Marketing Brand Management, Luxury Branding and Fashion Marketing

This Postgraduate Diploma is designed to provide opportunities for practitioners in the luxury goods and services business to develop the knowledge, international perspective and managerial skills required to enhance their company’s competitiveness, innovative capabilities and brand reputation. This programme also helps students acquire analytical skills to pursue a career in the luxury business sector.
 

The Hong Kong Qualifications Framework (HKQF) is a seven-level academic qualifications framework. According to this framework, both the Postgraduate Diploma and the Master's Degree are classified as Level 6 qualifications. For more detailed information, please refer to the Award Titles Scheme (ATS) at https://hkqf.gov.hk/tc/qf-ats.

On completion of the programme, students should be able to

1.     apply effective marketing communication tools and strategies to build a brand;

2.   critically analyse, evaluate and make judgments about the psychological, social, cultural, technological and economic factors influencing buyer behaviour and buyer decision making;

3.     apply concepts and theories to analyse the influence and effect of advertising;

4.     develop effective marketing campaigns for businesses in the luxury retail sector;

5.     integrate the links between different marketing communication tools and brand value and brand equity creation;

6.     discuss and critically analyse issues in devising market influence campaigns.

AWARD

Students who pass the assessment with attendance no less than 70%, and complete the following 3 common core modules plus 2 specialism core modules and 1 elective module will be awarded a "Postgraduate Diploma in Luxury Services and Brand Management" within the HKU system through HKU SPACE.

  Common Core Modules (39 Lecture Hours)

1.    Integrated Brand Communications 
2.    Consumer Behaviour and Branding 
3.    Advertising and Media

    Specialism Core Modules (39 Lecture Hours)

4.   Luxury Marketing Strategies 
5.   Luxury Brand Management

6.  Elective Modules (Choose any one) (39 Lecture Hours) 

    Omnichannel Retail Strategy
     Marketing Fashion
     Social Media Marketing
     Digital Marketing and Analytics
     Content Marketing and Corporate Communication 

Students who pass the assessment with attendance no less than 70%, and complete the following 2 modules may choose to exit with the intermediate award of "Postgraduate Certificate in Luxury Services and Brand Management" awarded within the HKU system through HKU SPACE.

1. Luxury Brand Management 
2. Luxury Marketing Strategies

Venue

• Any HKU SPACE Learning Centres

Application Code	2355-MK102A	Apply Online Now
Apply Online Now

ASSESSMENT

Assessment for all modules is based on continuous assessment and / or final examination.  The continuous assessment includes written assignments (paper, essay, or report), group project, and/or presentation.  The overall passing mark is 50%.

MODULE DESCRIPTION

Integrated Brand Communications focuses on the effective marketing communication tools to build a brand.  It aims to choose and design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to deliver brand promises, develop a brand or re-brand to revitalize it for success, and to build and measure brand value and equity.

Consumer Behaviour and Branding  is designed to build an understanding of how both consumers and organisations make purchasing decisions.  This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes.  The module will also take a consumer perspective onto brand management and will look at how individual engages with and uses brands, with particular emphasis on co-creation of values among brand related communities.

Advertising and Media equips students with a framework of established models and concepts with which to analyse the influence and effect of advertising.  It will consider the latest trends within the media industry, the role and importance of media strategy and the planning within the wider marketing communication context.

Luxury Marketing Strategies provides a critical awareness of the unique challenges inherent in marketing luxury services. It discusses the contemporary issues in luxury services marketing, combined with local and regional perspectives. It reviews the application of different concepts, frameworks, and analytical procedures in managing the service delivery process, and the development of appropriate strategies to marketing luxury products and services.

Luxury Brand Management provides an overview of the entire luxury goods management process, from brand DNA definition to product distribution in markets. Focusing on the luxury consumer, the course examines brand strategy, competition, market needs and specificities, product launching and manufacturing, communication and distribution. Using the case study and project-based learning approach, the course examines ways in which strategic thinking, creativity and business skills are integrated in the successful luxury goods firm.

Omnichannel Retail Strategy equips students with omnichannel retail strategies and issues that affect marketing in the fashion business. Omnichannel marketing focuses on providing a seamless retail experience to customers by engaging them in physical store, online website, mobile app, social media, and other channels. The module also covers the current issues in developing on-site and off-site location strategies, and the contemporary concepts and skills in developing and implementing fashion retail strategies.

Marketing Fashion focuses on the integration of fashion marketing concepts, practices and applications and facilitates the development of a marketing and merchandising plan. The module also analyses opportunities regarding merchandise positioning, brand imagery, targeting and segmentation of an apparel or other fashion product.

Social Media Marketing covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The module focuses on how social media strategies can be used effectively in marketing programmes, when they should/should not be used, how to build them, and how to measure, track, and evaluate their performance and effectiveness.

Digital Marketing and Analytics explores the various components of the growing digital marketing channels including social, mobile, email, microsites, and search engine marketing to understand how to implement an effective digital marketing strategy.

Content Marketing and Corporate Communication explores the role content marketing plays in corporate communication. It deals with identifying the corporate and branding reputation and developing the content niche and thought leadership. It reviews the development of communication strategies and measuring the impact of communication campaigns. It also covers the specialist areas in corporate communications such as employee communications, media relations, corporate social responsibility, and crisis communication.

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 and career talks, 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.

Application Fee

HK$600

Course Fee

• Application Fee
  HK$600 (Non-refundable)
  
  Course Fee
  HK$120,000
  
  

Applicants shall:

a.            (i)            hold a bachelor’s degree awarded by a recognized university; or

               (ii)           hold relevant and recognized professional qualifications and have three years of relevant work experience.

and

b.            provide evidence of English proficiency if they hold a professional qualification or their bachelor’s degree is from an university where the teaching medium is not English, 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

               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.

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