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)
- Course Code
- MK067A
- Application Code
- 1855-MK067A
- QF Level
-
Financial assistance
Close QF Level panel
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.
- Study mode
- Part-time
- Start Date
- 16 Nov 2020 (Mon)
- Next intake(s)
- November 2020 and March 2021
- 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 |
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4. Consumer Behaviour |
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5. Multichannel Marketing Communications |
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6. Introduction to Management |
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7. Marketing Research and Information |
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Two Specialism modules |
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8. Introduction to Public Relations |
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9. Public Relations Planning |
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10. One Elective Module to be chosen from the below:
|
On completion of the programme, students should be able to
- Apply the theories and best practices learnt in the marketing and public relations to develop marketing solutions for business,
- Apply basic accounting principles and fundamental management knowledge in marketing decisions,
- Integrate the tools of multichannel marketing communications including digital channels, social media, advertising, public relations to promote products and services to the target market,
- 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,
- 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:
- Apply basic knowledge of effective communication skills in business environment,
- Deploy effective marketing communication tools to build and manage brands across market segments,
- 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 | 1855-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 morning or 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.
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 |
| Services Marketing (Module from Advanced Diploma in Marketing and Public Relations) | ||
| COURSE CODE 33Z126765 | FEES $3,950 | ENQUIRY 2867-8316 |
| Public Relations Planning (Module from Advanced Diploma in Marketing and Public Relations) | ||
| COURSE CODE 33Z126773 | FEES $3,950 | ENQUIRY 2867-8316 |
|
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
|
Application Form Application Form
Enrolment MethodAll 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#;
*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 Method1. 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.
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