The programme consists of 10 modules and the details of each module are as below.

Principles of Marketing

The Principles of Marketing is an introductory course which helps the students to form a solid foundation of basic marketing concepts and understand how consumer behaviour, external and internal environments may affect marketing decisions. It equips students with concepts and applications of product-life cycle, promotion mix, product and pricing strategies, distribution channel management, etc. on the ground of customer value-driven marketing.

Digital and Social Media Marketing

Digital Marketing and Social Media become the predominant component in marketing strategies nowadays. In this new module, students will be able to build up a clear concept about customer-centric marketing and digital consumer journey which affects customer segmentation approaches and marketing strategies.

This module will form a solid foundation of digital knowledge with application skills and effectiveness analysis of various digital and social media marketing channels in order to fulfil the vocational needs in various marketing positions.

Multichannel Marketing Communications

The objective of this module is to equip students with knowledge and practices of new marketing communication techniques in this ever-changing world of new media. It enables students to embrace and integrate new media tools with existing communication mix to maximise the effectiveness and efficiency of marketing campaigns.

Consumer Behaviour

This module aims to train up students with a clear understanding of how and why customer behave in a shopping decision-making process with the foundation of consumer psychology and behavioural concepts. It also equips the students to identify the factors which may affect consumers’ purchasing behaviour and value perception so that students can be able to apply it in their marketing strategic planning in the competitive business environment.

Introduction to Branding

This module provides students with the basic concepts of branding in  a competitive marketplace. It’s important for marketers to understand the process of building brand image and identity, brand value, and formulating brand strategy, brand auditing and brand equity management system. It equips students with knowledge and skills to build a successful brand.

Management Skills for Effective Manager

The success of a business organisation depends very much on the quality of the people working in the organisation. This module provides an opportunity for our students to discover the attributes of an effective manager, nurture their management quality and competencies required to progress to play the role of an effective manager.

Students will be equipped with multi management skills including self-awareness, stress and time management, problem solving and decision making, interpersonal skills such as managing conflicts, effective communication and presentation skills, and team skills which are the basic factors of a successful manager at marketplace.

Shopper Relations and Customer Services

It is crucial for companies to build long-lasting customer relationship which can be leveraged to expand their loyal customer base, extend their market share, and to uplift sales income.

This module is developed to equip our students with customer-centric services, customer relationship management (CRM), customer service communication skills, and service quality control, etc. in order to enrich the shopping experience of the customers and establish loyal customer base.

Marketing Research and Information

This module is designed to teach students the basic tools and procedure of market research, including but not limited to management problem identification, research design, questionnaire development, data collection, etc. The concepts will not only prepare students for their marketing career needs but also prepare them for further academic study.

Digital Advertising Communications and Campaign Planning

An effective digital advertising plan will help a marketing practitioner to stay organized, think strategically, and to optimize the effectiveness of the advertising campaign.

This module is designed to equip students with a strategic planning approach, the elements of great design and persuasion that drive behaviour and build habits, the full funnel content marketing, ad effectiveness testing and optimisation, and strategic writing for digital advertising, etc.

Strategic Brand Management

Brand management is one of the most important aspects in marketing strategy. This module focus on the more strategic brand management issues including the impacts of digital marketing on branding, brand portfolio management, creation of brand association, evaluate brand extensions opportunities, managing multinational brands, revitalization of aging brands, etc. The Strategic Brand Management is not only suitable for marketers, but will also benefit business leaders, start-up business owners, or entrepreneur.

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.

• The CEF Institution Code of HKU SPACE is 100

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

Application Form Application Form

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 of the HKU SPACE 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#;

1. Cash, EPS or WeChat Pay

Only application fee can be paid by cash,  EPS or WeChat Pay 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.