School of Communication

Bachelor of Communication (Hons) in Public Relations and Advertising - Advertising and Branding Concentration

Programme Code


Year of Entry

Year 3

Mode of Study

Full Time

Duration of Study

4 Years

Medium of Instruction

The medium of instruction for classroom teaching (in all forms) at HKBU is English, except for those courses that are granted exemption.

Fund Type

Government Funded

Class Start Date

September 2024

Annual Tuition Fees

HK$42,100 (local); HK$145,000 (non-local) i

Credits Required for Graduation


Programme Description 

The Advertising & Branding (AB) Concentration aims to cultivate strategic thinkers capable of planning and conducting successful branding and advertising campaigns. Students will develop their traditional and digital media skills and apply them to a creative and communicative environment. The program builds on a solid network of alumni who are involved in collaborating with students throughout their studies.

The curriculum of this program provides students with training in strategic planning, campaign planning and management, communication research methods, consumer perspectives, and content creation and data visualization — among others. Students will learn how to define, evaluate, and develop sound strategies for brand management, advertising campaigns, digital marketing and integrated communication. The curriculum follows the latest digital trends and offers students a good knowledge basis and applications of artificial intelligence and digital communication.

Unique Features

This is a unique programme among all universities in Hong Kong designed to develop state of the art education for preparing individuals in strategic communication. It aims to:

  • Focus on the concepts, processes, and contexts of communication processes and practices in Hong Kong and Asia with connection to the global environment
  • Invoice students to master the skills for effective communications in professional context with emphasis on creativity, leadership, problem solving and ethics
  • Offer students opportunities to participate in workshops, company visits, students competitions, research activities and collaboration with real clients for campaign projects
  • Encourage students to apply knowledge and theories based on the principle of social responsibility to design campaigns and communication management


Student Learning Experiences

Practice incubates knowledge. Our students take up internships with local and international organizations, from “in-house” corporate communication department of publicly-listed companies, start-ups, NGOs and public sector to global public relations and advertising agencies. A well-established industry network is our strength, in which students can better equip their study life with real-world practice.

Our student interns reap a heap of benefits on the road to be communication professionals. They can immerse themselves in specialized on-the-job training; they can get a real taste of the hectic and energetic industry life; they can also enlarge their network for friendship and career development advice.


Career Opportunities

AB graduates will embrace future careers in advertising and branding and become account/brand managers, brand consultants and managers, creative directors, content creators, integrated marketing communication strategists and planners, visual/graphic designers; influencers and digital marketing specialists.



  1. Subject to University annual review.

We adopt a holistic approach in selecting applicants on individual merits. Applicants are required to meet the University entrance requirements, English Language requirements and Programme entrance requirements (if any).


Associate Degree/ Higher Diploma Students/ Holders

Local final year students or graduates of an Associate Degree/ Higher Diploma programme at an institution recognised by the University are eligible for publicly-funded senior year places.


Transfer Students

Transfer students who are currently enrolled in a Bachelor’s degree or higher degree programmes at a local or non-local university may apply. 

Please note that according to the guidelines of the University Grants Committee (UGC) on inter-institutional transfer of students, repeating of UGC-funded undergraduate study across institutions, irrespective of whether there is a change of programme or discipline, is generally discouraged unless under very exceptional circumstances.