PROGRAMME OBJECTIVES

The programme aims to provide a broad overview of the structure of the live entertainment, festival and event industry and meet the continuing professional development needs of people who are currently or intend to work in the live entertainment industry, in festival and event management, private and public agencies. The programme’s emphasis is on live entertainment, festivals and events as a business and its marketing strategies, programming, operations, budgeting, facility management, and so on.

INTENDED LEARNING OUTCOMES

On completion of the programme, students should be able to

1. critically evaluate the business environment and stakeholders (including marketers, event venue and facilities suppliers) in the live entertainment, festival and event industry to meet their needs;
2. conduct verbal formal presentations and write business correspondence in English on tourism, hospitality and event industries;
3. apply the marketing concepts in the effective management and delivery of live entertainment, festivals and events;
4.  critically evaluate and compare the live entertainment, festival and event management practices in a local, regional and international context; and
5.  plan, implement, coordinate and manage live entertainment, festival and events in relation to event conceptualization, marketing communication, stakeholder management, venue and operation management.

Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). The Advanced Diploma programme offers ten modules over three terms per year which could normally be completed in 22 months (i.e. 5 terms) if students undertake 2 modules per term. Altogether, students need to study 10 modules focusing on event managment, in order to be awarded the Advanced Diploma in Live Entertainment, Festival and Event Management.

1. English for Business Communication Skills for Hospitality, Tourism and Events*
2. Marketing for the Hospitality Tourism and Event Industry
3. Hotel and Resort Management
4. Festivals and Special Events Management
5. Business of Live Entertainment
6. Creation and Management of Live Events
7. Cross-Cultural Management*
8. People Management
9. Event Planning and Promotion
10. Events Operations

*Modules recognized under the CPD Schemes for Tourist Guides and Tour Escorts, specified by Travel Industry Authority (TIA). For details, please refer to the section: Professional Recognition.

Programme contains 120 credits, 10 modules. Each module contains 12 credits.

ASSESSMENT 

The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:

• Essay/ Assignment/Report Writing
• Oral Presentation
• Group Project and Presentation 
• Online Exercise 
• Test
• Examination 

Medium of Instruction: English

AWARDS

On satisfactory completion of the 10 modules, students will be awarded the Advanced Diploma in Live Entertainment, Festival and Event Management within the HKU system through HKU SPACE. Students may apply to exit the programme with a Diploma in Live Entertainment, Festival and Event Management upon satisfactory completion of 5 modules (i.e. Module 3, 5, 6, 8,  and 9) with 60 credits in total.

Teacher Profile

Ms Roni Li

Project Director for Live Events / Artist Manager 

Specialties

• Creation of Large-Scale Live Entertainment
• ​Event Management 
• Event Sponsorships & Partnerships
• Artist Management & Collaboration 
• Entrepreneurship in Entertainment Industry
• Event Proposals Write-Ups
• Marketing & Promotion for Entertainment & Sports Events 

Selected Experiences

• Organised over 50 events ranging from live concerts, sports events, corporate to press launch events. 
• Managed & promoted live sporting events including Red Bull Flugtag 2016, Red Bull Neymar Jr's Five Football Tournament 2017-2018 through PR media relations & digital marketing
• Tour Manager for G.E.M. Get Everybody Moving Concert (H.K, Macau, China, U.S, Canada, Australia) & Concert Promotion Manager for G.E.M. X.X.X. Live World Tour (Canada, U.S, U.K)

Mr Bobby Wan

Former entertainment media head / Event organizing consultant

Specialties

• Entrepreneurship in entertainment industry
• Artist collaboration
• Constructing winning event proposals & 
• Delivering with modern day technologies

Selected Experiences

• The Hong Kong Handover, a 60-hour LIVE coverage for a regional broadcaster
•  The Millennium Odyssey, a transcontinental TV programme with satellite LIVE telecast events a
• Nobel Prize Forum Beijing, consultant to the Beijing Municipal International Office
• World Economic Forum, Dalian and Tianjin
•  The Hong Kong Handover 10th Anniversary, co-project director
• East Asian Games Hong Kong Closing Ceremony, project director
• Experiencing live broadcast and member of the Golden Horse Awards and the Hong Kong Film Awards
• Floor manager for RTHK’s “Top Ten Chinese Gold Songs Award”
• Project Director for a series of LIVE telecast events in Moscow, Athens, Cairo, Malaysia, Indonesia, Singapore, Tibet, Beijing, Shanghai, Tianjin, Dalian, Taipei, and Mexico

