School of Communication

Bachelor of Communication (Hons) in Public Relations and Advertising

Programme Code

JS2360


Year of Entry

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

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 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.

Organizational 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.

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).

 

General Certificate of Education (GCE), International Baccalaureate (IB) Diploma & SAT

GCE: Grade E or above in three AL/ IAL subjects; or Grade E or above in two AL/ IAL subjects plus two Advanced Supplementary Level (ASL) subjects (Not including Chinese and English Language subjects. The same subject cannot be counted at both the AL and ASL.)

IB: IB Diploma. Applicants should request the IB organisation to send their scores to the University via internet (HKBU institution code: 000247).

SAT: Minimum score of 1,190 (out of 1,600) in new SAT or 1,650 (out of 2,400) in old SAT (minimum score of 550 in each of Critical Reading, Mathematics and Writing), and a sub-score on essay writing of no less than 8. Applicants should request the College Board to send scores to the University (HKBU institution code: 7904).

 

Other Overseas Qualifications by Region

Applicants who apply for admission on the basis of overseas qualifications should refer to particular region for details. Given the diversity of education systems around the world, the acceptable overseas qualifications listed may not cover every region.

The University normally expects applicants to have obtained 12-year pre-university years of schooling. School-leaving qualifications that are acceptable for admission to universities in other places may not necessarily be acceptable or sufficient for admission to the University.

 

English Language Requirements

The following public examination results are recognised as meeting the English Language requirements stipulated by the University:

Proficiency Tests Minimum Requirements
TOEFL Internet-based test (iBT) - Score: 79; or
Paper-delivered test - a sum score of 60
(TOEFL MyBestTM Score is not accepted.)
IELTS Academic Overall Band: 6.0
SAT Minimum score of 550 in both Critical Reading and Writing with a sub-score of 8 or above in Essay in old SAT; or
Minimum score of 590 in Evidence-Based Reading and Writing in new SAT
ACT Minimum score of 23 in both ACT English and Reading
AP Score 4 or above in AP English Language and Composition/ AP English Literature and Composition
GCE O-Level/ GCSE English/ English Language/ English Literature Grade C/ Grade 4
IGCSE First Language English Grade C/ Grade 4
IGCSE English as a Second Language Grade B/ Grade 5
GCE AS or A-Level English Grade E
HKDSE English Language Level 3
HKALE Use of English Grade E
IB Grade 4 in:
IB English A (Higher or Standard Level); or
IB English B (Higher Level); or
IB English Literature and Performance (Standard Level)

OR

Grade 5 in:
IB English B (Standard Level)
Cambridge English C1 Advanced/ C2 Proficiency Grade C
Others Other English language qualifications deemed acceptable by the University