課程 - 香港大學附屬學院
社會科學 社會科學

文學副學士 (應用傳理)

課程編號: AD 128 3416 6338 2305 5315 aaac@hkuspace.hku.hk
 ^公關及企業傳訊高級文憑課程已經過修訂，並將於 2026/27 學年改名為文學副學士（應用傳理），新課程尚待正式審批。
 
 

Application Code 報名編號 : AD128

課程目標及特點

文學副學士 (應用傳理) 課程（AAAC）培養學生在媒體與傳播範疇以至跨學科的批判能力。 課程綜合傳播理論與科技層面，建立紮實的媒體與傳播研究基礎，同時培養學生在社交、學術及實況中的中英雙語傳意能力。

畢業生具備穩固的學術基礎及應用傳意技能，足以應付日後在媒體與傳播及相關學科的進階學習，並為銜接相關學士學位課程及將來投身媒體與傳播行業作好準備。

 

課程的預期學習成果

完成課程後，學生應該能夠:

ILO1. 在社交及學術環境中，以適切的方式運用中、英語(口語及書面)傳達理念。
ILO2. 運用資訊科技和量化數值技能去處理資訊，並解決日常生活問題。
ILO3. 分析及整合核心課程各範疇的基礎概念，並描述其與人類經驗之關係。 
ILO4. 應用跨學科的概念於傳播、媒介及商業的脈絡，掌握理論與現實融會貫通的能力。
ILO5. 綜合傳播理論與實踐，以回應企業與社會所面對的挑戰，並為日後升讀媒體與傳播相關學科做好準備。

 

評核方法 

大多數科目的評估將結合持續性評估（作業、期中測驗等）和總結性評估（例如期末考）。部分科目可能完全採用持續性評估，不設期末考。

 

學銜

學員修畢課程，並通過評核取得合格成績，可按香港大學體制，經香港大學專業進修學院獲准頒授「文學副學士 (應用傳理) ​」。

 

升學前景

2025年總升學率：50%

本學院每年均有畢業生/學生成功入讀八大教資會資助學位課程。以下為近年本課程^畢業生/學生的升學資料*:
         
香港大學
BA
BNurs
    
香港中文大學 
BA Cultural Management
BSocSc Journalism & Communication(Advertising and Public Relations)
Integrated BBA
           
香港科技大學
BBA
    
香港城市大學
BA Digital Television & Broadcasting
BA Media & Communication
BA Translation & Interpretation
BBA
BBA Information Management
BBA Marketing
BSocSc (Hons) Public Policy & Politics
  
香港理工大學
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
    
香港浸會大學
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
 
香港教育大學
BEd (Hons) Business, Accounting & Financial Studies
BSocSc (Hons) Policy Science & Management

 

香港大學專業進修學院 - 國際學院

畢業生^亦可報讀香港大學專業進修學院 - 國際學院提供的全日制銜接學位課程，包括：

倫敦藝術大學 (University of the Arts London)
 
愛丁堡龍比亞大學 (Edinburgh Napier University)
 
赫爾大學 (University of Hull)
 
 

就業前景

本課程的出路多元，畢業生可選擇投身商業機構、公共機構及非牟利團體中與公共關係、企業傳訊、市場策劃及傳播相關的工作範疇。 潛在職位包括公共關係或市場推廣助理、媒體策劃及數碼內容創作人員、巿場推廣主任，以及從事活動策劃與管理、廣告、數碼媒體及傳訊公司的初階職位。

 

* 以上列表只提供部份升學例子以作參考。

GENERIC SKILLS
  • Introduction to Academic English
  • Advanced Chinese Language
  • Elementary Statistics
  • AI and Digital Literacy
  • English for Academic Purposes I
  • English for Academic Purposes II
  • English for Business

Experiential Learning Course:

  • Client-based Project
SPECIALISM

Year 1

  • Principles of Public Relations and Corporate Communications
  • Introduction to Media and Communications
  • Media Publishing and Production

 

Year 2​

  • Fundamentals of Journalism
  • Advertising: Principles and Practice
  • Digital PR
  • Crisis Communication and Reputation Management
  • Introduction to Marketing

 
Core Curriculum Courses

Year 1

  • Critical Analysis and Reasoning in Discipline-based Studies
  • Core Curriculum: Culture, Media and Society:

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

  • Core Curriculum: Scientific and Technological Literacy

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

 

  • Core Curriculum: Perspectives in Arts and Humanities

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      

    

*Courses offered in each semester are subject to student enrolment and resources available.

Cheung Cheuk Nam Adam
Cheung Cheuk Nam, Adam
  • 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.

Leung Hiu Ching Brenda
Leung Hiu Ching, Brenda
  • 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。