International awards

• International Film & TV Festival of New York, Finalist Award
• International Academy of Television Arts & Sciences, President & CEO’s Appraisal
• The Ministry of Social Affairs, Republic of Indonesia, Minister’s Appraisal
• The Ministry of Social Affairs, Republic of Indonesia, Certificate of Social Worker
• World Economic Forum, Media Leaders
• Certificate of Distinction, “Creativity, Innovation, and Change” by the Pennsylvania State University 

Mr Robert Rogers 

• Over 30 years of experience creating events/
• He is Certified Special Event Professional (CSEP)/
• He was founding president of the International Live Event Association Hong Kong Chapter/
• Proponent for ISO20121 event sustainability standards in Asia

   

Specialties

• Special Event Design
• Special Event Production
• Entertainment Management
• Stage Management

Selected Experiences

• APEC CEO Conference – Stage Manager for ~20 heads of state including President XI, President Obama, Prime Minster Medev.
• Asian Brokers and Bankers Awards- producer for 10 years raising over helping to raise of 65million for charity
• An Adventure - A multi day program for 150 pax through France and Italy with performances by Kylie Minogue and Ronan Keating 

Awards

• Gala Award – Best Event for a Private Individual – 2020
• Esprit Award – Best Private Event – 2018
• Esprit Award – Best Team Effort – 2018
• Esprit Award – Best Event with a Legacy – 2015
• Esprit Award – Best in Event Filmmaking – 2012

Application Code	2255-MS103A	Apply Online Now
Apply Online Now

Duration

• 18 months (Minimum)
  34 months (Maximum)
  22 months (Normal)

English for Business Communication Skills for Hospitality, Tourism and Events

Business communication skills in English are greatly needed by students in all our hospitality, tourism and events programmes, since students need to learn some fundamental skills in business writing (including report writing, handling and responding to complaints, answering enquiries, etc.). This module aims to develop students' knowledge relating to solve communication problems and respond to complex questions in English. The class is developing the students command of spoken and written English business communication with related areas of tourism, hospitality and event will be covered in the module. This course aims at writing promotional materials for the Hong Kong and foreign markets and summarizing the main ideas to conduct verbal presentation with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism, hospitality and event business environments.

Marketing for the Hospitality Tourism and Event Industry

This module describes the relationships between customer value, satisfaction and quality in the hospitality, tourism and event industry.  It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the marketing environment and its likely impact on the industry, organizations and product/services offerings, market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industries. To trace the broad development of the marketing concepts about the products, pricing, internal marketing strategy (People) and customer satisfaction, promotion, digital marketing strategy, and distribution channels of tourism, hospitality and event industries. The student should able to apply the evaluation and control mechanisms in the marketing plan.

Hotel and Resort Management

This module focuses on both hotels and resorts.  It examines the planning, operation as well as management principles for hotel and resorts.  Time is spent in exploring the multi-facets for hotels as accommodation provider, including both branding and marketing. The differentiation of back of the house and heart of house management of hotels and resorts and describe the differences between them.  With the trend of integrated resorts, it also focuses on the unique characteristics of organizing a successful resort.   

People Management

Understanding of human resources knowledge, acquisition of key people management skills is essential to hospitality, tourism and event streams of students to better equip themselves for the job markets in career development. The aim of the module is to provide students with an overview of the topics on recruitment, selection, motivation, training, performance management and appraisal of staff at the workplace. Students will discuss the different roles of managers and leaders in hospitality, tourism and event industries; identify and describe the required managerial skills in planning, organizing and decision-making at the workplace. The contemporary issues relating to people management in hospitality, tourism and event industries will also be critically assessed.

