Bachelor of Arts (Hons) Marketing (CEF) - HKU SPACE: Marketing Communications and Branding, Digital and Social Media Marketing courses
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Marketing & HospitalityMarketing Communications and Branding

Bachelor of Arts (Hons) Marketing

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Awarded by
The University of Hull, United Kingdom
Course Code
Application Code

Study mode
Start Date
07 Sep 2019 (Sat)
Next intake(s)
September 2019 January 2020
18 months to 36 months
How to Apply
Deadline on 26 Jul 2019 (Fri)
28678493 / 28678324

This programmes provides you with practical knowledge and vocational skills in marketing. You will be able to apply effective marketing strategies, digital and social media marketing techniques and persuasive communication tactics in different market environment and equipped with analytical skills and critical thinking ability. This programme will also help you to develop your critical thinking and analytical skills.


 QF level logos

This programme is a practical marketing degree designed to open up a range of career options in the private and public sectors. The programme provides students with a thorough knowledge and understanding of both the philosophy and functions of integrated marketing communications and brand management. Students will develop core marketing skills such as analyzing consumer behavior, designing market strategy, developing effective integrated marketing communications plan and formulating advertising and public relations strategies. Students will learn to recognize and respond to the complexities of modern global business environment with a sense of social responsibility.

The programme balances academic knowledge and vocational skills, with a broad base training in order to prepare students to work within a wide variety of organisations  in both business and non-profit contexts. The programme also aims to equip students with generic competencies which are applicable in the work place and transferable between jobs that are highly valued by employers. For example, on completion of the course, students will be able to formulate and solve business problems, analyse information, think critically, communicate effectively and profess a range of interpersonal skills.


Further Studies

The University of Hull qualifications are recognised internationally. Graduates with an honours degree of this programme would qualify for admission to the following programmes offered by College of Business and Finance, HKU SPACE:

  1. MSc Marketing/ MSc Marketing with Festival and Event Management/ MSc in Marketing with Sales Management in collaboration with the Edinburgh Napier University, UK;
  2. MSc Marketing in collaboration with the University of Leicester; and
  3. Postgraduate Diploma in Marketing

Graduates of the programme may also pursue further studies at postgraduate level at the University of Hull Business School, or at other universities worldwide in various fields:

  • marketing,
  • management,
  • communications,
  • advertising, or
  • business related disciplines.

The Bachelor of Arts (Hons) Marketing programme comprises 18 modules or 360 credits. Students normally complete the entire programme in three years of full time study in the UK. In Hong Kong, students with recognized qualifications will be exempted from half of the credits.

In Hong Kong, only the Second Year and Final Year modules will be offered. The modules are: 

1)         Consumer and Business Buyer Behaviour 

2)         Personal and Management Development 

3)         Marketing Communications and Branding 

4)         Strategic Marketing and Planning 

5)       Services Marketing 

6)        Independent Study

7)         Advertising and Public Relations 

8)         International Marketing 

9)         Social and Not-for-Profit Marketing 


  • Minimum duration is 18 months for this part-time programme.

Non-Local Higher and Professional Education (Regulation) Ordinance

This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

(1) Consumer and Business Buyer Behaviour

The aims of this module are to introduce students to the theoretical origins of consumer buyer behaviour, rooted in the academic disciplines of economics, sociology, psychology and anthropology from which buyer behaviour has been distilled; critically evaluate the current theory emanating from, for instance, feminists, Marxists, and post modernists whilst also evaluating the positivist/interpretivist debate; differentiate the buying behaviour of business customers from that of domestic consumers.

(2) Personal and Management Development

This module encourages students to develop an understanding of the theoretical and practical implications of achieving individual, group and organisational development; appreciate the main approaches to management development, and the challenges of uniting the theoretical and practical capacity building in a development model; appraise the various arguments on the likely skill requirements of organisations and managers in the future and reflect on their own strengths and weaknesses in terms of these requirements, and how these could be translated into personal action plans for development.

