Programme Advantages

Develop Hard- and Soft-skill PR Talents

Emphasis on both hard knowledge of the PR and media industry and communication and problem solving skills to meet the talent needs of the industry.

Enrich Learning Experiences

A wide variety of learning life, including internships, organisational visits, competitions, exchange activities, and so on.

Industry Collaboration

In-depth collaboration with businesses and social service organizations, student participation in projects for hands-on experience.

Develop Hard- and Soft-skill PR Talents

Emphasis on both hard knowledge of the PR and media industry and communication and problem solving skills to meet the talent needs of the industry.

Enrich Learning Experiences

A wide variety of learning life, including internships, organisational visits, competitions, exchange activities, and so on.

Industry Collaboration

In-depth collaboration with businesses and social service organizations, student participation in projects for hands-on experience.

Basic Information

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.

Mode of Study Full-time

Duration of Study 2 Years

Offering Campus(es) / Venue(s)

IVE (Kwun Tong)

Study Places IVE (Kwun Tong) - 30

Admission Score Average Result: 13 ¹
Score Range: 10 - 17 ¹

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)
Student membership of The Hong Kong Advertisers Association (HK2A)

Remarks

Admission score in 2024 refers to score of the best 5 HKDSE subjects, including Chinese Language and English Language of admitted students in 2024. For reference only. (Scoring scale: 5** = 7 points; 5* = 6 points; 5 = 5 points: 4 = 4 points; 3 = 3 points; 2 = 2 points; 1 = 1 point).

Notes

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.
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.

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.
For 2024 HKDSE and before, 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; 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 also recognised as one of the five HKDSE subjects in fulfilling the general entrance requirement (Subject to approval by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications (HKCAAVQ)). One Other Language subject can be counted for admission purpose.
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):

Bachelor of Arts (Honours) in Digital Advertising
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):

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.

Career Prospects

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.

Curriculum

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

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

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

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

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 21^st Century Workplace

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

1st Year Tuition Fees (HK$)

$32,500

2nd Year Tuition Fees (HK$)

$32,500

Remarks

The study duration of Higher Diploma programmes is normally 2 years. The tuition fee is payable in two installments each year.
In addition to tuition fees, students will be required to pay other fees, such as caution money and students’ union annual fees. Students of Higher Diploma programmes will be required to pay the study package fees for Chinese & Putonghua modules.
Some students may be required to study bridging modules or enhancement programmes to support their study; or to attend additional training, industrial attachments, public examinations for which separate fees will be charged.
Tuition fees are subject to annual review. The tuition fee levels for 2nd Year will be reviewed subject to inflationary adjustments and other relevant factors.
The information listed above is only applicable to local students.

Programme Highlights

For years, educators and students have partnered with industry to organize the ‘Hong Kong Student One-Minute Speech Contest’.

In addition to improving their public speaking skills, the students served as youth organizers for the contest, taking on various roles such as project planning and sponsorship, promotional and educational video production, social media content planning, public speaking workshops, and event management, putting their learned professional skills to good use.

Opportunities to interact with overseas and mainland professionals

Encourage students to go beyond the classroom to visit enterprises and media organizations to learn the latest industry information, and have cultural exchanges with overseas and mainland vocational students.