Associate of Social Science in Public Relations and Advertising

Public relations and advertising have been around with us for more than a century. The role of public relations and advertising has become more intense because of the drastic changes to how people communicate and consume content today. This programme offers a meticulous curriculum that has been developed with industry partners to respond to the new ways people consume, create and share content in the digital era. It places equal emphasis on mastering practical skills and developing academic potentials. You will receive intensive professional training provided by practitioners with a focus on communications and digital media. If you are passionate about working in the public relations and advertising fields, this associate degree ensures you gain the skills needed to work in a promotional or communications capacity across the communications, creative, business, charity and public sectors.



Social Sciences






Telford Annex





2 years



63 CPS 



Associate Degree  




Admission, entry requirements and fees

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 entry requirements

General entry requirements


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


  •  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


  •  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


Programme outcomes and structure

Programme Intended Learning Outcomes (PILOs) 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:

1. Deploy knowledge and competence of strategy, branding, digital marketing and content marketing to undertake advertising and / or public relation activities at entry level;
2. Apply critical and creative thinking to address issues and problems in public relations and advertising;
3. Use a wide range of data collection methods and information technology in data analysis and presentation;
4. Demonstrate fluent oral and written English in both general academic and discipline-specific contexts;
5. Relate the major ideas in art and humanities, science and technology, and knowledge of socio-political cultural and economic issues to the practice of public relations and advertising.

Public Relations:

  • Crisis Management in Public Relations
  • Introduction to Public Relations
  • Public Relations and Advertising Workshop
  • Public Relations, Presentation and Script Writing


  • Advertising and Brand Management
  • Advertising Design and Copy Writing
  • Principles of Advertising
  • Public Relations and Advertising Workshop

Mass Communications:

  • Digital Campaign Management
  • Marketing, Advertising and Public Relations
  • Media, Society and Ethics
  • Media Relations in the Digital Era

Social Sciences:

  • Creativity in Life
  • Understanding Customer Behaviour
  • Cross Cultural Communication
  • Social Research


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
Semester A, Year 1
CGE1000 (1500) English for Academic Studies A or B
CGE14111 Critical Thinking
DSS10641 Introduction to Public Relations
DSS11101 Principles of Advertising
DSS11105 Media Relations in the Digital Era
Semester B, Year 1
CGE13213 Information Technology: Application and Impacts
CGE2002 English Professional Communication Skills for Social Science
DSS11104 Creativity in Life
DSS12302 Understanding Customer Behaviour
DSS21112 Media, Society and Ethics
Semester A, Year 2


Social Research
DSS21102 Public Relations and Advertising Workshop
DSS21110 Advertising Design and Copy Writing
DSS21111 Marketing, Advertising and Public Relations
CGE General Education*
Semester B, Year 2
CGE1200 Practical Chinese
CGE25111 Globalization and Business
DSS21107 Digital Campaign Management
DSS21108 Advertising and Brand Management
DSS21109 Crisis Management in Public Relations
DSS21114 Writing for Contemporary Public Relations Activities

CGE General Education course*:

The last GE course is of students’ choice to be taken from domains at A2 level in Semester A of the second year of study:


UOW College Hong Kong
Bachelor of Social Science (Hons) in Social Innovation
University of Wollongong
Bachelor of Communication and Media Studies
City University of Hong Kong
Bachelor of Arts in Digital Television and Broadcasting
Bachelor of Arts in Media and Communication
Bachelor of Business Administration in Information Management
Hong Kong Baptist University
Bachelor of Communication (Honours) in Public Relations and Advertising Option
Hong Kong Polytechnic University
Bachelor of Arts (Honours) in Interactive Media
Hong Kong University of Science and Technology
Bachelor of Business Administration
Lingnan University
Bachelor of Social Sciences (Honours)
The Chinese University of Hong Kong
Bachelor of Arts in Cultural Management
The University of Hong Kong
Bachelor of Science in Information Management


  • Public relations
  • Corporate communication
  • Advertising
  • Digital communication
  • Media
  • Journalism

Any enquiries relating to the ASocScPRA programme should be directed to the Programme Leader, Mr Alex Lee.

Contact Us

Faculty of Social Sciences

Telephone: (852) 2707 3223
Fax: (852) 2707 3224

Address: 1/F, Le Billionnaire, 46 Sa Po Road, Kowloon City, Hong Kong

[Sung Wong Toi MTR Station Exit B3]

Telford Annex

Telephone: (852) 2707 9440
Fax: (852) 2707 4243

Address: NO. 33 Wai Yip Street, Telford Garden, Kowloon Bay, Kowloon, Hong Kong

[Kowloon Bay MTR Station Exit B]

Apply to UOWCHK

Start your journey

How to apply Admission requirements