Marketing & Hospitality Hospitality, Tourism & Events
Advanced Diploma in M.I.C.E. and Event Management
CEF Reimbursable Course
CEF Reimbursable Course (selected modules only)
- Study mode
- Start Date
- 25 Oct 2021 (Mon)
- Next intake(s)
- Mar 2022
- 22 months
- Course Fee
- *HK$4,740 per module (2 modules per semester: *HK$9,480, Total programme fee : *HK$47,400)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
Academic Staff: Industry Professional Practitioners
Part time in 22 months, next step for top-up bachelor degree!
Memorable Experience outside the classroom!
The programme aims to meet the continuing professional development needs of people who are currently working in the M.I.C.E. industry, in event management, advertising and public agencies, or for those who have career aspirations in the M.I.C.E. and Event Management fields. This programme aims to introduce students a wide range of skills and techniques in event planning, promotion, operation and management. Students will learn how to collaborate with different stakeholders in relation to event venues, event facilities, food and beverage, marketing communication, and event technology.
INTENDED LEARNING OUTCOMES
On completion of the programme, students should be able to
- critically evaluate the M.I.C.E. and event management industrial environment in local, regional and international perspectives;
- apply the fundamental digital technology and marketing tools to assist M.I.C.E. and event managers in making business decisions;
- conduct verbal formal presentations and write business correspondence in English on tourism, hospitality and event industries;
- plan, implement, coordinate and manage M.I.C.E. events in relation to event conceptualization, marketing communication, stakeholder management, food & beverage, venue and operation management; and
- manage the facilities of M.I.C.E. and event venues and coordinate with the venue suppliers.
Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). The Advanced Diploma programme offers ten modules over three terms per year which could normally be completed in 22 months (i.e. 5 terms) if students undertake 2 modules per term. Altogether, students need to study 10 modules focusing on event managment, in order to be awarded the Advanced Diploma in M.I.C.E. and Event Management.
- Hospitality, Tourism and Events in the Digital Age
- English for Business Communication Skills for Hospitality, Tourism and Events
- Marketing for the Hospitality Tourism and Event Industry
- Facilities Management
- Food and Beverage Administration
- Events Operations
- Event Planning and Promotion
- Festivals and Special Events Management
- Cruise Line Management
- Management of the M.I.C.E Industry
Programme contains 120 credits, 10 modules. Each module contains 12 credits.
The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:
- Essay/ Assignment/Report Writing
- Oral Presentation
- Group Project and Presentation
- Online Exercise
Medium of Instruction: English
On satisfactory completion of the 10 modules, students will be awarded the Advanced Diploma in M.I.C.E. and Event Management within the HKU system through HKU SPACE. Students may apply to exit the programme with a Diploma in M.I.C.E. and Event Management upon satisfactory completion of 5 modules (i.e. Module 3, 4, 6, 7, and 10) with 60 credits in total.
Mr Alan CHAN
- Tourism, Hospitality and Event Management Trainer/
- Incentive Travel Planner/
- Event Manager/ Travel-writer and Radio Programme Co-host
- Event management
- International tourism marketing
- Travel incentives
- Opened up new visitor sources from major new markets including Russia and India for the Hong Kong Tourism Board (HKTB) to maintain a diverse visitor portfolio
- Enhanced HKTB market penetration in the short-haul region by leveraging event marketing as a means to boost visitor arrivals
- Led the Sales Department of Amway Hong Kong, world’s leading direct selling company with direct involvement in organizing incentive travel and special events in Hong Kong and overseas
- Staged the first large-scale incentive travel seminar to Bangkok, Thailand for Amway independent business owners from Mainland China in 1996
- Bridging national tourist offices and travel trade partners through The Association of National Tourist Office Representatives in Hong Kong (ANTOR)
Mr Robert Rogers
- Over 30 years of experience creating events/
- He is Certified Special Event Professional (CSEP)/
- He was founding president of the International Live Event Association Hong Kong Chapter/
- Proponent for ISO20121 event sustainability standards in Asia
- Special Event Design
- Special Event Production
- Entertainment Management
- Stage Management
- APEC CEO Conference – Stage Manager for ~20 heads of state including President XI, President Obama, Prime Minster Medev.
