Bachelor of Arts in Public Relations

Awarding body/institution 頒授機構 Macao Polytechnic Institute
Responsible school 負責學校 School of Business
Endorsement  in the Official Gazette 政府公報批示 128/2010
Name of final award / programme Title 學位及課程名稱
Bachelor of Arts in Public Relations
Duration of study 學習年期 4 years
MPI programme code 理工課程編號 4LPRNI
FHEQ level of award FHEQ學歷水準 Level 6
Programme Accredited by  專業認可機構  

Academic units which will also be involved in teaching part of the programme
參與教學的理工其他學術單位

School of Languages and Translation, MPI Bell Centre of English

Institution(s) other than MPI that will provide some teaching to the programme
參與教學的外界機構

n/a

Programme outline 課程簡介
The Bachelor of Arts in Public Relations is a 140‐credit programme. It is a 4‐year full‐time English programme, modular in structure made up of 2 semesters per year. To achieve the programme objectives, in addition to possessing the skills and knowledge expected to be possessed by public relations professionals within inter‐disciplinary environments, students should also have a breadth of knowledge about the social environment, particularly those issues that have an impact on the entities that they work with. Thus, the programme design is structured around three inter‐related areas of studies, each supporting the others:
(1) General Study;
(2) Business Foundation;
(3) Public Relations.
Successful learning of the Public Relations discipline requires students to be aware of and be exposed to issues confronting the social and corporate environment. Because of the importance of language proficiency English language subjects, being core subjects of the General Study area, are required compulsory in the programme.
All students entering the first year of the programme are required to study a majority of their subjects in the area of General Study knowledge and a few subjects on Business Foundation knowledge.
In the second year of study, students will continue to learn more of the Business Foundation subjects to understand the functioning of a business enterprise. Since students are by then equipped with some basic understanding of business and its operations, they will begin to learn more in‐depth the public relations skills required to solve business problems.
The third year of study will pre‐occupy students mostly with building up their expertise by studying public relations knowledge and skills in more diverse areas.
In the final year, the fourth year, of the programme, students will also need to study more specialised subjects designed to meet the knowledge requirements expected of senior corporate officers and professionals.
Students are required to apply their knowledge and skills acquired in previous courses to accomplish a project by pursuing an in‐depth and hands‐on study in a selected topic in public relations applications. They are also required to submit a report upon completing their project. All the subjects in the terminal year are expected to prepare and to equip students with skills and knowledge to take the challenge of being senior corporate officers or professionals. This is in‐line with the Institute’s mission in nurturing talent and providing quality higher education in the sciences and professions.
Courses include principles of public relations, research, case studies and campaigns, writing and internships to better prepare students for careers in public relations or related fields, in order to become effective public relations professionals in interdisciplinary and diverse professional contexts. Each course carries 3 credits, except Graduation Report I and Graduation Report II.
Programme objectives 課程目標
Since the liberalisation of the gaming industry in 2002, there has been a substantial growth in Macao’s economy, which attracts a number of local and foreign investors to establish their companies in Macao. In order to attain a competitive advantage over their rivals, many companies pursue various public relations strategies to differentiate their products and services. Thus the demand for public relations professionals is soaring year after year with higher educational institutes in Macao failing to meet the needs in the public relations industry due to insufficient academic programmes that focus both on theory and practice. This Degree programme is designed to better prepare students for careers in public relations or related fields, and become effective public relations professionals in interdisciplinary and diverse professional contexts. In addition, it helps students acquire basic skills specific to contemporary public relations professionals as well as practical knowledge in the public relations industry. Emphasis is placed on four major areas of the profession ‐‐ relationship building, creative thinking, strategic communications, and business management skills.
What will you be expected to achieve? 期望達到的成效

All graduates of the Bachelor of Arts in Public Relations (BAPR) Programme are expected to possess the essential skills to engage in such careers as public relations director, communication manager, customer relationship officer, campaign advisor, and small-business owner in public and business sectors. More importantly, as a result of the programme’s orientation by exposing students to, and keeping them abreast of, contemporaneous issues in local and global environment, graduates would be able to draw conclusions and form opinions confidently, should any such issues arise in their careers. They are also expected to be able to take the role of organisational conscience in matters of public opinion and social responsibility in the local community. The BAPR Programme intended learning outcomes are as follows:
BAPR Programme Intended Learning Outcomes (PILOs)

Upon completion of the BAPR Programme, graduates should be able to:

