Bachelor of Arts (Hons) in Public Relations

Dual Award

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their public. 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 for professionally trained public relations personnel in this complex corporate communication era. This is why graduates of public relation course in Malaysia are highly sought after. 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?

UOW Malaysia KDU Penang University College’s Bachelor of Arts (Honours) in Public Relations provides students with in-depth knowledge on communication skills and public relations through industrial-based curriculum design. Public relation course in Malaysia is a common one. However, our program specifically emphasizes on practical and hands-on exposure to equip students to a real world working environment. Students will be actively involved and exposed 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 program provides a pathway to:

  • Postgraduate Study: This program 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:

UOW Malaysia KDU Penang University College Award:

  • BA (Hons) in Communication and Public Relations

University of Lincoln Award:

  • BA (Hons) Public Relations (Dual Award)


*Graduates will receive an award and transcript from both institutions

Graduates of a dual award degree program receive a degree award from both UOW Malaysia KDU Penang University College and our partner university. A dual award degree program constitutes completion of a single program of study and is differentiated from a double–degree.


Educational Partner:

Program information

Creative people live life with passion and energy. Channel your energy to pursue a course of study in Communication. At UOW Malaysia KDU, we inspire you to lead, direct, write and unleash your potentials in the vibrant industry of public relations, broadcasting, print, media advertising and many other areas.


Learn more with core subjects in all areas of communications. Finds out what suits you best! Master classes with celebrities and industry experts are conducted every semester for our undergraduates. Get knowledge that only industry experts could tell you so that you get ahead of the rest.


Get ahead in your resume with 3 month working stints with Malaysia’s top media organisations. The internship stints will open doors and opportunities for people with the right qualifications and skills.


Acclimatise with the industry early with facilities such as recording studios, iMac Lab, PR Spin Doctor Lab and a media broadcasting studio. Our state-of-the-art learning facilities which provide experience and knowledge found in the industry will enhance and enrich your learning experience.


Our programmes produce graduates with a 90% employment rate. Our graduates are sought after in the industry due to our strong industry-ready learning components being built into our programme as well as the fact that they are trained by experts in their fields.


Our degree program is coursework assessment-based. It is suitable for both full-time students and working adults. The coursework assignments are for suitable undergraduates who like to work independently and are self-motivated.

3 years
Program Location
UOW Malaysia KDU Penang University College, George Town

Year 1

  • Corporate Communication
  • Media, Culture and Society
  • Public Speaking
  • Writing and Referencing
  • Principles of Public Relations
  • Customer Oriented Communication
  • Theories, Roles and Models of Public Relations
  • Media Strategy Planning
  • Digital Photography


Year 2

  • New Media Marketing
  • Communication and Media Research
  • Event Management 1
  • Planning and Managing Public Relations Campaign
  • Public Opinion and Persuasion
  • Event Management 2
  • Writing for Public Relations
  • Social, Legal and Ethical Issues
  • Brand Management


Year 3

  • Undergraduate Project/ Dissertation 1
  • Corporate Social Responsibility
  • Web Design and Development
  • Crisis Management
  • Online Journalism
  • Public Relations in Practice
  • Undergraduate Project/ Dissertation 2
  • Public Relations Seminar
  • Industrial Training
  • Bahasa Melayu Komunikasi 2 (International Students)
  • Pengajian Malaysia 3 (International Students)
  • Hubungan Etnik (Malaysian Students)
  • Tamadun Islam & Tamadun Asia (Malaysian Students)
  • Entrepreneurship
  • Malaysia and Global Issues
  • Global Social Responsibility
  • Oral Communication
  • Writing and Referencing

Intake dates


15 January 28 May 10 September
Estimated fees
Local students

Single Award – RM59,040
Dual Award – RM71,760

Download Fee Details  

International students

Single Award – RM71,045
Dual Award – RM83,765

Download Fee Details  


*Terms and Conditions Apply
*Instalment Payment Plan Available

Academic Qualification

2 Principal Passes inclusive of a Credit in English at SPM level


GCE A Level :
Minimum Standard
2 Principal Passes (EE) and Credit in English at SPM/O-Level

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


5 Credits (5Bs) inclusive of a Credit in English at SPM/UEC level


Foundation/Matriculation :
Minimum Standard
Pass with min. CGPA of 2.00 inclusive of a Credit in English SPM/UEC level
Dual Award Required Standard
Pass with min. CGPA 3.00


Australian Matriculation/Foundation:
Minimum Standard
ATAR score of 55
Dual Award Required Standard
ATAR score of 70


Diploma :
Recognised Diploma with CGPA ≥ 2.00 and Credit in SPM/O-Level/UEC English or;

Diploma Media and Communication (Credit in SPM/O-Level/UEC English is not required)


Any other qualifications deemed equivalent by the Ministry of Education, Malaysia (or as stated in the Document Senarai Nilai Taraf Kelayakan Akademik, Malaysian Qualifications Agency):

Pass (Subject to review and approval of certified transcripts)



The above candidates without a Credit in English may be admitted if the above qualification contains subject in English and its achievement is equivalent or above the minimum requirement at SPM level.

English Requirement

Local Student:

Single Award
MUET Band 2; or Band 5 in IELTS; or a min score of 57 (IBT) or 180 (CBT) in TOEFL

Dual Award
MUET Band 4; or Band 6 in IELTS (with no component below 5.5); or a min score of 79 (IBT) or 220 (CBT) in TOEFL


International Student:

Single Award
MUET Band 3; or Band 5 in IELTS; or a min score of 34 (IBT) or 410 (CBT) in TOEFL

Dual Award
MUET Band 4; or Band 6 in IELTS (with no component below 5.5); or a min score of 79 (IBT) or 220 (CBT) in TOEFL



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 English Credit (Min. C); or 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; Advanced CAE (pre 2015) B2; or PTE Academic (54); or KDU English Entrance Test (73)