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Business

Higher Diploma in Marketing and Media Communications

Full-time S6 or above Higher Diploma

Programme Code BA114065

Higher Diploma in Marketing and Media Communications

Programme Edges

Meeting Industry Needs

Equip students with the latest skills to enhance their competitiveness in the workplace.

Theory + Practice

Provide internship opportunities to make it easier to master professional knowledge.

Project-based Assessments

Enhance students’ application abilities.

Meeting Industry Needs

Equip students with the latest skills to enhance their competitiveness in the workplace.

Theory + Practice

Provide internship opportunities to make it easier to master professional knowledge.

Project-based Assessments

Enhance students’ application abilities.

Basic Information

The programme integrates theory and practice, covering key areas of marketing including digital marketing, social media marketing, customer analytics, data analytics, brand management, e-commerce, public relations and event planning, advertising, and media communication. Through a wide range of practical projects and industry-based learning experiences, students are well prepared for further studies at degree level or for pursuing careers in marketing, digital media, and related professional fields.

Mode of Study Full-time

Duration of Study 2 Years

Offering Campus(es) / Venue(s)

IVE (Haking Wong / Kwun Tong / Sha Tin / Tuen Mun)

Programme Stream

The programme offers a stream in Marketing and Customer Analytics Stream and Advertising and Media Communications Stream. Students will opt to study in either stream starting from 2nd semester. The streaming criteria are based on (i) the number of places available in specific stream, (ii) the choice of students and (iii) their academic performance.

Professional Recognition

Students may join the Hong Kong Institute of Marketing as Student Member.

Remarks

The programme information is applicable to local applicants. For non-local applicants, please visit here.
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.
Except for specific modules of specific content, the medium of instruction for Higher Diploma programmes is English and may be supplemented with Chinese.

Entrance Requirements

HKDSE

Chinese Language 2

English Language 2

Core/Elective Subject 2

VTC Diploma of Foundation Studies; OR
VTC Diploma of Vocational Education / VTC Diploma of Vocational Baccalaureate; OR
Diploma Yi Jin / Diploma of Applied Education; OR
Relevant and substantial work experience and/or prior qualification(s) obtained in or outside Hong Kong (e.g. assessed through recognition of prior learning and credit accumulation and transfer), with demonstrated ability to undertake sub-degree education; OR
Equivalent

Remarks

Applicants can use HKDSE Applied Learning (ApL) subjects (except ApL Chinese) for admission purpose. An "Attained", "Attained with Distinction (I)" and "Attained with Distinction (II)" in an ApL subject (Category B subjects) are regarded as equivalent to an HKDSE subject at "Level 2", "Level 3" and "Level 4" respectively for admission purpose.
One Other Language subject (Category C subjects) can be counted for admission purpose. For 2024 HKDSE and before, a "Grade D or E" and a "Grade C or above" in an HKDSE Other Languages subjects are regarded as equivalent to an HKDSE subject at "Level 2" and "Level 3" respectively. From 2025 HKDSE onwards, Language Proficiency Level A2 or above in French / German / Spanish, N3 or above in Japanese and TOPIK II: Grade 3 or above in Korean are recognised as one of the five HKDSE subjects in fulfilling the general entrance requirement. Starting from 2026 HKDSE, a Grade E or above in Urdu language will also be recognised for the same purpose. For details, please click here.
An "Attained" in HKDSE Citizenship and Social Development is regarded as equivalent to an HKDSE subject at "Level 2" for admission purpose.
If one of the five HKDSE subjects is Citizenship and Social Development, the general entrance requirement would become "Attained" for Citizenship and Social Development and Level 2 or above in four other HKDSE subjects including Chinese Language and English Language. Besides, Level 2 or above in Mathematics Extended Part (Module 1 or Module 2) is also recognised as one of the five HKDSE subjects in fulfilling the general entrance requirement. If applicants have taken both Module 1 and Module 2, either one of the modules (with a higher level) will be counted for admission purpose.
Applicable to holders of Diploma in Vocational Education / Diploma of Vocational Education (DVE) (students admitted to DVE in AY2017/18 or before are required to complete prescribed further studies modules).
Upon completion of the Diploma of Vocational Baccalaureate (DVB) programmes, students can progress to Higher Diploma programmes in VTC, subject to their BTEC and IGCSE results.
Applications with work experience and/or prior qualification(s) submitted will be assessed individually by the departments concerned.

