Postgraduate Diploma in International Live Entertainment and Event Management (CEF) - HKU SPACE: Hospitality, Tourism & Events courses
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Marketing & Hospitality Hospitality, Tourism & Events

Postgraduate Diploma in International Live Entertainment and Event Management
國際現場娛樂及節目管理深造文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MS105A
Application Code
1935-MS105A

Study mode
Part-time
Start Date
To be advised
Next intake(s)
11-2021
Duration
1 year
Language
English
Course Fee
Course Fees: HK$29,200* will be paid in 3 terms
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
Apply Now
Deadline on 30 Jun 2021 (Wed)
Enquiries
28678329 / 28678386
28670278
Students may be arranged to visit local and/or international live entertainment events, such as Miss World beauty pageant and other high profile live events. Don’t miss this valuable chance!

PROGRAMME OBJECTIVES

The programme aims to equip students with the credentials and expertise that prepare them for a variety of career opportunities in the competitive and ever-changing live entertainment and event industry. 

With the opening of the West Kowloon Cultural District, Kai Tak Sports Park, and various infrastructure connecting Hong Kong to the neighboring cities such as Macau and the rest of Mainland China, the future prospect of the international live entertainment and event industry is very promising! With all these new venues and the expansion plans for the existing venues such as HKCEC and AWE, the competitiveness of Hong Kong being a live entertainment event destination in the region will be undoubtedly increased.    

INTENDED LEARNING OUTCOMES

On completion of the programme, students should be able to

1. discuss and evaluate the business of international live entertainment and event industry and its management strategies from the local and international perspectives;

2. integrate the design, production, and organization of live entertainment events and analyze the relationships among the various stakeholders;

3. develop communication strategies from the wider context of international environments or cross-cultural business settings;

4. critically assess different types of risks involved in live entertainment events and devise appropriate management strategies; 

5. analyse 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. 

Graduates of this programme may consider to develop your career in job positions, such as Event Manager, Event Designer, Event Producer, Entertainment Manager, Operations and Logistics Manager, in both Hong Kong and in the region. Graduates may also consider to further their studies in our Master of Science in Marketing with Festival and Event Management (in collaboration with Edinburgh Napier University) with exemption.

Programme Structure

The programme covers talent management, contract management, digital marketing, event technology, sponsorship and partnership, business and legal affairs, intellectual property, risk management, and cross-cultural communication skills within the context of live entertainment and event industry. Case studies, based on issues confronted by local and international entertainment and event companies, and guest speakers serve as the basis for analysis and discussion in many of the modules.

The programme consists of 6 modules. Each module comprises 30 or 39 lecture hours, leading to 9 or 12 credits respectively. There is no pre-requisites among the modules.

  Module Contact hours Credits Course Fee
1. International Live Entertainment Event Touring and Management 39 12 HK$5,200
2. Experiential Event Design and Delivery 39 12 HK$5,200
3. Integrated Marketing and Brand Communications 30 9 HK$4,700
4.

Cross-Cultural Communication in the Event Industry

30 9 HK$4,700
5. Contingency Planning and Risk Management 30 9 HK$4,700
6. Event Sponsorship and Partnership 30 9 HK$4,700
Exemption Policy

Students may apply for exemptions of up to 50% of the total credits of the programme. Exemptions may be granted for individual module if the student has successfully completed a module of comparable content and standard. Application for exemptions will be deliberated and decided by the Programme Team. A non-refundable fee of HK$500 per module is payable for each application for exemption.

Teaching and Learning Approach

Most of the teachers are seasoned event practitioners and consultants who have been in the live entertainment and event industry for at least 10 years. The programme will be offered in part-time mode. It will be delivered through face-to-face lectures. The medium of instruction is English. All assessments will be in English. 

Normal Registration Period

Students are expected to enrol on two modules in each trimester. There are three trimesters in each year and each trimester lasts for 4 months. The normal duration of study is 12 months. The maximum registration period is 24 months.

Assessment Methods

Assessment for the modules is based on continuous assessment and/or final examination. The continuous assessment includes written assignments (paper, essay, or report), quiz, test, and/or presentation.

There is a 70% attendance requirement per module for students. For students who do not meet the minimum attendance requirement, the School has the discretion not to allow these students to attempt any assessment and/or to graduate from the programme and/or to continue studies.

Awards

Upon successful completion of all 6 modules with 60 credits and the required assessments, students will be awarded with the “Postgraduate Diploma in International Live Entertainment and Event Management” within the HKU system through HKU SPACE.  On completion of Module 1 and any two modules of 4-6 leads to Postgraduate Certificate in International Live Entertainment and Event Management  within the HKU system through HKU SPACE.

Articulation

 Up to 20 credits exemption for Master of Science in Marketing offered by Edinburgh Napier University.

Teacher / Guest Speaker profile

Darren Image

Mr Darren Kerr

Agency Head / Executive Producer FACTOR168 Creative Event Company

Specialties

  • creative design and delivery of innovative and engaging live communication programs

  • strategic marketing

  • targeted program design creation, eclectic styling senses

Selected Experiences

  • Wall Street Journal CEO Summit Tokyo

  •  Huawei product launches in Berlin, Nice and Barcelona

  • 65th Miss Universe After Party

  • Launch of the Okada integrated resort

  •  Eight successive years producing the President's Club incentive series for EMC throughout Asia including Angkor Wat

  • APEC CEO Summit with over twenty heads of state in attendance including President Obama and President Xi Jingping

International awards

  • Best Event Production

  • Best Social Event over USD75k

  • finalist in the Best Export category at the inaugural Australian Special Events awards

  • "Markies" agency of the year award 2013

Anna image

Ms Anna Robb

Senior Producer

Christie Digital Systems, Asia Pacific

Specialties

  • Creation of  Large Scale Live Entertainment

  • Developing Operational Systems and Processes for permanent shows

  • Creating live entertainment with people of different languages and cultures

Selected experiences

  • Production Stage Manager for the multi-million dollar production The House of Dancing Water, Macau China

  • Stage Manager for LOVE by The Beatles, Cirque du Soleil, Las Vegas

  • Stage Manager for the Sydney Opera House, Australia

  • Employed on over 70 shows ranging through the genres of concerts, arena events, corporate events, musical theatre, plays, dance, circus, outdoor festivals and mega shows.