Events Operations

The aim of the module is to develop students' management skills in the process of event operations, including manage events including event logistics, on-site staffing, crowd management, and safety and security issues. The module helps students gain the necessary inside knowledge about the essential processes of special event planning and operation, explore in depth the operational challenges of putting together an event; and gain an appreciation of the vast diversity of events and the different operational demands each would place on its organizers. The module helps students apply the necessary knowledge about the tools and techniques in event operation such as in monitoring,, controlling and evaluating the event and analyze the future issues and trends in event operations through the topics such as ‘Green Event’,  “Green” design, environmental management, and waste management, Quality event management, event service and technology via the case studies in real world settings.

Event Planning and Promotion

This module aims to develop core skills to stage a function in the perspectives of event planning and marketing for various types of events. Upon the completion of the module, students will be able to apply the essential tools and techniques in event planning process and to apply the marketing and promotional tools for events. Financial management, human resources planning, marketing and promotion, and risk management will be covered. The contemporary trends and issue of event industry will also be illustrated in this module.

Festivals and Special Events Management

The module provides a comprehensive overview of world-renowned international events and festivals, analyses elements of success of those international events and festivals through event supply chain management, Merchandising and Retail, catering operations, capacity management, legal and ethical considerations scheduling and time management. Focusing on the protocol for festivals and special events, impacts of events as well as events sustainability help students learn about the unique issues in managing international special events. Case studies will be used to illustrate the characteristics of various types of special events such as sports, entertainment, art and cultural events, other special events in real world setting.

Business of Live Entertainment

The aim of this module is to develop students understanding of live entertainment business from local, regional and international perspectives. The module helps students discover the motivation of live entertainment participants learn how to design and coordinate the production of line entertainment events to fit the target guideline. The motivation and satisfaction of live entertainment event visitors will be evaluated. Contemporary trends issues and future growth of live entertainment business will also be learned. 

Creation and Management of Live Events

The module provides an overview of live events planning and operations; it covers the issues in programme design, marketing, budgeting, managing and controlling of live events. Upon the completion of the module, students will be able to draft the event proposal and develop a business plan for a live event with operational details.  The student should be able to manage audience behavior, identify the key issues in broadcasting media, publishing and copyrights in live events, and assess the impacts of live events to the local community and the destination.

Cross-Cultural Management

The aim of the module is to develop students’ distinctive management and negotiation styles across cultures and enhance their working attitudes with multi-cultural teams.  The essential knowledge of how cultures influence consumer behaviour and service preference in hospitality, tourism and events industries will be explained in this module. The students should also aware the cultural differences affect global marketing strategies and communication skills in the hospitality, tourism and events industries. The cultural differences in different aspects will also be covered. Such as: Negotiation and conflict resolution, preferences of service, leadership styles, decision-making and organizational behavior.

Classes will be generally held as following tentative schedule:

• Weekday evening : 6:45 - 9:45pm/ 7:00 - 10:00pm
• Weekend daytime or evening: 2:00 - 5:00pm or 6:45 - 9:45pm

Venue

• Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre  Programme team reserves the right to change the above venue/ classroom if necessary.

 

HKU SPACE is one of the activity organisers of the “TIA Accredited CPD Activity for Tourist Guides and Tour Escorts”, recognized by Travel Industry Authority (TIA).

TIA Accredited CPD Activity for Tourist Guides and Tour Escorts  are as follows,

1. Cross-Cultural Management (Reference no.: TGC075HKUS)*
2. English for Business Communication Skills for Hospitality, Tourism and Events (Reference no.: TGC050HKUS)*

*This activity is recognized under the CPD Schemes for Tourist Guides and Tour Escorts.  In other words, the activity hours may be reckoned under both Schemes for the relevant CPD periods.

