2021 - 2022

This course provides students with a scientific approach to plan for a strategic communication campaign. By understanding communication concepts and how messages are spread among groups of people, students will apply their analytical skills to develop and evaluate communication plans. Students will implement communication plans through the mastery of industry-standard communication tools and strategies.

This course examines practical and theoretical resources on media law and policies in a comparative perspective. In particular, 

This course explains the origins and impact of different forms of media and communication - speech, writing, print, electronic devices,

The course acquaints students with the definition, the meaning and usage of TV and film terms. A wide range of professional media terms

The course covers the fundamentals of brand and branding, focusing on these following topics: the history of brand, what is brand, the models of brand equity, strategy of branding, and strategic brand management. It explains the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. 

Accordingly, the objectives of this course are to:

1. enable students to understand the fundamentals of brands and branding
2. learn about the process of maintaining, improving, and upholding a brand so that the name is associated with positive results.

Advertising is a powerful force, seducing consumers into buying wanted and sometimes unwanted products and services, donating to charity or changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This course discusses, key topics from the fields of social and consumer psychology, and addresses such questions as: what is the impact of advertising on consumer behavior? Which psychological processes make advertising effective? How do consumers make sense of advertising messages?

Accordingly, the objectives of this course are to:

1. enable students to understand key topics from the fields of social and consumer psychology and its impact on advertising;
2. familiarize students on how consumers make sense of advertising messages based on psychological processes.

This course is designed to introduce the basic principles of marketing, practices and the application of these practices. This course will lead towards exploring the leading edge of current paradigm shift and providing the direction to analyse market opportunities and making effective marketing decision. 

This course allows students to explore from start to completion the timeline of a Television Commercial. 

This subject provides the advertising students a learning platform with an emphasis on content, information, and persuasion of brand promotion environment. This allows the students to use the 3-Dimensional (3D) skills to build the media in a physical environment such as exhibition booths, trade shows, outdoor booths, and product kiosk displays that served as advertising media. It also helps students to develop their creative strategies by expressing the advertising concepts in a more immersive way.

This course introduces students on how to make data-driven decisions for advertising. Topics include basic concepts of data analytics and visualization, common analytical tools used for customer choice prediction, customer segmentation, customer retention, etc, with the help of software such as Excel.

The course combines theoretical and practical knowledge about global and international communication. Starting from the basic concept of communication to international communication approaches, the course will focus on gradual evolution in international communication concept. The course also examines the role of global communication in shaping international politics, security, societal activism, and trans-border cultural practices. It engages students with practices of international communication, as deployed by different actors, including nationstates, activists, hackers and cultural producers, as well as with the contradictions that these practices ensue for our ability to derive theories about and to partake in global communication. This course will provide students with diverse implications of international communication, theoretically grounded in different lenses of the field, and practically equipped to incorporate international communication into their career trajectories.

This course is intended to assist students in acquiring professional skills in campaign planning which uses communication as a persuasive tool. This course is designed to focus on application that covers a wide range of skills from market research, branding/positioning, design and video output by executing a communication campaign relevant to client’s brief and expectations.

The course aims to apply students’ knowledge and understanding of key concepts and theoretical frameworks in developing and justifying a creative brief and develop a critical understanding of advertising as an evolving marketing communication tool. Given the diversity of views amongst practitioners and critics about how advertising does or should work, students can gain a great deal from comparing their own views and experiences with those of others. The use of interactive lectures and small-group work is designed to encourage student to debate, discuss and apply theories to examples of advertising.

This course introduces students to the art of creating marketing communication messages to persuade and influence all categories of consumers. Students are required to determine creative strategy and copywriting derived from research and investigations of products, consumers, and target market to apply suitable words and images in a single advertisement. Students will apply basic rhetoric skills, headlines, bodycopy, tagline and slogan writing techniques, and its writing appeal.

Design Thinking course is a systematic approach to innovation and creative problem-solving that can be used in many disciplines. Engage in empathy for various target audiences and surface insights for creating different level of thinking design methods. It also ensures that students will be expose to various design related methodologies and the context of tackling cutting-edge technological challenges and addressing strategic industry objectives.

This course introduces students to a practice-based, hands-on approach to visual communication design. Students will undergo basic drawing skills to aid them in conveying ideas to paper. Connections to current and historical context of the graphic arts are woven throughout the course. Students will also participate in their work and learn to take part in design critiques and discussions, as both designers and peers in the context of advertising.

The course will lead students to understand concepts and various methods in machine learning through a project on face recognition. These methods include the fundamentals of classification such as NCC, SVM and AdaBoost. It also binds the mathematical theory such as PCA (Principal Component Analysis) and a classification algorithm into the state of art learning method, and eventually leads to a very interesting solution to the hard problem of human face recognition. We shall also teach advanced learning algorithm such as the deep reinforcement learning. The course composes of a team project of face recognition with continuous assessment of 60%, and a final exam of 40%. Students are encouraged to form a team to complete the project, and the assessment includes a team report and a demonstration/presentation.

This course covers the mechanics of print production and accompanying technical terms. Digital print production focuses on current print production procedures for real-world policies, procedures and accountability. Understanding printing processes is an essential part of designing that can assure a predictable outcome. Topics include the basic knowledge of print media specifications, digital prepress, preflight, page imposition, proofing, and preparation of colour files. Students will learn various file types and resolutions necessary for professional digital printing processes.