Deparment :
Programme Name :
Programme Code :
Duration :
Year 3 Entry: 2 Years (Full-Time)
Medium of Instruction :
Venue(s) :
General Education (GE) : Chai Wan/Tsing Yi Campus
The programme is recognised under the QF Level: 5
Registration No.: 20/000376/L5
Registration Validity Period: 01/09/2020 to 31/08/2025
Programme Aims
Offers a unique programme tailored to the development of public relations specialists with a solid foundation in public relations, marketing, management, and international events management.
Career Prospects
Graduates can pursue their careers in public relations, corporate communications, advertising and marketing for profit and non-profit organisations. Employment opportunities include executive positions in but not limited to public relations, advertising, corporate communications, marketing, event management, media planning, buying and sales, investor relations, publicists, customer relations, community relations, copywriting, translation and corporate brand management.
Professional Recognition
Hong Kong Public Relations Professionals’ Association Limited (PRPA), Hong Kong Institute of Marketing (HKIM), The Hong Kong Advertisers Association (HK2A) and Hong Kong Association of Interactive Marketing (HKAIM) accept our students as student members.
The programme is a member of the Hong Kong Public Relations Professionals' Association Limited (PRPA) and Hong Kong Exhibition & Convention Industry Association (HKECIA).
Programme-specific Requirements
For Year 1 Entry:
Associate Degree/Sub-degree holders in relevant disciplines, e.g. Public Relations, Communications, Advertising, Events Management, Marketing, and Business, can be considered for a Year-3 Entry applicant.
Higher Diploma OR equivalent sub-degree qualifications/studies in a relevant area of study.
Remarks:
- Additional core modules are required (with fee charged) for sub-degree graduates according to the educational background of individuals.
- All applicants are screened and selected by an Admission and Interview Panel. All interviews are conducted in English.
- For enquiry please contact Department of Hospitality and Business Management (Telephone No: 3890 8222).
For Year 1 / Year 3 General Entry Requirement, please refer to Admission
Tuition fees
- The tuition fees are charged according to the number of credit points taken during a semester.
- The tuition fee for academic year 2025/26 per credit:
Local Students Non-local Students HK$ 2,750 HK$ 3,310
Programme Curriculum
This is a credit-based programme, which students will normally complete over 4 years (in 8 semesters). Students are required to take 132 credit points with modules as shown below and an industrial attachment module for work-integrated learning. To encourage lifelong learning in general, and to provide students with greater flexibility, the programme will be offered through a credit-based module accumulation system with a multi-entry and multi-exit structure.
Year 1
- Public Relations Theory & Practice
- Digital Storytelling for Public Relations
- Public Speaking
- Negotiation & Lobbying
- Consumer Behaviour & Communication
- Business Management Fundamentals
- Programme Elective 1 *
- GE Core Module: English for Academic Studies 1
- GE Core Module: Chinese 1
- GE Core Module: Creativity & Innovation in Society
- GE Elective 1
Year 2
- Brand Management
- Event Planning & Management
- Services Marketing
Marketing Research for Communication Professionals
- Business Ethics & Law
- Organisation Behaviour & Communication
- Programme Elective 2 *
- GE Core Module: Entrepreneurial Mindset
- GE Core Module: Technology, Society & Work
- GE Elective 2
- GE Elective 3
Year 3
- Integrated Marketing Communication
- Marketing Management
- MICE Business & Operations Management
- Crisis Management
- Social Media Advertising
- Customer Relationship Management
- Sports Media, Communication & Public Relations
- Writing for Public Relations
- Work-integrated Learning
- Programme Elective 3 *
- GE Core Module : English for Academic Studies 2
- GE Core Module: Chinese 2
Year 4
- Public Relations & Media Campaign Planning Management
- Contemporary Issues in Public Relations &
International Events Management - Strategic Communication Theory & Practice
- Reputation Management
- Career Development Project
- Social Marketing & Public Opinion Management
- International Events Impacts & Sustainable Development
- Exhibition & Convention Production Events Management
- Programme Elective 4 *
- GE Core Module : English for Professional Purposes
- GE Elective 4
* Programme Electives
- Financial Public Relations & Marketing
- Discourse Analysis for Public Relations
- Food Photography & Communication
- Translation for Public Relations
- Visual Merchandising
- Catering Events Management
- Tourism Studies
- Global Hospitality Issues
- Accounting for Management
- Business Intelligence
- Departmental Budgeting & Control
- Entrepreneurship
- Global Supply Chain Management
- International Business Environment
- Staff Training & Development
- Strategic Management
- e-Commerce
Spanish for Professional Purposes (Oral Communication)
Spanish for Professional Purposes (Written Communication)
Japanese for Professional Purposes (Oral Communication)
Japanese for Professional Purposes (Written Communication)
* Additional modules will be offered and modules offerings are subject to changes. Students may be required to attend additional training and industrial attachments, for which separate fees will be charged. Additional core module(s) may be required prior to commencement or during Year 3 study for Year 3 entry.