Program Overview

Bachelor of Communication (Hons) in Public Relations and Advertising

Advertising and Branding Concentration

The Advertising and Branding Concentration hones students' creative ideation and strategic expression, enabling them to develop powerful brand narratives and translate these into compelling, multi-platform campaigns. With an emphasis on brand storytelling and innovative concept development, students are trained to leverage AI as a creative partner while ensuring their work reflects social responsibility and ethical purpose.

Programme Details

Programme Code

Non-JUPAS: BCOMM PRA AD & BRAND

Duration of Study

2 Years

Mode of Study

Full Time

Class Start Date

September 2026

Medium of Instruction

The medium of instruction for classroom teaching (in all forms) at HKBU is English, except for those courses that are granted exemption.

Fund Type

Government Funded

Credits Required for Graduation

128

Programme Description

The Advertising and Branding Concentration develops creative and strategic thinkers capable of crafting compelling brand narratives and transforming them into engaging, multi-platform campaigns. Emphasising brand storytelling, innovative concept development, and ethical responsibility, students learn to seamlessly integrate traditional and digital media strategies within a dynamic communication environment.

The curriculum offers comprehensive training in strategic planning, campaign design and management, communication research, consumer insights, content creation, data visualisation, and digital marketing. A unique aspect of the programme is its focus on the innovative application of artificial intelligence. Students are encouraged to collaborate with AI as a partner to generate ideas, analyse consumer behaviour, and refine campaign strategies, all while critically examining social impact, ethics, and responsible innovation. By blending human creativity with AI-driven tools, students are prepared to lead in the evolving field of advertising and branding with both innovation and purpose.

Unique Features

• Highlight the concepts, processes, and practices of advertising and branding in Hong Kong and Asia while maintaining strong connections to the global industry landscape.
• Enable students to master professional communication skills with a focus on creativity, leadership, problem-solving, and ethical responsibility.
• Provide hands-on opportunities through workshops, company visits, student competitions, research projects, and collaborations with real clients on campaign development.
• Emphasise the principle of social responsibility by encouraging students to critically apply knowledge and theories in designing purposeful communication strategies and campaigns.
• Integrate artificial intelligence as a creative and analytical partner, empowering students to experiment with emerging technologies while reflecting on their social and ethical implications.

Student Learning Experiences

Our student interns reap a heap of benefits on the road to becoming communication professionals. They can immerse themselves in specialised on-the-job training; they can get a real taste of the hectic and energetic industry life; they can also enlarge their network for friendship and career development advice.

Practice incubates knowledge. Our students take up internships with local and international organizations, from "in-house" corporate communication departments of publicly-listed companies, start-ups, NGOs, and public sector to global public relations and advertising agencies. A well-established industry network is our strength, in which students can better equip their study life with real-world practice.

Career Opportunities

Graduates of the Advertising & Branding (AB) Concentration are prepared for a wide range of professional roles in the creative, media, and communication industries. Career opportunities include positions such as:

• Account Executive / Account Manager
• Brand Manager / Brand Consultant
• Creative Director / Art Director
• Copywriter / Content Creator
• Integrated Marketing Communication (IMC) Strategist / Campaign Planner
• Digital Marketing Specialist / Social Media Strategist
• Visual Designer / Graphic Designer
• Media Planner / Communication Analyst
• Influencer / Community Manager