Articulation to Further Studies and Career Pathways

Further Studies

e.g. public relations, marketing, corporate communication, business, management, advertising, journalism, multimedia, online media production, digital production, publishing

Career Pathways

e.g. positions at entry level (e.g., public relations officer/ assistant, marketing officer/ assistant, corporate communications officer/ assistant, advertising assistant, copywriter, project assistant, editor, customer service officer)

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課程結構 Course Structure

Module 1 : Overview of Corporate Communication, Marketing, Public Relations, and Self (48hrs)
  • Background and relationship of corporate communication, marketing, and public relations
  • Considerations for ethical communication and related issues
  • Target audience/ stakeholders
  • Character development and portrayal for storylines in authentic promotional texts

Module 2 : Practical Application of English Communication in Marketing and Public Relations (75 hours)

  • Creativity and language use in creative industries with a focus on public relations and marketing
  • Comprehension and analysis of public relations writing devices to engage audience and achieve effects
  • Elements of scripts and stories for TV/ radio programmes
  • Strategies for enhancing multimodal appeals used in print and multimedia
  • Language for proposal writing

Module 3 : Practical Application of English Communication in Marketing and Public Relations (57 hours)

  • Speaking skills for dubbing and ready-made stories telling
  • Script writing skills and story drafting skills
  • Skills of writing reflective essays for site visit journals or blogs
  • Proposal writing skills and pitch presentation skills
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Course Introduction

3Ms

Multidisciplinary 跨學科

The course involves a rich blend of different subjects, such as English linguistics, English literature, media, marketing, public relations, and psychology.

Multimodal 跨模式

The course uses texts from different print and online media with a mixture of different modes of communication, such as written and spoken words, images, colours, sound, space, and movements.

Mediated 跨媒體

The course places great emphasis on the use of different computer software programmes in communicative texts.

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Programme Features 課程特色

1. Market-driven 緊貼市場發展

The course is taught by qualified and experienced individuals in the education and industry

課程由教學經驗豐富的業內專家設計和教授，將市場上的最新資訊和發展動向引入課程

 

2. Mediated 電腦媒介傳播

The course places great emphasis on the use of different computer software programmes in communicative texts

課程將以電腦媒介輔助教授課堂知識，引起學習動機，讓學生更有效地學習英語

 

3. Creative approaches 化創意為實踐

students are given opportunities to apply creative approaches to storytelling, dubbing, and language games to create a variety of written and spoken persuasive texts in various business contexts

運用創意將訊息以故事、比喻等寫作手法展示予觀眾，讓訊息突圍而出，同時使其留下更深刻印象

 

4. Academics and Industry Support 學界業界支持

The course is supported by academics and industry practitioners and enables students to use English creatively in the contexts of public relations and marketing through practice in different simulated or near authentic contexts

課程獲學界和業界支持，更為課程提供模擬真實文本作研習練習

 

5. Consolidating and synergising students’ studies 配合高中科目

Students are expected to enhance the breadth and depth of their four language skills – listening, speaking, reading, and writing in ‘English language education’ through different genres which are beneficial to their pursuit of their further studies and/or further employment

課程與高中核心科目「英國語文」及其他以英文修讀的選修科互相配合，有助同學升學或從事相關行業

 

the teacher’s constant constructive feedback on students’ learning

教師持續跟進學生的進度，並提供回饋，促進學習

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