School of Communication

Bachelor of Communication (Hons) in Public Relations and Advertising

Programme Code

JS2360


Year of Entry

JUPAS - HKDSE: Year 1

Mode of Study

Full Time

Duration of Study

4 Years

Medium of Instruction

The medium of instruction for formal classroom teaching at HKBU is English, except for those courses that are granted exemption.

Fund Type

Government Funded

First Year Intake Number

40

Class Start Date

September 2021

Annual Tuition Fees

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

Credits Required for Graduation

128

Programme Requirements

Programme Requirements
HKDSE Core Subject(s) Minimum Level
CHINESE LANGUAGE 3
ENGLISH LANGUAGE 3
LIBERAL STUDIES 2
MATHEMATICS COMPULSORY PART 2
Elective Subject(s) Minimum Level
ANY 2 SUBJECTS Notes 3

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: http://www.comm.hkbu.edu.hk/admission/en/elective_subjects.html;
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

The Public Relations and Advertising Major offers three Concentrations:

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.

Organisational Communication Concentration focuses on developing students' knowledge integration and creation capabilities, expressive, analytical and critical thinking skills, team building, decision-making and problem-solving abilities.

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).

Unique Features

The Advertising and Branding Concentration and Public Relations Concentration under the Public Relations and Advertising Major won recognition from the International Advertising Association (IAA) – the world's most influential organisation in the advertising industry. Graduates are awarded the IAA's Diploma in Marketing Communications, in addition to the Bachelor of Communication degree.

Double Degree Programme with the University of Queensland in Australia

The Double Degree Programme between School of Communication, Hong Kong Baptist University (HKBU) and 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.

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.

Student Learning Experiences

Students going on exchange receive financial support from the Department, the School and the University. We have strong connections with the media industry, which offers lots of internship opportunities.

Career Opportunities

Graduates of Public Relations and Advertising Major are prepared to take up jobs in public relations firms and advertising agencies, and they are expected to become well-rounded leaders in various fields of communication. The programme has over 1,000 alumni engaging in managerial and executive levels in advertising agencies, public relations firms.

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: http://www.comm.hkbu.edu.hk/admission/en/elective_subjects.html 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.

 

 

Note:

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.