市場學及公共關係高等文憑 (CEF) - 香港大學專業進修學院: Marketing Communications and Branding, Media & Communication課程
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Marketing & HospitalityMarketing Communications and Branding

Advanced Diploma in Marketing and Public Relations
市場學及公共關係高等文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK067A
Application Code
1775-MK067A

Study mode
Part-time
Start Date
02 Mar 2020 (Mon)
Next intake(s)
March 2020 and July 2020
Duration
20 months to max. 40 months
Language
English

The rapid development in digital technology and new social media massively reshaped the public relations (‘PR’) practices and communications. PR executives have to acquire new skills to handle day-to-day PR operations and to capitalize the internet penetration and mobile browsing in order to achieve new PR targets in online reputation management,  content amplification, electronic media word-of-mouth, and data-driven public relations, etc.

The programme aims to equip participants with the principles, theories and practices in marketing and public relations. On completion of the programme, participants should have acquired a basic understanding of marketing and public relations with which students can be able to apply these knowledge and skills to day-to-day operations at work. The programme also prepares students for further education as well as career advancement in the marketing and management as well as public relations. 

Programme Structure

Advanced Diploma in Marketing and Public Relations

Seven Common modules

   1. Principles of Marketing

   2. Services Marketing

   3. Essentials of Accounting

   4. Consumer Behaviour

   5. Multichannel Marketing Communications

   6. Introduction to Management

   7. Marketing Research and Information

Two Specialism modules

   8. Introduction to Public Relations

   9. Public Relations Planning

10. One Elective Module to be chosen from the below:

  • Business Communication
  • Integrated Brand Communications
  • Business Law
  • Business Economics

 

On completion of the programme, students should be able to

  1. Apply the theories and best practices learnt in the marketing and public relations to develop marketing solutions for business,
  2. Apply basic accounting principles and fundamental management knowledge in marketing decisions, 
  3. Integrate the tools of multichannel marketing communications including digital channels, social media, advertising, public relations to promote products and services to the target market,
  4. Utilise the knowledge and skills in marketing research and the principles of consumer behaviour to identify target market and determine the positioning for products and services,
  5. Apply theoretical concepts and practical knowledge of public relations to develop public relations campaigns.

Depending on which elective module students choose to take, they may achieve one of the below outcomes:

  1. Apply basic knowledge of effective communication skills in business environment,
  2. Deploy effective marketing communication tools to build and manage brands across market segments,
  3. Apply legal principles and basic knowledge of economics in marketing decisions.

 

Student who complete all 10 modules will be awarded within HKU system through HKU SPACE an "Advanced Diploma in Marketing and Public Relations".

Students who complete any five modules may choose to exit the programme will be awarded within HKU system through HKU SPACE a  "Diploma in Marketing Studies" .

 

Holders of this Advanced Diploma with CGPA 2.0 or above will be eligible to apply for the following two top-up degree programmes jointly organized by HKU SPACE and The University of Hull. Details would be found in the related webpages.

•           Bachelor of Arts (Hons) Marketing

•           Bachelor of Arts (Hons) Marketing and Management 

Application Code 1775-MK067A -

Duration
  • Students normally enroll 2 modules in each term and may complete the programme in 20 months.
    For those, who enroll less than 2 modules in each term, may complete the programme in 40 months.

    Regular Lectures:
    Weekdays 7:00pm - 10:00pm (Occasionally on Saturday afternoon)

    Venue:
    HKU SPACE Learning Centres

Applicants should

  • have gained in the HKALE Grade E in 2 subjects; or
  • have gained in the HKALE Grade E in 1 subject, and have 2 years of relevant work experience; or
  • have gained in the HKCEE Grade E in 4 subjects, and Level 2 in English Language, and have 2 years of relevant work experience; or
  • have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; or
  • hold a certificate in the marketing, business or related discipline; or
  • be aged at least 21 with 3 years of relevant work experience.
Application Fee

HK$150 , non-refundable

Course Fee
  • HK$3950 per module
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Principles of Marketing (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10081-5 FEES $3,950 ENQUIRY 2867-8316
Consumer Behaviour (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10082-3 FEES $3,950 ENQUIRY 2867-8316
Multichannel Marketing Communications (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10083-1 FEES $3,950 ENQUIRY 2867-8316
Digital Marketing (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10084-A FEES $3,950 ENQUIRY 2867-8316
Introduction to Public Relations (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10085-8 FEES $3,950 ENQUIRY 2867-8316
Business Economics (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 21Z10086-6 FEES $3,950 ENQUIRY 2867-8316
CEF Courses
Essentials of Accounting (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 23Z10092-6 FEES $3,950 ENQUIRY 2867-8316
CEF Courses
Business Communication (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 33Z108112 FEES $3,950 ENQUIRY 2867-8316
Business Law (Module from Advanced Diploma in Marketing and Public Relations)
COURSE CODE 33Z108163 FEES $3,950 ENQUIRY 2867-8316
Continuing Education Fund Reimbursable Course 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 Marketing and Public Relations

  • This course is recognised under the Qualifications Framework (QF Level [4])

Diploma in Marketing Studies

  • This course is recognised under the Qualifications Framework (QF Level [4])

Application Form Application Form

Enrolment Method

All applicants are required to complete the application form and submit it with one sets of the following supporting documents together with application fee of HK$150 to any oftheHKUSPACE enrolment centres:

1.Certified true copies* of full educational certificates and transcripts;

2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;

3. Photocopy of Hong Kong Identity Card#;

 

*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKU SPACE enrolment centres for verification. 

#To study in Hong Kong, all non-local applicants are required to obtain a student visa issued by the Immigration Department of the HKSAR Government, except for those admitted to Hong Kong for employment or as dependents, who do not need prior approval before taking up part-time studies. It is the responsibility of individual applicants to make appropriate visa arrangements. Holding an acceptance letter to a HKU SPACE academic progarmme/ course does not guarantee the issue of a student visa. Applicants may wish to note that part-time courses are generally not considered by the Immigration Department for visa purposes except for self-financed, locally accredited taught postgraduate programmes.

Payment Method

1. Cash or EPS

Only application fee can be paid by cash or EPS at any HKU SPACE enrolment counters.

2. Cheque or Bank Draft

Application fee and Course fees can be paid by crossed cheque or bank draft made payable to "HKU SPACE". Please specify the programme title(s) for application, student's name, and student card number (if applicable).

3. VISA/MasterCard

Applicants may also pay the Application fee and Course fees by VISA or MasterCard, including "HKU SPACE MasterCard", at any HKU SPACE enrolment centres.