About the Programme
Xiamen University is the pioneer of education for the field of advertising in China, since starting in 1983. Our programme at Xiamen University provides a comprehensive exploration of advertising, public relations, integrated marketing communications, branding, digital marketing, strategic communications, event management and other practical courses. Courses allow students to acquire and practice skills in simulated situations and, when applicable, with professional clients. Students will learn to combine critical and strategic thinking with research and creativity to deliver effective messages to a targeted audience on behalf of a client. Every student can specialise in either the creative or the account management side of the business, after they develop a foundation in both areas.
Our skills curriculum begins with broad training across the professional practice areas of mass communication and in widely applicable skills such as data analysis and visualisation. We believe our programme offers an unequaled blend of skills training, theoretical learning and real-world practice. As a result, our graduates leave as able practitioners, critical thinkers, problem solvers and innovators.
Programme Highlights
- The programme sustains the role of communication both locally and globally in today's connected world.
- A stimulating and forward thinking academic curriculum that integrates advertising and public relations.
- The development of professionalism and the opportunity for real-world learning experiences with industry.
Career Opportunities
- Advertising, public relations and full-service agencies
- In-house communication departments at corporations and non-profit organizations
- Government agencies and bureaus
- Legislative offices
- Political campaigns
- Special event organisations
- Higher education
- The media industry (web properties, social media sites, TV networks, magazines, radio networks)
- Other organisations with creative, marketing or media departments
Entry Requirements
| Qualification | Requirement |
| STPM | A pass in STPM with at least a Grade C+ (GP 2.33) in any 2 subjects |
| A-Level | A pass in A-Level with at least a Grade D in any 2 subjects |
| UEC | A pass in UEC with at least a Grade B in 5 subjects including English Language Subject |
| Foundation / Matriculation | A pass in Foundation/Matriculation with at least a CGPA of 2.0 out of 4.0 |
| Diploma (in a relevant field) | A pass in Diploma in Media and Communication with at least a CGPA of 2.0 out of 4.0 |
| AND | English Language - a credit in SPM or the equivalent |
*For other equivalent qualifications, please consult our programme counsellor.
Main Courses
- Introduction to Communication
- Introduction to New Media Studies
- Media Law and Ethics
- Persuasive Communication
- Public Speaking
- Audiovisual Production
- Principles of Public Relations
- Media Writing
- Academic Writing
Major Elective (Choose 1)
- International Communication
- Photography
- Human Communication
- Media Content Editing
- Organisational Communication
- Event Management
- Research Methods in Communication
- Public Relations Counselling
- Media Literacy and Critical Thinking
- New Media Marketing
- Screen Studies
Major Elective (Choose 1)
- Intercultural Communication
- Rhetorical Criticism
- Thesis Writing
- Media Management
- Social Media and Crisis Communication
- Industrial Training
Major Elective (Choose 1)
- Al and Digital Communication
- Data Analytics and Visualization for Corporate Communication