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Hong Kong Baptist University

JS2360

Bachelor of Communication in Public Relations and Advertising 傳理學學士 - 公關及廣告主修

BCOMM(PRA)

Short 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.

Remarks:
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Requirements

  • Programme Entrance Requirements
  • General Entrance Requirements
Same as General Entrance Requirements
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. 
Core Subjects Minimum Level
CHINESE LANGUAGENote1 3
ENGLISH LANGUAGENote2 3
LIBERAL STUDIES 2
MATHEMATICS COMPULSORY PART 2
Elective Subject(s) Minimum Level
ANY 2 SUBJECTSNote3 3

Note 1: For Non-Chinese Speaking (NCS) students, alternative Chinese Language qualifications deemed acceptable by the University are listed in the website: http://admissions.hkbu.edu.hk/ug/jupas

Note 2: Equivalences to Level 3 in English are listed in the website:
http://admissions.hkbu.edu.hk/ug/jupas

Note 3:

  • The elective subjects must be Category A subjects (unless specified) excluding Extended Part of Mathematics (Module 1 or Module 2).
  • Individual programmes may consider Extended Part of Mathematics (Module 1 or Module 2), Category B subjects (Applied Learning) and/or Category C subjects (Other Languages) for fulfillment of elective requirement. Please refer to the programme entrance requirements of individual programmes for details.

Remarks on admissions score: Individual programme would adopt different score formulae for calculating applicants’ admissions scores. Please refer to the following link for the updated score calculation and subject weights of our programmes for 2021 entry: http://admissions.hkbu.edu.hk/ug/dse_weighting.


First Year Tuition Fee

HK$ 42,100

Contacts

Admissions Office

Email: 334jupas@hkbu.edu.hk

Tel: 3411 2200