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									         傳 理 學 院                        傳 播 系
         School of Communication        Department of Communication Studies

Bachelor of Social Sciences in
    Integrated Communication
Full-time Degree Programme for Associate Degree & Higher Diploma Graduates
This programme is offered by the Hong Kong Baptist University Department of
Communication Studies for holders of associate degree or higher diploma who wish to
continue on to a Bachelor’s degree in public relations, advertising, and integrated marketing

Programme Features
      A non-government funded top-up degree programme
      A full-time day programme normally completed in 2 years
      Provides students with academic and practical knowledge and skills related to marketing and
       communication management
      Offers students a managerial focus, featuring marketing, society and communication, public
       relations and advertising as well as campaign planning in business, travelling and hospitality,
       sports, media, public and social sectors in Hong Kong
      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
      Supported by the Department of Communication Studies, in which the first and most
       comprehensive advertising and public relations programme in Hong Kong is housed

Bachelor of Social Sciences in Integrated Communication Management awarded by the Hong Kong
Baptist University.

Career Prospect
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
among others advertising, public relations, non-government organizations, businesses, conference
and exhibition, recreation, sports, civil service, media and entertainment, etc. Graduates working in
the public relations field can register as members of the Hong Kong Public Relations Professionals’
Association Limited ("PRPA").

Programme Structure
Students are required to complete 60 units of study which include 48 units of Major Core Courses and
12 units of Major Elective Courses.
Major Core Courses (48 units)
    Introduction to Public Relations and Advertising
    Integrated Marketing Communication Campaign
     Creative Advertising Copywriting
     Advertising Media Planning
     Global Marketing Strategies
     Public Relations and Media Writing
     Crisis Communication
     Event Management
     Recreation, Sports and Entertainment Promotion
     Social Service Marketing
     Advertising and Society
     Organizational Communication
     Intercultural Communication
     Communication Theory
     Research Methods
     Graphics and Print Production

Major Elective Courses (12 units)
     Marketing Communication in China
     Special Topics in Communication
     Strategic Public Relations
     Documentary Photography
     Digital Communication
     Broadcast Laboratory *
     Performing Arts Appreciation*
     Visual Communication in Multimedia*
     Television and Hong Kong Society *
     Television Studio Production*
     Journalism and Society*
     Journalism Theory*
     Marketing Principles*
     Consumer Behaviour*

(*Up to 12 units will be exempted for HKBU AD graduates from relevant concentrations. They will
have to take other courses in the Major Elective to make up for the units exempted.)
Note: 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 from Hong Kong Baptist University or other local/overseas
      recognized institutions; or
     hold a relevant Higher Diploma from other recognized institutions.
Candidates who possess equivalent qualifications are to be assessed by the Admission Committee on
a case-by-case basis.
Students who need to make-up the pre-requisite and the complementary studies courses may do so
with the College of International Education (CIE), Hong Kong Baptist University.                        Concurrent
enrollment of programme pre-requisites/complementary studies courses and major core/elective
courses is accepted.

September 2009

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 Ma On Shan Line.               With a gross floor area of 30,000m , the
campus provides full university facilities including indoor swimming pool, gymnasium, auditorium,
computing and multimedia laboratories, library, cafeteria, and environmental resource centre. Special
learning facilities such as college-based community recreation centre, communication laboratory and
language laboratory, psychology laboratory and child assessment centre, are also set up to provide
students with practical experiences in their studies areas.

Tuition Fee
$63,000 per academic year ($2,100 per unit of study)
The tuition fee is paid by two equal installments which are due before the commencement of the first
and second semester respectively.

Financial Assistance
Students are eligible to apply for the Financial Assistance Scheme for Post-secondary Students
(FASP) and the Non-means Tested Loan Scheme (NLSPS) administered by the Hong Kong
Government Student Financial Assistance Agency (SFAA).

Application Procedures
Application forms can be downloaded from the CIE website.              Please refer to the “Notes to Applicants”
printed on the application form.

Tel:        3411-3044
Fax:        3411-2729

Information in this leaflet is correct at the time of preparation in April 2009 and is subject to change without prior

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