奢侈品服務及品牌管理深造文憑 (CEF) - 香港大學專業進修學院: Retail, Fashion and Luxury Brand Management課程
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Postgraduate Diploma in Luxury Services and Brand Management
奢侈品服務及品牌管理深造文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK070A
Application Code
1975-MK070A

Study mode
Part-time
Start Date
07 Mar 2022 (Mon)
Duration
12 months to 24 months
Language
English

This Postgraduate Diploma is designed to provide opportunities for practitioners in the luxury goods and services business to develop the knowledge, international perspective and managerial skills required to enhance their company’s competitiveness, innovative capabilities and brand reputation. This programme also helps students acquire analytical skills to pursue a career in the luxury business sector.

  • This programme is registered in the HKQR at level 6.
  • Students who complete the following two modules may choose to exit with the intermediate award of Postgraduate Certificate in Luxury Services and Brand Management.

Luxury Brand Management and 

Luxury Marketing Strategies

On completion of the programme, students should be able to

1.     apply effective marketing communication tools and strategies to build a brand;

2.   critically analyse, evaluate and make judgments about the psychological, social, cultural, technological and economic factors influencing buyer behaviour and buyer decision making;

3.     apply concepts and theories to analyse the influence and effect of advertising;

4.     develop effective marketing campaigns for businesses in the luxury retail sector;

5.     integrate the links between different marketing communication tools and brand value and brand equity creation;

6.     discuss and critically analyse issues in fashion retailing, or fashion marketing, or social media marketing, or digital marketing, or content marketing and corporate communication.

To receive the award of Postgraduate Diploma in Luxury Services and Brand Management, students are required to complete 3 common core modules plus 2 specialism core modules and 1 elective module.

  Common Core Modules (39 Lecture Hours)

1.    Integrated Brand Communications CEF logo
2.    Consumer Behaviour and Branding CEF logo
3.    Advertising and MediaCEF logo

    Specialism Core Modules (39 Lecture Hours)

4.   Luxury Marketing Strategies CEF logo
5.   Luxury Brand ManagementCEF logo

6.  Elective Modules (Choose any one) (39 Lecture Hours) 

    Omnichannel Retail StrategyCEF logo
     Marketing FashionCEF logo
     Social Media MarketingCEF logo
     Digital Marketing and AnalyticsCEF logo
     Content Marketing and Corporate Communication CEF logo

Graduates may have up to 80-credit exempted towards the 180-credit of the following Master programmes in association with Edinburgh Napier University.

  • Master of Science in Marketing* awarded by Edinburgh Napier University, UK
  • Master of Science in Marketing with Festival and Event Management * awarded by Edinburgh Napier University, UK

*This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

Teachers' Profile 

.

Ms. Janice Leung
SPECIALTIES
  • Brand Management
  • Business Strategies
  • Marketing and Communications Strategies
  • Integrated Marketing
SELECTED EXPERIENCES
  • Over 16+ years of experience in local, global and regional marketing positions
  • Worked in retail beauty industry and fashion accessories brands, such as Bobbi Brown, Shu Uemura, STACCATO and Thomas Sabo
  • An all-rounded marketer covering all aspect of marketing in brand GTM strategies, business  development, content and product management, and omni-channel strategies
  • Co-Founder of a newly established premium pet wellness and product platform, responsible for development of business plans, product development and seek premium brands from all over the world to enter into Hong Kong market

 

Mr. Chris Leung

chris

Chris has been serving the airline industry for 15 years in the sales and marketing function responsible for developing the regional markets, including the Greater Bay Area, Taiwan and The Philippines. He is also well-versed in industrial sales distribution knowledge and strategic marketing experience through assuming chairmanship and membership roles in global-level industrial bodies.

Chris has been engaging in corporate training activities and higher education teaching for more than a decade. He is currently a part-time lecturer at HKUSPACE teaching the Edinburgh Napier University Master of Science Programmes in Marketing (modules Principles and Practice of Marketing, Consumer Behaviour and Global Marketing) and Postgraduate Diploma in Marketing series (module Consumer Behaviour and Branding). In addition, he is a global trainer in an airline company providing consumer psychology and management training to the managerial and supervisory staff from over 100 cities worldwide. 

Chris is a Member of the Chartered Institute of Marketing (UK) and a Member of Beta Gamma Sigma (US). 

Application Code 1975-MK070A Apply Online Now
Apply Online Now

Duration
  • 12 to 24 months
Venue
  • Any HKU SPACE Learning Centres

Assessment

Assessment for all modules is based on continuous assessment and / or final examination.  The continuous assessment includes written assignments (paper, essay, or report), group project, and/or presentation.  The overall passing mark is 50%.

Module Description

Integrated Brand Communications focuses on the effective marketing communication tools to build a brand.  It aims to choose and design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to deliver brand promises, develop a brand or re-brand to revitalize it for success, and to build and measure brand value and equity.

