Academic Programme

Bachelor of Arts (Honours) in Arts and Culture Communication

The Bachelor of Arts (Honours) in Arts and Culture Communication (BA-ACC) programme is designed to respond to the positioning of Hong Kong as an east-meets-west centre for arts and cultural exchanges, which is aligned with the vision set for Hong Kong by the Central Government as well as the policies formulated by the Hong Kong SAR Government. To enhance this positioning, effective communication strategies informed by knowledge of communication, business, arts and culture are indispensable. The curriculum of this programme is carefully configured to provide students with a balanced foundation of studies that integrates communication, business, arts and culture. Graduates of the programme will have developed various professional communication competencies for promotion of arts and culture in the global context.

Programme Objectives

The programme aims to enable students to:

Be equipped with interdisciplinary knowledge and understanding of the theories and concepts relating to arts and culture communication;

Acquire intellectual knowledge and communication skills relating to the promotion of arts and culture in business and non-business contexts;

Build professional competence in developing civically engaged communication strategies and content to communicate with stakeholders;

Cultivate skills and creativity in multimedia production to promote ideas and messages of arts and culture in the increasingly multicultural and global environment; and

Become ethical professionals and responsible citizens who understand the legal implications and practices of arts and culture communication and assume a strong sense of social responsibility.

Programme Intended Learning Outcomes

Programme Overview

Study Area	Core Modules (Credits)	Elective Modules (Credits)	Total
1. Major Studies	17 (51)	4 (12)	21 (63)
2. Common Core Curriculum
i. FuturEdge Thematics	1 (3)	6 (18)	7 (21)
ii. Languages
– Chinese	3 (9)	-	3 (9)
– English	4 (9)	-	4 (9)
iii. Quantitative Methods and IT Skills	2 (6)		2 (6)
3. Business Education	2 (6)	-	2 (6)
4. Free Electives	-	2 (6)	2 (6)
Total	29 (84)	12 (36)	41 (120)

Internships

Internships will be arranged for Year 3 students under a major elective module, which will enable students to gain valuable on-the-job training experience and to apply what they have learnt in classroom to the workplace in real life. Such experience will be conducive to strengthening students’ employability in the job market when they graduate from the programme.

Career Prospects

Graduates will have a wide spectrum of employment opportunities, ranging from the more technology-oriented ones such as jobs in arts-and-culture-related media production to the more communication- and business-oriented ones such as careers in PR and marketing.

Career Options

The field of arts and culture communication offers diverse career opportunities for individuals to pursue their interests and passion in the arts, cultural and communication sectors. Jobs that graduates may choose include:

Advertising Copywriter
Arts and Culture Administrator
Arts and Culture Journalist or Critic
Arts and Culture Communication Consultant
Business Development Officer
Communication and Engagement Officer
Critique Writer and Blogger
Cultural Programme Coordinator
Cultural Policy Analyst
Curator
Documentary Assistant Director
Event Coordinator
Event Management Officer
Marketing Specialist
Media Relations Officer
News Editor
Programme Coordinator
Project Management Officer
Public Relations Officer
Social Media Editor

Programme Structure (For the Cohort of Admission in 2026-27)

Year 1

Business Education
MGT1002 Principles of Management

Common Core Curriculum
CHN1000 Freshman Chinese
ENG1001 University English (I)
ENG1002 University English (II)
COM1000 Contemporary Information Technologies

FuturEdge Thematics (Note1)
CCC1000 University and Liberal Arts Education

Major Studies
AAC1001 Fundamentals of Arts and Culture
AAC1002 Arts and Culture Appreciation and Communication
BJC1002 Introduction to Audio-Visual Production

Free Elective Modules
Free Elective x 1

Notes:

The FuturEdge Programme is part of the Common Core Curriculum (CCC). It consists of one FuturEdge core module and six modules from the three FuturEdge Clusters (Clusters A, B, and C), totalling 21 credits. All students are required to pass the core module and two modules from each of the three clusters.

Year 2

Common Core Curriculum
CHN1002 Chinese Literature Appreciation
ENG2001 English for Academic Purposes
AMS2340 Introduction to Social Statistics

FuturEdge Thematics (Note1)
FuturEdge Cluster x 2

Major Studies
BJC2002 Communication Theories
AAC2001 Communication for Pop Culture, Arts and Music
AAC2002 Digital Graphic Design for Media Production
AAC2003 PR Writing for Arts and Culture Promotion
Major Elective x 1²

Notes:

The FuturEdge Programme is part of the Common Core Curriculum (CCC). It consists of one FuturEdge core module and six modules from the three FuturEdge Clusters (Clusters A, B, and C), totalling 21 credits. All students are required to pass the core module and two modules from each of the three clusters.
To be chosen from the list of BA-ACC Major Electives.

Year 3

Business Education
BUS2001 Principles of Marketing

Common Core Curriculum
CHN2001 Applied Putonghua
ENG3002 English for Professional Communication

FuturEdge Thematics (Note1)
FuturEdge Cluster x 2

Major Studies
BJC3001 Communication Research Methods
AAC3001 Digital Animation for Promotion
AAC3002 Digital Advertising
AAC3003 Intellectual Property, Policy and Industry Management
AAC3004 Media Relations and Communication
Major Elective x 1²

Notes:

The FuturEdge Programme is part of the Common Core Curriculum (CCC). It consists of one FuturEdge core module and six modules from the three FuturEdge Clusters (Clusters A, B, and C), totalling 21 credits. All students are required to pass the core module and two modules from each of the three clusters.
To be chosen from the list of BA-ACC Major Electives.

