Bachelor of Arts (Honours) in Public Relations and International Events Management

This programme offers a unique programme tailored to the development of public relations specialists with a solid foundation in public relations, marketing, management, and international events management.

International Students:

• Applicants with academic qualifications obtained in secondary or tertiary institutions outside Hong Kong will be assessed individually by the departments concerned.
• IGCSE, GCE, International Baccalaureate (IB) or other overseas qualifications which are comparable with the required levels of the Hong Kong Diploma of Secondary Education will be accepted.
• IELTS overall score at 6 or equivalent 

Year 1

• Public Relations Theory & Practice
• Digital Storytelling for Public Relations
• Public Speaking
• Negotiation & Lobbying
• Consumer Behaviour & Communication
• Business Management Fundamentals
• Programme Elective 1 *
• GE Core Module: English for Academic Studies 1
• GE Core Module: Chinese 1
• GE Core Module: Creativity & Innovation in Society
• GE Elective 1

Year 2

• Brand Management
• Event Planning & Management
• Services Marketing
• Marketing Research for Communication Professionals
• Business Ethics & Law
• Organisation Behaviour & Communication
• Programme Elective 2 *
• GE Core Module: Entrepreneurial Mindset
• GE Core Module: Technology, Society & Work
• GE Elective 2 
• GE Elective 3 

Year 3

• Integrated Marketing Communication     
• Marketing Management   
• MICE Business & Operations Management
• Crisis Management
• Social Media Advertising
• Customer Relationship Management           
• Sports Media, Communication & Public Relations
• Writing for Public Relations
• Work-integrated Learning
• Programme Elective 3 *
• GE Core Module : English for Academic Studies 2
• GE Core Module: Chinese 2 

Year 4

• Public Relations & Media Campaign Planning Management
• Contemporary Issues in Public Relations & International Events Management
• Strategic Communication Theory & Practice
• Reputation Management
• Career Development Project
• Social Marketing & Public Opinion Management
• International Events Impacts & Sustainable Development
• Exhibition & Convention Production Events Management
• Programme Elective 4 *
• GE Core Module : English for Professional Purposes
• GE Elective 4 

Programme Electives *

• Financial Public Relations & Marketing
• Discourse Analysis for Public Relations
• Food Photography & Communication
• Translation for Public Relations
• Visual Merchandising
• Catering Events Management
• Tourism Studies
• Global Hospitality Issues
• Accounting for Management
• Business Intelligence
• Departmental Budgeting & Control
• Entrepreneurship
• Global Supply Chain Management
• International Business Environment
• Staff Training & Development
• Strategic Management
• e-Commerce
• Spanish for Professional Purposes (Oral Communication)
• Spanish for Professional Purposes (Written Communication)
• Japanese for Professional Purposes (Oral Communication)
• Japanese for Professional Purposes (Written Communication)

* Additional modules will be offered and modules offerings are subject to changes.  Students may be required to attend additional training and industrial attachments, for which separate fees will be charged.  Additional core module(s) may be required prior to commencement or during Year 3 study for Year 3 entry.