Consumer Behaviour and Branding  is designed to build an understanding of how both consumers and organisations make purchasing decisions.  This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes.  The module will also take a consumer perspective onto brand management and will look at how individual engages with and uses brands, with particular emphasis on co-creation of values among brand related communities.

Advertising and Media equips students with a framework of established models and concepts with which to analyse the influence and effect of advertising.  It will consider the latest trends within the media industry, the role and importance of media strategy and the planning within the wider marketing communication context.

Luxury Marketing Strategies provides a critical awareness of the unique challenges inherent in marketing luxury services. It discusses the contemporary issues in luxury services marketing, combined with local and regional perspectives. It reviews the application of different concepts, frameworks, and analytical procedures in managing the service delivery process, and the development of appropriate strategies to marketing luxury products and services.

Luxury Brand Management provides an overview of the entire luxury goods management process, from brand DNA definition to product distribution in markets. Focusing on the luxury consumer, the course examines brand strategy, competition, market needs and specificities, product launching and manufacturing, communication and distribution. Using the case study and project-based learning approach, the course examines ways in which strategic thinking, creativity and business skills are integrated in the successful luxury goods firm.

Omnichannel Retail Strategy equips students with omnichannel retail strategies and issues that affect marketing in the fashion business. Omnichannel marketing focuses on providing a seamless retail experience to customers by engaging them in physical store, online website, mobile app, social media, and other channels. The module also covers the current issues in developing on-site and off-site location strategies, and the contemporary concepts and skills in developing and implementing fashion retail strategies.

Marketing Fashion focuses on the integration of fashion marketing concepts, practices and applications and facilitates the development of a marketing and merchandising plan. The module also analyses opportunities regarding merchandise positioning, brand imagery, targeting and segmentation of an apparel or other fashion product.

Social Media Marketing covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The module focuses on how social media strategies can be used effectively in marketing programmes, when they should/should not be used, how to build them, and how to measure, track, and evaluate their performance and effectiveness.

Digital Marketing and Analytics explores the various components of the growing digital marketing channels including social, mobile, email, microsites, and search engine marketing to understand how to implement an effective digital marketing strategy.

Content Marketing and Corporate Communication explores the role content marketing plays in corporate communication. It deals with identifying the corporate and branding reputation and developing the content niche and thought leadership. It reviews the development of communication strategies and measuring the impact of communication campaigns. It also covers the specialist areas in corporate communications such as employee communications, corporate social responsibility, and crisis communication.

Weekly Lectures, 1 to 2 modules per term, three terms in one year.
Weekdays (7 - 10pm) and occasional Weekends (2:30  - 5:30 pm).

Term 1 :  July – October

Term 2 :  November - February

Term 3 :  March – June

Students could choose to start in July, November or March

Applicants should have:

  1.       (i)      hold a bachelor’s degree awarded by a recognized university; or

             (ii)     hold relevant and recognized professional qualifications and have three years of relevant work experience.

 AND

2.     provide evidence of English proficiency if they hold a professional qualification or their bachelor’s degree is from a university where the teaching medium is not English, such as:

           (i)         an overall band of 6.0 or above with no subtests lower than 5.5 in the IELTS; or

           (ii)        a score of 550 or above in the paper-based TOEFL or a score of 213 or above in the computer-based TOEFL; or

           (iii)       HKDSE Examination English Language at Level 3 or above;

or

           (iv).      HKALE Use of English at Grade E or above; or

           (v)        equivalent qualifications.

Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.

Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$5,200 per module (subject to change)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Luxury Brand Management (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116174 FEES $5,200 ENQUIRY 2867-8315
Omnichannel Retail Strategy (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116204 FEES $5,200 ENQUIRY 2867-8315
Marketing Fashion (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116239 FEES $5,200 ENQUIRY 2867-8315
Luxury Marketing Strategies (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116018 FEES $5,200 ENQUIRY 2867-8315
Content Marketing and Corporate Communication (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116263 FEES $5,200 ENQUIRY 2867-8315
Social Media Marketing (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116115 FEES $5,200 ENQUIRY 2867-8315
Advertising and Media (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116085 FEES $5,200 ENQUIRY 2867-8315
Integrated Brand Communications (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116042 FEES $5,200 ENQUIRY 2867-8315
Consumer Behaviour and Branding (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z116069 FEES $5,200 ENQUIRY 2867-8315
Digital Marketing and Analytics (Module from Postgraduate Diploma in Luxury Services and Brand Management)
COURSE CODE 33Z11614A FEES $5,200 ENQUIRY 2867-8315
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.

Postgraduate Diploma in Luxury Services and Brand Management

  • This course is recognised under the Qualifications Framework (QF Level [6])

Online Application Apply Now

Application Form 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.

Notes

  • 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.