BA Mass Communications, Advertising & Public Relations
大眾傳播、廣告及公關文學士Course Code: 2045-DP017A (CE 68-870-00/21)
Committed first and foremost to producing effective and reflective practitioners, this programme is contemporary and cutting edge, focusing on providing students with the knowledge both theoretically and practically to have a successful career in advertising, corporate / organisational communication, media relations, branding, employee communication, and PR. Students will develop an excellent understanding of communication, advertising and PR principles. Working both on their own and as part of a team, students will also gain transferable skills and develop their confidence in presenting work and ideas to their peers, lecturers and professionals in the industry.
- This programme has over 30 years of history in Scotland;
- Students with relevant AD/HD qualifications will normally be granted credit exemption and eligible to enter the final year of the programme;
- A 10-month intensive, professional training period (full-time) in PR, branding and advertising;
- Graduates of this programme satisfy the education requirement for Associate Membership in the Chartered Institute of Public Relations (CIPR).
Edinburgh Napier University
Edinburgh Napier University (ENU) is one of the largest higher education institutions in Scotland with approximately 19,500 students studying professional and relevant courses at all levels of award. In 2016, Edinburgh Napier received a second Queen's Anniversary Prize for Higher and Further Education (2009 & 2016). This highly prestigious prize is granted biennially to universities and colleges demonstrating work of a world-class standard of excellence.
Edinburgh Napier University was rated top in the UK for adding value to students by the Guardian University Guide 2017. In the same year, the University received five stars for teaching, employability and internationalisation from the prestigious QS Stars rankings. According to the Times Higher Education Young University Rankings (2019), ENU is placed in the top 200 of universities worldwide. Edinburgh Napier is ranked 10th in the area of journalism, publishing and public relations (The Guardian University Guide 2021).
Edinburgh Napier's reputation in the creative industries is forged by its dynamic programmes cultivating innovative and critical thinking in advertising, communication and PR, creative writing, design, film, journalism, music, publishing and television. Edinburgh Napier also offers Scotland's longest running and most successful Mass Communications, Advertising & Public Relations programme.
愛丁堡龍比亞大學師資優良，堅持專業訓練為本的教學方針，畢業生向來獲僱主青睞。QS世界大學排名於2017年，頒發了5星殊榮予愛丁堡龍比亞大學，以肯定大學在教學質素、畢業生受聘率以及院校國際化等方面的卓越成就。大學於《泰晤士高等教育》(2019) 的排名中，擠身全球最佳200大的年輕大學。根據英國《衛報大學排名 2021》，愛丁堡龍比亞大學在新聞、出版及公關範疇中排名全國第10位。
The School of Arts and Creative Industries at Edinburgh Napier University is a national and international centre for training and education in creative media practice. The School has a strong commitment to industry links and practice-based research and offers education which is focused on industry requirements and graduate employability. The School has developed many collaborations with a wide range of partners from industry and education around the world and is proud to be able to offer this exciting full-time degree in partnership with HKU SPACE IC.
Gary Lunt, Link Tutor
School of Arts and Creative Industries
Edinburgh Napier University
Edinburgh Napier University requires students to complete 360 credits (12 modules) for the BA Mass Communications, Advertising & Public Relations degree. Students with relevant AD/HD qualifications will normally be granted an exemption of 240 credits. They will have to undertake 6 modules, or 120 credits (under Edinburgh Napier University's system) to graduate.
There will be 2 semesters, each comprising 14 teaching weeks. The entire programme consists of 6 modules:
|Semester 1||Communication Management|
|Advertising Theory and Practice|
(for those with AD/HD qualifications other than PR and media studies)
|Semester 2||Online Communication|
|Public Relations Theory and Practice|
- The above programme structure is intended for use as a guideline to prospective students. The University reserves the right to modify sequencing of units within the structure.
- The programme structure applies to full-time students. Part-time students are required to take 2 modules in 3 trimesters. For details, please check http://www.hkuspace.hku.hk.
Duration of Study
With full exemptions granted, students can complete the programme in 10 months (full-time).
The unique nature of this programme enables a range of teaching formats to be used. The formats include lectures, seminars, tutorials, practical workshops and consultation sessions.
Undergraduate students are required to complete at least one group project, an individual assignment and/or an examination in each of the modules by demonstrating their critical understanding of the conceptual frameworks shaping advertising and public relations as forms of communication. In some modules, students are required to demonstrate their command of creative abilities by undertaking media presentations.
