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BusinessHospitality, Tourism & Events

Advanced Diploma in Tourism and Marketing Management
旅遊業及市務管理高等文憑

Course Code
MS050A
Application Code
1535-MS050A

Study mode
Part-time
Start Date
03 Jul 2017 (Mon)
Next intake(s)
10-2017
Duration
24 months
Language
English
Course Fee
*HK$3,850 per module (Total programme fee : *HK$46,200)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)

Apply Now
Deadline on 09 Jun 2017 (Fri)
Enquiries
28678473 / 28678320 / 28679329
28610278

Tourism is one of the world's largest and fastest growing industries, and a major provider of employment opportunities both in Hong Kong, Asia and worldwide. This management-based programme will prepare students for employment in the public or private sectors, developing, planning and managing tourism resources at a junior to middle management level.

This programme will introduce the necessary skills and knowledge  to future marketers, managers and other professionals in tourism industry, so that they can understand the dynamics of the tourism industry, its interface with art, culture, and recreation, and the development of tourism experiences at destinations.

This 2 year part-time programme will comprise of 12 modules focusing on tourism and marketing and its application to practice. On satisfactory completion of the 12 modules, the Advanced Diploma in Tourism and Marketing Management will be awarded.

Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). Altogether, students need to study 12 modules, in order to be awarded the Advanced Diploma in Tourism and Marketing Management.

  • Introduction to Tourism and Hospitality
  • Communication Skills in English
  • Tourism Administration and Development
  • Marketing Communications
  • Information Technology in Hospitality and Tourism Operations
  • Marketing for the Hospitality and Tourism Industry
  • Hotel and Resort Management
  • Cruise Line Management 
  • Introduction to Airline and Airport Management
  • Attraction Management
  • Marketing Management
  • Choose one from below :
  • Events Operations
  • Event Planning and Promotion
  • Festivals and Special Events Management
  • Managing the M.I.C.E. Industry
Assessment:
 
Coursework (60%) &
Final examination (40%)
 
 
Duration
  • 18 months (Minimum)
    36 months (Maximum)
    24 months (Normal)

Introduction to Tourism and Hospitality
The module is designed to provide an introduction to the concepts of tourism and hospitality industry and develop students an understanding of the structure, organisation and interdependence of the various sectors in the tourism and hospitality industry.  Key concepts, principles, practices and issues in tourism and hospitality and the links with related areas of leisure, travel and recreation will be covered in the module.

Communication Skills in English
The aim of the class is to develop students' knowledge relating to business communication in English. The class is developing the students command of spoken and written English business communication. This course aims at providing participants with a grounding in job related language skills with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism and hospitality business environment.

Tourism Administration and Development
Through this module, students can examine the role of government and apply conceptual frameworks in analysing the involvement of a range of governmental and quasi non-government agencies that assist to local and international tourism development.  The module provides an overview of tourism policies in Hong Kong and Mainland China, as well as the contemporary issues and trends of tourism administration and development from local, regional and international perspectives.

 

Marketing Communications
This module focuses on the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan. It discusses the concept of Integrated Marketing Communications (IMC) in contemporary marketing context, the formulation and evaluation of an IMC plan. Special topics such as internal marketing communication and impacts of technology on marketing communications will be covered in the module.


Information Technology in Hospitality and Tourism Operations
The aim of the module is to give students a competence in the use of core information processing software which are used in the hospitality and tourism industries.  Students will be introduced to the range of tools and techniques used to assist the decision making process. Students completing this class will understand the use of information in the hospitality and tourism industries; and familiar with the variety of software applications and e-marketing techniques used in the hospitality and tourism industries.

Marketing for the Hospitality and Tourism Industry
This module provides an introduction to the essential elements of marketing tourism products.  It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the basic process of and main issues in tourism and hospitality marketing.  To trace the broad development of the marketing concept in services, to introduce the major elements in marketing and their application to tourism and hospitality products including: marketing segmentation, targeting and positioning, the marketing mix, and marketing planning and control, to illustrate how marketing principles can be applied to the wide variety of products which make up tourism and hospitality, including:  tourist attractions, hotels, transport carriers, and the destination, and to familiarise the student with the major methods of managing the total marketing effort through the planning, implementation and evaluation of integrated marketing programmes.

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, back of the house and human resources management.  With the trend of integrated resorts, it also focuses on the unique characteristics of organizing a successful resort. 

Cruise Line Management
This module aims to provide an overview of the development and operations of the modern cruise industry. The organization structure of a typical cruise line and its relationships between suppliers will be reviewed. Students will examine different cruise ship markets and their brands to enable effective marketing of this type of product. The various facets of cruise line management including hospitality management, port and maritime operations will be analyzed to gain a good understanding of its operations. Students will also appraise and analyze the key issues of the modern cruise industry in legal, security, safety and environmental management perspectives.

Introduction to Airline and Airport Management
This module aims to provide an overview of airline and airport industry management. It covers the fundamental concepts that are relevant to the management of airline services, airline scheduling, revenue management and airport operations. Issues and trends in contemporary aviation industry as well as international regulators and associations in air transport; their roles and responsibilities will be introduced in the module.

Attractions Management
This module focuses on a key element in the tourism system – visitor attraction. It examines the role, nature and typology of visitor attraction as well as the visitor attraction market. Time is spent in the creation and development process for visitor attraction, marketing challenges and opportunities, quality management, and major issues in the management of visitor attractions. Case studies will be examined in various lectures from local, regional and international perspectives.

