Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: COM402
Module Title: Advertising and Public Relations
Module Level: Level 4
Module Credits: 5.00
Academic Year: 2020/21
Semester: SEM2/SEM2
Originating Department: School of Film and TV Arts
Pre-requisites: N/A
This module aims to introduce students to advanced public relations and advertising, an increasingly important part of today's communicative practices. Following a brief overview of the two subjects, in order to gain a shared basis for discussions to follow, the module embarks on more focused discussions. Beginning with the relationship between Public Relations and advertising, the module will address global, and in particular south-east Asian and Chinese media spheres. Contemporary theorists and practitioners will be introduced and the applications of theories discussed via case studies. In conclusion, a syncretic part will allow students properly to review their own appropriation of theories introduced and form their own opinions on specific aspects of them.
Learning outcomes 
A Critically evaluate a wide range of public relations and advertising theories, concepts and practice, especially when employed at a global level

B Apply public relations theory and practices to broader media and social contexts

C Apply a range of public relations concepts to media in workplaces.

D Critically understand the difference between public relations and advertising in media environments.

E Comprehend the impact new media have had and assess the ensuing opportunities opened up for advertising and public relations.

Method of teaching and learning 
Seminars, Invited Lectures, Case Studies
The syllabus will typically comprise the following topics:

Theoretical frameworks for global Public Relations and Advertising

Culture and public relations

Mass media and public relations

Advertising as special case of public relations

Global advertising challenges

Public relations in mainland China

How to manage your global reputation: the public relations agency

Global branding and new media

Global advertising and public relations management

Creation of an International advert

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester   39        111  150 


Sequence Method % of Final Mark
1 Oral Presentation 30.00
2 Creation Of Advert 50.00
3 Portfolio 20.00
1 Oral Presentation 30.00
2 Creation Of Advert 50.00
3 Portfolio 20.00

Module Catalogue generated from SITS CUT-OFF: 6/2/2020 1:39:37 AM