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Certificate for Module (Strategic Marketing for Omnichannel Retailing)
證書(單元 : 全渠道零售戰略營銷)

CEF Reimbursable Course

CEF Reimbursable Course

Course Code
Application Code

Study mode
Start Date
06 Nov 2024 (Wed)
Next intake(s)
November 2024
42 hours
Course Fee
HK$4,350 (Subject to change without prior notice)
Deadline on 12 Oct 2024 (Sat)
Apply Now


The programme is to examine the behavioural intention of digital consumers and to examine the omnichannel retailing strategy for omnichannel retailing business to enhance the consumer experience.

There is a big shift from single-channel to multi-channel and to omnichannel retailing. Omnichannel retail optimises multiple sales channels with a high level of integration and cooperation among the channels in order to provide a seamless shopping experience for shoppers.

Students will learn the shopping behaviour by online vs physical shops, the latest trends and challenges in omnichannel retailing including live streaming eCommerce through KOL, cloud-based integrated data platforms to personalize customer experience, social commerce, etc.

Besides, students will also be equipped with the knowledge in marketing strategies for omnichannel retailing to attract shoppers and to effectively leverage online to offline retailing so as boost up the overall sales revenue of the company.

Programme Details

On completion of the programme, students should be able to

  1. describe and identify the evolution of omnichannel retailing and its impacts on retail business environment;
  2. identify the different characteristics between online and offline shoppers and the influence on purchasing behaviour;
  3. apply the basic concepts and skills in developing and implementing omnichannel marketing strategies; and
  4. develop appropriate marketing strategies to grow loyal customer base and business across online and offline channels.

The following topics will be covered:

  • Traditional Retailing at a Glance
  • Analysing the Contemporary Retail Environment
  • The Characteristics of Offline and Online Shoppers
  • The Behavioural Intention of Digital Consumers
  • The Onmichannel Retailing Strategy
  • Emerging Trend in Retail Technology to Enhance Customer Experience
  • Marketing Strategies for Omnichannel Retailing
  • Marketing and Promotion
  • Merchandising and Pricing


The assessment includes group project and examination.


Students who have successfully fulfilled the course assessment (i.e. passed the group project AND examination PLUS attended at least 70% of the classes) will be awarded within the HKU system through HKU SPACE "Certificate for Module (Strategic Marketing for Omnichannel Retailing)".

Application Code 2255-MK086A Apply Online Now
Apply Online Now

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

Class Details

This programme comprises 36 hours (12 sessions) of lectures and 6 hours (2 sessions) of tutorials.


Application Fee

HK$150 (Non-refundable)

*Application fee will be waived for graduate/ existing students of
- Advanced Diploma in Marketing and Brand Management/
- Advanced Diploma in Marketing and Retail Management/
- Advanced Diploma in Digital and Social Media Marketing/
- Advanced Diploma in Marketing, Advertising and Public Relations/
- Advanced Diploma in Marketing/
- Advanced Diploma in Marketing and Public Relations
You may complete the application form and email it with copy of your academic qualifications or work experience supporting documents to

Course Fee
  • HK$4,350 (Subject to change without prior notice)

Entry Requirements

Applicants shall:

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


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Certificate for Module (Strategic Marketing for Omnichannel Retailing)
證書(單元 : 全渠道零售戰略營銷)
COURSE CODE 33C141434 FEES $4,350 ENQUIRY 2867-8324
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Strategic Marketing for Omnichannel Retailing)

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


Online Application Apply Now

Application Form Download Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and the 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 any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment 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

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • 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, WeChat Pay, Alipay, 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.
  • 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.
  • Fees and places on courses cannot be transferrable 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 each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.