- Asian Brokers and Bankers Awards- producer for 10 years raising over helping to raise of 65million for charity
- An Adventure - A multi day program for 150 pax through France and Italy with performances by Kylie Minogue and Ronan Keating
Gala Award – Best Event for a Private Individual – 2020
Esprit Award – Best Private Event – 2018
Esprit Award – Best Team Effort – 2018
Esprit Award – Best Event with a Legacy – 2015
Esprit Award – Best in Event Filmmaking – 2012
|Application Code||1950-MS048A||Apply Online Now|
|Apply Online Now|
- 18 months (Minimum)
34 months (Maximum)
22 months (Normal)
Hospitality, Tourism and Events in the Digital Age
The aim of the module is to illustrate how digital technology (e.g. ‘Internet of Things’ (IoT)) influences the management of international tourism and hospitality industries. Students will be introduced the decision-making characteristics of digital consumers and their influence on managerial decision making. Students will also understand the importance of web presence for international tourism and hospitality businesses; and get familiarised with various digital tools (e.g. FaceBook page, YouTube, Twitter and MakeMyTrip.com) in tourism and hospitality businesses worldwide. The contemporary trend in on-line payments will be covered in the module.
English for Business Communication Skills for Hospitality, Tourism and Events
Business communication skills in English are greatly needed by students in all our hospitality, tourism and events programmes, since students need to learn some fundamental skills in business writing (including report writing, handling and responding to complaints, answering enquiries, etc.). This module aims to develop students' knowledge relating to solve communication problems and respond to complex questions in English. The class is developing the students command of spoken and written English business communication with related areas of tourism, hospitality and event will be covered in the module. This course aims at writing promotional materials for the Hong Kong and foreign markets and summarizing the main ideas to conduct verbal presentation with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism, hospitality and event business environments.
Marketing for the Hospitality Tourism and Event Industry
This module describes the relationships between customer value, satisfaction and quality in the hospitality, tourism and event industry. It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the marketing environment and its likely impact on the industry, organizations and product/services offerings, market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industries. To trace the broad development of the marketing concepts about the products, pricing, internal marketing strategy (People) and customer satisfaction, promotion, digital marketing strategy, and distribution channels of tourism, hospitality and event industries. The student should able to apply the evaluation and control mechanisms in the marketing plan.
The module aims to identify, develop and explore the main issues associated with the facilities management of accommodation and event venues in the hospitality and event industry. The objectives of the class are to: apply the concepts of facilities management in the hospitality and event industry and identify the environmental and sustainability issue in relation to facilities, analyse facilities management issues in an event venue and provide basic recommendations or solutions for improvement if necessary; the provision of customer service; the maintenance and utilisation of assets; and examine ways by which successful operational management performance can be achieved. The role and the importance of Facilities Management in hospitality and event industry is critically evaluated in this module.
Food and Beverage Administration
The aim of the class is to develop students' knowledge relating to the management of food and beverages administration and other related products in hotel banqueting and catering in the actual workplace. The objectives of the class are to: apply the basic knowledge of bar operations and bar management to actual bar operations, identify the advantages and disadvantages of franchise business; and apply the skills in staff training to the actual Food & Beverage personnel training scenario.
The aim of the module is to develop students' management skills in the process of event operations, including manage events including event logistics, on-site staffing, crowd management, and safety and security issues. 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. The module helps students apply the necessary knowledge about the tools and techniques in event operation such as in monitoring,, controlling and evaluating the event and analyze the future issues and trends in event operations through the topics such as ‘Green Event’, “Green” design, environmental management, and waste management, Quality event management, event service and technology via the case studies in real world settings.
Event Planning and Promotion
This module aims to develop core skills to stage a function in the perspectives of event planning and marketing for various types of events. Upon the completion of the module, students will be able to apply the essential tools and techniques in event planning process and to apply the marketing and promotional tools for events. Financial management, human resources planning, marketing and promotion, and risk management will be covered. The contemporary trends and issue of event industry will also be illustrated in this module.
Festivals and Special Events Management
The module provides a comprehensive overview of world-renowned international events and festivals, analyses elements of success of those international events and festivals through event supply chain management, Merchandising and Retail, catering operations, capacity management, legal and ethical considerations scheduling and time management. Focusing on the protocol for festivals and special events, impacts of events as well as events sustainability help students learn about the unique issues in managing international special events. Case studies will be used to illustrate the characteristics of various types of special events such as sports, entertainment, art and cultural events, other special events in real world setting.
Cruise Line Management
This module aims to provide an overview of the contemporary development and operations of the modern cruise industry. The roles and responsibilities of staff working on a cruise ship and various facets of cruise line management including hospitality management, port and maritime operations and itinerary planning will be described. Students will able to understand the whole curies passenger’s experiences throughout the passengers’ cruising experiences during pre-, during, and post stage. The geography and Itinerary of Cruising including North and South America, Europe, Asia pacific, and other parts of the world as case studies to discuss in class. Students will also appraise and analyze the key issues of the modern cruise industry in legal, security, safety and environmental management perspectives.
