Programmes

Self-funded Undergraduate Programmes

Bachelor of Social Sciences (Honours) in Integrated Communication Management
綜合傳播管理學社會科學學士 (榮譽) 學位課程


Major Core Courses (54 units)

Advertising Media Planning [ICMT3005] (3 units)
This course introduces the principles and practices of advertising media planning and the process of evaluating and selecting advertising media to meet specific strategic marketing goals. The latest developments in the Hong Kong and the China industry such as media planning for international campaigns and the use of computers in media planning are examined.

Communication Theory* [ICMT3007] (3 units)
A broad spectrum of theoretical development is explored encompassing interpersonal, group, organizational, mass and public communication theories. Application of the theories is an important component of the class, especially in making the ideas relevant to the context of Chinese society and Hong Kong experience in order to provide a foundation to meet the dynamic changes in the discipline of communication.

Creative Advertising Copywriting [ICMT3015] (3 units)
This course deals with the concepts and techniques of advertising copywriting by intoducing the importance for advertising copy. By establishing a basic understanding of advertising approach, starting from a brief to an advertising campaign, conceptual thinking and practical works will be demonstrated simultaneously.

Introduction to Public Relations and Advertising* [ICMT3017] (3 units)
This course intends to introduce some fundamental principles in public relations and advertising. The instructor will guide students to get familiar with the concepts of strategic management of public relations, ethics, brand promotion, integrated marketing communication, global communication, etc. In addition, as agencies play a key role in many business operations in Hong Kong, students will be introduced the agency structure and operations.

Graphics and Print Production [ICMT3025] (3 units)
Computers have revolutionized the process of developing content for output to screen and printed page. The technology has made it possible for any computer to become a print shop and any computer user to become a designer, printer and publisher. This course will enable students to engage in the process of computer-based publication design including the design, development and manipulation of graphics, typo-graphics, and photo-graphics in the digital space and the output of images and integrated designs to the printed page. This course will empower students to become effective communicators using an array of graphics and print technologies.

Marketing Principles* [ICMT3027] (3 units)
This course introduces students to the principles of marketing in the global economy. There is a strong emphasis on how organizations create customer value through marketing strategy planning. Students will be able to learn buyer behaviour, market segmentation, product planning, service quality, promotion, pricing, and managing channel relationships.

Organizational Communication [ICMT3035] (3 units)
This course examines various theoretical approaches to communication phenomena in organizations. Analyses of organizational communication problems in the local setting will be conducted. Emphasis will be given in evaluating the applicability of existing communication theories to the local organizational practices.

Research Methods [ICMT3045] (3 units)
The students will learn basic concepts of research and research methodologies as applied in communication.

Advertising and Society [ICMT4005] (3 units)
This course provides an in-depth examination of advertising as a form of social communication in contemporary society. Stressed are the meanings and functions of advertising in modern culture and advertising's psychological, ideological and sociological implications. Relevant ethical dimension and responsibilities are considered.

Communication in Professional Practice [ICMT4015] (3 units)
This course is designed to provide views on current professional practice in the advertising and PR fields. Students will learn how to develop generic skills and competencies necessary for the industry and managing projects, time and client requirements.

Crisis Communication [ICMT4025] (3 units)
This course investigates the concepts of crisis management, the relationship between public relations and the handling of crises, and the theories and techniques of planning for crisis communications for an organization. The course will concentrate on not only what an organization should do during a crisis, but also on what strategic public relations can do to prevent a crisis from happening. Relevant concepts in strategic public relations management and crisis communication will be investigated to reach that end.

Event Management [ICMT4035] (3 units)
This course introduces students to the principles and practice of event management. Students will explore the management and planning of a variety of special events, festivals, celebrations and fund-raising programmes and analyse the key processes involved in staging a successful event.

Integrated Marketing Communication Campaign [ICMT4045] (3 units)
The purpose of this course is to examine in depth the steps in researching, planning, implementing and evaluating public relations and advertising campaigns and programmes; to analyse case histories; and to design appropriate PR and advertising campaigns and programmes for selected client and sponsoring organizations. Emphasis is on practical application and integration of public relations and advertising techniques in developing a strategic communication programme.

Integrated Marketing Communication Honours Project [ICMT4055] (3 units)
The project allows students to develop an independent, integrated marketing communication campaign proposal for an actual client. Under the guidance of an adviser, students are assigned to work on an account (the client), research the competitive situation, identify the target market, and construct a specific part of an integrated marketing communication campaign such as creative, media, public relations, internet marketing, multi-media presentation, or other promotional activities. Students can also choose to conduct an original study on a specific topic in the areas of public relations or advertising.

Intercultural Communication [ICMT4065] (3 units)
The course will cover some important theories and practices which underlie the study of intercultural communication. Structures and barriers developed within and between cultures as they affect communication will be examined.

Public Relations and Media Writing [ICMT4075] (3 units)
This course provides instruction and writing practice designed to develop the professional-level writing skills expected of beginning public relations practitioners, emphasizing the different approaches required for particular audiences and media.

