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

4. Consumer Behaviour

5. Multichannel Marketing Communications

6. Introduction to Management

7. Marketing Research and Information

Two Specialism modules

8. Introduction to Public Relations

9. Public Relations Planning

10. One Elective Module to be chosen from the below: Business Communication Integrated Brand Communications Business Law Business Economics

 

On completion of the programme, students should be able to

1. Apply the theories and best practices learnt in the marketing and public relations to develop marketing solutions for business,
2. Apply basic accounting principles and fundamental management knowledge in marketing decisions, 
3. Integrate the tools of multichannel marketing communications including digital channels, social media, advertising, public relations to promote products and services to the target market,
4. 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,
5. 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:

7. Apply basic knowledge of effective communication skills in business environment,
8. Deploy effective marketing communication tools to build and manage brands across market segments,
9. 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	1835-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 afternoon)
  
  Venue:
  HKU SPACE Learning Centres
  

Application Fee

HK$150 , non-refundable

Course Fee

• HK$3950 per module