Marketing Management
The module will focus on how strategic marketing management relates to the overall business plan. Students will learn about all aspects of marketing planning and control of the marketing management function. Emphasis is on the strategic nature of marketing including conducting a strategic marketing analysis, incorporating both internal and external analyses. Students will apply the tools of analysis and decision making in the preparation of marketing plans. They will learn to design marketing mixes to achieve specific strategic and tactical objectives and take advantage of market opportunities. Through this course, students will examine how organizations achieve a sustainable competitive advantage in a variety of products, services and industries.

 

Choose one from below:

Events Operations
The aim of the module is to develop students’ knowledge in the process of event operations, including event logistics, on-site staffing, crowd management and evacuation, event safety and security. The module helps students gain the necessary knowledge about the essential skills in event operation and explore the trends and issues through the topics such as ‘Green Event’, quality event management, event service and technology.

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 and human resources planning and risk management will also be covered.

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, capacity management, 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.

Managing the M.I.C.E. Industry
The aim of the module is to develop students' knowledge relating to the scope of activities within the Meetings, Incentive Travels, Conventions and Exhibitions (M.I.C.E.) industry.  The module provides a comprehensive overview of M.I.C.E. industry, analyses the elements of their success focusing on their operation and marketing strategies.  Students will learn about the unique issues in event planning, management and marketing of these events through case studies of contemporary international M.I.C.E. events.

Classes will be generally held as following tentative schedule:

- Weekday evening : 6:45 - 9:45pm
- Weekend daytime or evening: 2:00 - 5:00pm or 6:45 - 9:45pm

Application Deadline (July 2017 Term)
(1st batch) 9 June 2017
(2nd batch) 20 June 2017
 

 

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 Travel and Tourism Management awarded within the HKU system through HKUSPACE, 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 HKDSEExamination 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.

Application Fee

HK$150 , non-refundable

Course Fee
  • *HK$3,850 per module (Total programme fee : *HK$46,200)
    (*The tuition fee is reviewed annually and is subject to change without prior notice.)

  • The CEF Institution Code of HKU SPACE is 100

CEF SectorTourism

CEF Courses
Tourism Administration (Module from Advanced Diploma in Tourism Management & Advanced Diploma in Tourism and Marketing Management programmes)
COURSE CODE 26Z01040-2 FEES $3,850 ENQUIRY 2867-8320
Attractions Management (Module from Advanced Diploma in Tourism Management & Advanced Diploma in Tourism and Marketing Management programmes)
COURSE CODE 26Z05968-1 FEES $3,850 ENQUIRY 2867-8320
Events, Entertainment and Conventions (Module from Advanced Diploma in Tourism Management & Advanced Diploma in Tourism and Marketing Management programmes)
COURSE CODE 26Z01045-3 FEES $3,850 ENQUIRY 2867-8320
Hotel and Resort Management (Module from Advanced Diploma in Hospitality Management, Advanced Diploma in Tourism Management , Advanced Diploma in M.I.C.E. and Event Management & Advanced Diploma in Tourism & Marketing Management Programmes)
COURSE CODE 26Z05971-1 FEES $3,850 ENQUIRY 2867-8320
Introduction to Tourism (Module from Advanced Diploma in Hospitality Management, Advanced Diploma in Tourism Management, Advanced Diploma in Tourism & Marketing Management and Advanced Diploma in M.I.C.E. and Event Management programmes)
COURSE CODE 26Z01029-1 FEES $3,850 ENQUIRY 2867-8320
Marketing for the Hospitality & Tourism Industry (Module from Advanced Diploma in Hospitality Management,Advanced Diploma in Tourism Management,Advanced Diploma in Tourism & Marketing Management and Advanced Diploma in MICE & Event Management programmes)
COURSE CODE 26Z01030-5 FEES $3,850 ENQUIRY 2867-8320
Cruise Line Management (Module from Advanced Diploma in Tourism and Marketing Management)
COURSE CODE 26Z09546-7 FEES $3,850 ENQUIRY 2867-8320

Continuing Education Fund

Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $10,000 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 should submit their applications as soon as they have been accepted, and have paid for, the course for which reimbursement of fees is to be made and in any event, before the commencement of the course. Late applications will not be accepted by the Government.

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 programme Continuing Education Fund reimbursable programme (selected modules only)
Some modules of this programme have been included in the list of CEF reimbursable programmes. Application for CEF has to be made before commencement of the modules.

Application Form 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;
  • certified true 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$7,700 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
1. Cash or EPS

Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.

2. Cheque or bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify theprogramme title(s) for application and applicant’s name. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE enrolment centres, specifying “Course Application” on the envelope. HKU SPACE will not be responsible for any loss of payment sent by mail.
3. VISA/MasterCard

Applicants may also pay the course fee by VISA or MasterCard, including the “HKU SPACE MasterCard”, at anyHKU SPACE enrolment centres. Holders of the HKU SPACE MasterCard can enjoy a 10-month interest-freeinstalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online payment

The course fees of all open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes can be settled by using PPS via the Internet. Applicants may also pay the relevant course fees by VISA or MasterCard online. Please refer to the Online Services page on the School website.

Notes

  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or MasterCard if the course is to start shortly.

  2. Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder’s credit card account.

  3. In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  4. Fees and places on courses cannot be transferred from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on approved transfers.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for HK$30 per copy made payable to ‘HKU SPACE’. Such copies will only normally be issued at the end of a course.