Recreation, Sports and Entertainment Promotion [ICMT4085] (3 units)
This course aims to equip students with strategic communication and management techniques to cope with the rapidly expanding recreation, sports and entertainment industries. These professionals are not only required by recreation, sport and entertainment organizations but also essential in other private, public and voluntary organizations with the objective of promoting their corporate images, products or services via these leisure and entertainment events. With an emphasis in recreation, sport and entertainment events, this course incorporates key elements of successful PR event management and promotion strategies in these industries which stressed audiences' experiences, including live and mediated forms. Introduction to these experiential industries, planning in stage events, sponsorship, audience analysis as well as media and community relations will also be covered.

Social Services Marketing [ICMT4095] (3 units)
This course investigates the practices and challenges of government and government related organizations as well as non profit organizations in the marketing of social services. The course discusses the characteristics of social services marketing, the design and implementation of social services campaigns, the different marketing communication tools for social services marketing, and the evaluation of social services marketing efforts.

Major Elective Courses (12 units)

Creative Writing for New Media I [CRWG3005] (3 units)
This course is aimed to train students with the practical skills for writing scripts, especially for E-books, E-magazine, mobile phone films/video and digital radio broadcasting creatively. The general principle in creative writing for new media will be introduced from week 1 to 5. The second part will focus on writing scripts for mobile phone film/video, and digital radio broadcasting. A new way of interactive storytelling, creative mindset and grammar are highly emphasized.

Creative Thinking [CRWG3045] (3 units)
Creative Thinking is the essential course of training students how to think creatively by knowing the mechanism of our mind. Students will explore to think from various angles and perspectives applying the creative tools into actual artistic and creative work.

Studies in Non-Fiction Films [CRWG4175] (3 units)
This course will introduce the basic concept and comprehensive historical development of non-fiction films (in this course, we focus on documentary only although non-fiction films include avant-garde film, educational film 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.

Film Genres [CRWG4195] (3 units)
This module will survey the history and theory of major American film genres including the Western, the gangster film, the hardboiled detective film, the musical, the family melodrama. The iconography, archetypes and themes will be discussed and evaluated. By examining the generic evolution throughout the decades, this module will provide hints on how genre functions as a commercial system and as an apparatus to circulate and perpetuate the American ideologies.

Business Communication [ICMT3105] (3 units)
This course offers language improvement and writing practice designed to develop the professional-level writing skills needed in a professional business environment. This course is designed to give students a comprehensive view of communication, its scope and importance in business settings. The various types of business communication media are covered. This course also develops an awareness of the importance of succinct writing style to modern business communication.

Interactive Advertising Management [ICMT3115] (3 units)
This course will present fundamental concepts and principles of Interactive Advertising Management. Beginning with an introduction to existing interactive advertising tools the course will then focus on practical application to specified communication problems. Students will acquire useful techniques in managing and selecting media and non media based interactive advertising tools over the course of the marketing communication planning process.

Media Business Environment [ICMT3125] (3 units)
This course intends to address basic issues of the contemporary media business environment from the economic, political, and organizational perspectives. Cases and strategies related to the performance of the media industry in global and local environments will be discussed.

Consumer Behaviour [ICMT3135] (3 units)
This course studies the role consumer behaviour plays in the development and implementation of integrated marketing communication programmes in Hong Kong and Asia. It examines the consumer decision-making process and how it varies for different types of purchases, the various psychological processes including consumer learning process, and external factors such as culture, social class, group influences, and situational determinants. The effect of consumer activism on company's communication strategies will also be examined.

Digital Communication [ICMT3145] (3 units)
This course aims at giving students an overview of the process of digital communication, and how digital media are used in various media industries. It will first introduce the nature and characteristics of digital media, and their relations to the changing nature and media activity of audience. The course will then focus on how digital media are used in various media industries including journalism, public relations and advertising. At the end, students will gain hands-on skills in producing works in digital communication.

Fashion Communication [ICMT3155] (3 units)
This course adopts an interdisciplinary approach to investigate fashion communication as a specialized topic of communication studies. The notion of fashion will be assessed from different dimensions—textual, visual, physical, psychological and spatial; its intricate relations to art, culture, history, philosophy, media, marketing, democracy, discrimination and exploitation will be addressed. Meanwhile, the means of communication adopted by the international fashion conglomerates to market fashion, inclusive of fashion shows, journalism and advertising in the Asian context, will also be examined.

Journalism Theory [ICMT3175] (3 units)
This course walks students through a number of most influential theories of journalism regarding the performance, role, function and effects of journalism and media in modern society, with a specific emphasis on issues in the greater China region. We have three primary tasks: (1) to provide a basic understanding of journalism and mass media as social institutions; (2) to give students an ability to critically evaluate the interplay between journalism and the larger socio-political environment; and (3) to enhance students' knowledge about the production, content, meaning and impact of news.

Television and Hong Kong Society [ICMT3185] (3 units)
This course focuses on the study of Hong Kong television and social change, the role of TV in the formation and maintenance of Hong Kong 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 and audience reception, as well as in relation with society from late 50s to the present.

