School of Communication and Film

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 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

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.

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).

Double Degree Programme with the University of Queensland in Australia

The Double Degree Programme between School of Communication and Film, 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 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 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.