School of Communication and Film

Bachelor of Communication (Hons) in Public Relations and Advertising (Public Relations 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 2022

Annual Tuition Fees

HK$42,100 (local); HK$140,000 (non-local) (Subject to the University's annual review)

Credits Required for Graduation


The programme is the first in Greater China that has been awarded the IAA' s (International Advertising Association) highly regarded professional accreditation. Graduates from the Advertising & Branding Concentration and Public Relations Concentration of the programme will receive IAA’s Diploma in Marketing Communication and the degree awarded by the University.


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 and problem solving
  • Offer students opportunities to participate in workshops, company visits, students competitions and research activities
  • 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

Careers options are available in strategic communication departments of organizations as well as in PR 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 trainee and entrepreneur.

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.