s) Nil Required and Recommended Reading Required Textbook: 1. Keller, Kevin (2013), Strategic Brand Management, 4 th edition, Pearson Global Edition, Pearson Education. Recommended Readings: 1. Light, Larry and Kiddon, Joan (2009), Six Rules for Brand Revitalization: Learn How Companies Like McDonald can Re-energize Their Brands, 1 st edition, Pearson Education. 2. Roper, Stuart and Fill, Chris (2012), Corporate Reputation, Brand and Communication, 1 st edition, Pearson Education. 3. Davis, John A. (2010), Competitive Success: How Branding Adds Value, 1 st edition, Wiley. 4. Dhar, Mainak (2007), Brand Management 101: 101 Lessons from Real-world Marketing, 1 st edition, Wiley (Asia). 5. Interbrand (