自資學士學位課程

Classics involve innovations and canons. They not only demonstrate the creative intensity but also the force of shaping the development of subsequent works. This course will survey a number of film and television classics from America, Europe, and Asia created by various auteurs and of various genres. By exploring the definitive and enduring qualities of these “classics”, the course will analyze the cultural and industrial significance of these texts.

The course aims to give a comprehensive introduction to Hollywood cinema, examining its cultural and aesthetic significance. By spotlighting some movies within the economic and historical context of their production, circulation, and consumption, it explores and interprets Hollywood cinema in history and in the present, in theory and in practice.

This course aims to address different topics of the Hong Kong Cinema, mainly focusing on the 1970’s to the post 97’ period. Genres, gender issues, and transnational movies will be analysed.

This course will introduce the basic concept and comprehensive historical development of non-fiction films (in this course, we focus on documentary films only, although non-fiction films include avant-garde films, educational films and industrial films, etc.). It introduces students to the fascinating world of documentaries and the intriguing but inspiring relationship between reality and its representation. The aesthetics of realism and documentary as political propaganda will also be discussed and explored.

This course addresses basic issues of the contemporary media business environment from the economic, political, and organizational perspectives. Cases and strategies related to the performance of the traditional and digital media industry in global and local environments will be discussed.

This course focuses on the study of Hong Kong television and social change, the role of TV in the formation and maintenance of HK cultural identities, and its impact on other media and on the Asian Community. The course explores the Hong Kong TV industry in its socio-historical context, televisual discourses, audience reception, as well as in relation with society from late 50’s to the present. The multi-screen phenomenon and its influence to the TV industry in the digital era will also be discussed.

This course introduces some fundamental principles in financial management for first-time business managers and future investor communication leaders. The instructor will guide students to get familiar with the financial statements, corporate finance practices pertaining to investor communication, and behavioural finance with reference to the Hong Kong investment market. The course shall enhance marketing communication students’ appreciation of financial literacy that ultimately enhance communication decision-making qualities to enhance corporate values in their junior leadership roles.

This course aims to equip students with the strategic public relations skillsets required for a young manager. It goes beyond the traditional perspective on public relations executions by emphasizing strategic elements of public relations in the digital era. It focuses on relationship of public relations management to organizational structure, communication functions, and organizational effectiveness. The challenges of the public relations industry with rapid technology advancement in the digital era will also be covered.

This course aims at using a critical approach to develop students’ awareness and analytical understanding of ethical issues in the media industry. It combines a comprehensive introduction to the theoretical principles and the philosophies that underlie the application of media ethics, as well as the critical theories that depict politics of representations. Students will use ethical decision-making strategies to analyze cases, develop ethical guidelines for media professional behaviours, as well as evaluate cases critically to offer recommendations for ethical communication.

This course aims at discussing issues with students regarding media consumption and communication behaviours among children and ageing populations in relations to their well-beings. The course will start with the discussion of theories and approaches that structure our understandings of how children and elderly use media and are influenced by communication acts. The issues discussed will include the use of media, media influence, and the role of media in the daily life of children and the elderly. Students will learn to develop communication programmes suitable for these individuals to enhance their quality of life. The students will also acquire a more macro vision by discussing the policies regarding communication and these two vulnerable groups.

The objective of this course is to examine one of the most prominent development paradigms in the last twenty years – sustainable development from the communication perspective. Sustainable development implies a participatory and multi-stakeholder approach to policy making and implementation, mobilizing public and private resources for development and making use of the knowledge, skills and energy of all social groups concerned with the future of the planet and its people. Within this framework, communication plays a strategic and fundamental role in the interplay of the different development factors, improving the sharing of knowledge and information, as well as the active participation of all concerned. The course is designed to enhance students’ awareness of issues of sustainability in Hong Kong, guiding them to consider the contribution of media technologies and communication strategies in achieving sustainable development goals. In collaboration with NGOs and community partners, the learning will start from understanding real world scenarios and current efforts by NGOs to achieve some of the 17 sustainable development goals set by the United Nations, including the eradication of poverty, empowerment of vulnerable groups, and the conservation of natural environment and resources for future generations. Students will team up with an NGO and complete a creative project to propose a communication campaign to help promote and achieve these goals through the use of media technologies and communication strategies.

The course aims at developing students’ knowledge and skills of motion graphic production. The process of motion graphic production will be introduced from concept, storyboarding, style frames, animation and rendering. Hands-on practices are emphasized for the production of motion graphic video.

