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Business Administration Discipline
Self-financed Programmes

Higher Diploma in Advertising and Marketing Communications

Programme code BA124030

The following section presents the programme information offered in September 2018. Information of programmes to be offered in academic year 2019/20 will be announced in late November 2018.
Duration of Study
2 Years
Mode of Study
Offering Campus(es) / Venue(s)
IVE (Chai Wan)
Entrance Requirements
Five HKDSE subjects at Level 2 or above, including English Language and Chinese Language; OR VTC Foundation Diploma (Level 3) / Diploma of Foundation Studies; OR VTC Diploma in Vocational Education / Diploma of Vocational Education; OR Yi Jin Diploma / Diploma Yi Jin; OR Equivalent.
Remarks :
  1. An "Attained", "Attained with Distinction (I)" and "Attained with Distinction (II)" in an HKDSE Applied Learning (ApL) subject (Category B subjects) are regarded as equivalent to an HKDSE subject at "Level 2", "Level 3" and "Level 4" respectively, and a maximum of two ApL subjects (excluding ApL(C)) can be counted for admission purpose.
  2. A "Grade D or E" and a "Grade C or above" in an HKDSE Other Language subject (Category C subjects) are regarded as equivalent to an HKDSE subject at "Level 2" and "Level 3" respectively, and one Other Language subject can be counted for admission purpose.
  3. Holders of Diploma in Vocational Education / Diploma of Vocational Education (DVE) award upon successful completion of prescribed modules are eligible to apply for Higher Diploma Programmes.
  4. Applicants may be required to attend an interview.
Programme Aims
The programme aims to produce well-trained advertising, marketing and marketing communication personnel capable of providing professional services to local and multinational enterprises. Student’s caliber will be developed in 3 directions, namely, (a) creativity, (b) professional techniques (such as commercial photography, graphic design, PR and event marketing); and (c) academic knowledge.

With a balanced curriculum plus an emphasis on generic and language training, whole-person development and workplace experience, the programme well prepares students for further studies and employment in the advertising, branding and marketing world after graduation.

This programme is equipped with an in-house photo studio, and the necessary facilities for student’s learning. Students are encouraged to use the equipment provided by the department, e.g., professional photographic, audio and visual facilities as well as the updated computing software and hardware, for classroom practice and industrial attachment.
Career Prospects
Graduates may be employed in (a) advertising (b) marketing and (c) marketing communication fields at supervisory level.  In advertising and PR firms, they can take up posts such as account executives, media executives, copywriters and junior designers. In the marketing and brand management field, graduates can be employed as marketing officers or brand executives who take charge of their own brand while liaising with advertising agencies. Graduates can apply for positions in a wide array of businesses including advertising, media and public relations, exhibition, wholesale, retail, hotel and catering, and effectively any public or private businesses that require an advertising, marketing and/or marketing communication function.
Graduates can pursue relevant degrees locally or overseas. They can also apply for admission to the top-up degree programmes in Hong Kong offered by the following universities in collaboration with the School for Higher and Professional Education (SHAPE) :
  1. Coventry University, UK: BA(Hons) International Marketing
  2. Sheffield Hallam University, UK : BA (Hons) Business Management#
  3. University of Central Lancashire, UK : BA (Hons) Advertising and Marketing Communications#
  4. University of Northumbria at Newcastle, UK : BA (Hons) International Business Management#

# It is a matter of discretion for individual employers to recognize 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.
Professional Recognition
The programme has been recognized by:
Hong Kong Institute of Marketing, students can join the Institute as Student Members and graduates are eligible to become the Institute’s Associate Member (AHKIM) upon applying for their membership.
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.