Social Sciences
Associate of Arts in Applied Communication
QF Level: 4
QR Registration No.: 26/000535/L4
Registration Validity Period: 01/09/2026 to ongoing
Application Code 報名編號 : AD128
Programme Aims & Features
The programme develops students’ critical understanding of communication and media as interconnected academic disciplines. Through integrated study of communication theories and technological dimensions, students will develop advanced communication competencies in English and Chinese, underpinned by rigorous engagement with communication areas.
Graduates will possess a strong academic foundation in communication and media studies and will be able to apply communication skills necessary for advanced study in communication, media, and related disciplines, with an emphasis on the critical analysis and contextual application of communication theories in professional contexts.
Intended Learning Outcomes (ILOs)
On completion of the programme, students should be able to:
Assessment Methods
For most of the courses, assessment will be based on a combination of formative assessment (assignments, mid-term tests, presentation and group projects, etc.) and summative assessment (such as term paper and final examinations). In some courses, assessment may be based entirely on continuous assessment without a final examination.
Award
Upon successful completion of the programme, students will be awarded within the HKU system through HKU SPACE a “Associate of Arts in Applied Communication”.
Opportunities for Further Studies
2025 Overall Progression Rate: 50%
Some of our graduates/students are admitted to UGC-funded degree programmes every year. The list below shows the programmes that our graduates/students^ of recent years have articulated to*:
The University of Hong Kong
BA
BNurs
The Chinese University of Hong Kong
BA Cultural Management
BSocSc Journalism & Communication(Advertising and Public Relations)
Integrated BBA
The Hong Kong University of Science and Technology
BBA
City University of Hong Kong
BA Digital Television & Broadcasting
BA Media & Communication
BA Translation & Interpretation
BBA
BBA Information Management
BBA Marketing
BSocSc Public Policy & Politics
The Hong Kong Polytechnic University
BA (Hons) in Social Policy and Social Entrepreneurship
BA (Hons) Fashion and Textiles
BA (Hons) Language and Speech Sciences
BBA (Hons) Marketing
BSc (Hons) Enterprise Engineering with Management
Hong Kong Baptist University
BComm (Hons) Public Relations & Advertising Major - Organizational Communication
BComm (Hons) Public Relations & Advertising Major - Public Relations
BComm (Hons) Public Relations & Advertising Major - Advertising and Branding
The Education University of Hong Kong
BEd (Hons) Business, Accounting & Financial Studies
BSocSc (Hons) Policy Science & Management
HKU SPACE International College
Graduates^ are also eligible to apply for admission to the full-time top-up degree programmes offered locally by HKU SPACE International College in collaboration with the following university:
University of the Arts London
Edinburgh Napier University
The University of Hull
Career Prospects
Graduates of the programme have a wide range of pathways open to them. They can choose to work in public relations, corporate communication, marketing and media‑related fields across commercial, public and non‑profit sectors. Potential career paths include roles such as public relations or marketing assistants, media planners and digital content creators, marketing executives, and positions in event planning and management, advertising, digital media and communication agencies.
*The above list is not exhaustive and only shows some of the examples.
| GENERIC SKILLS |
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Experiential Learning Course:
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| SPECIALISM |
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Year 1
Year 2
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| Core Curriculum Courses |
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Year 1
Select ONE course from the following ONLY CCCU4038 Global and Local Cultures: Perspectives and Lenses to Examine Communities and Self CCCU4039 Intercultural Communication CCCU4040 Exploring Hong Kong through Film and Popular Music CCSS4005 Social Problems in Contemporary Societies CCSS4043 Global Issues and Everyday Life
Year 2
Select ONE course from the following ONLY CCAH4021 Thinking about Artificial Intelligence CCSS4044 Health, Technology and Society CCST4009 Environmental Challenges and Sustainability CCST4122 Global Technology CCST4123 Healthy Living
Select ONE course from the following ONLY CCAH4012 Arts and Life - a Journey of Appreciation and Creation CCAH4014 Histories, Societies and Identities: Connecting the Past to the Present CCCU4041 Representation of People in Popular Art Forms CCAH4015 Renewal and Regeneration: China Facing the World CCAH4016 In Dialogue with Humanity
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*Courses offered in each semester are subject to student enrolment and resources available.
- Offer received: Bachelor of Arts (Honours) in Social Policy and Social Entrepreneurship, Hong Kong Polytechnic University
In today’s competitive world, everyone is fighting for opportunities. Over the past two years at PRCC (retitled as AAAC), I have realized that the ability to communicate and articulate ideas clearly is what truly sets a person apart.
Before joining PRCC (retitled as AAAC), I often struggled to express my thoughts in a structured and convincing way. However, through assignments, presentations, and discussions, I gradually learned how to formulate arguments, respond to challenges, and articulate with confidence.
PRCC (retitled as AAAC ) has helped me develop a proper way of thinking, speaking, and writing. These skills not only improved my academic performance but also prepared me to communicate, influence, and share my ideas with the world. This transformation is something I truly value, and it is an experience I will carry with me in the future.
- Offer received: Bachelor of Communication (Hons) in Public Relations and Advertising, Hong Kong Baptist University
修讀此課程令我更深入了解公關行業，掌握實用技巧，如撰寫新聞稿、制定推廣計劃、籌辦活動、分析公司形勢及危機管理。老師樂於分享行業經驗，Project亦非常有趣，讓我們能發揮創意，透過剪片、撰文及設計，將idea具體呈現。與同學共同努力後，獲老師肯定和理想成績，會特別有成功感。