From AY2005/2006 (ie. from July 2005 semester onwards), students undertaking PPC projects are expected either to have taken the following courses themselves or have members in their project team who have taken these courses:
Students intending to do Public relations campaign-oriented FYPs must have taken these two courses - CS332 Public Relations Writing and CS334 Communication Campaigns
Students intending to do Advertising-oriented FYPs must have taken these two courses - CS331 Advertising Creativity & Copywriting and CS333 Media & Marketing
Evaluation Criteria
| 1 |
Written Report (80%)
The main text of the written report include the following:
Introduction and literature review (10%)
• Describe the purpose, rationale, and significance of the project. Also make arguments for why/how this project is different form previous theories/models/projects
Formative research (15%)
• Use quantitative and/or qualitative method(s) to understand the characteristics of client, industry, competitors, target audience/publics, and opportunities/problems
Objectives (10%)
• Describe the impact and output objectives to be achieved via the promotional campaign. Impact objects include informational, attitudinal and behavioral outcomes desired. Output objects relate to production and execution of communication products (e.g. number of brochures to be printed, etc.) Objectives are to be clearly described in terms of time line, empirically measurable outcomes
Programming (20%)
• This includes four components:
• the themes/slogans used in the messages/campaign;
• activities and events planned (e.g. press conference);
• use of controlled and uncontrolled media; and
• how effective were the sources (e.g. source credibility), message content, channels and feedback procedures used
Evaluation (15%)
• Use quantitative and/or qualitative research method(s) to evaluate whether the impact objectives have been achieved
Discussion (implications, suggestions, limitations, future directions) (10%) |
| 2 |
Style of Written Report (10%)
• Besides the main text, the report should also include a cover page, an abstract, references, and appendices (if any)
• Length of main text: maximum 50 pages (excluding cover page, abstract, references, and appendices)
• Length of abstract: 250 words
• The report should conform to the latest edition of the Publication Manual of the American Psychological Association |
| 3 |
Oral Presentation (10%) |
IMPORTANT NOTE TO STUDENTS:
“A limited quantity of camera equipment for FYPs is available for short-term loan from the school. Students who plan to check out cameras must register with IT by submitting a form with their supervisor’s endorsement. Forms are available from the IT department. Students must take care of equipment and will be financially liable for any damages.”
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