 

香港大學專業進修學院為旅遊業監管局（旅監局）認可「導遊及領隊持續專業進修計劃認可活動」之舉辦機構。

旅監局已通過導遊及領隊持續專業進修計劃，其中包含6小時的「自選進修活動」，讓持牌導遊及領隊可因應個人工作需要及興趣參加與職能相關的進修活動。 同時持有導遊及領隊牌照的人士（雙牌人士），旅監局同意雙牌人士完成獲旅監局認可的「導遊及領隊自選進修活動」後，已完成的活動時數可同時計入兩個進修計劃各自的進修時段內（進修時段為相關牌照的有效期）。 

旅監局導遊及領隊持續專業進修計劃認可活動如下:

1. Cross-Cultural Management (活動編號: TGC075HKUS)*
2. English for Business Communication Skills for Hospitality, Tourism and Events (活動編號: TGC050HKUS)*

*此活動已被認可為旅監局指明的「導遊持續專業進修計劃」及「領隊持續專業進修計劃」下的C項活動；換言之，活動時數可同時被計入該兩個計劃的有關進修時段內。

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Application Fee

HK$150 (Non-refundable)

Course Fee

• *HK$4,900 per module (2 modules per semester: *HK$9,800, Total programme fee : *HK$49,000)
  (*The tuition fee is reviewed annually and is subject to change without prior notice.)

Applicants shall:

• have gained in the HKALE Grade E in 1 AL subject and in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or 
• have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
• hold a Certificate in Private Jet Hospitality Service Management awarded within the HKU system through HKU SPACE, or equivalent; Or
• be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered.  They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview.

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.

Applicants with other qualifications will be considered on individual merit.

• The CEF Institution Code of HKU SPACE is 100

CEF Courses
"Marketing for the Hospitality Tourism and Event Industry (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)"
COURSE CODE 43Z152326	FEES $4,900	ENQUIRY 2867-8320
Hotel and Resort Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z152334	FEES $4,900	ENQUIRY 2867-8320
Events Operations (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z15230A	FEES $4,900	ENQUIRY 2867-8320
Festivals and Special Events Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z152318	FEES $4,900	ENQUIRY 2867-8320
Creation and Management of Live Events (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z152342	FEES $4,900	ENQUIRY 2867-8320
People Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z133364	FEES $4,900	ENQUIRY 2867-8320
Cross-Cultural Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)
COURSE CODE 43Z133372	FEES $4,900	ENQUIRY 2867-8320

Continuing Education Fund

Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $20,000 per eligible Hong Kong resident, on successful completion of a course on the reimbursable course list. All students who enrolled in a CEF Reimbursable Course on or after 1 February 2008 be required to attend at least 70% of the Course, and achieve at least 50% passing mark in the overall assessment of the Course.

Applicants do not need to submit any document before class commencement. They must submit the completed CEF Application Form [SFO302(2019)] together with the required institutional certification and supporting documents to the Office of the Continuing Education Fund (OCEF) within one year upon successful completion of a CEF Course and before reaching the age of 71. Late applications will not be accepted by the Government.

The CEF Application Form [SFO302(2019)] can be obtained from any HKU SPACE Learning Centres, District Offices, the OCEF, or downloaded from www.wfsfaa.gov.hk/cef/. 

The properly filled in Application Form must first be certified by HKU SPACE after course completion by following the procedure stated below.

For more details, please visit website: www.sfaa.gov.hk/cef or contact at 3142-2277. You may also obtain the CEF brochure in any of the HKU SPACE enrollment counters.

	Continuing Education Fund Reimbursable Course (selected modules only) Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.
	Advanced Diploma in Live Entertainment, Festival and Event Management This course is recognised under the Qualifications Framework (QF Level [4])

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

Specific application form for this programme can be obtained from any HKU SPACE Enrolment Centres, or you may download the form from this website. A complete application including the following materials should reach us on/before the application closing date:

• a completed Application Form;
• a completed Enrolment Form;
• copies of relevant supporting documents(e.g. working experience / academic qualification proof);
• a non-refundable application fee of HK$150 and
• a tuition fee of HK$9,800 for the first semester. (Please pay by cheque or credit card upon application, the amount will only be debited upon successful entry to the course).

All fees are subject to change without prior notice

* All fees paid are NOT refundable, unless a course is over-subscribed or cancelled.  These fees may be subject to revisions even after a student has submitted an application, or after you have been admitted as a student on this programme. Fees for the following terms will be advised nearer the time when you enroll on those modules.

Payment Method