
Subject To Final Approval
Application starts on 22 July 2025
12 month full-time study in Hong Kong to get your “Postgraduate Diploma in Corporate Branding and Event Management” award within the HKU system through HKU SPACE.
Programme Overview
Highlights
The programme provides students with core corporate branding and event management concepts as well as knowledge in effective marketing communications and public relations, and sustainable corporate social responsibility. A broad and holistic view will be given to students with practical techniques and tools to achieve the goals and objectives of corporate’s brand and event management.
The Qualifications Framework in Hong Kong (HKQF) is a seven-level hierarchy qualifications framework. Postgraduate diploma awards and master’s degrees are both classified as QF Level 6 qualifications. Please refer to the Award Titles Scheme (ATS) (https://hkqf.gov.hk/en/qf-ats) for more details.
Programme Details
On completion of the programme, students should be able to
- Apply the latest concepts, tools and techniques in marketing and public relations to achieve corporate strategic goals and objectives.
- Integrate the design, production, and organization of events and analyze the relationship between the various stakeholders.
- Develop an integrated marketing communications plan to effectively manage a brand.
- Synthesize knowledge about digital reputation management and devise strategies to protect an organization and its stakeholders from threats on their reputation.
- Plan and manage corporate events from different perspectives.
- Analyze a variety of techniques to identify, pitch and engage sponsors and partnering organizations to improve the short term objectives together with longer term brand building.
Students who complete the following modules 1 to 6 will be awarded with a Postgraduate Diploma in Corporate Branding and Event Management within the HKU system through HKU SPACE.
- Strategic Marketing and Public Relations
- Experiential Event Design and Delivery
- Integrated Marketing and Brand Communications
- Digital Reputation Management
- Corporate Event Management
- Event Sponsorship and Partnership
Students who complete the following 3 modules may choose to exit with the intermediate award of Postgraduate Certificate in Corporate Branding and Event Management awarded within the HKU System through HKU SPACE.
1. Strategic Marketing and Public Relations
2. Corporate Event Management
3. One of the followings:
Integrated Marketing and Brand Communications
Digital Reputation Management
Event Sponsorship and Partnership
Assessment for all modules is based on continuous assessment and/or final examination. The continuous assessment inclused quizzes, written assignments (paper, essay, or report), group project and/or presentation. The overall passing mark is 50%.
Venue
- Any HKU SPACE Learning Centre
Application Code | 2355-MK100A | - |
Modules & Class Details
Modules
MODULE DESCRIPTION
Strategic Marketing and Public Relations
- Examine key concepts, models, tools and processes of contemporary strategic marketing planning and management;
- Analyze marketing & media research and environmental scanning in internal and external organizational environments;
- Analyze marketing and public relations problems and provide solutions based on a critical examination of marketing information;
- Design and develop a comprehensive public relations campaign or plan for reputation management; and
- Analyze the elements of ethical decision making to hypothetical and real world settings.
Experiential Event Design and Delivery
- Identify and appraise the needs, expectations and behaviour of event audience and other stakeholders;
- Illustrate and explain the event design and delivery plan in a cohesive way;
- Analyze, plan and manage different aspects of event production whilst recognizing the links between and across them;
- Develop a budgeting and financial plan in event production;
- Apply the multi-media and technology to create a cohesive event and engage audience; and
- Assess how international events offer opportunities and challenges to event managers across local and global contexts.
Integrated Marketing and Brand Communications
- Appraise the theoretical and practical elements underpinning marketing and brand communications in specific marketing scenarios;
- Critique the validity of a variety of consumer-based models relating to the development of effective promotional activities in different market environments;
- Analyze the nature, role and importance of marketing and brand communications in an international context;
- Develop, recommend and justify a marketing and brand communications plan;
- Evaluate the role of brand communications strategy within a marketing framework; and
- Apply analytical and problem solving skills from different strategic perspectives to resolve marketing and brand communications problems, cases, and questions.
Digital Reputation Management
- Evaluate and measure a reputational capital in the digital age;
- Identify and evaluate online reputation threats including strategic, financial, social, environmental, behavioral, legal, operational, and technological threats;
- Assess the impact of digital media on corporate branding and public relations;
- Develop and strengthen relationships with stakeholders including media, employee, community, and investor; and
- Identify, prioritize, and manage issues in response to emerging trends or changes in the socio-political environment.
Corporate Event Management
- Differentiate the characteristics of different types of corporate events;
- Evaluate supply trends of corporate events in local, national and global context;
- Analyse the different types of demand and the decision-making processes of corporate event buyers;
- Review the planning and management of corporate events from different perspectives;
- Identify and assess the principal economic, political, socio-cultural and environmental impacts of corporate events in a destination; and
- Determine the appropriate application of management strategies for the successful planning, implementation and control of corporate events.
Event Sponsorship and Partnership
- Explain how sponsorship works as a marketing communication channel and analyze its value to the sponsor;
- Discuss sponsorship from the point of view of both the sponsor and the sponsee;
- Appraise the marketing benefits that can accrue to the sponsor and the sponsee from an effective sponsorship programme;
- Develop and review sponsorship proposals for tightness of fit;
- Evaluate the purpose and importance of the sponsorship management plan; and
- Devise strategies to build and maintain sustainable relationship with different types of event stakeholders.
