Bachelor of Communication in Public Relations and Advertising

General

Program Description

Programme website: http://www.coms.hkbu.edu.hk/admissions/admission_intro/

The Public Relations and Advertising Major provides opportunities for students to practice the art of effective integrated communication in both public relations and advertising contexts in different kinds of organizations. Students learn the theories and practices of informing consumers about practices, services or products, persuading stakeholders to reach mutual understanding and achieving a two-way dialogue to enhance brand engagement.

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Concentrations

The Public Relations and Advertising Major offers three Concentrations: Advertising and Branding, Organizational Communication, and Public Relations.

  • Advertising and Branding

Advertising and Branding Concentration offers training in strategic planning, brand storytelling and concept expression. It prepares students to present ideas in an innovative and socially responsible way for effective brand communication and promotion.

  • Organizational Communication

Organizational Communication Concentration offers training in knowledge integration and creation, the development of expressive and analytical skills, critical thinking, team building, as well as decision-making and problem-solving abilities.

  • Public Relations

Students of Public Relations Concentration will acquire both the critical understanding and relevant skills to develop successful careers in corporate communication, public affairs, social responsibility, media relations, crisis communication and digital PR across different sectors (i.e. business, government and non-profit organizations).

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IAA Accreditation

The School of Communication has scored a first in the Greater China region by winning recognition from the International Advertising Association (IAA), the world’s most influential organization in the advertising industry. The Public Relations and Advertising Major has been awarded the IAA’s highly regarded accreditation. Students graduating from the Public Relations, Advertising and Branding Concentrations will be awarded the IAA’s Diploma in Marketing Communications, in addition to the Bachelor of Communications degree.

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Double Degree Programme with the University of Queensland in Australia

The Double Degree Programme between the School of Communication, Hong

Kong Baptist University (HKBU), and the Faculty of Humanities and Social

Sciences, The University of Queensland (UQ), is a four-year full-time

undergraduate programme whereby students study at the two universities and

graduate from both. On completing the programme requirements, students will

obtain two bachelor’s degrees, namely Bachelor of Communication (Honours)

conferred by HKBU and Bachelor of Journalism or Bachelor of Communication

conferred by UQ.

The Programme fully adopts the same structure of the existing programmes offered

by HKBU and UQ. For details, please visit http://www.comm.hkbu.edu.hk/comd-www/english/academic_programmes/m_ug_double_degree.htm

Double Degree Programme with the University of Missouri in the United

States

The Double Degree Programme between the School of Communication, Hong

Kong Baptist University (HKBU), and the School of Journalism, The University of

Missouri (MU), is a four-year full-time undergraduate programme whereby students

study at the two universities and graduate from both. HKBU students will spend

their first two years at HKBU and the following two years at MU. On completing the

programme requirements, students will obtain two bachelor’s degrees, namely

Bachelor of Communication (Honours) conferred by HKBU and Bachelor of

Journalism conferred by MU.

For details, please visit http://www.comm.hkbu.edu.hk/comd-www/english/academic_programmes/m_ug_double_degree.htm

Career Prospects

Graduates from the Public Relations and Advertising Major are prepared to take up jobs in strategic communication departments of organizations, public relations firms, and advertising agencies e.g. agency account directors, corporate communication directors, public affair managers, corporate social responsibility managers, media relations managers, copywriters, art directors, media planners, marketing communication specialists, digital marketing specialists, content managers/creators, brand consultants, management trainees and entrepreneurs. Some graduates are employed in corporate and marketing communication positions in business and non-profit making organizations.

Entry Requirements

We adopt a holistic approach in selecting applicants on individual merits. Applicants are required to meet the University Entrance Requirements and English Language Requirements.

Applicants admitted with advanced standing to Year 1 of study with international qualifications such as GCE, IB and SAT may apply for transfer of units.

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General Entrance Requirements

American-Patterned Education

High School Graduation Diploma and one of the following:

SAT: Minimum score of 1,190 (out of 1,600) in new SAT

AP: Grade 3 in at least two AP subjects

ACT: Minimum composite score of 23

British-Patterned Education

GCE Advanced Level (AL) / International Advanced Level (IAL) • Grade E or above in three AL/IAL subjects; or • Grade E or above in two AL/IAL subjects plus two ASL subjects (Not including Chinese and English Language subjects. The same subject cannot be counted at both AL and ASL.)

IB Diploma

International Baccalaureate

Other

http://admissions.hkbu.edu.hk/ug/internationalOthers

English Language Requirements

The following public examination results are recognised as meeting the English Language requirements stipulated by the University:

Proficiency Tests

Minimum Requirements

TOEFL

Internet-based test (iBT) - Score: 79; or
Paper-based test (PBT) - Score: 550

IELTS Academic

Overall Band: 6.0

SAT

A minimum score of 550 in both Critical Reading and Writing with a sub-score of 8 or above in Essay in old SAT; or
A minimum score of 590 in Evidence-Based Reading and Writing in new SAT

ACT

A minimum score of 23 in both ACT English and Reading

GCE O-Level/ GCSE English/ English Language/ English Literature

Grade C/ Grade 4

IGCSE First Language English

Grade C/ Grade 4

IGCSE English as a Second Language

Grade B/ Grade 5

GCE AS or A-Level English

Grade E

HKDSE English Language

Level 3

HKALE Use of English

Grade E

IB

Grade 4 in:
IB English A (Higher or Standard Level); or
IB English B (Higher Level); or
IB English Literature and Performance (Standard Level)

OR

Grade 5 in:
IB English B (Standard Level)

Others

Other English language qualifications deemed acceptable by the University

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Admission Scholarships

Applicants with outstanding academic performance will have the opportunity to receive admission scholarships:

 

HKD

USD

Full scholarship*

190,000 each year

24,000 each year

Half scholarship*

95,000 each year

12,000 each year

*Subject to the University’s approval.

Last updated Aug 2020

About the School

The School of Communication of Hong Kong Baptist University was founded in 1968. It provides a comprehensive range of programmes in communication available in Hong Kong at the undergraduate and postgr ... Read More

The School of Communication of Hong Kong Baptist University was founded in 1968. It provides a comprehensive range of programmes in communication available in Hong Kong at the undergraduate and postgraduate levels. Read less