Bachelor of Social Sciences (Honours) in Integrated Communication Management

Programme Director: Dr FUNG, Maggie S K

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. To describe in detail the fundamental concepts, theories, and practices in communication studies;
  2. To apply an advanced level of communication skills meeting the needs of a community undergoing rapid socio-political and technological changes;
  3. To apply professional knowledge, skills and standards in work situations, with social consciousness and ethical responsibility; and
  4. To communicate as professionals in communication industry by exhibiting critical thinking and leadership skills.

The structure of the curriculum is as follows:

I) Major Courses 66 units
II) University Core Courses 13 units
III) General Education Courses^ 15 units
IV) Free Electives 34 units
    128 units

^ The 3-unit GE Capstone course is listed under the Major Required or Elective course category with a remark #.

The four-year undergraduate programme requires students to complete a total of 128 units, including 66 units of Major Courses (with a 3-unit General Education Capstone Course listed under the category of Major Required Courses), 13 units of University Core Courses, 15 units of General Education Courses and 34 units of 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 Courses and Free Elective Courses to meet the graduation requirement.

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


I. Major Courses 66 units
  Major Required Courses (54 units)  
  ICMT3005 Creative Media Planning 3 units
  ICMT3007 Communication Theory 3 units
  ICMT3015 Creative Advertising Copywriting 3 units
  ICMT3017 Introduction to Public Relations and Advertising 3 units
  ICMT3025 Graphics and Print Solutions 3 units
  ICMT3027 Marketing Principles 3 units
  ICMT3035 Organizational Communication 3 units
  ICMT3045 Research and Communication 3 units
  ICMT3805 Social Services Marketing# 3 units
  ICMT4005 Advertising and Social Issues 3 units
  ICMT4015 Communication in Professional Practice 3 units
  ICMT4025 Crisis Communication 3 units
  ICMT4035 Event Management 3 units
  ICMT4045 Integrated Marketing Communication Campaign 3 units
  ICMT4055 Integrated Communication Marketing Honours Project 3 units
  ICMT4065 Intercultural Communication 3 units
  ICMT4075 Public Relations and Media Writing 3 units
  ICMT4505 Digital Solution-Production and Performance 3 units
  Major Elective Courses (12 units)  
  BMKT4115 Brand Management 3 units
  ICMT3105 Business Communication Management 3 units
  ICMT3115 Interactive Advertising Management 3 units
  ICMT3125 Media Business Environment 3 units
  ICMT3135 Consumer Behaviour 3 units
  ICMT3145 Digital Communication Management 3 units
  ICMT3155 Fashion Communication Management 3 units
  ICMT3175 Journalism Theory 3 units
  ICMT3185 Television and Hong Kong Society 3 units
  ICMT3195 Understanding Theatre Arts 3 units
  ICMT3205 Visual Communication in Multimedia 3 units
  ICMT3215 Special Topics in Communication 3 units
  ICMT3225 Entrepreneurship Management 3 units
  ICMT3235 Persuasion and Social Influence 3 units
  ICMT3245 Financial Literacy 3 units
  ICMT3255 Journalism and Society in a PR Perspective 3 units
  ICMT3265 Applied Creativity 3 units
  ICMT4085 Sports and Entertainment Promotion 3 units
  ICMT4105 Global Marketing Management 3 units
  ICMT4115 Marketing Communication in China 3 units
  ICMT4125 Strategic Public Relations Management 3 units
  ICMT4135 Retailing as Marketing Communication 3 units
  ICMT4145 Financial Communication and Investor Relations 3 units
  ICMT4155 Big Data Analytics for Media and Communication 3 units
  ICMT4905 ICM Internship 0 unit
  CRWG4175 Studies in Non-Fiction Films 3 units
  CRWG4195 Film Genres 3 units
II. University Core Courses 13 units
III. General Education Courses 15 units
IV. Free Electives 34 units
    128 units


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