Master of Arts in STRATEGIC COMMUNICATION(MA-SC) 策略傳播文學碩士 Message from Programme Director Professor Paul S N LEE, PhD Programme Director MA in Strategic Communication School of Communication Strategic Communication involves “orchestrated communication efforts with a master plan to influence a public policy or to promote an agenda”. Being “strategic” is communicating proactively the right message through right channels to the right audience with the right effect. The Master of Arts in Strategic Communication (MA-SC) Programme is designed to provide most updated knowledge and professional training to students who want to pursue a career and excel in it in social, political and corporate communication. Hong Kong, being an advanced modern city, will advance further with more talents devoted to communication for the good of society. This Programme is intended to train professionals who will advance humanity by communicating strategically and conscientiously for the well-being of society, fostering genuine dialogues with “truth”, “rightness” and “sincerity” in the Habermasian ideal of public discourse. “Communicate to advance humanity” is the ultimate concern of the Programme. Programme Overview Objectives Designed for working professionals and future-to-be experts who can embrace the rapid changing social environment and communication landscape, the MA-SC Programme provides comprehensive knowledge in communication theories, latest development in media, and current practices in social, political and business communication. Uniqueness 1. The Programme offers a unique blend of political and corporate strategic communication. It is structured into two concentrations: Public Affairs Communication and Corporate Engagement Communication. 2. It stresses the balance between theory and practice by inviting top professionals in the field to share their experiences and insights, with integration of theories supported by the School’s full-time professors. Study Outcomes 1. Students will be equipped with the knowledge and skills in analysing complicated communication issues, becoming more effective in planning business, social, political and communication campaigns. 2. They will be able to handle the unfolding impact of digital media and the increasingly complicated socio-political environments with strategic insights and social responsibility. Who Should Study? Those who are interested in strategic communication, including: 1. Practitioners in corporate communication who want to gain advanced knowledge in the field, especially the public affairs and political communication area. 2. Practitioners in government and political related sectors such as legislators’ aides, party administrators, civil servants, and workers of non-governmental organisations (NGOs) dealing with various government departments. 3. Working professionals who are interested in strategic communication and plan to switch to a most exciting and challenging career. 4. New college graduates who aspire to start a career in the field of corporate, social and political communication. Career Prospects The MA-SC Programme is designed for those who plan a career in various aspects of political communication and corporate communication, from political parties to NGOs to public relations agencies. Graduates may take up the following careers: Position ; Industry / Companies PR officer, Crisis communicator ; Business Political organisations/parties Government authorities, NGOs Journalist, Media strategist, Political campaign consultant ; Mass media, Consultancy Advocacy communicator, Non-profit organisation campaign strategist ; NGOs Advertising executive, Media planner ; Advertising Promoter, Speech writer ; Both government and private organisations Curriculum The MA-SC Programme is structured into two concentrations: 1. Public Affairs Communication 2. Corporate Engagement Communication Modules are grouped into cores and electives. The core modules are designed to nurture students with fundamental knowledge of persuasive communication, research methodologies and professional responsibility. The elective modules are designed to provide students with knowledge and skills in communication strategies and campaigns for both business and public sectors. Students must complete 24 credits of modules to get the degree. Each module bears 3 credits. Four cores and four elective modules are required for graduation. With approval by the MA-SC Programme, no more than 2 electives can be taken from outside the Programme. Study Plan Full-time Study Mode One-Year Study Plan Semester 1 2 Cores + 2 Electives Semester 2 2 Cores + 2 Electives Part-time Study Mode Two-Year Study Plan Semester 1, First Year 2 Cores Semester 2, First Year 2 Cores Semester 1, Second Year 2 Electives Semester 2, Second Year 2 Electives Module List Core Modules List STC5001 Strategic Communication Theories STC5002 Research and Data Analytics STC5003 Global Issues and Social Responsibility STC5004 Communication Planning and Campaigns Elective Modules List Area 1 Public Affairs Communication STC5121 Advocacy and Lobbying STC5122 Public Communication and Social Marketing STC5123 Public Affairs and Governance STC5124 Crisis and Issues Management STC5190 Capstone in Strategic Communication STC5191 Topical Studies in Public Affairs Communication Area 2 Corporate Engagement Communication STC5181 Brand Strategy and Consumers Communication STC5182 Corporate Social Responsibility and Sustainability STC5183 Stakeholders Communication and Engagement STC5184 Digital and Mobile Marketing STC5190 Capstone in Strategic Communication STC5192 Topical Studies in Corporate Engagement Communication Teaching Staff Professor LEE Siu-Nam, Paul 李少南教授 Programme Director Research and Data Analytics Dr CHAN Chi-Kit 陳智傑博士 Global Issues and Social Responsibility Dr CHEUNG Mei-Fung, Meily 張美鳳博士 Strategic Communication Theories Dr FONG Kin-Kiu, Ken 方健僑博士 Digital and Mobile Marketing Mr HO On-Tat, Andy 何安達先生 Advocacy and Lobbying Mr LAW Wing-Chung 羅永聰先生 Communication Planning and Campaigns Dr LO Chi-Kin 盧子健博士 Public Communication and Social Marketing Mr TSANG Chung-Wing 曾仲榮先生 Public Affairs and Governance Mr TSANG Lap-Ki, Richard 曾立基先生 Corporate Social Responsibility and Sustainability Mr TSUI Yuen, Vincent 徐緣先生 Brand Strategy and Consumers Communication Ms WONG Kit-Wai, Elizabeth 黃潔慧女士 Communication Planning and Campaigns Ms WONG Nga-Lai, Leona 黃雅麗女士 Digital and Mobile Marketing Mr YAU Shing-Mu 邱誠武先生 Public Affairs and Governance Dr ZHAO Mengmeng, Sarah 趙萌萌博士 Crisis and Issues Management Admission Requirements 1. A bachelor’s degree from a recognised university or equivalent 2. English language proficiency requirements if the applicant’s bachelor’s degree was not obtained from a university where English is the medium of instruction: TOEFL ≥ 550 (paper-based), ≥ 213 (computer-based), ≥ 79 (internet-based) IELTS ≥ 6.5 CET 6 ≥ 430 TEM-4 ≥ 70 Preference will be given to applicants with a communication/business/political science/social science background. Programme Duration One to FiveYears (Full-time / Part-time) Graduation Requirements Complete a minimum of 24 credits as laid down in the programme curriculum • Obtain a minimum cumulative GPA of 2.5 Application for Admission Applicants can submit their applications at Enquiries Programme Registry Email: masc@hsu.edu.hk Email: gsu@hsu.edu.hk Tel: 3963 5138 Tel: 3963 5555 Address: Hang Shin Link, Siu LekYuen, Shatin, NT Website: https://scom.hsu.edu.hk/en/masc The Hang Seng University of Hong Kong is incorporated in Hong Kong with limited liability by guarantee. Information updated as of September 2019.