Programme Objectives and Programme Outcomes

Tourism and Hospitality and Marketing Major Objectives

This double major is designed to provide students with a comprehensive understanding of, and competencies in tourism, hospitality, marketing and associated business disciplines. This programme equips graduates for a professional career in tourism, hospitality and marketing in commerce, industry, government or public institutions. Graduates will be able to demonstrate and apply discipline knowledge and skills, and to think critically about business issues and draw conclusions. Graduates are expected to work both independently and collaboratively using team processes to achieve agreed outcomes especially in a digital era. Notably, this major prepares graduates to identify and analyse ethical issues in business scenarios. They will be able to communicate effectively to the target audience, identify and analyse socio-cultural issues in business organisation.

 

Tourism and Hospitality and Marketing Major Learning Outcomes

A graduate of this course can:

  1. Identify key theoretical principles and practical underpinnings of tourism and hospitality management, and apply these from a conceptual and practical approach to industry and business.
  2. Critically examine tourism and hospitality management issues, trends and situations, and formulate creative and innovative propositions to manage challenges faced by the industry.
  3. Access, evaluate and synthesise information from multiple sources to compare and discriminate between ideas relevant to the many dimensions of tourism and hospitality management and relate this knowledge to a particular problem setting.
  4. Employ appropriate communication methods to the tourism and hospitality management disciplines for various audiences and contexts.
  5. Use and apply technologies, recognising their advantages and limitations when applied to tourism and hospitality management.
  6. Show responsibility for self-learning by demonstrating initiative in finding new information and conducting active participation in a variety of learning experiences.
  7. Assess globally then appraise management of tourism and hospitality issues from a variety of perspectives.
  8. Actively support the value of cultural diversity in improving business and professional practice when preparing to work within the tourism and hospitality industry.
  9. Demonstrate leadership, ethical practices and professional integrity when preparing to work within a team and independently within the tourism and hospitality industry.

 

Public Relations and Management Major Objectives

This double major is designed to provide students with a comprehensive understanding of, and competencies in public relations and management, and associated business disciplines. This programme equips graduates for a professional career in public relations management and corporate communication practice in commerce, industry, government or public institutions. Graduates will be able to demonstrate and apply discipline knowledge and skills, and to think critically about business issues and draw conclusions. Graduates are expected to work both independently and collaboratively using team processes to achieve agreed outcomes especially in a digital era. Notably, this major prepares graduates to identify and analyse ethical issues in business scenarios. They will be able to communicate effectively to the target audience, identify and analyse socio-cultural issues in business organisation.

 

Public Relations and Management Major Learning Outcomes

A graduate of this course can:

  1. Utilise knowledge of the principles and role of contemporary public relations in a diverse range of organisational settings.
  2. Critically evaluate organisational issues from a public relations perspective and develop relevant and creative strategies to address them.
  3. Identify data relevant to the management of public relations from a wide range of sources and integrate that information in order to form a sound basis for decision-making.
  4. Develop and enhance the high-level written and oral communications skills needed for success as a public relations professional.
  5. Use new and emerging communications technologies to support the achievement of public relations goals and objectives.
  6. Demonstrate initiative in acquiring new public relations knowledge and skills and a desire to maintain the currency of that knowledge.
  7. Appreciate the globally interconnected nature of the public relations domain and abide by internationally recognised professional and ethical standards.
  8. Recognise the realities of cultural diversity in public relations practice and approach intercultural communication with sensitivity.
  9. Apply high level oral and written communication skills in a diverse range of professional public relations situations.

 

Marketing and Public Relations Major Objectives

This double major is designed to provide students with a comprehensive understanding of, and competencies in marketing and public relations, and associated business disciplines. This programme equips graduates for a professional career in marketing and public relations management and corporate communication practice in commerce, industry, government or public institutions. Graduates will be able to demonstrate and apply discipline knowledge and skills, and to think critically about business issues and draw conclusions. Graduates are expected to work both independently and collaboratively using team processes to achieve agreed outcomes especially in a digital era. Notably, this major prepares graduates to identify and analyse ethical issues in business scenarios. They will be able to communicate effectively to the target audience, identify and analyse socio-cultural issues in business organisation.

 

Marketing and Public Relations Major Learning Outcomes

A graduate of this course can:

  1. Utilise knowledge of the principles and role of contemporary public relations in a diverse range of organisational settings.
  2. Critically evaluate organisational issues from a public relations perspective and develop relevant and creative strategies to address them.
  3. Identify data relevant to the management of public relations from a wide range of sources and integrate that information in order to form a sound basis for decision-making.
  4. Develop and enhance the high-level written and oral communications skills needed for success as a public relations professional.
  5. Use new and emerging communications technologies to support the achievement of public relations goals and objectives.
  6. Demonstrate initiative in acquiring new public relations knowledge and skills and a desire to maintain the currency of that knowledge.
  7. Appreciate the globally interconnected nature of the public relations domain and abide by internationally recognised professional and ethical standards.
  8. Recognise the realities of cultural diversity in public relations practice and approach intercultural communication with sensitivity.
  9. Apply high level oral and written communication skills in a diverse range of professional public relations situations.

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