School of Communication and Film

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

Programme Code


Year of Entry

Year 1

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$145,000 (non-local)

Credits Required for Graduation


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.


Programme Entrance Requirements

For students who intended to take Chinese Journalism stream, they are expected to have a Chinese language qualification as deemed acceptable by the University.

For applicants holding international qualifications but wish to apply for admission to such stream, they may fulfill the Chinese Language requirement with the following Chinese qualifications:

Proficiency Tests Minimum Requirements
GCE A/ AS Level Chinese Grade E
GCSE/ IGCSE/ GCE O-Level Chinese/ Chinese Language Grade C/ Grade 4
HKDSE Applied Learning Chinese Attained
Others Other Chinese language qualifications deemed acceptable by the University