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This programme is offered by School of Communication, Hong Kong Baptist University for holders of Associate Degree (AD) or Higher Diploma (HD) who wish to continue on to a Bachelor’s degree in public relations, advertising, and integrated marketing communication.

Programme Features

  • A non-government-funded honours undergraduate programme. Supported by School of Communication, which houses the first and most comprehensive advertising and public relations programme in Hong Kong.
  • A full-time programme which is normally completed in two years.
  • Provides students with academic as well as practical knowledge and skills related to marketing and communication management.
  • Offers students a managerial focus, featuring marketing, media, social communication, public relations and advertising as well as campaign planning in business, travel and hospitality, sports, media, public and social sectors in Hong Kong.
  • A variety of scholarships and funds are available for eligible students.
  • Upon completion of the programme, students will be able to integrate theories and practices in executing integrated communication campaigns incorporating public relations, advertising, interactive and publicity activities.
  • An accredited programme by International Advertising Association (IAA), whose graduates will also be awarded the IAA Certificate of Completion.

Award

Bachelor of Social Sciences (Honours) in Integrated Communication Management awarded by Hong Kong Baptist University

Career Prospects

The programme will equip graduates with the academic training and advanced practical skills in marketing communication required for pursuing careers in a wide array of professions. They include advertising, public relations, non-government organisations, businesses, conference and exhibition, recreation, sports, civil service, media and entertainment. Graduates who satisfactorily complete the course of study obtain an extra IAA’s Certificate of Completion of Accredited Course, and enjoy academic membership privileges across the IAA’s global network. In addition, graduates working in the public relations field can register as members of Hong Kong Public Relations Professionals’ Association Limited (PRPA).

Programme Structure

The four-year undergraduate programme requires students to complete a total of 128 units, including 66 units of Major Courses (with a 3-unit General Education Capstone course listed under the Category of Major Core Courses), 13 units of University Core Courses, 15 units of General Education Courses and 34 units of Free Elective Courses. Students with Associate Degree or Higher Diploma qualifications will normally be admitted directly into the third year of study to complete the programme in two years.

Specifically, students are required to complete 54 units of Major Core Courses and 12 units of Major Elective Courses.

Major Core Courses (54 units)

* Students may apply for course exemption if they have taken equivalent courses in other institutions, but they are normally required to replace the exempted Core Courses with Elective Courses to make up for the units being exempted.

Major Elective Courses (12 units)

Remark: Individual courses may use Chinese as the course content requires.

General Education (38 units)

The General Education (GE) Programme provides the foundation of a well-rounded university education by promoting Whole Person Education. The 38 units required under the GE requirements are divided into two categories - Core Requirements^ and Distribution Requirements#.

Core Requirements (26 units)
Distribution Requirements (12 units)

^  For Associate Degree & Higher Diploma applicants, block exemption for University English, University Chinese, Information Management Technology, and Numeracy will be granted.

# For Associate Degree applicants, there will be block exemption for all Distribution Requirements. For Higher Diploma applicants, block exemption for any 1 course of Distribution Requirements will be granted.

Remarks:

  1. The number of courses/units the students are required to complete will depend on the number of courses/units for which exemption and/or unit transfer will be granted. All unit transfer or course exemption shall be considered on a case-by-case basis upon admission. Students are required to complete all programme pre-requisites and GE courses to meet the graduation requirements.
  2. Exempted courses equivalent to 38 units of GE courses will be considered by the Programme on a case-by-case basis.
  3. Make-up courses may be required on admission.
  4. The University reserves the right to make changes to these courses without prior notice.

Admission Requirements

To be eligible for admission, a candidate should hold

  • a relevant Associate Degree (AD) from any of the local/overseas recognised institutions; or
  • a relevant Higher Diploma (HD) from any recognised institutions.
  • Preference will be given to candidates with a score of 6 or above in the International English Language Testing System (IELTS).

Candidates who possess equivalent qualifications are to be assessed on a case-by-case basis.

Students are expected to complete all programme pre-requisites and GE courses in their Associate Degree or Higher Diploma studies. Otherwise, they may have to complete additional units of study to make up for the programme pre-requisites and GE courses at College of International Education (CIE), Hong Kong Baptist University.

Campus

The programme is offered at the Hong Kong Baptist University's Shek Mun (Shatin) Campus, which is located next to the Shek Mun Station of MTR Ma On Shan Line. With a gross floor area of 30,000m2, the campus provides full university facilities, including indoor swimming pool, gymnasium, auditorium, multimedia laboratories, library and learning commons. Special learning facilities such as bioeco laboratory, food sensory laboratory, testing and analytical laboratory, food & nutritional science laboratory, active living laboratory, social science research laboratory, media communication laboratory, psychology laboratory, press conference room and child assessment centre are also set up to provide students with practical experiences in their areas of study.

Tuition Fee

HKD85,140 per year. Students are required to complete 66 units in two years at HKD2,580 per unit (Total HKD170,280).

The annual tuition fee is paid in two equal installments, normally before the start of the first and the second semesters. For newly enrolled undergraduate students, HKD15,000 of the first installment plus some fees will have to be paid by the applicants for acceptance of their admission offers and the balance will have to be paid in late August. Students are required to pay full tuition fees per semester during the normal period of study, regardless of the number of units enrolled in the semester.

For students who are required to take make-up course(s) to fulfill the programme pre-requisites and/or GE courses, additional tuition fee for the make-up course(s) will be charged at HKD1,735 per unit.

Financial Assistance

Full-time local students may apply for the Financial Assistance Scheme for Post-secondary Students (FASP) and the Non-means-tested Loan Scheme for Post-secondary Students (NLSPS) administered by the Student Finance Office (SFO) under the Working Family and Student Financial Assistance Agency (WFSFAA), HKSAR Government. For more information, students should contact the SFO or visit its website at www.wfsfaa.gov.hk.

Application Procedures

The University accepts both online and paper application. The online application system and paper application form can be found at our website (https://www.cie.hkbu.edu.hk/admissions/2020-21/en/ug_home/). Applicants may apply for more than one programme if they wish to. A non-refundable and non-transferable application fee will be charged for EACH applied programme.

Online Application:
Applicants should submit the application through our website and are required to settle the application fee (Local: HKD350; Non-local: HKD450) via online payment gateway (credit card or PPS online) before the application deadline. Please refer to the “Important Information” and “Instructions” in the online application system for details.

Paper Application:
Applicants should submit the completed application form together with the relevant supporting documents and proof of application fee (Local: HKD350; Non-local: HKD450) before the application deadline. Please refer to the “Notes to Applicants” printed on the application form for details.

Enquiries

For enquiries concerning the application procedure, please contact Academic Registry Services Section.
Tel: 3411 3044
Fax: 3411 3361
Email: spadmit@hkbu.edu.hk
Website: cie.hkbu.edu.hk
Address: Hong Kong Baptist University (Shek Mun Campus)
               13/F, 8 On Muk Street, Shek Mun, Shatin, New Territories

For further information about the programme, please contact School of Communication.
Tel: 3411 3016
Fax: 3411 3326
Website: www.comm.hkbu.edu.hk