Articulation / Employment

Articulation

Graduates may articulate to the Degree programmes offered by Technological and Higher Education Institute of Hong Kong (THEi):

BA (Hons) in Public Relations and International Events Management

Graduates may also apply for the degree programmes offered by the following institution(s):

Northumbria University, UK: BSc (Hons) in Global Business Management^#
The Hong Kong Polytechnic University
City University of Hong Kong
The Hang Seng University of Hong Kong
Hong Kong Metropolitan University
Hong Kong Shue Yan University

^#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.

Full-time top-up degree programmes in collaboration with the School for Higher and Professional Education (SHAPE) of VTC is not applicable to Mainland Students. For admission arrangements of part-time programmes, please visit website of SHAPE.

Career Prospects

Graduates may pursue careers in both the public and private sectors in areas such as marketing, digital marketing, customer analytics, data analytics, brand management, e-commerce, advertising, public relations and media communications.

Curriculum

Essential Workplace Communication: Effective Oral Interaction
Whole Person Development - MindShift: Achieving Personal Growth & Effectiveness
IT Essentials - Business
Digital Marketing Skills and Strategy
AI in Social Media Marketing
Marketing Essentials
Digital Content & Visual Communication

Marketing and Customer Analytics stream

Creative Multimedia for Marketing
Essential Workplace Communication: Digital Written Correspondence
Vocational Chinese Communication: Putonghua Conversation and Reports
Whole Person Development - Collaboration, Teamwork and Social Engagement
Quantitative Analysis for Business
Consumer Behaviour
Live Commerce with Design Thinking

Advertising and Media Communications stream

Advanced Advertising Studio: Interactive Media & Video Production
Essential Workplace Communication: Digital Written Correspondence
Vocational Chinese Communication: Putonghua Conversation and Reports
Whole Person Development - Collaboration, Teamwork and Social Engagement
Quantitative Analysis for Business
Consumer Behaviour
Live Commerce with Design Thinking

Marketing and Customer Analytics stream

Professional Workplace Communication: Storytelling and Job Search
Whole Person Development - Enhancing Competencies in the 21^st Century Workplace
Customer Data Analytics
Legal Aspects for Markets
Live Commerce with Design Thinking
Enrichment Module A

Advertising and Media Communications stream

Professional Workplace Communication: Storytelling and Job Search
Whole Person Development - Enhancing Competencies in the 21^st Century Workplace
Character Design with Intellectual Property Management
Studio Portfolios and Self-media
Live Commerce with Design Thinking
Enrichment Module A

Marketing and Customer Analytics stream

Professional Workplace Communication: Proposal and Report Writing
Fundamentals of Management
Public Relations and Event Planning
Marketing Research
Marketing Management
Final Year Project
Work-integrated Learning*

Advertising and Media Communications stream

Professional Workplace Communication: Proposal and Report Writing
Fundamentals of Management
Marketing Communications
Experiential Marketing and Event Management
Media Planning and Digital Advertising Strategy
Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
Final Year Project
Work-integrated Learning*

Marketing and Customer Analytics stream

Professional Workplace Communication: Pitching and Persuasive Presentation
Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
Marketing Communications and Customer Relationship Management
Marketing Technology and Customer Experience
Brands and Green Business Practices
Final Year Project
Work-integrated Learning*
Enrichment Module B

Advertising and Media Communications stream

Professional Workplace Communication: Pitching and Persuasive Presentation
Advertising Media Production
Brand Storytelling and Media Writing
Public Relations and Public Speaking
Marketing Strategy
Final Year Project
Work-integrated Learning*
Enrichment Module B

Remarks

Depending on the job nature and study programmes, Work-integrated Learning will be arranged at an appropriate time during the period of study.

Tuition Fees

The tuition fees for AY2027/28 will be announced at a later stage.

Programme Highlights

Visits To Advertising And PR Agencies

The programme regularly arranges visits to renowned advertising and public relations agencies, where students meet and interact with industry professionals, gain first-hand insights into how the industry operates, and broaden their professional horizons.

Live Streaming Training

Live streaming training in class equips students with essential skills for modern communication. They gain practical knowledge in using streaming technology, managing live interactions, and creating engaging content, preparing them for opportunities in the rapidly evolving digital landscape.