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Marketing Brand Management, Luxury Branding and Fashion Marketing

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Branding and Brand Licensing Management
品牌營銷及品牌授權管理

Course Code
MKTG9240
Application Code
2380-2447NW
Study mode
Part-time
Start Date
18 Apr 2026 (Sat)
Duration
13 hours
Language
Cantonese, suppl with Putonghua
Course Fee
HK$3800
Deadline on 04 Apr 2026 (Sat)
Enquiries
28678499 / 28678471
28610278
ec.marketing@hkuspace.hku.hk
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Highlights

  • Master Core Brand Licensing Strategies: Gain deep insights into how brand licensing serves as a vital marketing framework to enhance consumer engagement and drive brand growth in the digital era.
  • Comprehensive Brand Protection: Learn to establish robust licensing agreements and monitoring mechanisms to safeguard brand value and prevent risks such as dilution, misuse, or counterfeiting.
  • Alignment with Strategic Trends: This programme aligns with the 2025 Policy Address’s strategic direction of promoting Intellectual Property (IP) trading, leveraging Hong Kong's status as a regional hub.
  • Practical Orientation & Networking: The curriculum covers negotiation skills, financial considerations, and contract management, while helping students connect with brand managers and IP marketing professionals.
  • Pathway to Further Professional Study: Upon successful completion, students may choose to further their studies in specialized certificates such as Digital Media Planning or Big Data and AI Marketing.

Programme Details

Introduction

This short course is designed to provide practitioners with the essential knowledge and skills to market their intellectual assets. As a key hub for regional licensing and IP trading, Hong Kong offers a robust legal framework and business environment. The course explores how to facilitate brand expansion and international collaboration through licensing, particularly in sectors such as fashion, entertainment, and food and beverage.

Course Structure & Content

The programme consists of 13 contact hours, combining 9 hours of thematic lectures with a 4-hour strategic workshop:

1. Brand Licensing Management and Marketing (9 hours)

  • Foundations of Licensing: Negotiation skills, financial considerations, contract management, and role distribution.
  • Brand Endorsement & IP Roles: Exploring the roles of IP in branding, entertainment, technology, and culture.
  • Product Development & Collaboration: Partner selection, project management, and new product co-development.
  • IP Marketing Applications: Integration of IP with marketing strategies, social media applications, influencer marketing, and performance measurement.
  • Case Studies.

2. Strategic Brand Licensing Management Workshop (4 hours)

  • Trends & Legal Framework: Analysis of international licensing trends and the legal foundations of brand licensing.
  • Brand Protection & Execution: Strategies for brand protection and relevant case study analyses.

 

Target Audience

  • Individuals aged 18 or above.
  • Professionals with experience in cultural and creative industries, marketing, brand management, or product R&D.
  • Anyone with an interest in branding and brand licensing.
Branding and Brand Licensing Management Apply Online Now
Application Code 2380-2447NW
Start Date 18 Apr 2026 (Sat)
Apply Online Now

Days / Time
  • Saturday, 9:00am - 1:00pm

Teacher Information

Koyi Wu

Koyi Wu

Global Business Director

Background

Koyi Wu is an accomplished digital marketing professional with over 13 years of experience. She has a deep understanding of various digital marketing disciplines and aims to become a strategic consultant for leading brands in Hong Kong and China. Koyi has won over 150 digital marketing awards and is recognized as a digital pioneer. Currently, she serves as the Global Business Director, where she enhances strategic planning and leads multinational corporations in developing cutting-edge digital marketing strategies. Koyi has also established her own company and worked on a marketing project for Guanghe Education. Prior to her current role, she held positions at IPG MediaBrands Hong Kong, Starcom Worldwide Hong Kong, OMD Hong Kong, MediaCom Hong Kong, and mcgarrybowen Hong Kong. Koyi is also a part-time lecturer at HKUSPACE, where she shares her digital marketing knowledge with students from diverse backgrounds.

* Lecturers are subject to change based on his/ her availability. 

Tani Wong

Managing Director, Asia of Licensing International

Background

Tani is a veteran in the licensing business with in-depth knowledge about licensors, licensees, and various aspects of licensing. Since joining Licensing International in 2009, she has brought robust growth to the organization ‘s membership and new initiatives for China and Southeast Asia. She is a resource speaker and enjoys sharing the benefits of licensing with people from different industries.  

During her role as sales director at Warner Bros, she took care of all licensing business in Asia and successfully led the team to maximize revenue potential of a diverse portfolio of properties. She also spent time on coaching licensing agents and ensured that best practices were shared within the region.

Tani started her licensing career at Disney Consumer Products where she developed her expertise in the capacity of marketing and category sales. The years at Disney had cultivated her enthusiasm and commitment to stay with the industry for over 20 years. 

Fee

Course Fee
  • Course Fee : HK$3800

Entry Requirements

Applicants shall hold:

(a) a bachelor's degree awarded by a recognized university or equivalent, or

(b) an associate degree/ a higher diploma or equivalent, and have at least 2 years of work experience, or

(c) possess relevant professional qualifications.

Applicants with other qualifications and substantial work experience will be considered on individual merit.

Apply

Online Application Apply Now

Application Form Download 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 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 personal information and 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 (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, new and continuing students of award-bearing programmes with available online service, they may also pay their course fees by Online WeChat Pay, Online Alipay or 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 Enrolment Centres and avoid making cheque payment under this circumstance.

  • 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, FPS or PPS by Internet will be reimbursed by a cheque, and fees paid by credit card will be reimbursed to the 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 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.
  • HKU SPACE will not be responsible for any loss of payment, receipt, or personal information 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.
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