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Postgraduate Diploma in Corporate Branding and Event Management
企業品牌及節目管理深造文憑

Course Code
MK100A
Application Code
2355-MK100A
Credit
60
Study mode
Full-time
Start Date
03 Nov 2025 (Mon)
Duration
1 year
Language
English
Course Fee
Application Fee
HK$600 (Non-refundable)

Course Fee
HK$120,000
Deadline on 30 Aug 2025 (Sat)
Enquiries
2867 8315 / 2867 8313
2861 0278
How to Apply
Special Announcement:

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. 

Highlights

The programme aims to meet the continuing education and professional development needs of those who are currently working in corporate branding and/or event management or those who have aspirations in these areas.
 

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

  1. Apply the latest concepts, tools and techniques in marketing and public relations to achieve corporate strategic goals and objectives. 
  2. Integrate the design, production, and organization of events and analyze the relationship between the various stakeholders.
  3. Develop an integrated marketing communications plan to effectively manage a brand.
  4. Synthesize knowledge about digital reputation management and devise strategies to protect an organization and its stakeholders from threats on their reputation. 
  5. Plan and manage corporate events from different perspectives. 
  6. 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.

  1. Strategic Marketing and Public Relations
  2. Experiential Event Design and Delivery
  3. Integrated Marketing and Brand Communications
  4. Digital Reputation Management
  5. Corporate Event Management
  6. 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

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

Course 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 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.