Dawn image

Ms Dawn Dennis

Event Professional [Worldwide]

Specialties

  • Chaos control and no-time management

  • Team engagement and leadership 

  • Cross-cultural project management

  • Budget and operational management

Selected Experiences

  • Originally from Las Vegas, USA, has 27 years in the events industry with last 10 in Asia

  • Worked events for across numerous client industries and almost all types of live entertainment shows

  • Major events include 2008 Beijing & 2010 Vancouver Olympics for McDonald's, two largest casino openings in Macau, global product launches for leading device company

  • At most recent position as Director of Event Operations for HK's leading event agency, the company won over 40 awards during my 3+ years at this position.

nick image

Mr Nick Willsher

Managing Director

Entertaining Asia

Specialties

  • Strategic event and entertainment marketing

  • Creation of event concepts and management

  • Entertainment curation / programming and management

Selected Experiences

  • Founder of  Entertaining Asia (15 years ago). A multi-functional company that books artists, curates the entertainment schedule for venues, organises artist tours and creates public events in Hong Kong and Macau

  • Responsible for booking local and international artists (including lmogen Heap, Kaskade, Galantis & Charli XCX) and organising numerous public events from 2,000 capacity pool parties with all day and night entertainment to acoustic live music shows.

 

Bobby

Mr Bobby Wan

Former entertainment media head / Event organizing consultant

Specialties

  • Entrepreneurship in entertainment industry

  • Artist collaboration

  • Constructing winning event proposals & 

  • Delivering with modern day technologies

Selected Experiences

  • The Hong Kong Handover, a 60-hour LIVE coverage for a regional broadcaster

  •  The Millennium Odyssey, a transcontinental TV programme with satellite LIVE telecast events a

  • Nobel Prize Forum Beijing, consultant to the Beijing Municipal International Office

  • World Economic Forum, Dalian and Tianjin

  •  The Hong Kong Handover 10th Anniversary, co-project director

  • East Asian Games Hong Kong Closing Ceremony, project director

  • Experiencing live broadcast and member of the Golden Horse Awards and the Hong Kong Film Awards

  • Floor manager for RTHK’s “Top Ten Chinese Gold Songs Award”

  • Project Director for a series of LIVE telecast events in Moscow, Athens, Cairo, Malaysia, Indonesia, Singapore, Tibet, Beijing, Shanghai, Tianjin, Dalian, Taipei, and Mexico

International awards

  • International Film & TV Festival of New York, Finalist Award

  • International Academy of Television Arts & Sciences, President & CEO’s Appraisal

  • The Ministry of Social Affairs, Republic of Indonesia, Minister’s Appraisal

  • The Ministry of Social Affairs, Republic of Indonesia, Certificate of Social Worker

  • World Economic Forum, Media Leaders

  • Certificate of Distinction, “Creativity, Innovation, and Change” by the Pennsylvania State University 

Application Code 1935-MS105A Apply Online Now
Apply Online Now

MODULE DESCRIPTION

International Live Entertainment Event Touring and Management

  • Discuss the roles & responsibilities of different important stakeholders in international live entertainment event business and explain their relationships;
  • Develop and appraise the strategies of producing and managing an international live entertainment performance and tour;
  • Plan and evaluate the marketing and branding of the performance and tour;
  • Prepare the budget plan and analyze the financial elements of the performance and tour; and
  • Examine the most common contract issues and agreement terms of the performance and tour.

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.

Cross-Cultural Communication in the Event Industry

  • Explain the concept of culture and identify the national cultural dimensions in the live entertainment event context;
  • Explain the cultural differences across nations and develop cross-cultural communication skills and empathy;
  • Compare different approaches in leading and working in multi-cultural teams;
  • Develop effective marketing communication strategies with target consumers from diverse cultural backgrounds;
  • Analyze and interpret consumer behaviour from various cultural backgrounds and formulate effective operational management strategies; and
  • Compare and contrast the protocol and ceremonial needs of various cultures and religions in events.

Contingency Planning and Risk Management

  • Discuss and analyze different categories of risks and their impacts on events;
  • Apply a range of techniques to assess and manage event risks;
  • Devise crowd control and crowd management strategies for events; and
  • Formulate contingency plans and communicate the risks and actions that should be taken to relevant stakeholders.

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.

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

Application Fee

HK$150

Course Fee
  • Course Fees: HK$29,200* will be paid in 3 terms
    (*The tuition fee is reviewed annually and is subject to change without prior notice.)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Integrated Marketing and Brand Communications (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 21Z10041-6 FEES $4,700 ENQUIRY 2867-8329
CEF Courses
Experiential Event Design and Delivery (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10054-1 FEES $5,200 ENQUIRY 2867-8329
Cross-Cultural Communication in the Event Industry (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10055-A FEES $4,700 ENQUIRY 2867-8329
Contingency Planning and Risk Management (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10056-8 FEES $4,700 ENQUIRY 2867-8329
Event Sponsorship and Partnership (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10057-6 FEES $4,700 ENQUIRY 2867-8329
Continuing Education Fund Reimbursable Course Continuing Education Fund Reimbursable Course (selected modules only)
Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.

Postgraduate Diploma in International Live Entertainment and Event Management

  • 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.

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 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.