The Department of Communication Studies offers a comprehensive programme in strategic communication. The programme provides the theoretical background, research and practical skills to equip its graduates with an integrated understanding of human and persuasive communication. This allows the students to have the creativity and strategic thinking to face the many challenges awaiting them upon graduation. The programme centers on Greater China and the role of communication in the international setting. Each concentration within the Department shares a common core of theory and research skills while emphasizing specific application of that knowledge in different disciplines.

The 4-year programme offered by the Department of Communication Studies in Public Relations and Advertising Major includes three concentrations: Advertising and Branding, Organizational Communication and Public Relations.

Advertising and Branding concentration provides professional education for students to learn not only how to create and implement effective advertising and marketing communication strategies, it also aims to inspire and train students to develop a strategic mindset for building strong brands. Students majored in advertising and branding will be able present ideas and create emotion in an innovative and socially responsible way to multiple audiences for effective brand communication and promotions. This concentration covers a wide range of topics including: the design and visualization implementation, content creation and evaluation, creative and strategic planning strategies, brand communication, copywriting, media planning and audience engagement, narrative and storytelling and so forth. Students are expected to become effective and ethical communication managers, content co-creators or brand consultants.

The Organizational Communication concentration prepares the next generation of enterprising graduates by equipping them with the people communication skills to excel in professional, organizational contexts. The concentration is a strong blend of theory and practical applications at various levels of communication, emphasizing knowledge integration and creation, the development of expressive and analytical skills, critical thinking, team building, as well as decision-making and problem-solving ability. Students are equipped for professional careers in event planning and project management, leadership positions (such as management trainee and entrepreneur), and organizational training and development.

Public Relations concentration prepares students both the critical understanding and relevant skills to develop successful careers in corporate communication, public affairs, social responsibility, media relations, crisis communication and digital PR across different sectors (i.e. business, government and non-profit).

The three concentrations complement and support one another to constitute a full-fledged communication programme.