B1032 Advertising

• Define the role and value of advertising in today's increasingly competitive and dynamic environment.
• Understand the advertising function in diverse marketing situations and how it will benefit the organisation

B1034 Public Relations

• Defines public relations and distinguished it from marketing and sales
• Explore the various tools of public relations including press articles and releases, event management
• Study the functions of the public relations consultant, the differences between a public relations consultancy and advertising and marketing agencies. Learn the meaning of public perception, a favourable and unfavourable image of a company, product or service and audience reaction
• Examine the public relations transfer process and understand how a negative situation can be changed into a positive one
• Look at the various publics of an organisation – internal and external and their relationship with the organization
• Define the role of public relations in commercial and non-commercial organisations with the emphasis on Asia Pacific and developing countries
• Discuss the code of public relations programme for an organisation using the six-point public relations planning model and evaluate results

B1035 Communication, Media & Society

• Defines the communication process, the channel used to disseminate information
• Types of audiences involved in the communication process of encoding, transmission, decoding and the role of sender and receiver
• Barriers to communication, various Styles of communication and encoding in the context of different cultures, especially those in Asia Pacific region
• Cross-cultural implications of the communication process and their effects on receiver and sender
• Process of sending and receiving messages occurs within a company
• Broad roles of media in a social context, various communication situations wherein different channels are used to send various classifications of information to the general public and to specific target audiences
• Functions of newspapers and other publications, the various types of print journalism, messages created and their purposes, the target audiences and intended effects as opposed to the actual effects
  
  The dissemination of information through broadcast media such as television and radio, the formats used in message sending, problems faced in audience perception, cultural stereotypes and levels of acceptability

B1036 Communication & Culture

• The effects of different cultures within the social, political, economic functions
• Semiotics of the mass communication industry, differences in verbal and non-verbal communication, the effect of culture and language on each other, the preconditions necessary for cultural forms to develop and be accepted
• Examine how various audiences use culture in defining their social status, the different social groups they belong to at any point in time, the expansion of culture into another social context and its acceptance or rejection and the process of enculturation
• The minority groups, gender, specific-interest groups which uses their own jargon, perform their own rituals and sometime assimilates other cultural forms into their own, over time
• Examine the roots and development of cultural practices and their absorption through generations as well as varied contexts of rituals, looking at fads and fashions derived from cross-cultural influences, particularly through the media.

B1037 Introduction to Journalism

• The fundamentals of newswriting and reporting, the Associated Press style of news writing and editing
• Components of a story, namely, accuracy, attribution, verification, fairness, balance, objectivity, brevity, selectivity, clarity, human interest, currency and responsibility of the journalist, editor and media owner
• Methods of developing a lead, types of leads on features and hard news stories, length and readability, contacts and developing them
• Students will also be taught news values and relativity, understanding audiences, newsroom politics and ideology, economics and news policies, the influence of media owners of what is read or seen
• Know the tools of a journalist
• Study the features, profiles, live, telephone, television and radio interviews, a series, the functions of each, style of writing, gathering information, using quotations, verifying information, finding an angle, summarising and presenting data
• Rewriting of news from the wires, using correct sentence structure and language, tenses, attribution, choosing a lead, interviewing and managing interviewees, shifting emphasis, copy preparation, taking notes, making retroactive requests, using and modifying quotes in Broadcast writing

B1038 Media Law & Ethics

• The function of media in the context of advertising, marketing and journalism and discussion on the crafting and sending of the message and the practice of ethical media operations
• Explore the concerns over media content, broadcasting and printing, in publishing, cultural responsibility of news owners, writers, reporters and editors, the Hutchins’ theory of social responsibilities will be examined
• Expose students to the anti-trust regulations and their effect on media owners e.g. music industry censorship can be direct or indirect and how media owners and concerned groups are a force in self-regulation as well as government intervention on operations of television and film in terms of the rating system developed by countries to protect audiences from undesirable messages
• the initial radio act that was passed, the trustee concept and ownership regulations

W1008 Marketing

• Defines marketing and differentiates it from sales and selling as well as explore and discuss the relevance of marketing in the developing world and common marketing problems faced in such countries
• Analysis of the marketing mix in terms of the environmental constraints and consumer behaviour
• Examine product planning in terms of decision making on economical products, market segments and the product mix
• Comprehending the various stages of product life cycle as an essential part of understanding marketing
• The significance of the naming of a product, brand or product line, in terms of marketing communication
• Explore packaging as an important form of marketing communication and discusses the various factors such as the use of appropriate materials, the forms of packaging available, colours and instructions for consumers
• Look at the areas of elasticity, distortion, plateaux and stability to see how these relate to customer perception of products and services, pricing models and policies such as break-even and marginal-cost pricing will also be discussed
• Personnel issues in the sales force, their functions and places in marketing communication
• The essential focus area on marketing research to explore the means by which market statistics are obtained, the kinds of research necessary in the course of a product’s life
• Guarantees, warranties and promises, advice centres, training, besides other forms of service in after-sales services

W2003 Information Technology Management

• Explain the concept of a Computer System
• Explain the major categories of Computer Systems
• Explain the concept of an Information System
• Identify the major components of a Computer System
• Explain the benefits, limitations and trends in major types of Computer Systems and peripheral devices
• Distinguish the different types of Computer Software
• Demonstrate an understanding of Computer Network Systems and its essential components