Introduction
Xiamen University is the pioneer of education for the field of advertising in China, since starting in 1983. Our programme at Xiamen University Malaysia provides a comprehensive exploration of advertising, public relations, integrated marketing communications, branding, digital marketing, strategic communications, event management, and other practical courses. Courses allow students to acquire and practice skills in simulated situations and, when applicable, with professional clients. Students will learn to combine critical and strategic thinking with research and creativity to deliver effective messages to a targeted audience on behalf of a client. Every student can specialize in either the creative or the account management side of the business after they develop a foundation in both areas.
Our skills curriculum begins with broad training across the professional practise areas of mass communication and widely applicable skills such as data analysis and visualization. We believe our programme offers an unequalled blend of skills training, theoretical learning, and real-world practice. As a result, our graduates leave as able practitioners, critical thinkers, problem solvers, and innovators.
Program Highlights
The programme sustains the role of communication both locally and globally in today’s connected world.
A stimulating and forward-thinking academic curriculum that integrates advertising and public relations.
The development of professionalism and the opportunity for real-world learning experiences with the industry.
Main Courses Offered
Major Core Courses
History of Media
Introduction to New Media Studies
Introduction to Advertising
Introduction to Mass Communication
Photography
Visual Communication Design
Advertising Creative
Media and Communication Law
Advertising Copywriting
Marketing
TV Commercials and Promos
Brand Management
Advertising Workshop
Planning and Evaluation of Public Relations Campaigns
Advertising Psychology
Organizational Communication
Public Relations Workshop
Research Methodology / Media Research
Design Thinking
Final Year Project
Internship
Major Elective Courses
Broadcast and Film Term
Intercultural Communication
Introduction to International Communication
Strategic Communication Planning
Social Media and Public Relations
New Media Marketing
Mobile Marketing
Data Analysis in Digital Creative Industries
Career Opportunities
Advertising, public relations, and full-service agencies
In-house communication departments at corporations and nonprofit organizations
Government agencies and bureaus
Legislative offices
Political campaigns
Special event organizations
Higher education
The media industry (web properties, social media sites, TV networks, magazines, radio networks)
Other organizations with creative, marketing or media departments
Entry Requirements
STPM
minimum Grade C (NGMP 2.00) in 2 subjects and credit in English Language subject at SPM level or equivalent
STAM
a minimum grade of Jayyid and Credit in English Language subject at SPM level or equivalent
UEC
at least grade B in 5 subjects including English Language subject
A-Level
with at least grade D in 2 subjects
SAM
at least Tertiary Entrance Rank (TER) 70 and grade B in 2 related subjects
CPU
average 70% in 6 related subjects
Diploma
at least CGPA 2.00 and Credit in English Language subject at SPM level or equivalent; OR pass Diploma (Level 4 MQF) in Media and Communication field or equivalent
Foundation/Matriculation
at least CGPA 2.00 and Credit in English Language subject at SPM level or equivalent
AND
Other qualifications recognized by the Malaysia Government.
