Program Overview

Comprehensive Program Details

The Comprehensive Program in Integrated Communication Management is offered by the College of International Education, Hong Kong Baptist University. This program is designed 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.

Program Overview

The program aims to provide students with solid knowledge in communication management, equipping them to pursue careers in advertising, public relations, and related fields. The curriculum includes various courses that focus on different aspects of communication management, such as creative media planning, communication theory, and marketing principles.

Curriculum Structure

The four-year undergraduate program requires students to complete a total of 128 units, including:

• 63 units of Major Courses
• 13 units of University Core Courses
• 18 units of General Education Courses
• 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 program in two years.

Major Core Courses

Some of the major core courses include:

• Creative Media Planning
• Communication Theory
• Creative Advertising Copywriting
• Introduction to Public Relations and Advertising
• Graphics and Print Solutions
• Marketing Principles
• Organizational Communication
• Research and Communication
• Persuasion and Social Influence
• Advertising and Social Issues
• Integrated Communication Management Honours Project I and II
• Crisis Communication
• Event Management
• Integrated Marketing Communication Campaign
• Intercultural Communication
• Public Relations and Media Writing
• Digital Solution-Production and Performance

Major Elective Courses

Some of the major elective courses include:

• Popular Music and Society
• Media Business Environment
• Fashion Communication Management
• Television and Hong Kong Society
• Journalism and Society in a PR Perspective
• Strategic Public Relations Management
• ICM Internship

General Education Capstone Course

The General Education Capstone Course is a 3-unit course that aims to provide students with the opportunity to apply the knowledge and skills they have acquired in their general education courses to real-world problems.

University Core

The University Core is a requirement in the undergraduate curriculum that aims to provide students with the essential and transferable knowledge and skills that help them lead successful lives. The University Core includes courses such as University English, University Chinese, Healthy Lifestyle, and The Art of Persuasion.

General Education

The General Education Programme provides the foundation of a well-rounded university education. The goal of the program is to promote Whole Person Education (WPE) through exposure to a range of transferable skills, guiding principles, and attitudes that all students will need in their future professional and personal lives.

Free Elective Courses

Free Elective Courses are normally exempted for Associate Degree or Higher Diploma graduates seeking year 3 entry.

Admission Requirements

To be eligible for admission, a candidate should hold:

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

Campus

The program is offered at the Hong Kong Baptist University's Shek Mun (Shatin) Campus, which is located next to the Shek Mun Station of MTR Tuen Ma Line.

Tuition Fees

The annual tuition fee is:

• Local: HKD92,400 per year
• Non-local: HKD108,900 per year

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.

Career Guidance

The program provides career guidance and support to students through various activities, such as:

• Summer Internship
• ICM Boss Talks
• Career Chit Chat

Alumni Sharing

Some of the alumni sharing include:

• Ernest Poon, YouTuber and Bachelor of Social Sciences (Hons) in Integrated Communication Management, HKBU 2015
• Chi Ming Lau, Member of Hong Kong Karatedo Team and Bachelor of Social Sciences (Hons) in Integrated Communication Management, HKBU 2012
• Kerry Kong, Associate Director at Mindshare and Bachelor of Social Sciences (Hons) in Integrated Communication Management, HKBU 2013
• Gary Lau, Sports Anchor and Bachelor of Social Sciences (Hons) in Integrated Communication Management, HKBU 2016
• Charlie Chan, Senior Account Manager, AmCham HK and Bachelor of Social Sciences (Hons) in Integrated Communication Management, HKBU 2017

U-Life

The program provides various U-Life activities, such as:

• Study Tour to Seoul, South Korea
• Study Tour to Tokyo, Japan
• Eldage - Traditional Craftsmanship Research Competition
• ICM Distinguished Lecture
• Asia Social Innovation Award 2016
• ICM Boss Talk Reunion

Job Prospects

Graduates of the program can pursue careers in various fields, such as:

• Advertising
• Public Relations
• Marketing
• Corporate Communication
• Event Management
• Media and Entertainment

Program Accreditation

The program is accredited by the International Advertising Association (IAA).