Academy of Visual Arts

Bachelor of Social Sciences in Integrated Communication Management (3-year)

Programme Director: Dr Kineta H Hung

The Bachelor of Social Sciences in Integrated Communication Management is a self-funded three-year full-time degree programme designed for associate degree/higher diploma graduates who wish to further their studies in public relations, advertising and integrated marketing communication. The programme aims to provide students with the academic and practical knowledge and skills related to communication management. The programme consists of a wide range of fundamental communication courses, with a particular emphasis on social services marketing as well as communication strategies in health and public issues. It provides students with a solid undergraduate education required for pursuing career or further study in the related fields.

Specifically, the programme aims to deliver the following learning outcomes:

1.	Students should be able to integrate theories and practices in executing public relations and advertising campaigns and activities;
2.	Students should know well the concepts, procedures, management and skills of integrated communication management; and
3.	Students should be able to develop careers in public relations firms, advertising agencies, sports, entertainment and travel destination promotion, social services marketing and communication, and in the communication departments in different types of organizations.

Requirements

The three-year degree programme requires students to complete a total of 96 units, including 36-unit Complementary Studies courses and 60-unit major courses. As the programme is designed for associate degree/higher diploma graduates, they will be admitted directly into the second year of study. The number of courses/units the students are required to complete will depend on the number of courses/units for which exemption and/or unit transfer will be granted. All unit transfer or course exemption shall be considered on a case-by-case basis upon admission. Students are required to complete all programme prerequisites and Complementary Studies courses to meet the graduation requirement.

Specifically, students are required to complete 48 units of Major Core Courses and 12 units of Major Elective Courses. The programme structure is set out as follows:

Major Core Courses				48 units
	ICM	2110	Introduction to Public Relations & Advertising	3 units
	ICM	2120	Communication Theory	3 units
	ICM	2130	Organizational Communication	3 units
	ICM	2140	Graphics & Print Production	3 units
	ICM	2210	Creative Advertising Copywriting	3 units
	ICM	2220	Public Relations & Media Writing	3 units
	ICM	2230	Advertising Media Planning	3 units
	ICM	2240	Research Methods	3 units
	ICM	3110	Integrated Marketing Communication Campaign	3 units
	ICM	3120	Event Management	3 units
	ICM	3130	Social Services Marketing	3 units
	ICM	3140	Crisis Communication	3 units
	ICM	3210	Recreation, Sports & Entertainment Promotion	3 units
	ICM	3230	Advertising & Society	3 units
	ICM	3240	Intercultural Communication	3 units
	ICM	3340	Marketing Principles	3 units

Major Elective Courses				12 units
	ICM	2150	Business Communication	3 units
	ICM	2250	Communication in Professional Practice	3 units
	ICM	3220	Global Marketing Strategies	3 units
	ICM	3310	Marketing Communication in China	3 units
	ICM	3320	Special Topics in Communication	3 units
	ICM	3330	Strategic Public Relations	3 units
	ICM	3350	Consumer Behaviour	3 units
	ICM	3360	Journalism & Society	3 units
	ICM	3370	Journalism Theory	3 units
	ICM	3390	Digital Communication	3 units
	ICM	3420	Understanding Theatre Arts	3 units
	ICM	3430	Visual Communication in Multimedia	3 units
	ICM	3440	Television & Hong Kong Society	3 units

Complementary Studies Courses		36 units
	Core Requirements	15 units
	English Language course
	Chinese Language course
	Values & the Meaning of Life course
	Information Management Technology course
	Physical Education course
	University Life course
	Distribution Requirements
	Any two courses outside Communication, of which one must be a Science course	6 units
	Any two non-major/option courses	6 units
	Free elective courses	9 units
		──────
		96 units