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Advanced Diploma in Marketing and Brand Management
市場學及品牌管理高等文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK002A
Application Code
2175-MK002A

Credit
120
Study mode
Part-time
Start Date
04 Mar 2024 (Mon)
Next intake(s)
July 2024, November 2024
Duration
20 months to max. 40 months
Language
English
Course Fee
HK$4,250 per module (subject to change without prior notice)
Deadline on 24 Feb 2024 (Sat)
Enquiries
28678316
28610278
Apply Now

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Highlights

This programme provides a firm foundation to equip you with knowledge and skills in developing brand strategies and managing brands in a multi-cultural market environment. It also prepares you for higher education at degree level and career advancement in brand management in a competitive market environment.

The programme aims to equip participants with the principles, theories and practices in marketing with specialisation in brand management. On completion of the programme, participants should have acquired a basic understanding of marketing and brand theories and be able to apply these to day-to-day operations at work. The programme also prepares students for further education as well as career advancement in the marketing and brand management areas.

 

Programme Details

Programme Intended Learning Outcomes

On completion of the programme, students should be able to

  1. Apply the theoretical concepts in marketing and brand management to develop marketing solutions for business,
  2. Utilise self-management skills, interpersonal communications and team management skills in the workplace,
  3. Integrate marketing communications in multimedia to engage customers as well as promote branding, products and services to the target market,
  4. Apply knowledge in consumer psychology and behavioural patterns to identify target markets to determine the positioning of products and services, and to promote brand experience of customers,
  5. Apply concepts and principles of brand management to build and manage brands over time and across market segments.

Assessment

Assessment is based on a combination of coursework and examinations. The percentage breakdown of coursework and examinations differs from module to module.

Award

Student who completed all 10 modules will be awarded "Advanced Diploma in Marketing and Brand Management" within HKU system through HKU SPACE.

Students may apply to exit the programme with a "Diploma in Marketing  Studies" upon satisfactory completion of any 5 modules or above.

Articulation

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 2175-MK002A Apply Online Now
Apply Online Now

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

Modules

The programme consists of 10 modules and the details of each module are as below.

Principles of Marketing

The Principles of Marketing is an introductory course which helps the students to form a solid foundation of basic marketing concepts and understand how consumer behaviour, external and internal environments may affect marketing decisions. It equips students with concepts and applications of product-life cycle, promotion mix, product and pricing strategies, distribution channel management, etc. on the ground of customer value-driven marketing.

Digital and Social Media Marketing

Digital Marketing and Social Media become the predominant component in marketing strategies nowadays. In this new module, students will be able to build up a clear concept about customer-centric marketing and digital consumer journey which affects customer segmentation approaches and marketing strategies.

This module will form a solid foundation of digital knowledge with application skills and effectiveness analysis of various digital and social media marketing channels in order to fulfil the vocational needs in various marketing positions.

Multichannel Marketing Communications

The objective of this module is to equip students with knowledge and practices of new marketing communication techniques in this ever-changing world of new media. It enables students to embrace and integrate new media tools with existing communication mix to maximise the effectiveness and efficiency of marketing campaigns.

Consumer Behaviour

This module aims to train up students with a clear understanding of how and why customer behave in a shopping decision-making process with the foundation of consumer psychology and behavioural concepts. It also equips the students to identify the factors which may affect consumers’ purchasing behaviour and value perception so that students can be able to apply it in their marketing strategic planning in the competitive business environment.

Introduction to Branding

This module provides students with the basic concepts of branding in  a competitive marketplace. It’s important for marketers to understand the process of building brand image and identity, brand value, and formulating brand strategy, brand auditing and brand equity management system. It equips students with knowledge and skills to build a successful brand.

Management Skills for Effective Manager

The success of a business organisation depends very much on the quality of the people working in the organisation. This module provides an opportunity for our students to discover the attributes of an effective manager, nurture their management quality and competencies required to progress to play the role of an effective manager.

Students will be equipped with multi management skills including self-awareness, stress and time management, problem solving and decision making, interpersonal skills such as managing conflicts, effective communication and presentation skills, and team skills which are the basic factors of a successful manager at marketplace.

Shopper Relations and Customer Services

It is crucial for companies to build long-lasting customer relationship which can be leveraged to expand their loyal customer base, extend their market share, and to uplift sales income.

This module is developed to equip our students with customer-centric services, customer relationship management (CRM), customer service communication skills, and service quality control, etc. in order to enrich the shopping experience of the customers and establish loyal customer base.

Marketing Research and Information

This module is designed to teach students the basic tools and procedure of market research, including but not limited to management problem identification, research design, questionnaire development, data collection, etc. The concepts will not only prepare students for their marketing career needs but also prepare them for further academic study.

Digital Advertising Communications and Campaign Planning

An effective digital advertising plan will help a marketing practitioner to stay organized, think strategically, and to optimize the effectiveness of the advertising campaign.

This module is designed to equip students with a strategic planning approach, the elements of great design and persuasion that drive behaviour and build habits, the full funnel content marketing, ad effectiveness testing and optimisation, and strategic writing for digital advertising, etc.

Strategic Brand Management

Brand management is one of the most important aspects in marketing strategy. This module focus on the more strategic brand management issues including the impacts of digital marketing on branding, brand portfolio management, creation of brand association, evaluate brand extensions opportunities, managing multinational brands, revitalization of aging brands, etc. The Strategic Brand Management is not only suitable for marketers, but will also benefit business leaders, start-up business owners, or entrepreneur.

Fee

Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$4,250 per module (subject to change without prior notice)

Entry Requirements

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.

CEF

  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Business Economics (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z151735 FEES $4,000 ENQUIRY 2867-8316
Brand Management (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z151778 FEES $4,000 ENQUIRY 2867-8316
Consumer Behaviour (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z151743 FEES $4,250 ENQUIRY 2867-8316
Essentials of Accounting (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z149730 FEES $4,000 ENQUIRY 2867-8316
Introduction to Branding (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z15176A FEES $4,250 ENQUIRY 2867-8316
Multichannel Marketing Communications (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z151751 FEES $4,250 ENQUIRY 2867-8316
Principles of Marketing (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z151727 FEES $4,250 ENQUIRY 2867-8316
Digital Marketing (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z10804A FEES $4,000 ENQUIRY 2867-8316
Business Communication (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z108074 FEES $4,000 ENQUIRY 2867-8316
Business Law (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z108120 FEES $4,000 ENQUIRY 2867-8316
Services Marketing (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z126730 FEES $4,250 ENQUIRY 2867-8316
Digital and Social Media Marketing (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z137147 FEES $4,250 ENQUIRY 2867-8316
Digital Advertising Communications and Campaign Planning (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z137155 FEES $4,250 ENQUIRY 2867-8316
Marketing Research and Information (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z138275 FEES $4,250 ENQUIRY 2867-8316
Management Skills for Effective Manager (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z144062 FEES $4,250 ENQUIRY 2867-8316
Shopper Relations and Customer Services (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z144100 FEES $4,250 ENQUIRY 2867-8316
Strategic Brand Management (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 33Z144143 FEES $4,250 ENQUIRY 2867-8316
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.

Advanced Diploma in Marketing and Brand Management

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

Apply

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.