Bachelor's in Public Relations and Advertising

Beijing Normal University-Hong Kong Baptist University United International College (UIC) is a liberal arts and sciences college located in Zhuhai, Guangdong Province, China. Established in 2005, UIC is a joint venture between Beijing Normal University and Hong Kong Baptist University. It offers undergraduate and graduate degree programs in a wide range of fields, including business, computer science, design, engineering, humanities, and social sciences.UIC is committed to providing a bilingual and interdisciplinary education that emphasizes creativity, critical thinking, and cross-cultural understanding. With state-of-the-art facilities and a diverse student body from over 40 countries and regions, UIC has a strong international focus and is known for its global partnerships with leading universities and institutions around the world. The college is dedicated to producing innovative and socially responsible graduates who are equipped to meet the challenges of the 21st century and contribute to the development of their communities and the world at large.

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.

Teaching Characteristics

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.

Internship Companies

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.

Employment Prospects

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.

Situated in Zhuhai, Beijing Normal University-Hong Kong Baptist University United International College (UIC) is the first full-scale cooperation in higher education between the Chinese Mainland and Hong Kong. UIC shoulders the historical mission of advancing the internationalization of Chinese higher education and taking the lead in implementing liberal arts education in China.

Exceptional Location

UIC is located in the beautiful coastal city of Zhuhai in the Guangdong-Hong Kong-Macao Greater Bay Area. As one of China's most liveable cities, Zhuhai is adjacent to Macao and Hong Kong, connected by the Hong Kong-Zhuhai-Macao Bridge. Zhuhai was one of the first places where modern Chinese met Western culture.

International Higher Education

With English as the medium of instruction, UIC's education is of international standards with high-caliber academic performance. The college has established the Divisions of Business and Management, Culture and Creativity, Humanities and Social Sciences, Science and Technology, in addition to the Graduate School. Altogether UIC offers 28 undergraduate programmes, and is approved to offer nine research and five taught postgraduate programmes for over 7,000 students. Undergraduates receive HKBU Bachelor's Degrees and UIC Graduation Certificates, and postgraduates earn HKBU degrees.

Liberal Arts College

Aiming to serve China and the world, UIC has built a new model for liberal arts education in China by tapping into traditional Chinese and Western cultural resources. A liberal arts education cultivates open-minded, well-rounded talents, enabling students to dig into their academic field of expertise with an interdisciplinary approach. UIC provides a student-centered learning environment and encourages a healthy student-teacher interaction that benefits both parties in terms of mentorship and collaboration.

Diversity and Development

UIC enrols students from 30 provinces and regions of the Chinese mainland, Hong Kong, Macao, Taiwan and overseas. More than 72% of the graduates from the Class of 2020 chose postgraduate studies home and abroad, 74.4% of which were admitted to the world’s top 100 universities. Many of the graduates have started their careers in Fortune 500 companies, government agencies or non-profit organisations. There are also alumni listed in Forbes 30 under 30.

Features:

• 4 Divisions providing 25 Undergraduate Programs
• 6000+ Undergraduate students; Above 70% Graduates go onto further study abroad.
• Faculty and students from more than 30 countries and regions.
• Liberal Arts Education & Whole Person Education
• Graduation Certificate Awarded by UIC and HKBU Degree.
• English-taught Curriculum with Special Programmes on Chinese Culture and Society.
• Career Development for more possible future.