(3) Marketing Communications and Branding

The aims of this module are to examine the criteria for using different promotional techniques and types of media, in ways that can produce integrated promotional campaigns; give students an understanding of the relationship between marketing communications and marketing strategy; explore the interaction between theory and practice; and examine the nature, role and importance of marketing communications and promotional management.

(4) Strategic Marketing and Planning

This module will help the students to develop a critical appreciation of marketing and marketing planning at strategic and tactical dimensions. At the end of this module students should have developed the ability to plan coherent marketing campaigns at both strategic and tactical levels.

(5) Services Marketing

The aims of the module are to develop in students a deep understanding of services marketing in retail environment; in the range of value propositions in both B2C and B2B contexts in which services play a significant part; and appreciate the contribution of services marketing theory to the management of a service.

 (6) Independent Study

The study of this module will provide an opportunity for students to engage in a period of sustained study on a topic of their choice which may be examined at a local, national or international level. The research should be pursued within the context of the student's individual programme of study. Whilst it is expected to have a theoretical orientation it may also contain some primary research. For this module, there will be no written examination and students will be assessed 100% by coursework comprising oral presentation and a written report.

(7) Advertising and Public Relations

The aims of this module are to develop an advanced understanding of advertising and PR as contemporary practices; gain critical insight into contemporary advertising and PR theory; and design and present an integrated campaign plan for advertising and PR activity.

(8) International Marketing

The aims of this module are to allow student to fully appreciate the decision criteria inherent in making where, when, how and, with what decisions in international marketing; and allow students to develop an understanding of their own culturally grounded self-reference criteria, and how narrow psychic distance when dealing with actors of a different culture.

(9) Social and Not-for-Profit Marketing

The aims of this module are to develop an understanding of marketing activity in social and non-profit organisations; develop a mature understanding of the different techniques and tools that can be uniquely deployed in social and non-profit environments; and develop a strong understanding of how theories of buyer behaviour and relationship development can be modified for the different constituencies that exist beyond dyadic interaction between customer and supplier, in social and non-profit environments.

•  Face-to-face intensive seminars and local lectures by Hull or HKU SPACE lecturers are available.

Intensive Seminars

To be conducted on Fri, Sat, Sun (and some on Thu)

18 hours

Local Lectures

3 hrs x 6 lectures on weekdays

18 hours


3 hrs x 2 tutorials on weekdays

6 hours


All applicants must satisfy the admission requirements of the University of Hull before they may be considered for selection. An applicant shall hold:

1. a Higher Diploma in Business (Marketing and Management/Sales, Marketing and Advertising/Marketing and Media) or an Associate of Business Administration or other equivalent qualifications awarded within the HKU system through HKU SPACE* with a GPA of 2.0 or above;


2. a related Higher Diploma or Associate Degree offered by HKU SPACE or a Higher Diploma or an Associate Degree from other tertiary institutions in the areas of marketing and/ or management which are recognised by The University of Hull.

Graduates of the HKU SPACE Higher Diploma and Associate Degree programmes recognised by The University of Hull are considered to have met the English requirement. In other cases, applicants should have proof of English proficiency by having:

i) a Grade E in the Use of English in HKALE; or

ii) Hong Kong Diploma of Secondary Education (HKDSE) Examination with minimum score of overall level 4 in English Language (with a minimum of level 3 in each skill), or

iii) IELTS with minimum score of overall 6.0 (with a minimum 5.5 in each skill), or

iv) Pearson Academic Test of English with minimum score of overall 54 (with a minimum 51 in each skill) or

v) recognised equivalent.

Applicants with other equivalent qualifications will be considered on individual merit.

* Applicants holding the above qualifications mentioned in 1) awarded within the HKU system through HKUSPACE recognised by The University of Hull are considered as having met its English proficiency requirement and are therefore not required to provide additional proof of English language proficiency. 

