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Business

Higher Diploma in Public Relations and Communication Management

Full-time S6 or above Higher Diploma

Programme Code BA114066

Higher Diploma in Public Relations and Brand Media

Programme Edges

Public Relations and Brand Media

Build skills in PR, brand planning and content creation.

Real-world Learning Experience

Gain hands-on experience through industry projects, internships and competitions.

Communication and Brand Management

Learn to engage audiences, build brand image and create impactful campaigns.

Public Relations and Brand Media

Build skills in PR, brand planning and content creation.

Real-world Learning Experience

Gain hands-on experience through industry projects, internships and competitions.

Communication and Brand Management

Learn to engage audiences, build brand image and create impactful campaigns.

Basic Information

This programme combines public relations, brand management and brand media, equipping students with skills in content creation, brand planning, project management and communication. Through industry projects, internships and project-based learning, students gain practical experience in stakeholder engagement, PR, event planning and brand promotion, preparing them for further studies and careers in public relations, corporate communications, brand management and media-related fields.

Mode of Study Full-time

Duration of Study 2 Years

Offering Campus(es) / Venue(s)

IVE (Kwun Tong)

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

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^#
City University of Hong Kong
Hong Kong Baptist University
Hong Kong Metropolitan University
Hong Kong Shue Yan University
Lingnan University (Hong Kong)
The Hang Seng University of Hong Kong
The Hong Kong Polytechnic 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 corporations, government and public organizations, non-profit organizations, PR consultancies and media organizations as Public Relations Officers, Corporate Communications Officers, Brand Promotion Officers, Content Creators, Social Media Specialists, Media Relations Officers, Event Planning Officers and Account Service Officers.

Curriculum

Public Relations & ESG Communications
Marketing Essentials
Content Creation Workshop 1 – Graphic Design
Content Creation Workshop 2 – Digital Photography
Vocational Chinese Communication: Putonghua Conversation and Reports
Essential Workplace Communication: Effective Oral Interaction
Whole Person Development - Collaboration, Teamwork & Social Engagement
IT Essentials - Business

Storytelling & Public Speaking
Social Media and KOL Engagement
Audience Psychology
Content Creation Workshop 3 – Video Production
Quantitative Analysis for Business
Live Commerce with Design Thinking
Enrichment Module A
Work-integrated Learning*
Essential Workplace Communication: Digital Written Correspondence

Event Planning & Management
Live Commerce with Design Thinking
Work-integrated Learning*
Enrichment Module B
Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
Professional Workplace Communication: Storytelling and Job Search
Whole Person Development - Mindshift: Achieving Personal Growth & Effectiveness

Advertising Campaign Planning
AI in Communications
Integrated Communication Writing
Fundamentals of Management
Final Year Project
Work-integrated Learning*
Professional Workplace Communication: Proposal and Report Writing

Brand Building & Management
Crisis Management
News & Media Relations
Final Year Project
Work-integrated Learning*
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

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

Programme Highlights

Industry Projects in PR and Brand Management

Gain hands-on experience in brand planning, PR communications, event management and content creation through industry collaboration projects.

Content Creation Workshops for Brand Media

Develop multimedia content creation skills through training in graphic design, digital photography and video production, and learn to tell compelling brand stories.