This course covers the principles and techniques of photography, focusing on digital photography as creative communication. Students will be introduced to the visual language of photography in application of digital camera equipment, formats and editing software. Course content includes both conceptual introduction to the nature and culture of photography and hands-on techniques of photo taking. By the end of the course, students should be able to have in-depth understanding to digital photography and know how to produce good photographs digitally.

This course is designed to introduce a wide range of perspectives about gender and communication. To enhance students’ understanding of gender issues in communication, the course starts with an overview of various theoretical approaches to gender studies, and then investigate how concepts of gender are produced, circulated and consumed by media audiences. The main purpose of the course is to sharpen students’ critical thinking and analytical skills in identifying and discussing the construction, mediation, representation and misrepresentation of gender in the global context of media communication.

This course is designed to provide the theoretical and practical training to negotiation and conflict management. Emphasis is put on the negotiation workshop approach which will be adopted to provide various simulated exercises to help students apply concepts into practice. The subject will also cover aspects the background and current applications of lobbying as a global industry which thrives wherever democracy is established. The course will be comprised of lectures, class discussions based on readings, class presentations, and viewing and interpreting various texts. The course readings are both practical and theoretical, and while many of them focus on specific case studies, they are intended to provoke thoughtfulness in each student such that it can be applied to a variety of real life situations. Students will also get an opportunity to produce their own presentations.

This course aims at strengthening students’ practical communication skills and enriching their knowledge of professional communication in social and organizational settings. To help students developing spoken and written communication skills effectively, this course covers a wide range of topics and contents, including the acquisition and practice of communication skills, designing and producing oral presentations, delivering concise written messages, and bridging different communication styles. Using real-world scenarios and case studies, students will be encouraged to participate actively in activities and discussions so as to sharpen their practical communication skills, guide them towards leadership and entrepreneurship, and develop their competencies to acquire personal growth.

This course aims to provide students with practical training of media production. The training is designed to further enhance students’ interviewing and writing skills, offer students the basic skills of magazine editing, and enable students to conduct professional integrated application in a simulated editorial environment. This is a practicum course. Under the supervision of the supervisor(s), each student is required to perform reporting and editing duties for a magazine. The team members discuss story ideas, carry out reporting assignments and edit the layout of the magazine for publishing. The supervisor(s) overhaul the entire reporting and editorial process and approve all pages before publishing.

This course introduces students to various forms of analytical, commentary and opinion writing on different media platforms, such as newspapers, magazines, blogs or news websites. Students will learn the principles and techniques of making opinion writing persuasive through building arguments and structuring facts and comments. Through an examination of political, social, public relations or environmental issues, the course helps students to develop both their analytical skills and writing skills for print or online media. As a lot of cases in the local context will be examined and discussed, the medium of instruction is Chinese.

This course aims to introduce students to artificial intelligence (AI), guide them to explore cases and applications of AI. In the process, students are expected to understand AI concepts and terms like machine learning, deep learning and neural networks. They will be exposed to various issues and ethical concerns surrounding the ways in which AI is changing the world. The AI applications that students will study include data-driven digital marketing, gaming, media production and search engines. Students will also explore such issues as fake news, algorithm-confounded audience polarization, privacy protection, surveillance society, dampening of news professionalism and widening digital divides. By reflecting on these controversial issues, students are expected to develop an interdisciplinary and critical perspective that helps them make sense of AI’s social, cultural, and political implications in both global and local contexts.

All MSC students are encouraged to undertake a non-graded and zero-credit bearing internship. The internship is expected to be either a full-time employment or a media-related professional practice completed during the summer between the third and fourth year of study. The minimum hour of work are 160 hours. Students are required to conform to all requirements set by the Programme Team and their internship employers. Both the employer and the student will have to submit work reports for evaluation purposes after an internship has ended.

This course examines the use of social media in today’s society and guides students to understand what make successful social media marketing. By the end of the course students should be able to understand why social media matters to social and economic development, to gain the basic skills to appropriate and integrate social media communication strategies, and learn how to measure social media success.

This course will help students to develop more sophisticated video productions in commercial scenarios, including TVCs, viral advertising, corporate videos and micro-films. Students will learn to create audio and visual contents from conception to completion. Through discussion, in-class exercises and group projects, students will be equipped with knowledge on every aspect of a commercial production.

This course is designed for students without programming background to grasp data management and analysis with Python. By learning the programming language and applying it to scaping, managing, analyzing and visualizing data, students will also be familiarized with computational thinking, basic programming concepts, and also developers’ community culture. Students will be guided to take a bridging role between technical and the non-technical media workers. They will be trained to associate the understanding to media practices with data communication by coding. Programming topics include package installation, program execution, data structures, web scraping, interface building, data analysis, and visualization.