Associate in Public Relations and Communication

• Articulation rate nearly 93% in 2023
• Strengthen corporate and cross-cultural communication skills, as well as Chinese, English or Mandarin skills 
• Diversified training, including critical thinking, information technology, public relations writing, marketing and business knowledge
• Opportunities to learn public relations strategies and techniques from industry experts and to visit media companies for a firsthand look at their operations

This programme offers you diverse subjects such as corporate event operations, advertising and public relations writing which will equip you with the professional skills to plan and implement effective corporate communication strategies. It facilitates your pursuit of further studies in related disciplines.

Curriculum Structure⁺

You are required to take, in two years, 21-22 subjects in total, comprising 13-14 General Education Subjects and 8 Discipline-specific Subjects.

General Education Subjects

9 Compulsory Subjects

Language subjects

• Academic English (Humanities and Communication) I OR English for Academic Studies (Humanities and Communication) I
• Academic English (Humanities and Communication) II OR English for Academic Studies (Humanities and Communication) II
• Chinese Communication for College Students (Cantonese Version) ^C OR Chinese Communication for College Students (Putonghua Version) ^C OR Elementary Chinese ^{E & C ~}

Mathematics, IT and Critical Thinking subjects

• Creative and Critical Thinking ^{E & C}
• Elementary Statistics
• Information Technology for Language Studies

Discipline-relevant General Education subjects

• Introduction to Communication Studies
• Putonghua for Cultural and Communication Purposes ^C

Essential Components of General Education (Non-credit bearing)

• Two e-modules:

1. Academic Integrity
2. National Education 

^{~ Students who are non-Chinese speakers, or whose Chinese standards are at junior secondary level or below are required to take this subject.}

4-5 Elective Subjects^*# (from the following cluster areas)

• Chinese History and Culture
• Cultures, Organisations, Societies and Globalisation
• Human Nature, Relations and Development
• Language and Communication
• Science, Technology and Environment

For the full list of more than 70 General Education subjects, please click here.

<sup>*Students with Level 3 or above in any one HKDSE subject (other than English) only need to take four General Education elective subjects.

Medium of Instruction: Most subjects are taught in English, although due to their nature and objectives, some subjects are taught in Chinese. Language subjects are taught in the language in question.

E & C English and Chinese
C        Chinese</sup>

Discipline-specific Subjects

6 Compulsory Subjects

• Foundations of Translation ^{E & C}
• Introduction to Marketing
• Language and Society
• Principles of Corporate Communication I
• Principles of Corporate Communication II
• Public Relations Writing

2 Elective Subjects^# (from the following subjects)

• Advertising and Promotion
• Chinese for Business and Administration ^C
• Consumer Behaviour
• Corporate Event Operations
• Foundations of Linguistics
• Intercultural Communication in Business
• Managing Organisations
• Negotiation Skills
• Workplace Practicum ^{E & C}

<sup>+For students admitted from 2022/23
#Offering of individual elective subjects is subject to resources and quota availability.

Medium of Instruction: Most subjects are taught in English, although due to their nature and objectives, some subjects are taught in Chinese. Language subjects are taught in the language in question.</sup>

^{E & C English and Chinese
C        Chinese}

Intended Learning Outcomes

Upon successful completion of this programme, graduates will be able to achieve its intended learning outcomes. For details, please click here.

Articulation Track Record of Graduates

More than 120 local and overseas bachelor's degree programmes have admitted graduates from HKCC's Associate Degree Scheme in Humanities and Communication. For the articulation track record of graduates, please click here.

Career Prospects

• Business Development
• Event and Conference Management
• Marketing
• Public Relations/Media Relations

Among the employed graduates of this programme in 2022, 100% found a job within 3 months after graduation.

^{Source: HKCC Graduate Survey 2022 (figures as of October 2022)}

Admission Score for this programme (2023/24 Cohort):

14.96 (Mean); 19 (Highest)

Click here to view admission score (2023/24 Cohort) for all programmes.