Advanced Diploma in Marketing and Brand Management (CEF) - HKU SPACE: Marketing Communications and Branding, Retail, Fashion and Luxury Brand Management courses
Class arrangement during COVID-19

The COVID-19 situation may still be fluid and constantly affect class arrangements in the coming months. The health and safety of our students will always be our top priority. To ensure that students’ academic progress is not affected, the School may substitute face-to-face classes with online teaching if necessary in the event that face to-face classes cannot be held. Our respective Programme Teams will contact the students concerned with details of such arrangements as necessary.

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Advanced Diploma in Marketing and Brand Management

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
Application Code

Start Date
04 Jul 2022 (Mon)
Next intake(s)
November 2022
20 months to max. 40 months
Course Fee
HK$4,000 per module (Subject to change)
How to Apply
Deadline on 15 Jun 2022 (Wed)
28678316/ 28678324

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


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.


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 2035-MK002A -

  • 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)
  • HKU SPACE Learning Centres

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.

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.
Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$4,000 per module (Subject to change)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Business Economics (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07896-8 FEES $4,000 ENQUIRY 2867-8316
Brand Management (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07902-6 FEES $4,000 ENQUIRY 2867-8316
Consumer Behaviour (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07897-6 FEES $4,000 ENQUIRY 2867-8316
Introduction to Branding (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07901-8 FEES $4,000 ENQUIRY 2867-8316
Multichannel Marketing Communications (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07898-4 FEES $4,000 ENQUIRY 2867-8316
Principles of Marketing (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 21Z07895-A FEES $4,000 ENQUIRY 2867-8316
CEF Courses
Essentials of Accounting (Module from Advanced Diploma in Marketing and Brand Management)
COURSE CODE 23Z07919-6 FEES $4,000 ENQUIRY 2867-8316
CEF Courses
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 $4,000 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])

Application Form Application Form

Enrolment Method

All 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 Method

1. Cash, EPS or WeChat Pay

Only application fee can be paid by cash,  EPS or WeChat Pay 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.