1. Discuss the core theories, concepts, values and principles to many different contexts by combining knowledge, ideas and opinions about the historical and theoretical contexts important to PR practices.
2. Make judgments about the validity of ideas in terms of information and numerical data presented.
3. Propose alternative solutions to problems in new situations by determining appropriate problem-solving processes and arguments.
4. Evaluate appropriate technology and tools to the creation and dissemination of messages.
5. Estimate self-awareness and ability to take responsibility for their own learning and improve self-management in terms of time, planning, behaviour and motivation.
6. Combine the research, planning, implementation, and evaluation strategy to conduct communication and public relations research and to solve public relations challenges.
7. Work in a team, performing leadership functions and respecting the rights of others irrespective of their cultural background, race or gender in order to solve unpredictable encountered problems in the field.
8. Examine the economic, social, technological, political, legal and ethical factors that affect public relations and business decision-making.
9. Evaluate ethical values and principles of social responsibility that guide public relations practices and professional standards while generating projects in the field of Public Relations.
10. Appraise legal concepts specific to public relations issues to situations potentially arising in their professional practices.
11. Construct effective communication messages and relationships with their audiences in workplace and daily lives.
12. Recommend how business, politics, government and society interact with each other in Macao and in the global environment.
Academic content 學術內容
A1
Developing, implementing and evaluating effective communication campaigns in an environment of dynamic change and globalisation
A2
Effective public relations professionals in interdisciplinary and diverse professional contexts
A3
Essential attributes specific to contemporary public relations professionals as well as practical knowledge in the public relations profession in order to improve communication with stakeholders
Disciplinary skills‐ able to 學科技能
B1
Apply appropriate technology and tools to the creation and dissemination of messages
B2
Apply appropriate problem solving processes, arguments, critical and creative thinking to identify and resolve problems in new situations
B3
Use the Research, Planning, Implementation, and Evaluation strategy to conduct communication and Public Relations research and to solve public relations challenges
Attributes 特質
C1
Articulate knowledge, ideas and opinions about the historical and theoretical contexts important to PR practices and apply the core theories, concepts, values and principles to many different contexts
C2
Work in a team, demonstrate leadership and respect the rights of others irrespective of their cultural background, race or gender in order to solve unpredictable encountered problems in the field
C3
Apply ethical values and principles of social responsibility that guide public relations practices and professional standards while generating projects in the field of Public Relations
How will you learn? 如何學習
Depending on the purpose of each course’s intended learning outcomes, the teaching methodology employed varies. They can be classified into a mix of the following teaching activities:
• Lecture
• Tutorial
• Assignment
• Group project
• In‐class Q&A discussion and quiz
• Laboratory exercise and coaching
 
One‐way communication which mainly employs lectures, tutorials and illustrations is considered to be effective for theories, concepts, and new knowledge related courses. Two‐way or interactive communication is used in tutorial discussions. In‐class exercise, Q&A discussion and quiz, laboratory exercise and coaching are used to build up logical thought and then analytical work. These teaching methods are and will be used throughout the programme structure as the instructors see fit in delivering expected outcomes of the corresponding programme.
How will you be assessed? 如何評核
To ensure effective learning of course materials, students of the B.A. in Public Relations programme are assessed, in general, on an ongoing basis as they are learning, and will be examined comprehensively at the end of each course. Basically, the assessing methodology includes term tests (written or laboratorial), assignments and projects, and final examination (written or laboratorial), depending on individual course requirements.  Assessments are designed in accordance with the programme goals to achieve certain desirable outcomes as a result of training under the programme. This includes course knowledge, logical thinking and analysis ability, ethics and social obligation, business knowledge, team building knowledge and skills, language and communication skills, contemporary Public Relations knowledge and application skills expected to be possessed by the Public Relations profession.
How is the programme structured? 課程架構
Course Title
科目名稱
Course Code
科目編號
Credits
學分
Course Selection Status
修課類別
Semester
學期

1st Year of Study 第一學年

 
Complete 1 subject from the elective subjects
See below 3 Elective    
Principles of Accounting I ACCT1100 3 Compulsory    
Introduction to Business BUSS1100 3 Compulsory    
Business Ethics BUSS1120 3 Compulsory    
Business Software and Internet Applications COMP1115 3 Compulsory    
Economics ECON1115 3 Compulsory    
English I ENGL1101 3 Compulsory    
English II ENGL1102 3 Compulsory    
Principles of Public Relations
RPUR1120 3 Compulsory    
Introduction to Sociology SOCI1130 3 Compulsory    
Putonghua I * MAND1101 3 Compulsory    
Putonghua II * MAND1102 3 Compulsory    
French I * FREN1101 3 Compulsory    
French II *
FREN1102 3 Compulsory    
Japanese I * JAPN1101 3 Compulsory    
Japanese II * JAPN1102 3 Compulsory    
Portuguese I * PORT1101 3 Compulsory    
Portuguese II * PORT1102 3 Compulsory    

* Students are required to attend Level I and II of the same language subject.
   Putonghua I / Portuguese I / French I / Japanese I (Select one language subject)
   Putonghua II / Portuguese II / French II / Japanese II (Select one language subject)

 

