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School of Communication, HSUHK

Academic Programme

Master of Arts in Digital Media for Online Communication

Message from Programme Director

Master of Arts in Digital Media for Online Communication

The Master of Arts in Digital Media for Online Communication (MA-DMOC) offers an interdisciplinary curriculum designed to equip students with the integrated knowledge needed for success in the fast-paced digital economy.With the emphasis on innovative use of digital media in e-commerce, the programme fosters a holistic understanding of digital solutions to enhance online presence and communication in various business contexts, enabling students to unlock their potential in the rapidly evolving digital media landscape.

Key features:

  • Adopting an integrated approach that combines theory and practice to learn about essential topics related to digital media, communication, and business.

  • Deepening the understanding and application of professional knowledge through the exploration of relevant scenarios.

  • Acquiring valuable knowledge and insights under the guidance of faculty and industry professionals.

  • Providing training aimed at developing a broad perspective to fulfill various roles in the e-business environment.

Programme Characteristics

The programme aims to provide interdisciplinary learning opportunities that promote integrated knowledge acquisition and foster a broad perspective on the development and implementation of digital media solutions. It emphasises the following aspects:

  • Advanced Knowledge: Delivering in-depth understanding of media and communication concepts to enhance digital experiences.

  • Comprehensive Overview: Offering a thorough exploration of the technologies, processes, and strategies involved in utilising digital media and communication across various contexts.

  • Support for Platform Economy: Expanding knowledge of digital media and communication to strengthen platform-based businesses.

  • Analytical Techniques: Exploring methods to enhance organisations’ online presence through effective communication strategies.

  • Critical Framework: Providing a reflective and analytical framework for evaluating the potential of emerging media and its creative applications.

Productive and Enriching Learning Experiences

Students will be prepared for the dynamic digital media landscape by blending theoretical knowledge with hands-on practice. This approach enables them to create impactful content and effectively engage diverse audiences in the online business world.

Through a variety of projects, students will develop compelling work that showcases their creativity and technical skills. The programme’s emphasis on critical thinking enhances their ability to analyse digital media trends while fostering a holistic understanding of the societal and ethical implications involved. Additionally, collaborative learning cultivates essential teamwork and communication skills, equipping students to work effectively in various professional settings.

With access to cutting-edge technology and mentorship from industry professionals, students will gain invaluable insights and networking opportunities that enhance their career prospects. By focusing on emerging trends and offering a global perspective, the programme enables students to tackle the challenges of modern communication, paving the way for rewarding careers where their knowledge, skills and creativity can truly shine.

Who Should Study?

The programme is suitable for people from different backgrounds:

  • Creative Individuals: Those with a passion for storytelling, design, or content creation can refine their skills and apply them in digital contexts.

  • Practitioners in Communication-related Sectors: Those seeking to enhance their expertise in digital marketing, social media strategies, and online branding will benefit from the programme’s focus on practical applications and current industry trends.

  • Business Owners: Those aiming to establish an online presence for their businesses will learn effective strategies for reaching and engaging audiences in the digital space.

  • Recent Graduates: Those from fields such as communication, media studies, marketing, or related disciplines can deepen their knowledge and improve their marketability in the job market.

  • Career Changers: Those looking to transition into the digital media field from other sectors will gain valuable skills and insights to facilitate this shift.

Learning Outcomes

Students will gain the knowledge and skills to effectively manage digital media content creation, overseeing production for smooth delivery and easy online sharing. This training will help them navigate the digital landscape and reach target audiences efficiently.

The programme emphasises strategies that leverage digital media technologies for e-commerce. Students will explore communication principles to enhance online user experiences through engaging content. By analysing patterns of digital media consumption, they will develop insights into user behaviors and critically evaluate emerging technologies and trends, considering their relevant impacts on business and social contexts.

Career Prospects

Graduates of the programme can expect a wide range of career prospects across various sectors, finding their roles in business organisations, government agencies, education, and media companies.

Some potential career choices in the digital domain include the following:

  • Digital Marketing Specialist

  • Social Media Manager

  • Content Strategist

  • Digital Communications Officer

  • Video Production Specialist

  • Graphic Designer

  • Online Brand Manager

  • E-commerce Manager

  • Consultant or Freelancer

Programme Information

Duration: 1 to 5 years

Study Mode: Full-time/ Part-time

Curriculum:

The study modules are categorised into two types: core and elective. Core modules equip students with essential knowledge and understanding of key concepts and techniques for utilising digital media and supporting e-business activities. In contrast, elective modules focus more on specific applications and practices of digital media in various contexts.

To graduate, students must complete a total of 24 credits, which includes four core modules and four major elective modules. Each module is worth three credits, and the list of modules is provided below:

 

Core Modules

+ DMD5101 Digital Media Content Creation
+ DMD5102 Visual Communication
+ DMD5103 Platform Economy
+ DMD5104 Digital Media Analytics

 

Elective Modules (choose four modules)

+ DMD5301 Online Presence Strategy and Management
+ DMD5302 Interactive Digital Media
+ DMD5303 Cloud-based Communication
+ DMD5304 Topical Studies in Digital Media
+ DMD5305 Independent Project
+ DMD5306 Web and Mobile App Development

Admission Requirements

  1. A bachelor’s degree from a recognised university or its equivalent, preferably in media, communication, business, technology, or related disciplines; and

  2. Fulfilment of one of the following English language proficiency requirements if the applicant’s bachelor’s degree was not obtained from a university/tertiary institution where English is the medium of instruction:

    TOEFL ≥ 550 (paper-based), ≥ 79 (Internet-based)
    IELTS ≥ 6.0
    CET 6 ≥ 430
    TEM-4 ≥ 70

 

Graduation Requirements

To be eligible for the award of the Master of Arts in Digital Media for Online Communication, students are required to satisfy the following:

  1. Obtained a Grade D or above on at least 24 credits (8 modules), including all core modules; and

  2. Achieved a cumulative GPA of at least 2.0.

Tuition Fee

-For 2025/26 entry

  • Local Students: HK$120,000 per programme

  • Non-local Students: HK$146,400 per programme

Application

We are now inviting applications for Autumn admission 2025/26 (FT/PT).

Registration

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