This programme offers two majors: Journalism and Digital Media & Public Relations and Advertising. These two majors adopt broad-based admissions. Students opt for Majors and Concentrations in Year 1 Semester 1 and Semester 2 respectively. The Major allocation criteria are: DSE results, subject score of one core subject, students' choice preference and School's allocation.

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 can choose to specialize in one of the following four streams: Chinese Journalism, International Journalism, Broadcast Journalism or Financial Journalism, subject to resource and course quota constraints. Students of the Data and Media Communication concentration also have the option of specializing in the Financial or General Journalism. Courses in each specialization stresses the particular language and professional skills appropriate to that field. 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

Public Relations and Advertising major equips students with the professional leadership, digital and AI literacy, sustainability insight, emotional intelligence, and adaptive agility, setting them apart in the profession. The curriculum integrates creativity education with training in harnessing agentic AI, preparing graduates to thrive in the dynamic and perpetually changing communication landscape. The major offers two concentrations:

The Advertising and Branding concentration hones students’ creative ideation and strategic expression, enabling them to develop powerful brand narratives and translate these into compelling, multi platform campaigns. With an emphasis on brand storytelling and innovative concept development, students are trained to leverage AI as a creative partner while ensuring their work reflects social responsibility and ethical purpose.

The Public Relations concentration prepares students to become strategic communication leaders, providing expertise in managing reputations, navigating public affairs, and leading social responsibility initiatives. With a core focus on developing messaging for impact, students learn to craft communications that are persuasive, clear, and strategically aligned with organisational goals. Training in media relations, crisis communication, and digital PR equips students for successful careers in the corporate, governmental, or non profit sectors.

Double Degree Programme with the University of Queensland in Australia

Students admitted to BCOMM will have the opportunity to join the Double Degree Programme between the School of Communication, Hong Kong Baptist University (HKBU), and the Faculty of Humanities and Social Sciences, The University of Queensland (UQ). This 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. Local students only need to pay HKBU local tuition fee. For more details, please visit https://www.comm.hkbu.edu.hk/comd-www/english/academic_programmes/m_ug_double_degree.htm

Transdisciplinary Second Majors / Second Majors

The University envisions the importance of transdisciplinary innovations in response to the global challenges and offers a flexible curriculum structure that is much more agile and fits the present and yet-to-known future needs. Students of designated programmes will have the opportunity to opt for a transdisciplinary second major (TSM) / second major (SM) on top of their major. TSMs are geared for particular talent needs in Hong Kong and prepare students to pool knowledge from disciplines to excel in multiple careers, whereas SMs prepare students to gain in-depth knowledge from another discipline to complement the first major. This approach equips students not only for their careers, but also the future development of their respective fields. Seven TSMs and two SMs are launched in the 2025/26 academic year. Please click here for more details.

Student Learning Experiences

Students in the Journalism concentration 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, 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 organised 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.

Remarks:
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HK$ 47,000