Common Enrichment Modules (CEM)
In addition to the credit-bearing modules, students have the unique opportunity to engage in non-credit bearing Common Enrichment Modules (CEM) alongside peers from other Postgraduate Diploma (PgDip) programmes. These CEMs encompass a diverse range of subjects, including leadership development, communication skills, business and academic writing, and applications of artificial intelligence (AI) and ESG. By participating in these modules, students can expand their knowledge and skillsets, gaining valuable learning experiences that will better prepare them for their future careers.
Programme Specific Activities
During the study period, students will have the opportunity to participate in programme-specific activities such as field trips, career talks, and job placements, all tailored to their individual needs. These activities are designed to foster stronger connections with the industry and provide students with invaluable hands-on experiences in the real business world. This exposure will not only help students set goals that align with their interests and aspirations but also facilitate their future career plans, ensuring they are well-prepared for their professional journeys.
Fee & Entry Requirements
Fee
- Application Fee
HK$600 (Non-refundable)
Course Fee
HK$120,000
Entry Requirements
Applicants should have:
(i) a bachelor’s degree awarded by a recognized 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 with other English-language qualifications may also be eligible for admission. Please contact the programme team for advice.
Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.
Apply
Application Form Download Application Form
Enrolment MethodOnline Enrolment
HKU SPACE provides 24-hour online application and payment service for students to apply to selected award-bearing programmes and to enrol in most open admission courses (courses enrolled on a first come, first served basis) via the Internet. Applicants may settle the payment by using either "PPS by Internet" (not available via mobile phones), VISA or Mastercard online. Online WeChat Pay, Online AliPay and Faster Payment System (FPS) are also available for continuing enrolment in the same programme, if online service is offered.
For first time enrolment
-
Complete the online application form
Applicant may click the icon
on the top right-hand corner of the programme/course webpage to make online application, and then follow the instructions to fill in the online application form.
Some programmes/courses may admit by selection, and may require applicants to provide electronic copy of any required documents (e.g. proof of qualification) as indicated on the programme/course webpage. Only file format in doc, docx, jpg and pdf are supported. -
Make Online Payment
Pay the application or programme/course fees by either using:
"PPS by Internet" - You will need a PPS account and a PPS Internet password. For information on how to open a PPS account and how to set up a PPS Internet password, please visit http://www.ppshk.com.
*Credit Card Online Payment - Course fees can be paid by VISA or Mastercard including the “HKU SPACE Mastercard”.
* HKU SPACE Mastercard cardholders who wish to enjoy 10-month interest free instalment scheme must pay their tuition fees in person at any of our HKU SPACE Enrolment Centres.
To know more about first-time online application/enrolment and payment, please refer to the user guide of Online Application / Enrolment and Payment:
For continuing enrolment in the same programme
Selected programmes offer online continuing enrolment service. Programme staff will inform students if they offer this service and offer further enrolment details.
Online Payment can be made via "PPS by Internet" (not available via mobile phones), VISA or Mastercard, Online WeChat Pay, Online AliPay and Faster Payment System (FPS)
In Person / Mail
For first time enrolment
-
For first come, first served short courses, complete the Application for Enrolment Form SF26 and bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.
[Download Enrolment Form SF26] -
Award-bearing and professional courses may require other information. Forms are usually available at the enrolment centres or on request from programme staff. Bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.
For continuing enrolment in the same programme
-
The standard ‘Enrolment/Payment Slip’ is designed for students of award-bearing programmes or remaining programmes in a suite of programmes requiring continuing enrolment and it applies to most programmes.
-
Students should complete the “Enrolment/Payment Slip” which will be made available by relevant programme staff and return the slip to any HKU SPACE enrolment centre or post it to the relevant programme staff with appropriate fee payment.
Please refer to available Payment Methods for fee payment information. If you are in doubt about the procedures, please check the individual course details, or contact our programme staff or enrolment centres.
Please note the followings for programme/course enrollment:
- To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Google Chrome is recommended.
- Applicants should not leave the online application idle for more than 10 minutes. Otherwise, applicants must restart the application process.
- Only Early Bird Discount is supported for Online Applicants (Application). To enjoy other types of discount, please visit one of our enrolment centres.
- During the online application process, asynchronous application and payment submission may occur. Successful payment may not guarantee successful application. In case of unsuccessful submission, our programme staff will contact you shortly.
- Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
- For online enrolment, a payment confirmation page would be displayed after payment has been made successfully. In addition, a confirmation email would also be sent to your email account. You are advised to keep your payment confirmation for future enquiries.
- Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
- If admission is by selection, the official receipt is not a guarantee that your application has been accepted. We will inform you of the result as soon as possible after the closing date for application. Unsuccessful applicants will be given a refund of programme/course fee if already paid.
Disclaimer
The School provides a platform for online services for a selected range of products it offers. While every effort is made to ensure timeliness and accuracy of information contained in this website, such information and materials are provided "as is" without express or implied warranty of any kind. In particular, no warranty or assurance regarding non-infringement, security, accuracy, fitness for a purpose or freedom from computer viruses is given in connection with such information and materials.
The School (and its respective employees and subsidiaries) is not liable for any loss or damage in connection with any online payments made by you by reason of (i) any failure, delay, interruption, suspension or restriction of the transmission of any information or message from any payment gateways of the relevant banks and/or third party merchants for processing credit/debit/smart card or other payment facilitation mechanism; (ii) any negligence, mistake, error in or omission from any information or message transmitted from the said payment gateways; (iii) any breakdown, malfunction or failure of those gateways in effecting online payment service or (iv) anything arisen out of or in connection with the said payment gateways, including but not limited to unauthorised access to or alternation of the transmission of data or any unlawful act not permitted by the law.
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.