Application Fee

HK$200 (non-refundable)

Course Fee
  • HK$12,500 per module (Tuition Fee rates are reviewed and agreed annually and published no later than June in the year of the next academic year start.)
  • The CEF Institution Code of HKU SPACE is 100

CEF SectorBusiness Services

CEF Courses
Consumer and Business Buyer Behaviour (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09656-7 FEES $12,300 ENQUIRY 2867-8324
Personal and Management Development (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09657-5 FEES $12,300 ENQUIRY 2867-8324
Marketing Communications and Branding (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09658-3 FEES $12,300 ENQUIRY 2867-8324
Strategic Marketing and Planning (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09659-1 FEES $12,300 ENQUIRY 2867-8324
Services Marketing (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09660-5 FEES $12,300 ENQUIRY 2867-8324
International Marketing (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09661-3 FEES $12,300 ENQUIRY 2867-8324
Advertising and Public Relations (Module from Bachelor of Arts (Hons) Marketing (Part-time))
COURSE CODE 21Z09662-1 FEES $12,300 ENQUIRY 2867-8324
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.

Graduates of this programme meet the education requirement for various professional recognitions or courses, which include:

  • full membership of Hong Kong Institute of Marketing (HKIM)
  • the Chartered Postgraduate Diploma*in Marketing Programmes offered by The Chartered Institute of Marketing (CIM) and;
  • Postgraduate Diploma in Marketing*offered by HKU SPACE

*subject to the fulfillment of work experience requirement

Application Form Application Form

Enrolment Method

All applicants are required to complete the application form and submit it with ONE set of the following supporting documents together with application fee of HK$200 to any of the HKUSPACE 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 HKUSPACE 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 dependants, 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 programme/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 or EPS

Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.

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, student's name, and student card number (if applicable).

3. VISA/MasterCard

Applicants may also pay the course fee by VISA or MasterCard, including "HKU SPACE MasterCard", at any HKU SPACE enrolment centres. Holders of HKU SPACE MasterCard issued by Bank of East Asia may enjoy a 10-month interest-free instalment for tuition fee of courses at HK$2,000 or above. The course must be enrolled under the cardholder’s name. For enquiries, please contact our staff at any of the enrolment centres.


  1. 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.
  2. Fees paid are not refundable except under very exceptional circumstances, subject to the School’s discretion.  In exceptional cases where a refund is approved, fees paid by cash, EPS, 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.
  3. 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 of the relevant programme teams for details.
  4. Fees and places on courses cannot be transferred 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 $120 will be levied on approved transfers.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for $30 per copy made payable to "HKU SPACE". Such copies will normally only be issued at the end of a course.
  7. All fees are subject to change without prior notice.


The University of Hull - Business School

Established in 1928, the University of Hull encompasses world-class teaching, research, impressive facilities, and a strong support network for over 22,000 students. The University is truly international, with 125 countries being represented on campus and on distance-taught programmes around the world. Independent surveys have repeatedly shown that our undergraduates are some of the most satisfied students – we have been voted into the top ten universities for student satisfaction in six out of the eight annual National Student Surveys carried out so far. Our international students agree – according to the International Student Barometer, 89.1% were satisfied or very satisfied with their overall learning experience.

Hull University Business School offers a wealth of opportunities to pursue undergraduate and postgraduate study and research, all designed to enhance your professional or academic career. Our degrees all build a strong understanding of the complexities of the global business environment to help you develop into a responsible, resourceful business leader. Marketing at Hull scored an impressive 98% overall satisfaction rate in the most recent National Student Survey (NSS) among final year undergraduate students studying the course which testify high teaching quality, innovative teaching, engaging lecturers, high level of student support, and connections with business. 

Recognition from two of the leading global accreditation systems for business schools (AACSB and AMBA) has confirmed HUBS status as a leading business school. AACSB accreditation, an internationally recognised accreditation specialised for business schools, is held by less than 5% of the world’s 13,000 business programmes. The Hull MBA provides an internationally recognised qualification and is accredited by the Association of MBA. In Hong Kong, Bachelor of Arts (Hons) Marketing and Bachelor of Arts (Hons) Marketing and Management are accredited by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications for a period from September 2015 to August 2024.