Marketing & HospitalityHospitality, Tourism & Events
Advanced Diploma in Tourism and Marketing Management
CEF Reimbursable Course (selected modules only)
- Study mode
- Start Date
- 28 Oct 2019 (Mon)
- 24 months
- Course Fee
- *HK$3,950 per module (Total programme fee : *HK$47,400)
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
Tourism is one of the world's largest and fastest growing industries, and a major provider of employment opportunities both in Hong Kong, Asia and worldwide. This management-based programme will prepare students for employment in the public or private sectors, developing, planning and managing tourism resources at a junior to middle management level.
This programme will introduce the necessary skills and knowledge to future marketers, managers and other professionals in tourism industry, so that they can understand the dynamics of the tourism industry, its interface with art, culture, and recreation, and the development of tourism experiences at destinations.
This 2 year part-time programme will comprise 12 modules focusing on tourism and marketing and its application to practice. On satisfactory completion of the 12 modules, the Advanced Diploma in Tourism and Marketing Management will be awarded within the HKU system through HKU SPACE.
Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). Altogether, students need to study 12 modules, in order to be awarded the Advanced Diploma in Tourism and Marketing Management.
- Introduction to Tourism and Hospitality
- Information Technology in Hospitality and Tourism Operations
- Communication Skills in English
- Cruise Line Management
- Marketing for the Hospitality and Tourism Industry
- Hotel and Resort Management
- Tourism Administration and Development
- Multi-channel Marketing Communications
- Marketing Management
- Attraction Management
- Introduction to Airline and Airport Management
- Choose one from below :
- Event Planning and Promotion
- Managing the M.I.C.E. Industry
- Festivals and Special Events Management
- Events Operations
|Application Code||1750-MS050A||Apply Online Now|
|Apply Online Now|
- 18 months (Minimum)
36 months (Maximum)
24 months (Normal)
Introduction to Tourism and Hospitality
The module is designed to provide an introduction to the concepts of tourism and hospitality industry and develop students an understanding of the structure, organisation and interdependence of the various sectors in the tourism and hospitality industry. Key concepts, principles, practices and issues in tourism and hospitality and the links with related areas of leisure, travel and recreation will be covered in the module.
Communication Skills in English
The aim of the class is to develop students' knowledge relating to business communication in English. The class is developing the students command of spoken and written English business communication. This course aims at providing participants with a grounding in job related language skills with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism and hospitality business environment.
Tourism Administration and Development
Through this module, students can examine the role of government and apply conceptual frameworks in analysing the involvement of a range of governmental and quasi non-government agencies that assist to local and international tourism development. The module provides an overview of tourism policies in Hong Kong and Mainland China, as well as the contemporary issues and trends of tourism administration and development from local, regional and international perspectives.
This module focuses on the main elements, activities and linkages associated with the formulation and implementation of a marketing communications plan. It discusses the concept of Integrated Marketing Communications (IMC) in contemporary marketing context, the formulation and evaluation of an IMC plan. Special topics such as internal marketing communication and impacts of technology on marketing communications will be covered in the module.
Information Technology in Hospitality and Tourism Operations
The aim of the module is to give students a competence in the use of core information processing software which are used in the hospitality and tourism industries. Students will be introduced to the range of tools and techniques used to assist the decision making process. Students completing this class will understand the use of information in the hospitality and tourism industries; and familiar with the variety of software applications and e-marketing techniques used in the hospitality and tourism industries.
Marketing for the Hospitality and Tourism Industry
This module provides an introduction to the essential elements of marketing tourism products. It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the basic process of and main issues in tourism and hospitality marketing. To trace the broad development of the marketing concept in services, to introduce the major elements in marketing and their application to tourism and hospitality products including: marketing segmentation, targeting and positioning, the marketing mix, and marketing planning and control, to illustrate how marketing principles can be applied to the wide variety of products which make up tourism and hospitality, including: tourist attractions, hotels, transport carriers, and the destination, and to familiarise the student with the major methods of managing the total marketing effort through the planning, implementation and evaluation of integrated marketing programmes.
Hotel and Resort Management
This module focuses on both hotels and resorts. It examines the planning, operation as well as management principles for hotel and resorts. Time is spent in exploring the multi-facets for hotels as accommodation provider, including both branding and marketing, back of the house and human resources management. With the trend of integrated resorts, it also focuses on the unique characteristics of organizing a successful resort.
Cruise Line Management
This module aims to provide an overview of the development and operations of the modern cruise industry. The organization structure of a typical cruise line and its relationships between suppliers will be reviewed. Students will examine different cruise ship markets and their brands to enable effective marketing of this type of product. The various facets of cruise line management including hospitality management, port and maritime operations will be analyzed to gain a good understanding of its operations. Students will also appraise and analyze the key issues of the modern cruise industry in legal, security, safety and environmental management perspectives.
Introduction to Airline and Airport Management
This module aims to provide an overview of airline and airport industry management. It covers the fundamental concepts that are relevant to the management of airline services, airline scheduling, revenue management and airport operations. Issues and trends in contemporary aviation industry as well as international regulators and associations in air transport; their roles and responsibilities will be introduced in the module.