2nd Year of Study 第二學年

 
Complete 2 subjects from the elective subjects See below 6 Elective    
Principle of Management BUSS1110 3 Compulsory    
English III ENGL2101 3 Compulsory    
English IV ENGL2102 3 Compulsory    
Business Finance FINA2120 3 Compulsory    
Business Mathematics and
Statistics
MATH2115 3 Compulsory    
Principles of Marketing MRKT2100 3 Compulsory    
Consumer Behaviour MRKT2120 3 Compulsory    
Public Relations Communication Skills I
RPUR2100 3 Compulsory    
Public Relations Communication Skills II
RPUR2110 3 Compulsory    
Media, Technology and Society RPUR2120 3 Compulsory    

3rd Year of Study 第三學年

 
Complete 3 subjects from the elective subjects
See below 9 Compulsory    
Public Relations Law LLAW3120 3 Compulsory    
Direct Marketing MRKT3130 3 Compulsory    
Advertising and Promotion MRKT3140 3 Compulsory    
Public Relations and Marketing Research
RPUR3120 3 Compulsory    
Public Relations in The Digital Environment
RPUR3130 3 Compulsory    
Media Planning RPUR3140 3 Compulsory    
Public Relations and
Communication Theory
RPUR3150 3 Compulsory    
Strategic Public Relations
Management
RPUR3160 3 Compulsory    
Public Relations in The Global Environment
RPUR3170 3 Compulsory    

4th Year of Study 第四學年

 
Complete 2 subjects from the elective subjects
See below 6 Elective    
Graduation Report I
MGPO4100 4 Compulsory    
Graduation Report II MGPO4110 4 Compulsory    
Internship MGPO4120 3 Compulsory    
International Marketing
Management
MRKT4130 3 Compulsory    
Function and Event Management in Public Relations
RPUR4120 3 Compulsory    
Public Relations Cases and Campaigns
RPUR4130 3 Compulsory    
Crisis Management in The Global Environment
RPUR4140 3 Compulsory    
Tourism Management and Policy
TOUR4120 3 Compulsory    

Elective Subjects

Principles of Accounting II ACCT1110 3    
Environmental Management System BUSS0131 3    
Business Communication COMM3120 3    
Discourse in Professional
Contexts
ENGL0141 3    
Discourse Analysis ENGL0142 3    
English V ENGL3101 3    
English VI ENGL3102 3    
English Via ENGL4101 3    
English Veii ENGL4102 3    
Human Resources Management HHRM2120 3    
Macao History and Culture HIST0110 3    
Macao Basic Law LLAW0120 3    
Business Law LLAW2120 3    
Introduction to International
Relations
MGOV0110 3    
Management Information
Systems
MMIS0140 3    
Customer Relationship Management
MRKT3170 3    
Introduction to Psychology PSYC0110 3    
Interpersonal Skills SOCI0110 3    
What are the entry requirements? 入學條件
1. Secondary School Graduates (Form 6)
 
According to article 28 of the Higher Education Law of RAEM, article nº9, applicants of age 25 or above and with special ability conditions, need not comply with the above mentioned point 1.
Upon successful completion of the entrance examination, the applicant will be eligible to further his/her studies in a higher diploma programme offered by MPI. All those who complete 25 years of age before September 1st will also be eligible to participate in the entrance examination.
(Note: According to article 4 of Decree‐Law 26/2003, the participants who have completed their secondary studies out of Macao, need the recognition of MPI’s Academic Qualification Recognition Committee before they are eligible to register.)
2. Have passed the medical examination.
How do we listen and act on your feedback? 如何聽取及回應學生的回饋
(1) A student tutoring system is set up to listen and help students for students of each school year; (2) Weekly office hours are available for consultation and advice; (3) School level and programme level dialogs are/and will be held each semester. Information and opinions from these sources will be channelled back to the School Director and/or Coordinator for meetings to discuss possible solutions and improvements.
Academic support 教學支援
Other than soliciting student feedback as described above, tutoring and office hours are also used to coach for their academic difficulties. In addition, there are many other student supports: English writing clinics on a weekly basis; Scholarship opportunities; coaching and training for competition at school and national levels; new student orientation meeting with handbook and handouts; elearning platform for communication between teachers and students online; access to e‐journal and periodical subscriptions; Wi‐Fi campus and computer labs, etc.
Programme-specific rules and facts 課程特定的規則及事項
N/A
Support for disabled students 殘疾學生支援
Macao Polytechnic Institute has in place an institution wide policy to ensure that all student needs are taken care of and a supportive and accessible learning environment is maintained. When cases of special needs are notified or identified, special arrangements are made on a case by case basis with the joint effort of the programme and several student support services of the Institute, such as the Registry, the Student Affairs Office, the Computer Services Centre, etc. to provide the necessary support.
Links with employers, internship opportunities and transferable skills 與僱主的關係、實習機會及可轉移技能
Each semester, the school of business has arranged various types of extra‐curricular activities to invite professional bodies, professionals and senior level business executives to share their experience to attending students. At the end of each school year, the school has hosted meeting with its industrial advisory board to discuss and solicit needs of the businesses, and training opportunities.