Bachelor of Arts in Journalism and Communication

Program introduction

  • Duration of study

    The normal duration of this course is 4 year,and the maximum duration is 7 years.

  • Teaching approach

    Face-to-face Teaching

  • Teaching language

    Chinese/English

  • Academic field

    Communication and Media Studies

  • Course Introduction

    Major: 1.Data journalism 2.Communication 3.Public relations and advertising

Study plan

Table 1

Course Title

Type

Hours

Credis

Introduction to Communication

C

45

3

News Reporting and Writing

C

45

3

Advertising

C

45

3

Intercultural Communication

C

45

3

Public Relations

C

45

3

Integrated Marketing Communication

C

45

3

Audience Analysis

C

45

3

Social Statistics

C

45

3

Quantitative Research Methods in Communication

C

45

3

Qualitative Research Methods in Communication

C

45

3

Digital Photography

C

45

3

Communication Law and Ethics

C

45

3

Organizational Communication

C

45

3

Digital Narrative

C

45

3

Visual Communication

C

45

3

Communication Psychology

C

45

3

Media and Society

C

45

3

Introduction to Mass Communication

C

45

3

Internship

C

160

3

Graduation Project

C

3

 

 

Table 2

Course Title

Type

Hours

Credis

Major: Data   Journalism

Advanced Journalism

C

45

3

Investigative Reporting

C

45

3

Data Journalism Editing

C

45

3

Radio and Television News Reporting

C

45

3

Data Visualization

C

45

3

Special Topic in Data Journalism

C

45

3

Major: Communication

New Media Communication

C

45

3

Digital Media Design

C

45

3

Digital Imaging

C

45

3

Media and Popular Culture

C

45

3

Advanced Theories in Communication

C

45

3

Special Topic in Communication

C

45

3

Major: Public Relations and Advertising

Consumer Behavior

C

45

3

Brand Study

C

45

3

Advertising Copywriting

C

45

3

Advertising Design

C

45

3

Marketing Research

C

45

3

Special Topic in Public Relations and Advertising

C

45

3

 

 

Table 3

Course Title

Type

Hours

Credit

English 

C

45

3

English 

C

45

3

English 

C

45

3

English 

C

45

3

Chinese Reading and Writing

C

45

3

Mathematics and Logic

C

45

3

General Study of Chinese and Western Cultures

C

45

3

Information Technology

C

30

2

University Life

C

15

1

Speaking and Debating Skills 

C

45

3

Introduction to the Constitutional and the Basic Law

C

15

1

Physical Education and Sports 

C

30

2

Science and Technology:

Astronomy

E

30

2

Earth Science

E

30

2

Environmental Science

E

30

2

Life Science

E

30

2

Masters Series of Science and Technology

E

30

2

Special Topic in Science and Technology

E

30

2

Social Sciences:

Introduction to Politics

E

30

2

Sociology

E

30

2

Introduction to Psychology

E

30

2

Introduction to International Relations

E

30

2

Public Administration

E

30

2

History of Macau

E

30

2

Chinese History

E

30

2

Introduction to Philosophy

E

30

2

Global Issues

E

30

2

Special Topics in Social Science

E

30

2

Humanities and Arts:

Films Appreciation

E

15

1

Selective Readings of Modern and Chinese Literature

E

15

1

Appreciation of Traditional Chinese Poems

E

15

1

Selective Readings of Masterpieces in World Literature

E

15

1

Music Appreciation

E

15

1

Fine Arts Appreciation

E

15

1

Appreciation of Culture and Arts

E

15

1

World Cultural Heritage

E

15

1

Special Topic in Language Learning

E

15

1

Special Topics in Humanities and Arts

E

15

1

 


Course Description

Fundamental Courses

Introduction To Communication (3 credits)

The aim of this course is to introduce students with the basic theories and research methods of communication, making them aware of the relationship between communication theory, research and methods used.

News Reporting And Writing (3 credits)

This course introduces the characteristics and writing methods of various news stories (including straight news, explanative reports, and news features, etc.), including their meaning, nature, function, iconic articles, classification, and writing skills (e.g., how to choose topic, build up concept, structure and form). Besides handing the basic knowledge, students also build their level of news writing skills through in-depth review of their in-class assignment and homework.

Advertising (3 credits)

This course introduces the process of advertising production and implementation, changes in advertising industry, relationship between advertising and marketing, concepts of persuasive advertising, creative advertising, and media of advertising.

Intercultural Communication (3 credits)

Intercultural communication examines the relationship between culture and communication and the understanding, cooperation and coexistence between cultures. Correspondingly, the aims of intercultural communication include describing the characteristics of intercultural communication, revealing the similarities and differences between cultures, finding ways to reduce the mis-communication caused by cultural barriers, better understanding home culture, and understanding the process of cultural creation and differentiation

Public Relations (3 credits)

This course provides concepts, theories, definitions, operations, ethics and role of public relations. It also introduces public relations strategies adopted in various practices.

