Bachelor’s in Public Relations and Advertising at Beijing Normal University-Hong Kong Baptist University United International College (UIC)
The Public Relations and Advertising Programme in UIC is taught by teachers globally, who possess rich industry experience and strong theoretical knowledge. The teacher team has been awarded a media-related Doctor of Philosophy from famous universities around the world, such as the United States, Malaysia, Hong Kong, Macao, China, etc. In order to cultivate contemporary talents of public relations and advertising fields in the new era of integrated media, PRA conducts systematic learning of communication, advertising, public relations, and other theoretical knowledge, combined with practical activities, such as competitions and internships. Through this way, students can master the communication laws of traditional media and new media, and students can flexibly use the theory and method of communication in front of the line. Also, they can have the ability to research, plan, and creativity.
Liberal Arts Education: students will comprehensively learn professional knowledge of public relations and advertising to possess interdisciplinary learning and application ability.
International Vision: the international team of teachers brings students international cutting-edge academic training and way of thinking.
Pragmatic Innovation: this major is rooted in Guangdong, Hong Kong, and Macao, focusing on serving the actual brand communication needs of surrounding enterprises and institutions through Industry-University research cooperation, so that students can learn, trial error, and grow in actual combat.
Professional Curriculum Setting
Major Required Courses: Communication Theory, Principles of Advertising, Principles of Public Relations, Professional Communication Skills, Electronic Media, Consumer Behavior, Communication Research Methods, Computer Visual Design, Branding in Advertising, Crisis Management, and Risk Communication, Media and Event Planning, Integrated Marketing Communication, Public Relations, and Advertising Strategic Campaigns, Final Year Project, etc.
Major Elective Courses: Big Data and Advertising, Persuasion and Social Influence, Publication Design, Advanced Design and Visualization, Photography and Videography in Advertising, Advertising and Society, Advertising Regulation and Ethics, Public Research in Public Relations and Advertising, etc.
Students of this major have accumulated many excellent practice resources in the process of internships. The internship companies include Ruder Finn (China), Edelman Public Relations Worldwide (China), Ogilvy & Mather (Beijing), Leo Burnett Company (China), DDBNeedham Worldwide (Guangzhou), Publicis Groupe, ByteDance, City Zin, China Unicom, Hunan Satellite TV, EE-Media, Tencent, International Fund For Animal Welfare (IFAW), Shenzhen Media Group, Local TV Stations and Newspapers, etc.
Prospects for Further Education
About 70% of the students choose to study abroad in PRA for their master's degree. Most students choose the Top 200 media-related universities around the world, such as the United States, the United Kingdom, Australia and Hong Kong. At present, the admission of these schools includes the University of Columbia, New York University, University of Florida, Johns Hopkins University, University College London, King's University of London, University of Warwick, University of Edinburgh, University of Glasgow, University of Melbourne, University of Sydney, Chinese University of Hong Kong, University of science and technology of Hong Kong, Hong Kong Baptist University, etc.
There are demands for brand communication in all walks of life, these graduates have diversified employment choices. They can engage in marketing planning, media activity creativity and implementation, brand promotion, copywriting, customer management, enterprise image communication, and other work in public relations advertising companies, media groups, government departments, and Internet companies at home and abroad.
At present, our graduates are all over the world. Some of them are employed in local media-related industries such as New York, London, and Hong Kong. More graduates are employed in famous enterprises such as ByteDance, Huawei Technology, Tencent QQ Music, Ogilvy, BlueFocus, Publicis Groupe, and other well-known companies in Mainland China. Show less