This programme will equip students with the knowledge, language, and communication skills needed to take up entry level positions as public relations practitioners or to work in related areas such as customer service and event management. Students will gain a strong foundation for continuing studies at the bachelor degree level.

 

FACULTY

Arts and Humanities

 

 

PROG. CODE

AACPR 

 

 

CAMPUS

Kowloon City / Telford Annex

Telford Annex

 

QR LEVEL

4

 

DURATION

2 years

 

CREDIT POINTS

63 CPS

 

AWARD TYPE

Associate Degree 

 

QR REF/
VALIDITY PERIOD

17/000283/L4
01/09/2020-31/08/2024

Admission, entry requirements, fees and key dates

A range of admission options are available for students of all ages and academic backgrounds. How you apply will depend on your student type.
 

Programme Specific Entry Requirements

  • No programme specific entrance requirements.

General entry requirements

Fees

Application Fee

$150, waived for 2021

Tuition Fee

All Full-time Associate Degree/Higher Diploma students are required to take 63 credits in two years at HK$1,600 per credit. Total tuition fees for two years are about HK$100,800.

For Associate of Social Science in Social Work, students are required to take a total of 74 credits, with 38 credits of social work courses at HK $2,600 per credit, 21 credits of General Education at HK $1,600 per credit, and 15 credits of fieldwork placement at HK $2,500 per credit. Total tuition fees for two years are about HK $169,900.

Other Fee

A Graduation Fee of $400 will be charged upon enrolment in a programme.

Financial Assistance

Students enrolled in self-financing Bachelor/Associate Degree /Higher Diploma programmes are eligible to apply for financial assistance from the following sources:

  •  Financial Assistance Scheme for Post-Secondary Students (FASP)

Provides means-tested financial assistance to needy full-time students pursuing locally-accredited, self-financing post-secondary education programmes at the level of associate degree, higher diploma or degree. The scheme aims to provide financial assistance to needy students so that no eligible students will be denied access to post-secondary education because of lack of means.

Enquiries:       2152 9000

Website:  https://www.wfsfaa.gov.hk/sfo/en/postsecondary/fasp/overview.htm

  •  Non-means Tested Loan Scheme for Post-Secondary Students (NLSPS)

The NLSPS is used to complement the Financial Assistance Scheme for Post-secondary Students (FASP) to provide loan(s) to eligible students to settle tuition fees of locally-accredited, self-financing full-time post-secondary education programmes at the level of associate degree, higher diploma or degree

Enquiries:        2150 6222

Website:          http://www.wfsfaa.gov.hk/sfo/eng/schemes/nls3.htm       

  •  Continuing Education Fund (CEF)

Some of the AD programmes or course(s) in the AD programmes are included in the list of reimbursable courses for CEF purposes.

The CEF subsidizes students over 18 years of age with learning aspirations to pursue continuing education and training courses. Eligible applicants enrolling on courses after 1 April 2019 will be reimbursed 80% of their fees on the first $10,000 and 60% on the second $10,000, subject to a maximum sum of HK$20,000 (whichever is the less), on successful completion of a reimbursable programme/course(s).

Enquiries:        3142 2277

Website:          https://www.wfsfaa.gov.hk/cef/en/index.htm

Semester A - 2020/2021

EventStart DateEnd Date
E-APP applications close (main round)   15 May 2020
E-APP applications close (second round)   30 June 2020
Orientation   28 August 2020
Teaching period

31 August 2020

28 November 2020

Add/Drop date without financial penalty   13 September 2020
Add/Drop date 50% tuition fee payable   10 October 2020
Student revision period

30 November 2020

5 December 2020

Examination period

7 December 2020

19 December 2020

Semester B - 2020/2021

EventState DateEnd Date
Teaching period

11 January 2021

23 April 2021

Add/Drop date without financial penalty   24 January 2021
Add/Drop date 50% tuition fee payable   27 February 2021
Student revision period

26 April 2021

1 May 2021

Examination period

3 May 2021 

15 May 2021

Summer Semester - 2020/2021

EventStart DateEnd Date
Teaching period

7 June 2021

24 July 2021

Student revision period

26 July 2021

31 July 2021

Examination period

2 August 2021

7 August 2021

 

 

Programme structure and outcomes

Programme Intended Learning Outcomes are statements of learning achievement that are expressed in terms of what the learner is expected to know, understand and be able to do upon completion of a course. Students graduating from this programme will be able to:

PILODescription
1. Apply communication theory and public relations knowledge and skills to the practice of public relations at a level of competency required for articulation to further studies, and employment;
2. Communicate competently as ethical and professional communicators in a range of positions including as public relations practitioners;
3. Apply communication technology and digital literacy for public relations purposes;
4. Apply strong generic skills for further study and employment including self-directed, directed and cooperative learning strategies; interpersonal, small group and intercultural communicative competence; and, quantitative and qualitative analytical skills; and
5.  Relate the major ideas in arts and humanities, business, science and technology to their own area of study.

 

  • Public Relations and Society
  • Principles of Communication
  • Communicating with the Media
  • Language of Public Relations and Advertising
  • Research Methods and Applications
  • Branding and Communication
  • Social Media Communication
  • Communication and Corporate Crises
  • Communication Skills for Planning and Organizing Events
  • Integrated of Marketing Communication
  • Digital Application for Communications
  • Multimedia Production for PR Integrated Communication Project
  • Chinese for Public Relations

To qualify for this award, a candidate shall accrue an aggregate of at least 63 credit points by satisfactory completion of the following core courses.

Course CodeCourse Name  
Programme Core
LAC12442 Communicating with the Media
LAC12700 Principles of Communication
LAC12735 Integrated Marketing Communication
LAC22770 Research Methods for Applications

LAC24213 or

LAC23703 *

Chinese for Public Relations

Communicating Across Cultures

LAC22739 Integrated Communication Project
LAC12720 Public Relations and Society
LAC13742 Digital Applications for Communication
LAC22700 Branding and Communication
LAC22710 Multimedia Production for Public Relations
LAC22738 Social Media Communication
LAC23700 Communication for Public Relations and Advertising
LAC24711 Communication and Corporate Crises
LAC24712 Communication Skills for Planning and Organising Events
* For non-Chinese speakers unable to take LAC24213
Language Skills
CGE1000 (1500) English for Academic Studies A or B
CGE2000 English Professional Communication
CGE1200 Practical Chinese
General Education
CGE13212 Information Technology: Applications and Impact
CGE24411 Ethics and Society

An additional 2 General Education courses to be chosen as electives. 

At least one course must be chosen from Society and Organisations, and one of the courses chosen must be at level A2

General elective courses must be selected from all the following domains:

  • Public relations
  • Communication
  • Event planning
  • Customer service
  • Document design and marketing

Contact us

Faculty of Arts and Humanities

Telephone: (852) 2707 3113
Fax: (852) 2707 3114
Emailuowchk-fah@uow.edu.au

Address: 1/F, Le Billionnaire, 46 Sa Po Road, Kowloon City, Hong Kong
[Sung Wong Toi MTR Station Exit B3]