Marketing & HospitalityHospitality, Tourism & Events
Advanced Diploma in Live Entertainment, Festival and Event Management
CEF Reimbursable Course (selected modules only)
- Study mode
- Start Date
- 28 Oct 2019 (Mon)
- 2 years
- Course Fee
- *HK$3,950 per module (Total programme fee : *HK$47,400)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
The programme aims to provide a broad overview of the structure of the live entertainment, festival and event industry and meet the continuing professional development needs of people who are currently or intend to work in the live entertainment industry, in festival and event management, private and public agencies. The programme’s emphasis is on live entertainment, festivals and events as a business and its marketing strategies, programming, operations, budgeting, facility management, and so on.
This 2 year part-time programme will comprise 12 modules focusing on live entertainment and the required knowledge and skills in different prespectives. On satisfactory completion of the 12 modules, the Advanced Diploma in Live Entertainment, Festival and Event Management will be awarded within the HKU system through HKU SPACE.
Students normally study two assigned modules per term, three terms in a year (March-June, July-October, October/November – February). Altogether, students need to study 12 modules in order to be awarded the Advanced Diploma in Live Entertainment, Festival and Event Management.
- Business of Live Entertainment
- Essentials of Accounting
- Information Technology in Hospitality and Tourism Operations
- Communication Skills in English
- Facilities Management
- Marketing for the Hospitality and Tourism Industry
- Hotel and Resort Management
- Events Operations
- Event Planning and Promotion
- Festivals and Special Events Management
- Creation and Management of Live Events
- Cruise Line Management
Modules 1 - 11: Coursework (60%) & Final examination (40%)
Module 12: Coursework (40%) & Final examination (60%)
|Application Code||1750-MS103A||Apply Online Now|
|Apply Online Now|
- 18 months (Minimum)
36 months (Maximum)
24 months (Normal)
Business of Live Entertainment
The aim of this module is to develop students’ understanding of live entertainment business in local, regional and international perspectives. The module helps students to discover the contemporary trends and future growth of live entertainment business and to develop practical planning skills in designing and coordinating a live entertainment event.
Creation and Management of Live Events
The module provides a comprehensive overview of concert and music festival management; the relationship between audience expectations, programme design, experience and engagement. The module covers issues in marketing concert and music festival tours, impacts of concerts and music festival tours to the local community and the destination will also be discussed.
The aim of the module is to develop students' knowledge in the process of event operations, including event support services, events production, professional events solutions, operation and project management and management of human resources. The module helps students gain the necessary inside knowledge about the essential processes of special event planning and operation, explore in depth the operational challenges of putting together an event; and gain an appreciation of the vast diversity of events and the different operational demands each would place on its organizers.
Event Planning and Promotion
This aims to develop core skills to stage a function in the perspectives of event planning and marketing for varies types of events. Upon the completion of the module, students will be able to apply the essential tools and techniques in event planning process, to evaluate the potential risk factors issues relating to the staging of events, and to apply the marketing and promotional tools for events.
Festivals and Special Events Management
The module provides a comprehensive theoretical overview of world-renowned international events and festivals, analysis elements of success of international events and festivals, focusing on their operation and marketing strategies, helps students learn about the unique issues in event planning, management and marketing of these events and festivals through case studies and familiarizes students with the applicability of international event management concepts to management of local events and festivals.
Marketing for the Hospitality and Tourism Industry
An operational introduction to the essential elements of marketing events and an opportunity to extend understanding of marketing in the tourism context through an examination of the basic process of and main issues in tourism marketing is provided. The broad development of the marketing concept in service and tourism marketing, to introduce the major elements in marketing and their application to tourism products including: marketing segmentation, targeting and positioning, the marketing mix, and marketing planning and control are introduced. The application of marketing principles to the tourism products including tourist attractions, events, tourist facilities and destination, and with the major methods of managing the total marketing effort through the planning, implementation and evaluation of integrated marketing programmes are developed.
Hotel and Resort Management
This module focuses on both hotels and resorts. It examines the planning as well as management principles for hotels and resorts. Time is spent in exploring the multi-facets for hotels as accommodation provider, including both the branding and marketing, back of the house and heart of the house development. With the trend of integrated resorts, it also focuses on the unique characteristics of organizing a successful resort.
The aim of the module is to identify, develop and explore the main issues associated with the management of accommodation in the hospitality industry. The objectives of the class are to introduce the management of facilities and associated products in hospitality operations; explore management planning, organization and control affecting the supply of, demand for and income generation associated with hospitality accommodation; the provision of customer service; the maintenance and utilization of assets; and examine ways by which successful operational management performance can be achieved.
Cruise Line Management
This module aims to provide an overview of the development and operations of the modern cruise industry. The organization structure of a typical cruise line and its relationship between ship and shore departments will be reviewed. Students will examine the main differences between the cruise holiday experience from a typical land-based holiday to enable effective marketing of this type of product. The various facets of cruise line management including hospitality management and port and maritime operations will be analyzed to gain a good understanding of its operations. Students will appraise and analyze the key issues of the modern cruise industry and identify the key players in the cruise industry today and their various target markets.
Information Technology in Hospitality and Tourism Operations
The aim of the module is to give students a competence in the use of core information processing applications which are used in the hospitality and tourism industries. Also students will be introduced to the range of tools and techniques used to assist the decision making process. Students completing this class will understand the use of information in the hospitality and tourism industries; and be familiar with the variety of software applications used in the hospitality and tourism industries.
Communication Skills in English
The aim of the class is to develop the students’ knowledge relating business English communication. The class is developing the students command of spoken and written business English communication. This course aims at providing participants with a grounding in job related language skills with emphasis on the important of report writing and presentation skills which are needed to function in a managerial capacity in the current business environment.
