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Undergraduate Programmes

Communications and Cultural Studies

BA Mass Communications, Advertising & Public Relations


Course Code: 1745-DP017A (CE 68-870-00/91)
Ms. Stefanie Au
T: 2910 7613
Mr. Frankie Cheung


Programme Overview

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.


Online Information and Alumni Sharing New

Edinburgh Napier University: An Introduction New

Programme Highlights

  • This programme has over 25 years of history in Scotland;
  • A 10-month intensive, professional training period in PR, branding and advertising;
  • Edinburgh Napier is ranked 23rd in the Guardian University League table 2019 in the area of Public Relations, Journalism and Publishing;
  • Graduates of this programme satisfy the education requirement for Associate Membership in the Chartered Institute of Public Relations (CIPR).


  • 課程在蘇格蘭擁有超過二十五年的歷史
  • 為期十個月的大學學位課程,集中修讀廣告、品牌及公關專業
  • 根據英國《衛報大學排名 2019》,愛丁堡龍比亞大學在公關、新聞及出版範疇中排名全國第23位
  • 本課程畢業生獲英國特許公關學會認可,達到準會員資格的學術要求。

Edinburgh Napier University

Edinburgh Napier University

Edinburgh Napier University 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.  Edinburgh Napier received a second Queen’s Anniversary Prize for Higher and Further Education in 2016. This highly prestigious prize is granted biennially to universities and colleges demonstrating work of a world-class standard of excellence.

Edinburgh Napier is rated top in the UK for adding value to students by the Guardian University Guide 2017. The University currently holds 5 QS stars for teaching, employability and internationalisation, and enters the Times Higher Education World University Rankings, putting it in top 5% univerities worldwide.

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 Communication, Advertising & Public Relations programme.



愛丁堡龍比亞大學師資優良,2017年獲英國衞報評為英國最能為學生增值的高等學府之一。愛丁堡龍比亞大學在教學表現、就業率以及國際化方面均取得 QS 5星評級,在《泰晤士高等教育世界大學排名》中為最佳的5%的國際大學。


Welcome Message

Pauline M. Judd
Pauline M. Judd
Dean of School of Arts and Creative Industries

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.

Pauline M. Judd
Dean of School of Arts and Creative Industries
Edinburgh Napier University



Content and

Programme Structure

There will be 2 semesters, each comprising 14 teaching weeks. The entire programme consists of 6 modules:

Semester Module Title
Semester 1 Communication Management 2
Advertising Theory and Practice

Corporate Communication

(for those with AD/HD qualifications other than PR and media studies)

Semester 2 Online Communication
Public Relations Theory and Practice
Visual Communication 1

Download Module Description

Note: The programme structure applies to full-time students. Part-time students are required to take 2 modules in 3 trimesters. 

Duration of Study

With full exemptions granted, students can complete the programme in 10 months (Full-time). 

Teaching Mode

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.

Grading System for Assignment

Teaching Staff

  • Programme Leaders
    LUNT, Gary
    (Edinburgh Napier)
    CHEUNG, Frankie
  • Teaching Staff - Edinburgh Napier University
    LAMBERT, Ian BA (Hons) Birmingham; MA Lond
  • Teaching Staff - HKU SPACE
    CHAN, Leo Dip Design PolyU; BA Graphic CSM; MA Typo LCC
    CHEUNG, Frankie


    LAM, Janice BBA, MSocSc HKBU
    LEUNG, Rosette BSocSc CUHK; MSc Lond
    TANG, Wesley

    BA CityU HK; MPhil HK

Award and


Upon successful completion, students will be awarded the Bachelor of Arts Mass Communications, Advertising and Public Relations by Edinburgh Napier University.

Professional Recognition

Chartered Institute of Public Relations CIPR

Graduates of this programme satisfy the education requirement for Associate Membership of CIPR.

Career Opportunities

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.

Further Studies

Qualifications from Edinburgh Napier University are recognised internationally, and graduates of the BA Mass Communications, Advertising & Public Relations are eligible to progress onto Postgraduate Diploma (PgDip) in Media and Cultural Critique, awarded within the HKU system through HKU SPACE or MA Media, Communications and Critical Practice in Hong Kong awarded by London College of Communication (LCC), University of the Arts London (UAL) and other local and overseas master's degree programmes.

Progression Path


Fees and

Tuition Fee

The tuition fee* for 2019/20 intake is HK$40,000 per semester (2 semesters in total), payable in 2 equal instalments.

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.

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. For details, please refer to the website of Student Financial Office (SFO) of the Working Family and Student Financial Assistance Agency (WFSFAA). 

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 2019/20 academic year.

IC Scholarship

(for all CC and HPSHCC AD/HD Graduates) 
Applicants from HKU SPACE CC/HPSHCC graduates or alumni are entitled to a scholarship of HK$5,000 for enrolling an IC undergraduate programme in 2019/20.  If you achieve a CGPA of 2.8 or above in your sub-degree programme, you will be awarded an additional incentive of HK$5,000 (total scholarship amount: HK$10,000).

To be eligible for the scholarship and/or the incentive, you 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$5,000 or HK$10,000) will be disbursed to you after the commencement of the programme on which you have successfully enrolled.

more details


Entry Requirements

An applicant 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.

Student Work
and Activities

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.