- Programme Leaders
BA (Hons) ENU; FIIC; MCIPR; MFEIEA CHEUNG, Frankie
BSocSc HKBU; MPhil CUHK; MIPA HK
- Teaching Staff - Edinburgh Napier University
LUNT, Gary BA (Hons) ENU; FIIC; MCIPR; MFEIEA
- Teaching Staff - HKU SPACE
CHAN, Leo Dip Design PolyU; BA Graphic CSM; MA Typo LCC CHEUNG, Frankie BSocSc HKBU; MPhil CUHK; MIPA HK LAM, Janice BBA, MSocSc HKBU LEUNG, Rosette BSocSc CUHK; MSc Lond TANG, Wesley BA CityU HK; MPhil HK
Upon successful completion, students will be awarded the BA Mass Communications, Advertising and Public Relations by Edinburgh Napier University.
Chartered Institute of Public Relations
Graduates of this programme satisfy the education requirement for Associate Membership of CIPR.
Equipped with theoretical and practical knowledge of the communication industry, students of this programme will graduate with the relevant skills to enter fields such as advertising, corporate or organisational communications, marketing, public relations, brand and reputation marketing, internal and online communication and event management.
Qualifications from Edinburgh Napier University are recognised internationally, and graduates of the BA Mass Communications, Advertising & Public Relations are also eligible to progress onto Postgraduate Diploma (PgDip) in Media and Cultural Critique, awarded within the HKU system through HKU SPACE and other local and overseas master's degree programmes.
The tuition fee* for 2021/22 intake is HK$40,500 per semester (2 semesters in total), payable in 2 equal instalments (full-time)^.
Sub-degree graduates without any media or PR background are welcome to apply. The college will provide one bridging module to admitted students. The bridging module fee is HK$2,800.
* The tuition fee is reviewed annually and is subject to change without prior notice.
^ Payment schedule for part-time mode is different.
Extended Non-Means-Tested Loan Scheme (ENLS)
Students are eligible to apply for the HKSAR Government's Extended Non-means-tested Loan Scheme (ENLS). The maximum financial assistance under the ENLS is equivalent to the total tuition fee payable to the HKU SPACE in the academic year.
SCHOLARSHIPS AND BURSARIES
Edinburgh Napier University Scholarship and Bursary
Edinburgh Napier will award one scholarship to a new student achieving outstanding academic results in his or her Associate Degree / Higher Diploma study. The awardee will receive HK$10,000.
A bursary of HK$10,000 will also be granted by HKU SPACE International College to a student admitted to the programme in the 2022/23 academic year.
(for all CC and HPSHCC AD/HD Graduates)
Applicants from HKU SPACE CC/HPSHCC graduates or alumni are entitled to a scholarship of HK$7,000 for enrolling on an IC undergraduate programme in 2022/23. If students achieve a CGPA of 2.8 or above in your sub-degree programme, they will be awarded an additional incentive of HK$5,000 (total scholarship amount: HK$12,000).
To be eligible for the scholarship and/or the incentive, students are required to pay the deposit as stipulated in the conditional offer letter or the tuition fee as stipulated in the final offer letter, whichever applicable, on or before the payment due date. The total scholarship amount (either HK$7,000 or HK$12,000) will be disbursed to students after the commencement of the programme on which they have successfully enrolled.
Applicants shall normally hold an Associate Degree / Higher Diploma in the following areas with a minimum GPA of 2.0:
- Associate of Arts
- Higher Diploma in Public Relations and Corporate Communications
- Associate Degree / Higher Diploma in Business Administration
- Higher Diploma in Translation and Interpretation
- Associate of Applied Social Sciences in Communication, Public Relations and Journalism
- Associate Degree / Higher Diploma in Event Management / Tourism
Holders of any Associate Degree / Higher Diploma awarded within the HKU system through HKU SPACE, or equivalent qualifications from recognised institutions, are normally considered as having attained the required English proficiency. Otherwise, a minimum IELTS score of 6.0 is required.
Sub-degree graduates without relevant academic background can still apply. They might be required to take one bridging module (HK$2,800) in semester 1.
CSM London Summer Study Programme
This programme organised by IC provides a valuable opportunity for students to enroll into a short course in Central Saint Martins College of Arts and Design (CSM), one of the world's leading institutes for arts and design education with 150 years of history.
This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.