Integrated Marketing Communication (3 credits)

The course uses an integrated approach to cover marketing and communication. Special emphasis is placed on its theories, basic concepts, media use, planning procedures and case studies. Students will have a view not only on communications, but also on wider and deeper interdisciplinary scopes such as management, organization, and marketing.

Audience Analysis (3 credits)

This course aims to teach students various methods in audience analysis and the purposes, philosophies, and methods of obtaining, developing, launching, scheduling, and evaluating programming content for various electronic media, including commercial radio, television networks and local stations, cable television networks and local systems, public broadcasting, and the Internet.

Social Statistics (3 credits)

This course focuses on the analysis of data and the theories of probability and statistics. Content includes probability, statistical distribution, sampling, estimation, hypothesis testing, regression, multiple regression, and random process.

Quantitative Research Methods In Communication (3 credits)

This course introduces students to the scientific methods of research on communication, that is, the approaches adopted by researchers to explore the nature and law of communication by exploiting such methods of social sciences and behavioral science as statistics, logics, devising of questionnaires.

Qualitative Research Methods In Communication (3 credits)

This course is designed to provide a broad overview of qualitative research methods in communication. The range of topics will be broad, including: participant and non-participant observation, open-ended questionnaire, in-depth interview, case study, content analysis, etc. The goals are to familiarize students with the theoretical grounding and aims of qualitative communication research and promote critical thinking regarding the quality of qualitative research.

Digital Photography (3 credits)

The course allows students to master the basic principles and techniques of digital photography, to pay attention to students' ability to shoot, to develop students' creative ability and to express their consciousness with photography. The learning contents include: basic principles of photography, digital image features, applications of digital photography, digital image processing and topical of digital photography creation.

Communication Law And Ethics (3 credits)

This course introduces basic laws and legal issues in communication and media. It also covers legal aspects and typical law cases in the communication industry. Political, economical and social cultural factors inherent in communication laws will be discussed.

Organization Communication (3 credits)

The course examines the role of communication in organizations. Students will learn the major theories of organizational communication, identifying and defining primary concepts, and applying them to discussions of real-world situations. The role of technology, corporate culture, leadership, teamwork, ethics, and diversity in communication is examined. Effective communication in global organizations and critiques of organization communication systems and structures are also presented.

Digital Narrative (3 credits)

This course aims to learn how to form digital narratives in the context of traditional media and interactive social media. It also leads students to explore the role of digital narrative in different social contexts. Thus, this course gives an opportunity to explore how to tell a story using digital media and how to develop skills in order to merge a story and visual techniques together for multiform narrative stories.

Visual Communication (3 credits)

This course is designed to introduce students to the basics of visual communication in the theoretical contexts of history, physiology, perception, and cognition. Students will have opportunities to learn how to communicate with visuals effectively.

Communication Psychology (3 credits)

This course provides comprehensive analysis of human behaviors related to communications. It mainly investigates how communication behaviors happen and evolve, and explicates how human beings interact with each other and the cultural environment.

Media And Society (3 credits)

This course introduces the interaction of media and society, the representation and alienation of ideology and social culture in media, construction of public sphere, etc.

Introduction To Mass Communication (3 credits)

This course mainly introduces the concept, process and theories of mass communication. The course will also introduce the history of communication and media research, research methods and applications of communication and media research. This course will discuss the impact of new technologies on mass communication, especially the impact of social media. What is more, this course will also introduce the impact of media ownership on democracy.

Graduation Project (3 credits)

Graduation Project aims to offer students an opportunity to review the knowledge and skills they learned in the past four years and to solve a specific problem with the related knowledge and skills and present their viewpoint in a normative way.

Internship (3 credits)

Internship is a practical course; it allows students to apply their knowledge and skill learned in the classroom in the real situation. It is a transition from the classroom to the society.

Major Compulsory Courses

Major: Data Journalism

Advanced Journalism (3 credits)

The aim of this course is to strengthen the training of news writing, to handle the news writing of different styles and different media, and to help understand the primarily characteristics of news commentary, based on the students' previous news interviews and general writing. The content of this course especially emphasizes the practice of writing, and, students will be required to practice writing news for different media inside and outside classroom.

Investigative Reporting (3 credits)

The course enables the students to learn different writing skills of investigative reportage. The aim is to train students how to deal with news reporting, news writing, news interpretation and criticism with a critical mind. It emphasizes the technique of gathering news information and writing a complete news story. Social research methods such as historical method, social research method and anthropological approach will be introduced during the semester.

Data Journalism Editing (3 credits)

This course mainly introduces the components of news editing, how to visualize news resources, and the effect of data journalism editing.

Radio And Television News reporting (3 credits)

This subject consists of radio journalism and television journalism. The radio journalism courses begin with the module of its history, and then extend to lectures and analyzes of the writing skills, audio news production as well as other professional skills. The television journalism courses begin with reporting principles and methods, and then the television news, feature, in-depth reporting, and investigative journalism, TV commentary, live broadcasting will be taught and analyzed separately and systematically. In addition, students are required to produce news programs independently.

