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Business Discipline

Higher Diploma in Public Relations and Digital Communication

Programme code BA114052

The following section presents the programme information offered in September 2022. Information of programmes to be offered in academic year 2023/24 will be announced later.
Duration of Study
2 Years
Mode of Study
Offering Campus(es) / Venue(s)
IVE (Kwun Tong)
Entrance Requirements
Five HKDSE subjects at Level 2 or above, including English Language and Chinese Language; OR VTC Diploma of Foundation Studies; OR VTC Diploma of Vocational Education / Diploma of Vocational Baccalaureate; OR 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. 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).
  4. 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.
Programme Aims
This interdisciplinary programme marks a close collaboration between Business Discipline (BA) and Design Discipline (DE), in particular the Department of Communication Design and the Department of Digital Media of the latter (CD/DE & DM/DE). The programme aims to equip students with skills and abilities to perform interdisciplinary tasks that are required by PR practitioners, in response to the rapidly changing use of new digital technology.  
The programme covers trade specific PR theories and knowledge.  It nurtures students’ creativity and enthusiasm on the application of new digital technology on communication.  Furthermore, the ‘dual-track’ learning approach adopted by the programme provides hands-on experience and further develops competencies of the students.  
Career Prospects
Graduates will be employed in any commerce, government, non-profit organizations, media organizations and / or entertainment businesses as Digital PR, Social Media Specialist, Online Editor, Multimedia Executive, Multimedia Reporter, Marketing Communication and/or Advertising Officer, Event Planner, Online Influencers (e.g. bloggers & YouTube Creator), etc.
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 Technological and Higher Education Institute of Hong Kong (THEi) or overseas universities below in collaboration with the School for Higher and Professional Education (SHAPE) :
  1. THEi : Bachelor of Arts (Hons) in Public Relations and International Events Management (Year 3 entry)
  2. THEi : Bachelor of Arts (Hons) in Advertising (Year 3 entry)
  3. THEi : Bachelor of Social Science (Hons) in Multimedia Technology and Innovation  (Year 3 entry)
  4. Sheffield Hallam University, UK : BA (Hons) Business Management#
  5. Northumbria University, UK : BA(Hons) Business and International 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
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)
  1. Students may be required to attend classes on other VTC campuses. VTC reserves the right to cancel any programme, revise programme content or change the offering institute(s) / campus(es) / class venue(s) if circumstances so warrant.
  2. Programme with interdisciplinary collaboration. The programme is jointly offered by the Business and Design disciplines.