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Certificate for Module (Crisis Marketing Strategy in Challenging Times)
證書（單元：逆境中的危機營銷策略）

Course Code
MK103A
Application Code
2375-MK103A
Credit
6
Study mode
Part-time
Start Date
25 Mar 2026 (Wed)
Duration
30 hours
Language
English
Course Fee
HK$8,000 (Subject to change without prior notice)
Deadline on 03 Mar 2026 (Tue)
Enquiries
28678499
28610278
ec.marketing@hkuspace.hku.hk
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Highlights

The objective of this programme is to equip students with the knowledge and skills necessary to market products and services during challenging times. This includes understanding the unique challenges and opportunities that arise during crises and developing strategies to navigate these situations.
 

Programme Details

In times of crisis, consumers spend less, delay purchases and become far more value-driven. This 30-hour programme focuses on how marketing can sustain business performance under economic headwinds, going beyond traditional crisis or PR management to emphasise revenue-generating strategies and resilient brand building.

On completion of the programme, students should be able to

  1. identify and analyse marketing challenges in tough economic situations, and develop strategic responses to navigate these challenges;
  2. utilise marketing technology (MarTech) and AI to optimise marketing strategies in a challenging economy, as well as to build and maintain strong brand equity and digital presence;
  3. apply data-driven approaches in marketing planning to engage customers through various digital channels and tools; and
  4. adopt effective crisis leadership and resource management skills to drive organisational change to sustain business success in challenging times.
 

Syllabus

  • Marketing Challenges and Strategic Responses in Economic Headwinds
  • Harnessing the Value Chain: Strategic Importance and Role in Navigating Challenges
  • Market Segmentation and Positioning in a Challenging Economy
  • Market Penetration Strategies in a Weak Economy
  • Brand Power, Equity, and Digital Presence
  • Leveraging Marketing Technology (MarTech) and AI in the Product, Price, Promotion and Place (4Ps) in a Challenging Economy
  • Customer Engagement in a Challenging Economy: Strategies, Channels, and Tools
  • Data-Driven Marketing Planning and Development
  • Crisis Leadership and Resource Management
  • Driving Organisational Change through Technology

 

Assessment and Award

Students who have successfully fulfilled the course assessment (i.e. passed the group project, examination and attended at least 70% of the classes) will be awarded within the HKU system through HKU SPACE a "Certificate for Module (Crisis Marketing Strategy in Challenging Times)". 

Application Code 2375-MK103A Apply Online Now
Apply Online Now

Fee

Application Fee

Free

Course Fee
  • HK$8,000 (Subject to change without prior notice)

Entry Requirements

Applicants shall:

I)       a) have gained in the HKDSE Examination Level 2 in 5 subjects, including English Language; or

         b)      i) have gained in the HKALE Grade E in 1 AL or 2 AS subjects; and

                  ii) have gained in the HKCEE Grade E in 4 subjects, and Level 2* in English Language;

and

II)      have one year of relevant work experience.

Applicants with other qualifications or aged 21 or above with 2 years of relevant work experience will be considered on individual merit.

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for English Language (Syllabus B) (Grade C in Syllabus A) at HKCEE as an alternative to Level 2.

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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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