The Associate of Arts in Applied Communication (AAAC) equips students with core knowledge and skills for further studies and careers in public relations, media and communication related fields, as well as articulation to communication‑related bachelor’s degree programmes in Hong Kong and overseas. The curriculum builds a solid foundation in communication and media studies, covering communication theories, media and society, marketing and digital communication, while strengthening academic and professional communication abilities in both English and Chinese.

The programme links theory with practice. Students develop critical understanding of how communication works across different platforms and cultural contexts, and apply this knowledge in areas such as advertising, digital public relations, crisis communication, media and intercultural communication. Project work, case studies and client‑based assignments simulate real communication tasks for organisations, helping students practise campaign planning and design, problem‑solving, teamwork and presentations.

With this combination of academic grounding and applied skills, graduates are well positioned to articulate to bachelor’s degree programmes in journalism and communication, public relations and advertising, media and communication and related disciplines, and to take up entry‑level roles in communication and media industries.

Intended Learning Outcomes (ILOs)

On completion of the programme, students should be able to:

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) 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.