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Business Discipline

Higher Diploma in Public Relations and Communication Management

Programme code BA114063

The following section presents the programme information offered in September 2023. Application information for AY 2024/25 will be announced in early November 2023.
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). 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 digital communication and media technology.  
The programme covers trade specific PR theories and practices.  It aims to develop students’ story-telling and presentation skills and to equip them with the basic skills in producing creative and persuasive content for multimedia purposes.  Furthermore, through the participation in various industrial projects, students’ PR experiences in big data analytic, social media content planning, integrated marketing communication, event planning, stakeholder engagement and crisis responses, etc. are accumulated.
Career Prospects
Graduates will be employed in any commerce, government, non-profit organizations and media organizations as Public Relations officer, Digital Communication Officer, Social Media Strategy Planner, Marketing Communication and/or Advertising Executive, Event Planner, Online Editor, Multimedia Executive, Multimedia Reporter, and online influencer (e.g. blogger and 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.