Understanding Theatre Arts [ICMT3195] (3 units)
In this course, students will learn to understand and appreciate different performing arts genres including dance, drama, stand-up comedy, music and musical. Emphasis will be placed on the aesthetic principles of the modern society. Students will learn how to appreciate a performance and will have to attend live shows/concerts for cultural experience and journal-keeping.

Visual Communication in Multimedia [ICMT3205] (3 units)
The course aims at developing students' aesthetic sense and creativity on visual communication. It begins with an introduction on concepts of multimedia design and then focuses on applying them to visual analysis and appreciation, also providing creative solutions for specified communication problems. Students will possess useful techniques to design visual communication tasks with a range of multi-media applications (e.g. desktop publishing, video production and editing, and multimedia design). Through hands-on practices, students will be capable to visualize their ideas effectively in the media world.

Special Topics in Communication [ICMT3215] (3 units)
This course provides detailed and intensive study of special topics of importance in communication. Depending on the expertise of the teaching faculty, one or more special topics in the section of Course Content will be covered. New special topics can be added.

Communication in Entrepreneurship Management [ICMT3225] (3 units)
The course is designed to develop students’ observation of society phenomenon into entrepreneurship opportunities. The course will concentrate on the concepts and interpretation of entrepreneurship projects. In the process of developing entrepreneurship projects, students will learn practical techniques including business presentation, personal marketing, career path setting; and establishing potential business partnerships in the field. This course provides both theoretical and practical aspects in order to strengthen students’ understanding on the importance of effective communication in entrepreneurship management in relation to the sustainability of the business.

Persuasion and Social Influence [ICMT3235] (3 units)
Taking a social scientific approach, this course is designed to provide students with foundational theories of persuasion and their applications to everyday situations. Specifically, this course focuses on audience analysis, attitude formation, the attitude-behaviour relationship and changing attitudes and/or behaviours. The first part of this course will present students with the necessary groundwork for the understanding of attitudes such as background, theory and measurement. The second part of the course will examine the various theories of persuasion as well as persuasion techniques. Students will be introduced to how these learned theories and techniques can be applied in the development of persuasion campaigns including marketing, advertising, political and public campaign.

Financial Literacy [ICMT3245] (3 units)
This course introduces some fundamental principles in financial management. The instructor will guide students to become familiar with the financial statements, corporate finance, investor communication practices, stock market dynamics and behavioural finance with reference to the Hong Kong investment market. The course shall enhance marketing communication students’ decision-making qualities that ultimately contribute to corporation’s financial values.

Journalism and Society in a PR Perspective [ICMT3255] (3 units)
This course explores both the practical and theoretical dimensions of journalism in order to provide a perspective for public relations practice. It will start with a discussion of news patterns and major problems in local journalism. The course will then introduce various perspectives in understanding the journalistic practice in Hong Kong and elsewhere. Journalism will be presented as both a social process and a profession. Students may expect to learn the intellectual foundations of both the professional study of a journalist and the role of journalism in society and in turn understand how public relations should practise in accordance to the role of a journalist so as to gain publicity through journalistic coverage.

Global Marketing Strategies [ICMT4105] (3 units)
This course introduces students to the various issues concerning global marketing which are affected by a variety of factors that are socioeconomic, political, legal as well as financial and cultural, all of which are in many ways affecting international marketing operations. Students will learn to analyse the characteristics of selected regional markets and strategic options for entry and expansion in those markets and also international marketing mix decisions. By the end of the course, students should have a greater understanding of the various issues behind the practical problems of global marketing and should be able to develop corporate marketing strategies for global markets for specific companies.

Marketing Communication in China [ICMT4115] (3 units)
This course investigates the development and use of integrated marketing communication in China. The socio-political-economic issues affecting the practice of IMC in China will be discussed to provide students with a general background. To help students become familiar with these practices, we will also investigate regulatory and ethical issues, consumer behaviours, direct marketing and corporate social responsibilities, to understand how practitioners encounter and handle IMC issues. To better comprehend the concepts provided in this course, case studies will be used and guest speakers will be invited.

Strategic Public Relations [ICMT4125] (3 units)
This course goes beyond the traditional perspective on public relations executions by emphasizing strategic elements of public relations. It focuses on relationship of public relations management to organizational structure, communication functions and organizational effectiveness.

Retailing as Marketing Communication [ICMT4135] (3 units)
This course aims to provide students with key principles, theories and relationships among various communication channels of retail brand contact. Students will learn the different theories of consumer behaviour, consumer’s perception of brand identity and different communication channels for retailers to reach and influence customers. We will also study influence of retail space design and merchandising over consumer purchases inside store. Through exposure to different theories and research studies, case studies and field trip, students should be able to analyze, integrate and develop effective and efficient communication campaigns, store layout design and in-store merchandising to achieve pre-set brand communication objectives.

ICM Internship [ICMT4905] (0 units)
ICM students are encouraged to undertake a non-graded and zero-credit internship. The internship is normally of at least two months full-time employment or professional practice during the summer between the second and third years but it can be a minimum of 160 hours of work. Students are required to conform to all reasonable requirements of their internship employer. Both the employer and the student file reports with the Course Director after the internship.