Nurturing language talents for the digital world

Degree programs under a PolyU-affiliated college aim to empower students to excel in this dynamic field

The School of Professional Education and Executive Development (SPEED), a distinguished unit under the College of Professional and Continuing Education of the Hong Kong Polytechnic University offers a trio of bachelor's degree programs in language and communication, opening up unique opportunities for students to explore and excel in this dynamic field.

Bachelor of Arts (Honours) in Language and Professional Communication (Digital Media) (LDM) is expertly crafted to empower students with strategic language and communication prowess, enabling them to conquer the diverse challenges of today's global business landscape.

Dr Jessica Deng Chunrao, senior lecturer at the Division of Languages and Communication, elaborates on the program's three core pillars: "Firstly, we furnish our students with highly sought-after skills in today's ever-evolving society. Our curriculum encompasses digital storytelling, digital journalism, news reporting, media translation, text-image synergy, new media, and linguistic applications in the digital realm.

"This comprehensive approach renders our graduates exceptionally competitive in the job market," said Deng.

Secondly, the LDM program incorporates courses on business acumen and communication finesse, ensuring students acquire practical knowledge.

"Our diverse offerings include creative online public relations, internet marketing, crisis management, event management, communication for marketers, web design for marketers, and writing for marketing and public relations, among others," Deng explains.

Furthermore, Deng emphasizes that the program encompasses modules on internet communication, rendering it incredibly valuable and priming graduates for a thriving career in the digital media industry.

The program imparts the most cutting-edge tools and techniques for creating and maintaining web applications, propelling website rankings and traffic skyward.

LDM graduates are well-equipped to navigate a diverse array of career paths across numerous industries. Their sought-after skills and knowledge have led to success in various sectors, such as tech, e-commerce, and marketing.

Over 20 percent of the program's graduates in 2022 seamlessly transitioned to master's degrees, showcasing the LDM program's quality and rigor. LDM offers flexibility through full-time and part-time study modes, enabling students to customize their educational journey according to their individual needs and schedules.

Impressive offers from esteemed institutions like the University of Hong Kong, Queen Mary University of London, and Lingnan University were extended to graduates in 2022.

The average monthly salary of these graduates stood at HK$18,152 ($2,318.5), rivaling the average earnings of graduates from other prestigious universities in Hong Kong.

Deng proudly states, "We are committed to providing our students with an unparalleled learning experience. Hence, we frequently invite guest speakers to share their insights through talks and workshops."

Linguistic mastery and cutting-edge technology

Bachelor of Arts (Honours) in Language Studies with Information Analytics (LSA) program is designed to equip students with the crucial skills and knowledge required to master language applications through the power of technology.

Dr Cecilia Pun Fung-kan, senior lecturer at the Division of Languages and Communication, explains that the program primarily zeroes in on languages, proficiencies, and language applications, such as translation and language data analysis.

In today's digital landscape, language assumes a pivotal role, with effective communication in both English and Chinese being indispensable. LSA emphasizes the importance of language and its layers of meaning, - surface and deep - that can be uncovered by analyzing discourse in situational and cultural contexts.

Recognizing the power of analytical skills and the value of technology in mining information from vast language datasets, the LSA program provides a training experience fusing linguistic mastery with cutting-edge technology. Bringing the latest tools and software to the forefront, students are empowered to excel in language applications and data analysis, as Pun highlights.

To ensure students are equipped for the future, LSA integrates hands-on training and advanced knowledge in artificial intelligence and other emerging digital tools, catering to both English and Chinese contexts.

Students can choose to enroll in the Computational Approaches to Language Analysis course, where they will discover a blend of traditional and inventive methods for managing language data using technology. Throughout the course, students are immersed in theoretical foundations and practical applications, aligning with the most up-to-date and trending applications.

Over the past three academic years, PolyU SPEED has awarded nearly HK$16.4 million in scholarships and studentships to 975 deserving awardees. And now, for students joining the PolyU SPEED award programs of the 2023-24 intake cohort, whether full-time or part-time, scholarships totaling HK$60,000 are available.

Upon graduation, students can launch their careers in diverse fields such as administration, content creation, civil service, editing, education, research, or translation.

Chinese proficiency and cultural acumen

Students can also choose to embark on a captivating journey through Chinese language and culture with the Bachelor of Arts (Honours) in Chinese Language and Culture (CLC). This covers a range of topics that include the Guangdong-Hong Kong-Macao Greater Bay Area culture and history, as well as popular culture. At its heart, CLC nurtures Chinese proficiency and cultural acumen, empowering students with the skills and knowledge necessary for effective communication within a Chinese-speaking environment.

CLC offers a rich and diverse curriculum that transcends basic language know-how. Students will delve into subjects such as Chinese literature, culture, professional Chinese writing, and translation to hone their skills in various domains.

Thanks to flexible subject selection, students may enroll in courses from the other two programs, LDM and LSA, thus tailoring their education to personal interests and career aspirations, whether they are focused on language and discourse analysis or the fascinating nexus of language and media.

The program takes pride in its exceptional faculty, with nearly 100 percent of full-time faculty members holding doctorate degrees. These accomplished professionals have an impressive track record in teaching and research, ensuring that students receive a first-rate education that paves the way for success in a multitude of fields.

Dr Lau Kam-tang, senior lecturer at the Division of Languages and Communication, emphasizes that the CLC program not only enriches students' Chinese language skills but also refines their communication abilities in English and Putonghua, molding them into versatile candidates for various positions. Graduates are well-prepared for roles such as Chinese language teachers, administrative personnel, civil servants, professional writers, editors, and beyond.

In 2022, 30 percent of graduates entered the education sector, securing roles as primary and secondary school Chinese teachers or teaching assistants. Others found success as project assistants, research assistants, or in administrative, sales, and procurement positions.

The advantages of studying at CLC extend even further. Graduates have pursued master's programs in Hong Kong, the Chinese mainland, and overseas, with several securing places in prestigious programs at Lingnan University and the University of Hong Kong.

In 2022, the average monthly salary for CLC's first graduating class was HK$17,651, matching the average monthly salary of 2021 graduates from Lingnan University and Hong Kong Baptist University.

tianyuanzhang@chinadailyhk.com