Essentials of Accounting
This module provides a firm foundation in financial matters for the non-specialist students. An introduction to the financial aspects of business, enabling understanding of financial statements produced to facilitate judgments and decision making. Students should develop a general understanding of financial reports and analysis; introduce students to managerial decision processes and the use of accounting information; and provide a foundation for subsequent courses in business and finance. The module will cover the accounting framework, accounting cycle, control of cash, cash accounting, inventory accounting, working capital policy, short and long term decision making and financial forecast and cash budgeting.
Classes will be generally held as following tentative schedule:
- Weekday evening : 6:45 - 9:45pm
- Weekend daytime or evening: 2:00 - 5:00pm or 6:45 - 9:45pm
Ms Anna Robb
Christie Digital Systems, Asia Pacific
Creation of Large Scale Live Entertainment
Developing Operational Systems and Processes for permanent shows
Creating live entertainment with people of different languages and cultures
Production Stage Manager for the multi-million dollar production The House of Dancing Water, Macau China
Stage Manager for LOVE by The Beatles, Cirque du Soleil, Las Vegas
Stage Manager for the Sydney Opera House, Australia
Employed on over 70 shows ranging through the genres of concerts, arena events, corporate events, musical theatre, plays, dance, circus, outdoor festivals and mega shows.
Mr Bobby Wan
Former entertainment media head / Event organizing consultant
Entrepreneurship in entertainment industry
Constructing winning event proposals &
Delivering with modern day technologies
The Hong Kong Handover, a 60-hour LIVE coverage for a regional broadcaster
The Millennium Odyssey, a transcontinental TV programme with satellite LIVE telecast events a
Nobel Prize Forum Beijing, consultant to the Beijing Municipal International Office
World Economic Forum, Dalian and Tianjin
The Hong Kong Handover 10th Anniversary, co-project director
East Asian Games Hong Kong Closing Ceremony, project director
Experiencing live broadcast and member of the Golden Horse Awards and the Hong Kong Film Awards
Floor manager for RTHK’s “Top Ten Chinese Gold Songs Award”
Project Director for a series of LIVE telecast events in Moscow, Athens, Cairo, Malaysia, Indonesia, Singapore, Tibet, Beijing, Shanghai, Tianjin, Dalian, Taipei, and Mexico
International Film & TV Festival of New York, Finalist Award
International Academy of Television Arts & Sciences, President & CEO’s Appraisal
The Ministry of Social Affairs, Republic of Indonesia, Minister’s Appraisal
The Ministry of Social Affairs, Republic of Indonesia, Certificate of Social Worker
World Economic Forum, Media Leaders
Certificate of Distinction, “Creativity, Innovation, and Change” by the Pennsylvania State University
- have gained in the HKALE Grade E in 1 AL subject and in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or
- have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
- hold a Certificate in Travel and Tourism Management awarded within the HKU system through HKU SPACE, or equivalent; Or
- be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered. They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview.
* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.
HK$150 (Non-refundable)Course Fee
- *HK$3,950 per module (Total programme fee : *HK$47,400)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
- The CEF Institution Code of HKU SPACE is 100
|Facilities Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09994-2||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Marketing for the Hospitality and Tourism Industry (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09995-0||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Hotel and Resort Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09996-9||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Cruise Line Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09991-8||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Events Operations (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09992-6||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Festivals and Special Events Management (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09993-4||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Creation and Management of Live Events (Module from Advanced Diploma in Live Entertainment, Festival and Event Management)|
|COURSE CODE 26Z09997-7||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
Continuing Education Fund
Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $20,000 per eligible Hong Kong resident, on successful completion of a course on the reimbursable course list. All students who enrolled in a CEF Reimbursable Course on or after 1 February 2008 be required to attend at least 70% of the Course, and achieve at least 50% passing mark in the overall assessment of the Course.
Applicants do not need to submit any document before class commencement. They must submit the completed CEF Application Form [SFO302(2019)] together with the required institutional certification and supporting documents to the Office of the Continuing Education Fund (OCEF) within one year upon successful completion of a CEF Course and before reaching the age of 71. Late applications will not be accepted by the Government.
The CEF Application Form [SFO302(2019)] can be obtained from any HKU SPACE Learning Centres, District Offices, the OCEF, or downloaded from www.wfsfaa.gov.hk/cef/.
The properly filled in Application Form must first be certified by HKU SPACE after course completion by following the procedure stated below.
For more details, please visit website: www.sfaa.gov.hk/cef or contact at 3142-2277. You may also obtain the CEF brochure in any of the HKU SPACE enrollment counters.
|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.
Online Application Apply Now
Application Form Download Application FormEnrolment Method
Specific application form for this programme can be obtained from any HKU SPACE Enrolment Centres, or you may download the form from this website. A complete application including the following materials should reach us on/before the application closing date:
- a completed Application Form;
- a completed Enrolment Form;
- copies of relevant supporting documents(e.g. working experience / academic qualification proof);
- a non-refundable application fee of HK$150 and
- a tuition fee of HK$7,900 for the first semester. (Please pay by cheque or credit card upon application, the amount will only be debited upon successful entry to the course).
All fees are subject to change without prior notice
* All fees paid are NOT refundable, unless a course is over-subscribed or cancelled. These fees may be subject to revisions even after a student has submitted an application, or after you have been admitted as a student on this programme. Fees for the following terms will be advised nearer the time when you enroll on those modules.Payment Method
1. Cash or EPS
Cash or EPS are accepted 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 write the programme title(s) and the applicant’s name on the back of the cheque. You may either:
- in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
- by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope.
Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.
4. Online payment
Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.
- For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
- 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, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
- 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 teams for details.
- Fees and places on courses are not transferrable. 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.
- HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
- For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.