Bachelor of Arts (Hons) in Communication and Public Relations | KDU Penang University College

Bachelor of Arts (Hons) in Communication and Public Relations

Communication and Public Relations
Public relations is a strategic communication process that builds mutual beneficial relationships between organizations and their publics. With the influence of social media, companies are now facing constant responses from their customers through comments or postings on social media. This could go viral within seconds which might disrupt the reputation of the organization. Increasingly, the corporate world in Malaysia is well aware of the need of professionally trained public relations personnel in this complex corporate communication era. The communication talent in this field will help corporates handle the new challenges posed by the clients as well as the industry.
Why study Communication and Public Relations?
KDU Penang’s BA (Hons) in Communication and Public Relations provides students with in-depth knowledge on communication skills and public relations through industrial-based curriculum design. The programme specifically emphasizes on practical and hands-on exposure to equip students to a real world working environment. Students will actively involve and expose to the industry experiences through event planning, talks, real world task for clients, academic conferences and guest lecture sessions conducted by industry professionals. Moreover, students will embark on internship with public listed companies, multinational companies, as well as local SME firms to gain deeper understanding on public relations jobs.

The program will be validated by the reputable University of Lincoln in UK with dual award arrangement.
This degree programme provides a pathway to:
  • Postgraduate Study: This programme prepares you with a solid foundation in communication and public relations to enable you to pursue a Master’s degree in communication studies.
  • Career opportunities: Public Relations Strategist, Social Media Campaign Strategist/ Specialist, Campaign Director, Communications Specialist, Corporate Communication Manager, Event Manager, Public Relations Manager, Publicist or Branding Strategist
Dual Award title:
KDU Penang University College AwardUniversity of Lincoln Award
BA (Hons) in Communication and Public RelationsBA (Hons) Public Relations (Dual Award)
*Graduates will receive an award and transcript from both institutions
Validated By:

Program Structure
Year 1
  • Theories, Roles and Models of Public Relations
  • Creative Thinking
  • Customer Oriented Communication
  • Corporate Communications
  • Visual Communication
  • Intercultural Communication
  • Principles of Public Relations
  • Sociology Studies
  • Public Speaking
  • Digital Photography
  • Media Culture and Society
Year 2
  • Event Management 1
  • Communication Research
  • Public Opinion and Persuasion
  • Writing and Referencing
  • Web Production
  • New Media Marketing
  • Event Management 2
  • Global Communication
  • Interpretation and Use of the Media
  • Writing for Public Relations
  • Consumer Behaviour
  • Media Strategy Planning
  • Brand Management
  • Crisis Management
Year 3
  • Undergraduate Project/ Dissertation 1
  • Planning and Managing Public Relations Campaign
  • Corporate Social Responsibility
  • Web Usability and Development
  • Ethics and Moral 3
  • Industrial Training - Placement
  • Undergraduate Project/ Dissertation 2
  • Public Relations Seminar
  • Social Legal and Ethical Issues
  • Online Journalism
  • Hubungan Etnik
  • IELTS Preparatory Course
  • Ethics & Moral 3
  • Holistic Professional Development
  • Bahasa Melayu Komunikasi 2
  • Pengajian Malaysia 3
  • IELTS Preparatory Course
  • Ethics and Moral 3
  • Holistic Professional Development
Career Options
  • Public Relations Strategist
  • Social Media Campaign Strategist/ Specialist
  • Campaign Director
  • Communications Specialist
  • Corporate Communication Manager
  • Event Manager
  • Public Relations Manager
  • Publicist
  • Branding Strategist
Study Route
Fees & Intakes
  • 15 Jan
  • 18 Jun
  • 10 Sep
  • 22 Oct
  • RM63,230
  • RM69,480
Fees will depend on their commencement dates

Minimum Requirements
STPM2 Principal Passes 
GCE ‘A’ Level Minimum Standard
2 Principal Passes (EE)

Dual Award Required Standard
2 Principal Passes (CC)
Applicant without 2 Principal Passes (CC) may be considered on a case by case basis by the Dual Award University partner
UEC5 Credits (Min B6)
Foundation/MatriculationMinimum Standard
Pass with CGPA ≥ 2.00

Dual Award Required Standard
Pass with CGPA ≥ 3.00
Australian Matriculation/ FoundationMinimum Standard
ATAR score of 55
Dual Award Required Standard
ATAR score of 70
International Baccalaureate (IB)29/42 points from 6 subjects
Diploma Recognised Diploma with CGPA ≥ 2.00 and Credit in O-Level/ SPM/UEC English or;
Diploma Media and Communication (Credit in O-Level/ SPM/UEC English is not required) 
English Proficiency Requirement
Local & International StudentsYear 1
 Minimum StandardDual Award
Required Standard
 Credit in English at SPM level or equivalent; orCredit in English (Min C)
 at SPM Level; or
 MUET Band 2; orMUET Band 4; or
 IELTS Band 5; orIELTS Band 6
(with no component below 5.5); or
(Computer based 180); or (Internet based 57)
(Computer based 220); or (Internet based 79)
 If applicants score between the minimum English language standard and the required dual award standard then other listed English qualifications will be considered if they decide to pursue the dual award programme.
  • SPM 1119 (O-Level English) (Min C); or
  • UEC English (Min B6); or
  • Cambridge English CAE & CPE (from 2015)169, with no element below 162; or
  • Cambridge English: Advanced CAE (Pre 2015) B2; or
  • PTE Academic 54; or
  • KDU English Entrance Test 73 
Year 2
  • KDU Diploma; or
  • Recognised Diploma from other institutions (conducted in English)