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Certificate for Module (Strategic Marketing and Public Relations)
證書(單元 : 策略營銷及公共關係)

CEF Reimbursable Course

CEF Reimbursable Course

Course Code
Application Code

Study mode
Start Date
04 Nov 2024 (Mon)
39 hours
Course Fee
HK$5900 per module
Deadline on 26 Oct 2024 (Sat)
2867 8315
Apply Now


The programme is about the concepts and processes involved in developing market-driven strategies and a coordinated marketing programme to deliver superior customer value via public relations. The module focuses what it means to be a public relations professional, how people learn about public relations, develop and hone their public relations skills.

Programme Details

On completion of the programme, students should be able to

  1. Examine key concepts, models, tools and processes of contemporary strategic marketing planning and management;
  2. Analyse marketing and media research and environmental scanning in internal and external organisational environments;
  3. Analyse marketing and public relations problems and provide solutions based on a critical examination of marketing information;
  4. Design and develop a comprehensive public relations campaign or plan for reputation management; and
  5. Analyse the elements of ethical decision making to hypothetical and real world settings.


Application Code 2255-MK097A Apply Online Now
Apply Online Now



  1. Concept of strategic marketing and its planning process
  2. Strategic planning: creating competitive advantage
  3. Implementation and management of a strategic marketing plan
  4. The development of public relations functions in business
  5. Effective PR communications planning
  6. PR communication
  7. PR campaigning
  8. Damage control and crisis communications
  9. Ethics and professionalism
  10. The best practices and the latest research in the field of strategic marketing and public relations
  11. The future of PR


Assessment Type and Weighting

Assessment Format and Duration

Passing Mark

Group project (50%)

5,000-word group report

(3-5 students per group)

50% and above

Individual presentation (50%)

10-minute individual presentation

5-minute question and answer

50% and above

Students who have achieved not less than 70% attendance and obtain a ‘Pass’ in the assessment, will be awarded within the HKU system through HKU SPACE a "Certificate for Module (Strategic Marketing and Public Relations)" 

Class Details


Weekdays (7 - 10pm) and occasional weekends (2:30  - 5:30 pm).


Application Fee


Course Fee
  • Course Fee : HK$5900 per module

Entry Requirements

Applicants should have:

(i)        a bachelor’s degree awarded by a recognised institution; OR

(ii)       a professional qualification in a relevant discipline and three years of full-time work experience at senior managerial level in related industries.

If the degree or equivalent qualification is from an institution where the language of teaching and assessment is not English, applicants shall provide evidence of English proficiency, such as:

(i)       an overall band of 6.0 or above with no subtests lower than 5.5 in the IELTS; or

(ii)      a score of 550 or above in the paper-based TOEFL, or a score of 213 or above in the computer-based TOEFL, or a score of 80 or above in the internet-based TOEFL; or

(iii)      HKDSE Examination English Language at Level 3 or above; or

(iv)      HKALE Use of English at Grade E or above; or

(v)       equivalent qualifications.

Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Certificate for Module (Strategic Marketing and Public Relations)
證書 (單元:策略營銷及公共關係)
COURSE CODE 33C15711A FEES $5,400 ENQUIRY 2867-8315
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Strategic Marketing and Public Relations)

  • This course is recognised under the Qualifications Framework (QF Level [6])


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 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.
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 (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.