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Associate of Arts in Communication and Public Relations
Programme
Associate of Arts in Communication and Public Relations
文學副學士(傳意及公共關係)
Award Title
Associate of Arts in Communication and Public Relations
文學副學士(傳意及公共關係)
Offering Academic Unit
Division of Languages and Communication
Mode of Study
Full-time
Note: The following curriculum information is subject to periodic review and changes.

Normal Period of Study
2 years

Maximum Period of Study
4 years

Credit Units Required for Graduation
63 credit units

Programme Aims
This programme aims to equip students with the knowledge, language, and communication skills needed to take up entry level positions as public relations practitioners or to work in customer service. Additionally, the programme aims to cultivate a spirit of lifelong learning, to enhance study skills and learning strategies and to encourage the pursuit of active citizenship. It also provides a strong foundation for continuing studies at the bachelor degree level.

Programme Intended Learning Outcomes (PILOs)
Upon successful completion of this programme, students should be able to:
  1. Communicate competently in English and Chinese as ethical professional communicators in a range of positions including as Public Relations Practitioners.
  2. Apply communication strategies and PR skills to the practice of public relations.
  3. Demonstrate the use of communication technology for PR purposes.
  4. Employ strong generic skills for lifelong learning and employment including self-directed, and cooperative learning strategies; interpersonal, small group and intercultural communicative competence; and, quantitative and qualitative analytical skills.
  5. Draw on some of the major ideas in arts and humanities, science and technology to their own are of study.


CCCU English Language Requirements (6 or 9 credit units)


1. For students who are required to take CGE1000 (6 credit units)
Course CodeCourse TitleCredit UnitsRemarks
CGE1000English for Academic Studies A3EAP: English for Academic Purposes
CGE2000English Professional Communication Skills3EWP: English for Working Purposes

2. For students who are required to take CGE1500 (6 credit units)
Course CodeCourse TitleCredit UnitsRemarks
CGE1500English for Academic Studies B3EAP: English for Academic Purposes
CGE2000English Professional Communication Skills3EWP: English for Working Purposes

In addition to the EAP and EWP courses, students may choose to enroll in the optional CGE2100 Advanced English Reading and Writing Skills course (3 credit units).

General Education Requirements (12 or 15 credit units)


1. For students who choose NOT to enroll in CGE2100 Advanced English Reading and Writing Skills (15 credit units)

  Credit Units
Compulsory GE Courses CGE26504 Contemporary China: Challenges and Strategies 3
Core GE Courses Choose 4 GE courses from the following three domains and take at least one course from each domain. A minimum of one course taken must be at level A2.

  • Arts and Humanities *
  • Science and Technology
  • Society and Organizations

* Students are required to take CGE12303 Design in Cultural Context.

Click here for more General Education course information.

 12

2. For students who choose to ENROLL in CGE2100 Advanced English Reading and Writing Skills (12 credit units)

  Credit Units
Compulsory GE Courses CGE26504 Contemporary China: Challenges and Strategies 3
Core GE Courses Choose 3 GE courses from the following three domains and must take one course from each domain.

  • Arts and Humanities *
  • Science and Technology
  • Society and Organizations

* Students are required to take CGE12303 Design in Cultural Context.

Click here for more General Education course information.

 9

Programme RequirementsCatalogue Term : Semester A 2017/18


Programme Core: 42 credit units

Generic Courses: 18 credit units
Course CodeCourse TitleCredit Units
BUS10311Marketing3
LAC22442Mass Media3
LAC22739Integrated Communication Project6
LAC22770Research Applications in Public Relations3
LAC23701English in the Media3

Discipline-Specific Courses: 24 credit units
Course CodeCourse TitleCredit Units
LAC12730Public Relations in Business and Society3
LAC13704Corporate Image Building3
LAC13741Digital Media Communications3
LAC14211Chinese for Public Relations I3
LAC23700Language of Public Relations and Advertising3
LAC24212Chinese for Public Relations II3
LAC24711Communication and Corporate Crises3
LAC24712Communication Skills for PR Planning and Events3