Programme Content

Through application and practice, students are given opportunities to develop a set of writing, presentation, critical analysis and cultural literacy skills essential for effective communication in different genres, forms/modes and contexts. The course enables students to develop essential language knowledge and skills for further studies and career pursuits in a range of professions requiring strong language and communication skills.

Besides, developing students’ career-related competencies, foundation skills, thinking skills and people skills can also nurture students’ generic skills, positive values and attitudes as in Applied Learning curriculum pillars through application and practice.  

Programme Features

• Develop their generic skills and address their career aspirations in different professional and vocational fields, including broadcast and media, advertising and public relations, and eCommerce and global business.
• Different modes of activities are employed to provide students with a systematic understanding about the context, e.g. group discussions, hands-on training on storytelling and narration skills, company visits, and sharing talks
• Experience the complexity of the context, e.g. visits to broadcast and media companies or public relations agencies to experience the authentic setting; one-on-one or small group interactions with native English PR professionals to learn the importance of English communication in the authentic working environment
• Integrate the knowledge and skills acquired and consolidate their learning, e.g. apply creative English writing and presentation skills to write a speech script for the CEO of a global company.

Programme Structure

Module 1: English Language and Creativity (60 hours)
Module 2: Creative English Communication in the Broadcast and Media Industry (40 hours)
Module 3: Creative English Communication in Advertising and Public Relations (40 hours)
Module 4: Creative English Communication in eCommerce and Global Business (40 hours)

Reference Table for Grades

Certification Programme

Hong Kong Examinations and Assessment Authority - Applied Learning Subjects Result Assessment and Information

Articulation Path

Advertising, business administration and communication, event management, English studies, global business, professional communication studies, marketing, public relations and other related courses

Career Prospects

Positions at entry-level or junior level: advertising practitioners, brand marketers, broadcasters, creative writers and translators, digital marketers, event assistant, project assistant, social media influencers, scriptwriters, etc.