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Master of Arts in Bilingual Corporate Communication (MABCC)
中英企業傳訊文學碩士學位課程
Under the MA Scheme of Chinese, Linguistics and Translation (MASCLT) in the Department of Chinese and Bilingual Studies
中文、語言學與翻譯文學碩士組合課程
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Information Seminar
Be global Speak local雙語傳意 企業中華
Call for a programmeSINCE 2012
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Why MABCC ?Societal needs (post-Y2K)
> Rapid growth of PR and CorpComin HK and China – fast changing societal and market environments
> Strong demand for integrated and strategic communication in business and organizational context:
-- business environment getting more competitive-- stakeholders getting more heterogeneous-- greater public skepticism, as gauged through wider application of new media
Evidence> VMA group’s market research (2012-13):
19-53% indicated: their communication teams will increase the number of staff
> CCI-HKC’s (2013-14) HK CorpComPractices and Trends Survey: 30% of respondents forecast an increase in CC budget/staff
> VTC manpower survey: demand in Advertising and PR sectors will increase by 25.97% by 2017
> Our CBS market e-surveys (2012): 86% Hong Kong Red Chip companies surveyed offers CC positions
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Why MABCC ?
Professional needsCorporate bodies and institutions have strong demand for professional PR/CorpCompractitioners who have a high level of corporate communication knowledge, intercultural sensitivity, and communication skills in multiple languages
Evidence> Informants – professionals or otherwise,
at PolyU and beyond – all acknowledged importance of having an MA in CorpCom
> Corporate Communication Practices and Trends Survey in Hong Kong (CCI-HKC) (2012-13)
• Programme should prepare graduates with “profession grounding” and “communication skills”
> Our own market e-surveys (2012)• ca. 70% HK Red Chip companies
surveyed agreed: a higher degree in CC awarded by our programmewould be an advantage for job applicants
• 50-90% of respondents suggested: major areas of CC should include CC Functions, Branding, Intercultural communication skills, and bilingual communication skills
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Most of the practitioners in the sector are not trained in CC-focused programme
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A CC job search at JobsDB on Feb 19, 2020
Substantial society and professional community demand in Hong Kong,
Mainland and Asia Pacific region for a CC related postgraduate programme
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Programme Information
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Basic Information> Programme Code: 72017-BCF (Full-time)/ 72017-BC (Part-time)> Mode: Mixed mode (a mixture of Part-Time and Full-Time), Self-
financed> Duration:
• Mixed-mode full-time- normally 1.5 years• Mixed-mode part-time- normally 2.5 years,
Maximum 5 years > No. of Credits Required: 30
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Programme AimsMA in Bilingual Corporate Communication (MABCC) aims to draw upon the strengths of CBS in language-mediated communication (LMC), sign-mediated communication (SMC), bilingual & cross-cultural communication as well as China studies to cultivate and equip students with attributes that are essential to having a successful career in corporate communication.
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Programme Highlights1) Uniquely positioned to equip students with bilingual
proficiency in professional communication, multi-cultural awareness and profession specific knowledge as competitive advantage
2) Nurture and groom students to become a global and strategic communicator by providing a blended curriculum of theory and practice
3) Provide exceptional opportunities for students to interact with outstanding practitioners and scholars from world-class organizations to develop global and industry perspectives
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Conceptual (BCC Compulsory &
Electives)
CBS5401 Corporate Communication: Past and
Present CBS5402 Communication in Multicultural & Multilingual
Context CBS5403 Bilingualism: First
Principles CBS5407 Symbolism & Corporate
Communication
CBS 5404 Strategic Corporate Communication
CBS 5411 Glocalization and Media Communication
Practical (BCC Electives)
CBS5405 Advanced Bilingual Workshop for Verbal and Non-
verbal Corporate Communication
CBS5406 Advanced Bilingual Workshop for Written
Corporate Communication CBS5408 Professional
seminar: Practice & Challenges
CBS 5412 Crisis Communication Management
CBS 5413 Digital Media Communication
CBS 5409 MABCC Internship
CBS 5410 MABCC Supervised Project- dissertation writing
Relevant knowledge(Non-BCC Electives)
CBS584 Advanced Translation for Business and Commerce
CBS561 Translation: Text and Context CBS566 Translation Studies