This module focuses on a key element in the tourism system – visitor attraction. It examines the role, nature and typology of visitor attraction as well as the visitor attraction market. Time is spent in the creation and development process for visitor attraction, marketing challenges and opportunities, quality management, and major issues in the management of visitor attractions. Case studies will be examined in various lectures from local, regional and international perspectives.
The module will focus on how strategic marketing management relates to the overall business plan. Students will learn about all aspects of marketing planning and control of the marketing management function. Emphasis is on the strategic nature of marketing including conducting a strategic marketing analysis, incorporating both internal and external analyses. Students will apply the tools of analysis and decision making in the preparation of marketing plans. They will learn to design marketing mixes to achieve specific strategic and tactical objectives and take advantage of market opportunities. Through this course, students will examine how organizations achieve a sustainable competitive advantage in a variety of products, services and industries.
Choose one from below:
The aim of the module is to develop students’ knowledge in the process of event operations, including event logistics, on-site staffing, crowd management and evacuation, event safety and security. The module helps students gain the necessary knowledge about the essential skills in event operation and explore the trends and issues through the topics such as ‘Green Event’, quality event management, event service and technology.
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 and human resources planning and risk management will also be covered.
Festivals and Special Events Management
The module provides a comprehensive overview of world-renowned international events and festivals, analysis elements of success of those international events and festivals through event supply chain management, capacity management, 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.
Managing 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. 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, 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
- Weekend daytime or evening: 2:00 - 5:00pm or 6:45 - 9:45pm
Ms Vanessa Yeung
- Assistant Programme Director, HKU SPACE
- Airline and Airport Management
- Qualitative Research Method
- Luxury Shopping Tourism
- Cross-cultural Tourist Behavior
- Cruise Operation Management
- Gained working experience aviation industry for over 8 years
- Certified Hospitality Educator
- Started her PhD in 2015 pursuing research in the area of cross-cultural consumer behavior, shopping tourism and the concept of luxury.
Ms Agnes Yu
- Using of real-life practice or fieldtrips to enhance students’ educational experience in Tourism and Hospitality studies;
- Arranging tailor-made teaching materials and activities that motivate and stimulate students, encouraging learning through experiences; and
- Providing full learning experience, supporting for students beyond set classes, working with students experiencing barriers to learning across the academic range.
- Former Assistant Principal of CCC Kung Lee College (KLC) – extensive experience in programme accreditation and revalidation via HKCAAVQ.
- Effective continuing professional development – providing tailor-made training courses to boost sales through customer service skills for industrial partners, such as China Travel Service (HK) Ltd. and the Spaghetti House.
- Professional training from Kintetsu International Express (U.S.A.) Inc.(KIE) – from flight and hotel reservations to itinerary development and meeting arrangements, KIE has developed a proprietary travel system that enables employees to monitor the total custom satisfaction.
- A certified Tourist Guide and a Tourist Guide Trainer registered under the Travel Industry Council of Hong Kong (TIC)
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)
- 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 Travel and Tourism Management awarded within the HKU system through HKUSPACE, 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 HKDSEExamination 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.
HK$150 , non-refundableCourse Fee
- *HK$3,950 per module (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
|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||ENQUIRY 2867-8320|
|Tourism Administration and Development (Module from Advanced Diploma in Tourism Management & Advanced Diploma in Tourism and Marketing Management programmes)|
|COURSE CODE 26Z01040-2||FEES $3,950||ENQUIRY 2867-8320|
|Marketing for the Hospitality & Tourism Industry (Module from Advanced Diploma in Hospitality Management,Advanced Diploma in Tourism Management,Advanced Diploma in Tourism & Marketing Management and Advanced Diploma in MICE & Event Management programmes)|
|COURSE CODE 26Z01030-5||FEES $3,950||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||ENQUIRY 2867-8320|
|Cruise Line Management (Module from Advanced Diploma in Tourism and Marketing Management)|
|COURSE CODE 26Z09546-7||FEES $3,950||ENQUIRY 2867-8320|
|Attractions Management (Module from Advanced Diploma in Tourism Management & Advanced Diploma in Tourism and Marketing Management programmes)|
|COURSE CODE 26Z05968-1||FEES $3,950||ENQUIRY 2867-8320|
|Events Operations (Module from Advanced Diploma in Tourism and Marketing Management)|
|COURSE CODE 26Z09988-8||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Festivals and Special Events Management (Module from Advanced Diploma in Tourism and Marketing Management)|
|COURSE CODE 26Z09989-6||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 2867-8329|
|Managing the M.I.C.E. Industry (Module from Advanced Diploma in Tourism and Marketing Management)|
|COURSE CODE 26Z09990-A||FEES $3,950||ENQUIRY 2867-8473 / 2867-8320 / 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 Reimbursable Course (selected modules only)
Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.
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;
- certified true 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$7,900 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 or EPS
Cash or EPS are accepted 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 write the programme title(s) and the applicant’s name on the back of the cheque. You may either:
- in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
- by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope.
Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.
4. Online payment
Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.
- For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
- 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, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
- 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 teams for details.
- Fees and places on courses are not transferrable. 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.
- HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
- For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.