School of Communication

Bachelor of Social Sciences (Honours) in Integrated Communication Management

Programme Director: Dr Maggie S K Fung

The Bachelor of Social Sciences (Honours) in Integrated Communication Management is a self-funded four-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.	Demonstrate a thorough grounding in communication studies by examining related concepts, theories, and practices.
2.	Demonstrate an advanced level of communication skills meeting the needs of a community undergoing rapid socio-political and technological changes.
3.	Apply professional knowledge, skills and standards in work situations, with social consciousness and ethical responsibility.
4.	Communicate as professionals in communication studies by exhibiting critical thinking and leadership skills.

The structure of the curriculum is as follows:

I)	Major Courses	66 units
II)	General Education Courses	38 units
III)	Free Elective Courses	24 units
		───────
		128 units

Requirements

The four-year degree programme requires students to complete a total of 128 units, including 38-unit General Education Courses, 66-unit Major Courses and 24-unit Free Elective Courses. As the programme is designed for associate degree/higher diploma graduates, they will be admitted directly into the third 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, General Education and Free Elective Courses to meet the graduation requirement.

Specifically, students are required to complete 54 units of Major Core Courses and 12 units of Major Elective Courses. The programme structure is set out as follows:

I.	Major Courses			66 units
	Major Core Courses (54 units)
	ICMT	3005	Advertising Media Planning	3 units
	ICMT	3007	Communication Theory	3 units
	ICMT	3015	Creative Advertising Copywriting	3 units
	ICMT	3017	Introduction to Public Relations & Advertising	3 units
	ICMT	3025	Graphics & Print Production	3 units
	ICMT	3027	Marketing Principles	3 units
	ICMT	3035	Organizational Communication	3 units
	ICMT	3045	Research Methods	3 units
	ICMT	4005	Advertising & Society	3 units
	ICMT	4015	Communication in Professional Practice	3 units
	ICMT	4025	Crisis Communication	3 units
	ICMT	4035	Event Management	3 units
	ICMT	4045	Integrated Marketing Communication Campaign	3 units
	ICMT	4055	Integrated Marketing Communication Honours Project	3 units
	ICMT	4065	Intercultural Communication	3 units
	ICMT	4075	Public Relations & Media Writing	3 units
	ICMT	4085	Recreation, Sports & Entertainment Promotion	3 units
	ICMT	4095	Social Services Marketing	3 units

	Major Elective Courses (12 units)
	ICMT	3105	Business Communication	3 units
	ICMT	3115	Interactive Advertising Management	3 units
	ICMT	3125	Media Business Environment	3 units
	ICMT	3135	Consumer Behaviour	3 units
	ICMT	3145	Digital Communication	3 units
	ICMT	3155	Fashion Communication	3 units
	ICMT	3165	Journalism & Society	3 units
	ICMT	3175	Journalism Theory	3 units
	ICMT	3185	Television & Hong Kong Society	3 units
	ICMT	3195	Understanding Theatre Arts	3 units
	ICMT	3205	Visual Communication in Multimedia	3 units
	ICMT	3215	Special Topics in Communication	3 units
	ICMT	4105	Global Marketing Strategies	3 units
	ICMT	4115	Marketing Communication in China	3 units
	ICMT	4125	Strategic Public Relations	3 units
	ICMT	4905	Internship	0 unit
	CRWG	3005	Creative Writing for New Media I	3 units
	CRWG	3045	Creative Thinking	3 units
	CRWG	4105	Film and Television Genres	3 units
	CRWG	4175	Studies in Non-Fiction Films	3 units

II.	General Education Courses			38 units
	Core Requirements			26 units
	University English
	University Chinese
	Public Speaking
	Information Management Technology
	Numeracy
	Physical Education
	History and Civilization
	Values and the Meaning of Life
	University Life			12 units

	Distribution Requirements
	Arts
	Business
	Communication/Visual Arts
	Science/Chinese Medicine
	Social Sciences
	Interdisciplinary

III.	Free Elective Courses			24 units
				───────
				128 units