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商業市場營銷及品牌管理

Executive Certificate in Brand Communications
行政人員證書《品牌傳播》

課程編號
EP050A
報名代碼
1480-EP050A
課程制式
兼讀制
開課日期
待定
下次開課日期
04-2018
修業期
3個月
教學語言
廣東話授課,輔以英文教材
立即報名
截止於 2017年5月15日 (星期一)
查詢
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HKU SPACE與香港品牌發展局合辦之行政人員證書《品牌傳播》課程,自2008年開辦以來,一直為學員提高品牌管理和策略的重點知識。本證書課程透過三個單元,讓學員深入瞭解建構品牌資產的過程,包括認識品牌身分和元素、設計市場推廣計劃和整合營銷策略的流程。

HKUSPACE executive certificate in brand communications

Programme Highlights

This programme is offered in collaboration with Hong Kong Brand Development Council (HKBDC) since 2008. It is designed to provide a practical perspective in creating, building and managing strong brands.

 • 3 個月之行程人員證書課程,課程與香港品牌發展局合辦

 • 擁有豐富業界行政與品牌發展經驗的專業導師

 • 透過互動授課模式教授品牌管理和品牌傳播的知識

 • 每個單元的時數為14小時  (共42小時 + 3小時小組習作)

programme highlights brand communications

 

Executive Certificate in Brand Communications

  • 探討一些成功開拓及建立品牌的重要元素 Determine brand elements to successfully launch and build a brand.
  • 設計與拓展品牌有關的市場營銷組合 Formulate marketing mix programmes to execute a brand in the market.
  • 如何運用市場傳訊去持續發展品牌 Plan marketing communication programmes that help leverage the brand.

Best Brand Idea Awards

Best Brand Ideas Awards Winners 

Best Idea Awards Winning Groups 2014

課程每年一度舉辦的Best Idea Awards,鼓勵學員在小組習作中策動創新的品牌策略,行政人員證書《品牌管理》及行政人員證書《品牌傳播》 分別選出兩隊優秀的小組,將會獲得Best Brand Idea Award獎項。

The Best Brand Idea Awards aim to motivate and encourage students to plan innovative branding Strategies for their final projects. All students who join the Executive programmes automatically join the competition and have the opportunity to demonstrate their hard work in front of experienced veterans in branding at the end of each term. Two student groups (one from the Brand Management Project and one for the Brand Communications Project) with the most outstanding project work will be awarded the Best Brand Idea Award with an honorary prize. 

Student Sharing

Ms Rose Kow, who works in the apparel industry

Like in any consumer goods' industry, the apparel product and brand have an intertwine relationshiop which is to manage the product, and understand how to build, sustain, revive and grow a brand. Even though I already hold a Marketing degree from US, and have extensive working experience, I am a strong believer of continuous learning since the world is rapidly changing. This is why I selected the HKU SPACE Executive Diploma Programme in Strategic Brand Management. I found that the class was very interactive and the project very challenging.

 

Previous Event for Students 

kee wah bakery

Hong Kong Brand Story Seminar Series cum Best Brand Idea Awards 2016

Date: 14 October 2016
Speaker: Mr. Karlson Wong (黃嘉信先生)
Executive Director, Kee Wah Bakery Limited

課程單元

(1) 建立品牌資產(一) - 識別品牌要素 (Building Brand Equity I - choosing Brand Identity and Elements)

  • 了解品牌學主要概念及界定產品與品牌的分別;
  • 識別品牌身分的要素,認識建立品牌資產的重要元素;
  • 如何為品牌定位?討論品牌定位的成敗。

(2) 建立品牌資產(二) - 營銷組合設計 (Building Brand Equity II - Designing Supporting Marketing Programmes)

  • 了解傳訊過程和主要傳訊學概念;
  • 如何制定和設計營銷組合?
  • 認識主要營銷組合的特性,包括瞭解廣告、公關、銷售推廣、直銷、銷售人員等營銷策略。

(3) 建立品牌資產(三) -整合傳播策略 (Building Brand Equity III - Integrated Marketing Communications Strategies)

  • 認識市場學3.0 到 認識市場學4.0
  • 探討整合營銷之策略,如何制定創意策略?
  • 了解數碼媒體、流動媒體及社交媒體對品牌傳播策略的影響;
  • 高效地把品牌推出市場的程序;
  • 整合傳播策略案例討論。

Lecturer and Guest Speakers

donna chen
o Miss Donna Chen

Over 15 years of experiences working with multinational brands, Donna develops her professional experiences in various industries through product creation and corporate brand management.  Donna is a part-time lecturer at HKU SPACE, sharing her passion, knowledge and experiences on Integrated Marketing Communications and Corporate Branding.  

o Miss Hilda Chan

Business Director, Leo Burnett
leo burnett
Leo Burnett Hong Kong has a mix of global regional and local clients. It helps clients create behaviour-changing ideas and work that not just build brands and businesses, but wins international and local awards and accolades.

[More Guest Speakers to be announced soon.]
* Lecturer, guest speakers and guest topics are subject to change based on his/ her availability.
日期 / 時間
  • 周六 2:00 - 10:00pm

(甲) 認可大學頒授的學士學位或其他同等學歷; 或

(乙) 副學士學位/高級文憑,至少同等學歷及最少2年工作經驗; 或

(丙) 相關認可專業資格。

申請人若持有其他資格及豐富工作經驗,學院將按個別情況考慮。

報名費用

HK$150 (取錄與否,概不退還)

課程費用
  • 每課程 HK$7,000

申請表 申請表

報名辦法

本院設有網上課程報名及繳費服務,學員可以繳費靈及信用咭於網上付款,當完成付款手續,報名即獲確定。

網上報名服務

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注意事項:

  1. 課程以先到先得方式取錄學員,完成付款手續,報名方獲接納。請保留確定回條作日後查詢用途
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以上中文本純作參考之用,如內容與英文版本有任何歧義,一切以英文版本為準。

付款方法

Application Procedures

  • Complete the Application Form and submit it with application fee HK$150 and documents (Photostat copies of I.D. card/relevant certificates/transcripts). Please bring original certificates / official transcripts for certification at HKU SPACE centres.
  • Application Fees can be paid by cheque or EPS. Cheuqes should be crossed and made payable to "HKU SPACE".  The fee is non-refundable.
  • Applications should be in person at one of our HKUSPACE Learning Centres.

Hong Kong Brand Development Council

Hong Kong Brand Development Council

The tidal wave of globalization, coupled with the rise of knowledge economy, has ushered in a “brand era”, where brand-building is becoming a must strategy for an organization to stay competitive. Initiated by the Chinese Manufacturers Association of Hong Kong (the CMA), Hong Kong Brand Development Council (the Council) is a non-profit-making institution aiming to promote the development of Hong Kong brands by pooling together the efforts of all walks of life. (Source from:  HKBDC website)