Management of the M.I.C.E Industry
The aim of the module is to develop students' knowledge relating to the scope of activities within the Meetings, Incentive Travels, Conventions and Exhibitions (M.I.C.E.) industry and identify its role players. The module provides a comprehensive overview of M.I.C.E. industry, analyses the elements of their success focusing on their operation and marketing strategies. Students will learn about the unique issues in event planning, environmental and sustainability management and marketing of these events through case studies of contemporary international M.I.C.E. events.
Classes will be generally held as following tentative schedule:
- Weekday evening : 6:45 - 9:45pm or 7:00 - 10:00pm
- Weekend daytime : 10:00am -1:00pm or 2:00 - 5:00pm
- Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre Programme team reserves the right to change the above venue/ classroom if necessary.
- 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 Private Jet Hospitality Service 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.
Applicants with other qualifications will be considered on individual merit.
HK$150 non-refundableCourse Fee
- *HK$4,740 per module (2 modules per semester: *HK$9,480, 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
|Food and Beverage Administration (Module from Advanced Diploma in M.I.C.E. and Event Management)|
|COURSE CODE 43Z133380||FEES $4,740||ENQUIRY 2867-8320|
|Marketing for the Hospitality Tourism and Event Industry (Module from Advanced Diploma in M.I.C.E. and Event Management)|
|COURSE CODE 43Z133399||FEES $4,740||ENQUIRY 2867-8320|
|Advanced Diploma in M.I.C.E. and Event Management
|COURSE CODE 26F04044-9||FEES $47,400||ENQUIRY 2867-8329|
|Introduction to Tourism and Hospitality (Module from Advanced Diploma in Hospitality Management, Advanced Diploma in Tourism Management, Advanced Diploma in Tourism & Marketing Management and Advanced Diploma in M.I.C.E. and Event Management programmes)|
|COURSE CODE 26Z01029-1||FEES $3,950 (Student enrolled in Advanced Diploma programmes before 30 Jun 2019) $4,740 (Student enrolled in Advanced Diploma programmes after 1 Jul 2019)||ENQUIRY 2867-8320|
|Marketing for the Hospitality Tourism and Event Industry (Module from Advanced Diploma in Hospitality Management)|
|COURSE CODE 26Z01030-5||FEES $3,950 (Student enrolled in Advanced Diploma Programmes before 30 Jun 2019) $4,740 (Student enrolled in Advanced Diploma in programmes after 1 Jul 2019)||ENQUIRY 2867-8320|
|Hotel and Resort Management (Module from Advanced Diploma in Hospitality Management, Advanced Diploma in Tourism Management , Advanced Diploma in M.I.C.E. and Event Management & Advanced Diploma in Tourism & Marketing Management Programmes)|
|COURSE CODE 26Z05971-1||FEES $3,950 (Student enrolled in Advanced Diploma Programmes before 30 Jun 2019) $4,740 (Student enrolled in Advanced Diploma in programmes after 1 Jul 2019)||ENQUIRY 2867-8320|
|Cruise Line Management (Module from Advanced Diploma in M.I.C.E. and Event Management)|
|COURSE CODE 26Z09986-1||FEES $3,950 (Student enrolled in Advanced Diploma Programmes before 30 Jun 2019) $4,740 (Student enrolled in Advanced Diploma in programmes after 1 Jul 2019)||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Events Operations (Module from Advanced Diploma in M.I.C.E. and Event Management & Advanced Diploma in Tourism Management Programme)|
|COURSE CODE 26Z05970-3||ENQUIRY 2867-8329|
|Festivals and Special Events Management Festivals (Module from Advanced Diploma in M.I.C.E. and Event Management & Advanced Diploma in Tourism Management Programmes)|
|COURSE CODE 26Z05972-A||ENQUIRY 2867-8329|
|Management of the M.I.C.E. Industry (Module from Advanced Diploma in M.I.C.E. and Event Management programme)|
|COURSE CODE 26Z05974-6||ENQUIRY 3762-4888|
|Facilities Management (Module from Advanced Diploma in M.I.C.E. and Event Management)|
|COURSE CODE 26Z09547-5||ENQUIRY 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
This course has been included in the list of reimbursable courses under the Continuing Education Fund.
|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 M.I.C.E. and Event Management
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$9,480 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, 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.
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.
- 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.