Bachelor of Social Sciences (Honours) in Media and Social Communication

Programme Director: Dr WANG, Bess Yue

The Bachelor of Social Sciences (Honours) in Media and Social Communication is a self-funded four-year full-time degree (Top-up) programme designed for associate degree/higher diploma graduates who wish to pursue career or further study in media industry and related fields. This programme consists of a wide range of fundamental communication courses, with particular emphasis on hands-on new media production training such as Audio and Video Production for New Media and Digital Graphic Production, as well as Media and Integrated Marketing Communication, which are in response to the rising globalization and social change. It is designed to develop student’s understanding of media communication process in the context of changing society and media environment, and their understanding of such process in the trend of globalization.

Specifically, the programme aims to deliver the following learning outcomes:

  1. To critically examine the concepts and varied theories and practices of media and social communication;
  2. To critically analyse various social communication issues, and effectively plan and implement media and social communication strategies;
  3. To apply creative media production technique in supporting and implementing social communication activities; and
  4. To critically analyse the requirements for effective communicators in media and social communication-related work situation with social consciousness and ethical responsibility.

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 course/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)  
  MSCN3005 Cases and Issues in Social Communication 3 units
  MSCN3015 Digital Graphic Production 3 units
  MSCN3025 Globalization and Social Change 3 units
  MSCN3035 Health Communication 3 units
  MSCN3045 Media and Integrated Marketing Communication 3 units
  MSCN3055 Audio and Video Production for New Media 3 units
  MSCN3075 Media Professional Practices 3 units
  MSCN3085 Writing for Media and Community Resources 3 units
  MSCN3805 Data Analysis and Visualization# 3 units
  MSCN4005 Communication Campaign Planning and Practices 3 units
  MSCN4008 Media and Social Communication Honours Project I 3 units
  MSCN4009 Media and Social Communication Honours Project II 3 units
  MSCN4015 Communication Research Methods 3 units
  MSCN4025 Media Consumption 3 units
  MSCN4035 Public Opinion and Social Communication 3 units
  MSCN4045 Communication Theory 3 units
  MSCN4055 Media Law 3 units
  MSCN4065 New Media Communication 3 units
  Major Elective Courses (12 units)  
  MSCN3065 Media Ethics 3 units
  MSCN3115 Children, Elderly and Communication 3 units
  MSCN3125 Communication and Sustainable Development 3 units
  MSCN3135 Computer Animation 3 units
  MSCN3155 Digital Photography 3 units
  MSCN3165 Gender and Communication 3 units
  MSCN3175 Negotiation and Lobbying 3 units
  MSCN3185 Communication for Professional Purposes 3 units
  MSCN3195 Media Practicum 3 units
  MSCN3205 Analytical and Opinion Writing for Chinese Media 3 units
  MSCN3215 AI and Digital Communication 3 units
  MSCN3905 MSC Internship 0 unit
  MSCN4105 Social Media Marketing 3 units
  MSCN4115 Audio and Video Production for Commercial Purposes 3 units
  MSCN4125 Data Analysis with Python 3 units
II. University Core Courses 13 units
III. General Education Courses 15 units
IV. Free Elective Courses 34 units
    128 units


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