BA114063
Higher Diploma in Public Relations and Communication Management
The programme covers public relations theories and multimedia content production, aiming to enhance students’ creative thinking and build their professional skills in storytelling, PR and event planning. Students will participate in various simulated and real projects to gain relevant experience.
Please refer to General Entrance Requirement
Graduates may be employed in any commerce, government, non-profit organisations and media organisations as Public Relations Officer, Marketing Communication Officer, Advertising Executive, Content Marketing Executive and Online Editor etc.
Graduates may articulate to the Degree programmes offered by Technological and Higher Education Institute of Hong Kong (THEi):
1. Bachelor of Arts (Honours) in Digital Advertising
2. Bachelor of Arts (Honours) in Public Relations and International Events Management
Graduates may pursue relevant Degrees locally or overseas. They may also apply for admission to the top-up Degree programmes in Hong Kong offered by overseas universities below in collaboration with the School for Higher and Professional Education (SHAPE):
1. Northumbria University, UK: BSc (Hons) Global Business Management# [Not applicable to Mainland students]
# It is a matter of discretion for individual employers to recognise any qualification to which this course may lead. Please refer to the corresponding programme page in the website of SHAPE for the registered course no.
• Student membership of Hong Kong Public Relations Professionals' Association (PRPA)
• Student membership of the Association of Accredited Advertising Agencies of Hong Kong (HK4As)
• Student membership of Hong Kong Institute of Marketing (HKIM)
• Student membership of The Hong Kong Advertisers Association (HK2A)
Students may be required to attend classes on other VTC campuses. VTC reserves the right to cancel any programme, revise programme title, content or change the offering institute(s) / campus(es) / class venue(s) if circumstances so warrant.
The programme is an interdisciplinary collaboration, jointly offered by the Business and Design disciplines.
The revalidation of the programme will be conducted in 2025. The curriculum will be updated if circumstances so warrant.
Semester 1:
• Digital Photography
• Graphic Design
• Marketing and Management Principles
• Social Media Communication
• Public Relations and Stakeholder Engagement
• Vocational Chinese Communication: Putonghua Conversation and Reports
• Essential Workplace Communication: Effective Oral Interaction
• Whole Person Development - Collaboration, Teamwork & Social Engagement
Semester 2:
• Communication Research & Data Analytics
• Effective Communication and Public Speaking
• Mass Communication
• Video Production
• Integrated Project
• Work-integrated Learning*
• Essential Workplace Communication: Digital Written Correspondence
• IT Essentials - Business
Semester 3:
• Event Practicum
• Innovation and Entrepreneurship
• Work-integrated Learning*
• Enrichment Module B
• Professional Workplace Communication: Storytelling and Job Search
• Whole Person Development - Mindshift: Achieving Personal Growth & Effectiveness
Semester 4:
• Advertising Planning and Strategy
• Creative Writing for Media
• Innovative Media Technology
• Collaborative Industrial Project
• Work-integrated Learning*
• Enrichment Module A
• Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
• Professional Workplace Communication: Proposal and Report Writing
Semester 5:
• Brand Creation and Management
• Crisis Management
• Interactive Communication & Customer Experience
• Media Appreciation
• Media Relations and Journalism
• Collaborative Industry Project
• Professional Workplace Communication: Pitching and Persuasive Presentation
• Whole Person Development - Enhancing Competencies in the 21st Century Workplace
* Depending on the job nature and study programmes, Work-integrated Learning will be arranged at an appropriate time during the period of study.