School of Communication and Film

Bachelor of Communication (Hons) (Journalism and Digital Media / Public Relations and Advertising)

Programme Code


Year of Entry


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

First Year Intake Number


Class Start Date

September 2022

Annual Tuition Fees

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

Credits Required for Graduation


Programme Requirements

HKDSE Core Subject(s) Minimum Level
Elective Subject(s) Minimum Level

Notes for elective subjects:

1) One of the electives must be any Category A subjects excluding Extended Part of Mathematics (Module 1 or Module 2);
2) The other elective can be any of the following subjects:
a) Category A subjects including Extended Part of Mathematics (Module 1 or Module 2);
b) Related Applied Learning subjects (with "Attained with Distinction (I)" or above) listed in the following website:
c) Other Language subjects at Grade E or above.

Remarks on other requirements:

1) Good results in Chinese Language and English Language subjects are preferred.
2) High choice banding in JUPAS application is preferred.


Programme Description

This programme offers two majors: Journalism and Digital Media & Public Relations and Advertising.

A. Journalism and Digital Media Major

This major offers two concentrations: The Journalism concentration aims to prepare students for a career in Chinese-language media or international media that operate in English. The Data and Media Communication concentration, which is jointly offered with the Department of Computer Science, aims to train digital journalists with advanced computer skills, notably in data visualization and analytics. Both concentrations share Major Core and Major Elective Courses in three areas: (1) professional journalism skills of gathering, presenting and producing news and current affairs reports; (2) conceptual understanding of the journalism profession and its role in society; and (3) the relationship between journalism and society as well as the way politics, government, business and law operate in both local and international communities.

Students of the Journalism concentration are required to adopt one of the following four streams: Chinese Journalism, International Journalism, Broadcast Journalism or Financial Journalism, subject to resource and quota constraints. Students of the Data and Media Communication concentration have the option of taking the Financial Journalism Stream or General Stream. Each stream stresses the particular language and professional skills appropriate for the specialization. At the end of the programme, every student has to produce a final-year project that integrates their conceptual and practical journalism knowledge.

B. Public Relations and Advertising Major

This major offers two concentrations. The 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. Students of the Public Relations concentration will acquire both the critical understanding and relevant skills to develop successful careers in strategic communication, public affairs, social responsibility, media relations, crisis communication and digital public relations across different sectors (i.e. business, government or non-profit organisations).

Double Degree Programme with the University of Queensland in Australia

The Double Degree Programme between the School of Communication and Film, 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 degrees, namely Bachelor of Communication (Honours) conferred by HKBU, and Bachelor of Journalism or Bachelor of Communication conferred by UQ.

Double Degree Programme with the University of Missouri in the United States

The Double Degree Programme between the School of Communication and Film, Hong Kong Baptist University (HKBU), and the School of Journalism, The University of Missouri (MU), is a four-year full-time undergraduate programme where by students study at the two universities and graduate from both. HKBU students will spend their first two years at HKBU and the following two to two-and-a-half years at MU. On completing the programme requirements, students will obtain two degrees, namely Bachelor of Communication (Honours) conferred by HKBU and Bachelor of Journalism conferred by MU.

Student Learning Experiences

Students in the Journalism concentration and Data and Media Communication concentration (Financial Journalism Stream) are required to undertake a professional internship at local or international media. Internship is not required for students in the Data and Media Communication concentration (General Stream), but will be arranged for them if they wish, subject to availability of intern positions.

Public Relations and Advertising Major students take up internships with local and international organisations, from “in-house” corporate communication departments of publicly-listed companies, start-ups, NGOs and public sector bodies to global public relations and advertising agencies. Through a well-established industry network, students can better equip their study life with real-world practice.

Students are encouraged to go on exchange study at one of the many universities we partner with around the world. Overseas study tours and other cross-cultural learning experiences are regularly organized to broaden students’ horizons.

Career Opportunities

Many graduates of the Journalism and Digital Media Major become reporters, editors, correspondents and producers in print, electronic and online media. Others move into related fields such as public relations, marketing, business and commerce, government service and education.

Graduates of Public Relations and Advertising Major are equipped to take up jobs in public relations firms and advertising agencies, and expected to become well-rounded leaders in various fields of communication.

A good number of our graduates are winners of prestigious local and regional media awards. Many have obtained scholarships to pursue postgraduate studies in Hong Kong and abroad.


The Programme will consider Extended Part of Mathematics (Module 1 or 2) as an unspecified elective subject in meeting the entrance requirements and as a whole subject in score calculation.

The Programme recognises the qualification "Attained with Distinction I" or above in subjects in Applied Learning listed in the following website: as an unspecified elective subject. 

In general, the scores for the Applied Learning subjects (Category B) are converted as follows:

Attained with Distinction II=4, Attained with Distinction I=3, Attained=2

The Programme will consider Other Language subjects at Grade E or above as an unspecified elective subject.

In general, the scores for the Other Language subjects (Category C) are converted as follows:

A=5**, B=5*, C=5, D=4, E=3

  1. Upon score calculation and compilation of interview results (if any), eligible applicants will be given a rank in the Merit Order List to the JUPAS Office. The Merit Order List will be generated according to the priority given to the list of Tie-breakers. During the admissions process, the following are the most commonly used tie-breakers by the programmes offered by the University.
    The most commonly used tie-breakers by the programmes offered by the University
    Tie-breakers Remarks
    HKDSE Academic Score (plus interview score, if any) Derived from the score formula of individual programme
    (The programme will consider the best 5 HKDSE subjects including Chinese Language and English Language subjects in Academic Score calculation.)
    Interview Performance Applicable to School Principal's nominees / applicants with a disability / OEA applicants / regular applicants with interview
    Band Band A applicants will be ranked first then Band B, and so on.
    A (Prog. Choice 1 - 3) >
    B (Prog. Choice 4 - 6) >
    C (Prog. Choice 7 - 10) >
    D (Prog. Choice 11 - 15) >
    E (Prog. Choice 16 - 20)
    HKDSE English Score Take the best score of HKDSE English Language Result
  2. If a programme ranks the tie-breakers as: '1' to 'HKDSE Academic Score', '2' to 'Band', '3' to 'HKDSE Standard + 1 best X Subject Score', applicants with highest HKDSE Academic Score will be ranked first. If there are two applicants having the same HKDSE Academic Score, the one who places the programme in a higher band choice will be ranked higher. If the two applicants are the same on the first 2 tie-breakers, their HKDSE Standard + 1 best X Subject Score will be compared, the one with higher HKDSE Standard + 1 best X Subject Score will be given a higher rank, and so on.




As programmes select students not only on the basis of the HKDSE results, the actual results of the students admitted to each programme may vary from year to year (depending on the overall results achieved by applicants in a particular year, the number of applicants applying to the programme, changes in selection criteria, etc.). Please be reminded that information listed above is for reference ONLY and is subject to change, and should NOT be used to predict the chance of admission to any programme.