Data Visualization (3 credits)

This course aims to increase student’s potencies to analyze data visually. After this course, the students will master the principle and methods of data visualization, and produce data visualization works with different types of data.

Special Topic In Data Journalism (3 credits)

Special topics will be discussed, by means of lectures, lab work, seminars or tutorials, in the field of data journalism not covered by other regular courses to increase students’ knowledge about this area.

Major: Communication

News Media Communication (3 credits)

This course will investigate how mass media evolve in different forms. It will analyze how new media interact with the society and other legacy media, and will discuss media strategies.

Digital Media Design (3 credits)

The departure point for this course is the interactivity. After this course, students can combine the ideas of media arts and the digital technology. The students will understand the basic theory, knowledge and skills of digital media technology. The students will adapt6 to the shift from traditional ways of media production to digitalization and virtualization. This course will provide students solid foundation for the further skills of digital media design.

Digital Visual Production (3 credits)

The goal of this course is to teach students the importance of static images and video in communication, to develop students' ability to control shots, to develop students' skills in lens narrative, to express ideas and comments, and to develop digital image manipulation techniques. This course also teaches the criteria for identifying, evaluating, and capturing “good shots” in different contexts and how they can be represented using image composition. In addition, the course will train students to use a variety of digital image production tools. Mastering these tools is a must for the journalists in the future.

Media And Popular Culture (3 credits)

This course introduces to students media and cultural theories, such as culturalism, Marxism, psychoanalysis, structuralism, poststructuralism and postmodernism. It examines popular novels, movies, pop music, radio and television, and discusses class, gender, race and other issues embodied in popular culture phenomenon. Students will learn the making of popular culture and its challenge to elitism.

Advanced Theories In Communication (3 credits)

This course is an advanced level course for communication theories. It is designed to lecture on the classic theories and recent developments in communication and provide students with opportunities to discuss the hot issues related to contemporary communication research.

Special Topic In Communication (3 credits)

Special topics will be discussed, by means of lectures, lab work, seminars or tutorials, in the field of communication not covered by other regular courses to increase students’ knowledge about this area.

Major: Public Relations and advertising

Consumer Behavior (3 credits)

This course studies the consumer as a problem solver and buying decision process. Content includes factors influencing consumer behavior, corresponding principles, theories and models. Emphasis is placed on integrating this data into current marketing practices.

Brand Study (3 credits)

The course is designed to provide students with a basic understanding of the important role of branding in today’s business environment and how to build, measure, and manage a brand.

Advertising Copywriting (3 credits)

This course introduces the fundamentals of advertising copywriting, including the relationship between copy and advertising strategy, copywriting basics and elements, and copywriting in different media (print, radio, and television).

Advertising Design (3 credits)

This subjects will introduce to students the creative advertising strategies through rich local and abroad cases in advertising industry. To enhance students' abilities of using multiple media in the execution of creative advertising, this course will teach the appeals, techniques, media and process of applying different strategies to specific produces.

Marketing Research (3 credits)

This subjects will introduce to students the methods and approaches in marketing research. In particular, the construction, problem definition and method design will be taught. In the methodology part, students will learn the quantitative and qualitative methods (e.g. forces group and survey) in the marketing practice. Meanwhile, the differences among different reginal markets will be as well introduced.

Special Topic In Public Relations And Advertising (3 credits)

Special topics will be discussed, by means of lectures, lab work, seminars or tutorials, in the field of public relations and advertising not covered by other regular courses to increase students’ knowledge about this area.

Note: From Academic Year 2019/2020 onwards

Degree requirements

The credits required to complete the program are 132, which are allocated as follows: (1) Take the required subject units/subjects in Attachment 1 and obtain 60 credits; (2) Study the subject units/subjects in the selected major category in Attachment 2 and obtain 18 credits; (3) 12 credits in the remaining academic units/subjects in Attachment 2; (IV) Complete the subject units/subjects listed in Attachment 3 and obtain 36 credits, among which: (1) Take compulsory units/subjects and obtain 30 credits; (2) Take elective units/subjects in the field of science and technology and obtain 2 credits; (3) Take elective units/subjects in the field of social sciences and obtain 2 credits; (4) Take elective units/subjects in the field of humanities and arts and obtain 2 credits; (5) To obtain 6 credits from professional units/subjects of bachelor's degree courses of other schools designated by the university (except assignment projects/graduation projects and units/subjects focusing on practice).

Qualifications of graduation

A Bachelor degree will be awarded to a student who meets the following requirements and is approved by the Academic and Teaching Committee of the University. 1. 132 credits required to complete the course 2. Follow the university's guidelines 3. Pay specified fees and return borrowed University property 4. The cumulative average is at least 2.0