Department of Communication Studies
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The Department of Communication Studies at HKBU is a diverse community of scholars committed to advancing the communication discipline as an essential area of human inquiry and contributing to the growth and welfare of our community. The faculty is dedicated to preparing students for life-long learning and active contributions to the society in a collaborative and inclusive academic environment. |
 Staff and Facilities |
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The Department of Communication Studies at HKBU is a diverse community of scholars committed to advancing the communication discipline as an essential area of human inquiry and contributing to the growth and welfare of our community. The faculty is dedicated to preparing students for life-long learning and active contributions to the society in a collaborative and inclusive academic environment. |
| The Programme |
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The Department of Communication Studies offers a pioneering programme in Hong Kong through its three options: Digital Graphic Communication, Organizational Communication, and Public Relations and Advertising. It is the first programme to provide a broad and well-rounded view of the human communication process. It cultivates competence in speech, written and visual communication, develops critical thinking and creative expression. Setting eyes on Greater China, the programme centres the role of communication in the international setting and provides theoretical knowledge and skills to equip its students for the many challenges awaiting them upon graduation. Options share a common core of theory and skills for different specific application of that knowledge.
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The Digital Graphic Communication Option (DGC) adopts a truly comprehensive "multiple media" approach to design communication. Recognizing the multiple dimensions of message design, the Option teaches the basic concepts, theories, aesthetics and skills available to communicators in the digital domain. Emphasis is placed on both creativity and problem-solving aiming at the innovative expression of ideas through the use of new technologies. Students learn to solve broad and specific design communication problems and to manage development of communication applications in interactive media and business domains.
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| A press conference conducted by ORGC students |
The Organizational Communication Option (ORGC) prepares students for professional careers as communication specialists in public, corporate, and non-profit organizations. The Option emphasizes knowledge integration and knowledge creation, development of expressive and analytic skills, as well as critical thinking, team building, and problem solving abilities rather than media production. The curriculum is a strong blend of theory and practical application in all levels of human communication, such as interpersonal, small groups, mass mediated and public, in the organizational context. Students learn to effectively manage communication for organizations in a global environment.
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| Students learn through activities organized by student societies and workshops |
The Public Relations and Advertising Option (PRA) facilitates students in learning the art of persuasive communication in both public relations and advertising. Students learn the concepts, processes, management, and skills of integrated marketing communication environments, with an emphasis on Hong Kong, mainland China and Asia. Students learn to analyse the relationship between media, the cultural infrastructure, and the concepts, process, and management of communication programmes designed to attain or maintain inter-organizational or social accord.
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| Student Life |
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Students learn not only in lectures and tutorials but from practicums, internships, exchange outside Hong Kong. Practicum namely Digiforce, The Young Communication Professionals (YCP) and The Young Agency (TYA) form an integral part of student learning. They are offered to students of the Digital Graphic Communication, Organization Communication and Public Relations and Advertising Options respectively.
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Digiforce provides students with hands-on experience on solving real world problems for clients with cost effective solutions, by participating in the planning and presentation of digital graphic communication projects, events, and exhibitions. Students represent HKBU in the annual Joint University Multimedia Exhibition (JUME) with the other universities design departments. Digiforce has landed many significant projects in the commercial as well as educational sectors. The redesign of the HKBU's homepage is an example of their creative work.
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YCP provides students with the opportunity to integrate subject material by engaging in practical communication activities. It is responsible for the ongoing development of a database of research about communication in Hong Kong and the mainland. YCP conducted a public opinion survey on university students' attitude toward 2003 District Council Election and organized to present the results of the survey interviewing 1,000 University students. It attracted 11 Hong Kong and Macau newspapers, TV and radio station to report this issue.
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TYA is designed to function as a public relations and advertising organization. Modeled on the structure of a typical advertising and public relations company, TYA handles commissioned projects or assignments and gain practical experience by participating in the planning and execution of actual public relations and advertising programs. Students become familiar with the techniques of objective setting, evaluation, research, and strategy-selection. In 2002-3 publicity campaign " 董得你心 ", for the C. H. Tung, Chief Executive, was successfully organized by the Agency. It was widely reported by the media drawing much public attention.
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| Highlights and Achievements |
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Faculty of the Department won awards for their book and articles. DGC students won Special Jury Award in the Animation Section of the Hong Kong Independent Short Film & Video Awards, Best Presentation Award in Asian Inter-University Multimedia Design Competition organized by RTHK, awarded the Hong Kong Design Association student scholarship, and selected to study animation and special effects in New York University with industry professionals; ORGC students won Best Group Award under the Young Leaders Programme and Most Outstanding Team Award of Young Leaders Development Program; DGC and PRA students won merit awards in Student Creative Awards organized by the Association of Accredited Advertising Agents of Hong Kong.
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| DGC Graduation Exhibition 2005 |
| Career Prospects |
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DGC graduates can be graphic designers, art directors and creative directors in advertising agencies, computer animators, web and interactive multimedia designers.
ORGC graduates become corporate communication officers, communication policy analyst, communication training coordinators in business, government, NGOs and academic institutions.
PRA graduates are advertising copy writers, account executives, public relations officers, media planners, researchers, corporate communication managers, creative directors, communication policy analysts.
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| Future Development |
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The department is planning a MA programme on public relations and advertising and developing online postgraduate certificate course series. It will also offer top-up degrees at undergraduate level on a new satellite campus in Zhuhai. |
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