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What will I learn?

Communication is a key to the future in knowledge-based economy and creative industries. The School of Communication of HKBU is the only academic unit in Hong Kong offering a full range of communication programmes at degree and post-graduate levels. It is housed in a building designed specifically for the purpose of advancing higher education in communication and media. The Communication and Visual Arts building is equipped with sound, film and television studios; editing facilities for video, film, sound and print; laboratories and communication research facilities, and its own printing press.

The Bachelor of Communication (Honours) programme offers a variety of ways to explore the exciting field of communication, and equips graduates with the skills required to embark on stimulating and meaningful careers, postgraduate studies, or both.

Public Relations and Advertising

The Public Relations and Advertising Major offers three Concentrations: Advertising and Branding Concentration, Organizational Communication Concentration, and Public Relations Concentration.

Advertising and Branding

Advertising and Branding Concentration prepares students to present ideas in an innovative and socially responsible way for effective brand communication and promotions.

Organizational Communication

Organizational Communication Concentration offers training in knowledge integration and creation, the development of expressive and analytical skills, critical thinking, team building, as well as decision-making and problem-solving ability.

Public Relations

Students of Public Relations Concentration will acquire both the critical understanding and relevant skills to develop successful careers in corporate communication, public affairs, social responsibility, media relations, crisis communication and digital PR across different sectors (i.e. business, government and non-profit).

IAA Accreditation

The School of Communication has scored a first in the Greater China region by winning recognition from the International Advertising Association (IAA), the world’s most influential organization in the advertising industry. The Public Relations and Advertising Major has been awarded the IAA’s highly regarded accreditation. Students graduating from this Major will be awarded the IAA’s Diploma in Marketing Communications, in addition to the Bachelor of Social Sciences degree.

Career Prospects

Careers options are available in strategic communication departments of organizations as well as in PR firms and advertising agencies e.g. agency account directors, corporate communication directors, public affair managers, corporate social responsibility managers, media relations managers, copywriters, art directors, media planners, marketing communication specialists, digital marketing specialists, content managers/creators, brand consultants, management trainees and entrepreneurs.

Which department am I in?

School of Communication

Study options

Full Time (4 years)

Tuition fees
HK$140,000.00 (14,16,287) per year
Start date

Expected September 2022

Venue

Hong Kong Baptist University

Kowloon Tong,

Kowloon City, Hong Kong, Kowloon

Entry requirements

For students from United States

Applicants must hold a combined score of 1,650 in SAT Test (minimum score of 550 in each of Critical Reading, Mathematics and Writing). After 2005, and a sub-score on essay writing of no less than 8; or an American College Test (ACT) composite score of 23; and Grade 3 in at least two Advanced Placement (AP) subjects; or a score of 500 or better in each of two or more subjects in SAT Subject Tests. Students following Intersegmental General Education Transfer Curriculum (IGETC) in community colleges must hold: US High School Graduation Diploma; and successful completion of IGETC with Grade C or above in each of the subjects. English Language Requirements : TOEFL- Internet-based test (iBT) - Score: 79; or Paper-based test (PBT) - Score: 550; IELTS Academic: Overall Band: 6.0. Grade C or above in GCE O-Level/ GCSE/ IGCSE English; or Grade E or above in GCE AS Level or AL Level English; Grade E or above in HKALE Use of English (AS Use of English); 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).

For international students

Applicants who apply for admission with overseas qualifications are expected to have received 12-year pre-university education with appropriate school-leaving qualifications. Students from other countries should have qualifications equivalent to Hong Kong.

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

  • TOEFL: Internet-based test (iBT) - Score: 79; or Paper-based test (PBT) - Score: 550
  • IELTS Academic: Overall Band 6.0
  • IGCSE First Language English: Grade C/ Grade 4
  • IGCSE English as a Second Language: Grade B/ Grade 5
  • 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)

*There may be different IELTS requirements depending on your chosen course.

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