Bachelor of Communication in Public Relations and Advertising
Hong Kong, Hong Kong
DURATION
4 Years
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
Request application deadline
EARLIEST START DATE
Sep 2024
TUITION FEES
HKD 42,100 / per year *
STUDY FORMAT
On-Campus
* local; HK$140,000: non-local, subject to University’s approval
Scholarships
Explore scholarship opportunities to help fund your studies
Introduction
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.
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).
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.
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.
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 |
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 |
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: OR Grade 5 in: |
Others | Other English language qualifications deemed acceptable by the University |
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.