Year 4

Common Core Curriculum

FuturEdge Thematics (Note1)
FuturEdge Cluster x 2

Major Studies
AAC4001 Social Media and Web-media Production
AAC4002 Strategic Communication for Arts and Culture
AAC4003 Event Management and Promotion
AAC4004 Final Year Project
AAC4005 Consumer Behaviour and Persuasive Communication in Arts and Culture
Major Elective x 2²

Free Elective Module
Free Elective x 1

Notes:

The FuturEdge Programme is part of the Common Core Curriculum (CCC). It consists of one FuturEdge core module and six modules from the three FuturEdge Clusters (Clusters A, B, and C), totalling 21 credits. All students are required to pass the core module and two modules from each of the three clusters.
To be chosen from the list of BA-ACC Major Electives.

List of Major Electives Modules

BJC1001 News Reporting and Media Writing in Chinese
AAC2101 Chinese and International Arts and Culture
AAC2102 Film and Culture Communication
AAC3101 Arts and Cultural Festival Promotion
AAC3102 Communication for Cultural Tourism
AAC3103 Fundamental Game Design and Production
AAC3104 Public Relations Practices in Arts and Culture Industries
AAC3105 Internship
BJC4202 Crisis and Issues Management
AAC4102 TV and Culture Communication
AAC4103 Topical Studies in Arts and Culture Communication

Year 2

Common Core Curriculum
ENG2001 English for Academic Purposes
AMS2340 Introduction to Social Statistics
CHN1002 Chinese Literature Appreciation

FuturEdge Thematics (Note 1)
CCC2000 University and Liberal Arts Education for Senior Entrants
FuturEdge Clusters x 1

Major Studies
AAC2001Communication for Pop Culture, Arts and Music
BJC2002 Communication Theories
AAC2002 Digital Graphic Design for Media Production
AAC2003 PR Writing for Arts and Culture Promotion
Major Elective x 1 (Note 2)

Students admitted to Year 2 may apply for credit transfer or module exemption. Credit transfer or module exemption applications will be considered on a case-by-case basis.

Notes:

Students must complete CCC2000: University and Liberal Arts Education for Senior Entrants and one module from each of the three FuturEdge Clusters, totaling 4 modules and 12 credits.
To be chosen from the list of BA-ACC Major Electives.

Year 3

Common Core Curriculum
CHN2001 Applied Putonghua
ENG3002 English for Professional Communication

FuturEdge Thematics (Note 1)
FuturEdge Clusters x 1

Business Education
BUS2001Principles of Marketing

Major Studies
BJC3001Communication Research Methods
AAC3001Digital Animation for Promotion
AAC3002Digital Advertising
AAC3004Media Relations and Communication
AAC3003Intellectual Property, Policy & Industrial Management
Major Elective x 1 (Note 2)

Notes:

Students must complete CCC2000: University and Liberal Arts Education for Senior Entrants and one module from each of the three FuturEdge Clusters, totaling 4 modules and 12 credits.
To be chosen from the list of BA-ACC Major Electives.

Year 4

Common Core Curriculum

FuturEdge Thematics (Note 1)
FuturEdge Clusters x 1

Major Studies
AAC4001 Social media & Web-media Production
AAC4002 Strategic Communication for Arts and Culture
AAC4003 Event Management and Promotion
AAC4004 Final Year Project
AAC4005 Customer Behaviour and Persuasive Communication in Arts and Culture
Major Elective x 2 (Note 2)

Free Electives
Free Elective x 1

Notes:

Students must complete CCC2000: University and Liberal Arts Education for Senior Entrants and one module from each of the three FuturEdge Clusters, totaling 4 modules and 12 credits.
To be chosen from the list of BA-ACC Major Electives.

List of Major Electives Modules

Year 3

Business Education
BUS2001Principles of Marketing

Common Core Curriculum
CHN2001 Applied Putonghua
ENG3002 English for Professional Communication

General Education (Note 2)
GE Cluster Core 1

Students admitted to Year 3 may apply for credit transfer or module exemption. Credit transfer or module exemption applications will be considered on a case-by-case basis.

Notes:

GE Cluster Cores: Students are required to pass ONE module from each of the four academic clusters. Please see the General Education website at https://ccc.hsu.edu.hk/modules-requirements/general-education/ for details. Please also take note that as stated in the General Education website, "for the application of graduation, all modules (i.e. modules grouped under Major Core, Major Electives, Business Core, Business Electives, Common Core Curriculum and Free Electives) cannot be double-counted. Only non-major modules, such as Business Education modules, Common Core Curriculum modules or Free Electives, can be double-counted for the award of a Minor." (GE = General Education)
To be chosen from the list of BA-ACC Major Electives.

Year 4

Common Core Curriculum

General Education (Note 1)
GE Cluster Core 1

Free Electives
Free Elective x 1

Notes:

GE Cluster Cores: Students are required to pass ONE module from each of the four academic clusters. Please see the General Education website at https://ccc.hsu.edu.hk/modules-requirements/general-education/ for details. Please also take note that as stated in the General Education website, "for the application of graduation, all modules (i.e. modules grouped under Major Core, Major Electives, Business Core, Business Electives, Common Core Curriculum and Free Electives) cannot be double-counted. Only non-major modules, such as Business Education modules, Common Core Curriculum modules or Free Electives, can be double-counted for the award of a Minor." (GE = General Education)
To be chosen from the list of BA-ACC Major Electives.

List of Major Electives Modules

QF Level

QF Information on the Bachelor of Arts (Honours) in Arts and Culture Communication
QF Level: Level 5
Area of Study and Training:
A10 Mass Media and Communications, Journalism and Public Relations
QR Registration No.: 24/000258/L5
Registration Validity Period: 01/09/2024 to 31/08/2027

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