CBS583Advanced Translation for Media CBS591 Intercultural Communications
CBS554 Introduction to Chinese Culture and Classics
CBS503 Language in SocietyCBS5008 Action in text in Japanese,
Chinese and EnglishCBS516 Contrastive Analysis
CBS517 Computer Tools for the Language Professionals
CBS529 Chinese Lexical Semantics and Corpus Linguistics
CBS589 Chinese Language and CultureCBS599 Statistical Methods in Language
Research
Close collaboration between academic and practitioners
Perfect integration of academics and practitioners
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Prof David LiBilingual interaction,
multilingualism in Greater China, EFL learning, Cantonese study,
World Englishes
Dr Doreen WuSociolinguistics, Comparative
Discourse Studies, Media Languages and Corporate
Communication
Dr Cindy Ngai (PL)Bilingual Corporate
Communication, Leaders’ Communication in Greater China,
social media communication
Mr Patrick NgIntercultural Communication,
Media Discourse, Bilingual Corporate Communication, Verbal and Non-verbal Communication
Our academics
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Prof Michael GoodmanCity University of New York, USA
Prof Sabine EinwillerUniversity of Vienna, Austria
Prof Jesper FalkheimerLund University, Sweden
Prof Augustine Pang, Singapore Management University
Dr Roslyn PetelinUniversity of Queensland,
Australia
Our international academic partners
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Mr CF KWAN Professor of Practice- Crisis
and CSR
Mr Baniel CheungAdjunct Assistant Professor-Digital media and marketing
Ms May WongAdjunct Assistant Professor-
Media comm
Our adjunct faculty- top-notch practitioners
See Hong Kong Economic Times (Jan 9) for more info about our programme and adjunct team https://wealth.hket.com/article/2246377
Sharing from Prof Pang from NTU, Singapore
Sharing from Prof Carroll from NYU, New York
Sharing from Ms May Wong, VP- Business Relations at HsinChong Group Holdings Ltd
Sharing from Prof Kiousisfrom University of Florida
Sharing from Ms Agonoy from Jebsen Travel Group
Learning from world class scholars and outstanding practitioners
Our participation at the Strategic Forum on Corporate Communication in New York (August 22-26, 2016)
Our students discusses with seasoned practitioners from Denmark
Visit APCO in New York
Visit New York Times
Visit City University of New York
CCI, organizer of Strategic Forum on Corporate Communication
Career prospects
Join the big BrandsOur top graduates have managed to secure internship and/or full-time positions in top global and local companies. World leading PR consultancy- Burson Masteller, Fleishman Hillard, Hill+Knowlton Strategies, Ketchum, Ogilvy & Mather (HK) Ltd., Ruder Finn, etc.Global 500/ 2000 companies/ NGOs- Alibaba, China Mobile Ltd., China Ping An Insurance, Deutsche Post DHL, Manulife Financial Asia Ltd., Marriott International, Nestlé China Ltd, Tencent, UNICEF Hong Kong, Unliever China, etc.HK Blue Chips- AS Watson’s Group, HK Electric, PCCW, etc.
Interdisciplinary
Branding and Marketing
communication
Public relations
Corporate communicati
onAdvertising
Human Resources
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Programme graduate survey (2018/19): 25 out of 27 respondents (93%) have a full-time employment with a salary range between 100,000 to 600,000/ year.
Career advancement> 15 out of 27 respondents
(56%) received salary increment.
> 14 out of 27 respondents (52%) reported having a career advancement after graduation where 10 of them (72%) got promoted for at least one rank.
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Admission and Application*MABCC received the highest number of applications among all MA/MST programmes offered in CBS in 2018/19 (586 applicants; intake ratio 1/11.7)
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Entrance requirement> A Bachelor’s degree from a recognized institution.> Applicants who are are not native speakers of English, and their Bachelor's
degrees or equivalent qualifications are awarded by institutions where the medium of instruction is not English, they are expected to fulfill the following minimum English language requirement for admission purpose, unless otherwise specified by individual programmes concerned:
• A Test of English as a Foreign Language (TOEFL) score of 80 for the Internet-based test or 550 for the paper-based test;OR
• An overall Band Score of at least 6 in the International English Language Testing System (IELTS).
> Applicants are required to attend interviews to further demonstrate their subject knowledge and language proficiency.
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Programme enquiriesApplication and programmeinformation• Study@PolyU• CBS website
General EnquiriesMs Cherry YING • (852) 3400 3269• [email protected]
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Thank you
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From our students (2018/19)
