Marketing & HospitalityRetail, Fashion and Luxury Brand Management
Postgraduate Diploma in Luxury Services and Brand Management
CEF Reimbursable Course (selected modules only)
- Study mode
- Start Date
- 09 Nov 2020 (Mon)
- 12 months to 24 months
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.
- This programme is registered in the HKQR at level 6.
- Exemption of up to 3 modules may be considered based on individual merits. A non-refundable fee of HK$500 per module is payable for each application for exemption.
- Intermediate award is available for students who partially complete and choose to exit the programme.
- Graduates may have up to 80 credits exempted towards the 180-credits MSc in Marketing */ MSc in Marketing with Festival and Event Management* / MSc in Marketing with Sales Management programmes* in association with Edinburgh Napier University.
*This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead
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 fashion retailing, or fashion marketing, or social media marketing, or digital marketing, or content marketing and corporate communication.
To receive the award of Postgraduate Diploma in Luxury Services and Brand Management, students are required to complete 3 common core modules plus 2 specialism core modules and 1 elective module.
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
Social Media Marketing
Digital Marketing and Analytics
Content Marketing and Corporate Communication
Students who complete Modules 4. Luxury Marketing Strategies and 5. Luxury Brand Management may choose to exit with the intermediate award of Postgraduate Certificate in Luxury Services and Brand Management.
On completion of the Postgraduate Diploma in Luxury Services and Brand Management, participants are eligible to apply for admission to :
- Master of Science in Marketing* awarded by Edinburgh Napier University, UK
- Master of Science in Marketing with Festival and Event Management * awarded by Edinburgh Napier University, UK
- Master of Science in Marketing with Sales Management* awarded by Edinburgh Napier University, UK
*This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.
Ms. Donna Chen
- Brand Strategies
- Consumer & Stakeholders Engagement
- Integrated Marketing Communication
- Event and Project Management
Brand Marketing & Audience Engagement
- Inspire learners to apply theories into everyday marketing practice.
- Using creative, passionate and professional presentation covering marketing disciplines such as brand, digital and marketing communications.
- Over 15 years’ experience in multinational corporations across variety of categories.
- Integrate business, communication acumen and consume insights to lead development of communication and engagement strategies.
Ms. Jessie Chan
- Fashion brand management
- Luxury brand marketing
- Retail and operation excellence
- Fashion merchandising and strategy
- Enthusiastic speaker
- Over 10 years of experiences working at fashion industry
- Extensive corporate experience, been working with different multinational brands and luxury brands
- Cross cultural working scope - worked in Paris, Milan and London – key fashion cities
- Key player and influencer of the current fashion industry
- Alumni of the Luxury Education Foundation (LEF)
- Holds a BA and a MBA degree
|Application Code||1855-MK070A||Apply Online Now|
|Apply Online Now|
- 12 to 24 months
- Any HKU SPACE Learning Centres
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%.
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, corporate social responsibility, and crisis communication.
Weekly Lectures, 1 to 2 modules per term, three terms in one year.
Weekdays (7 - 10pm) and occasional Weekends (2:30 - 5:30 pm).
Term 1 : July – October
Term 2 : November - February
Term 3 : March – June
Students could choose to start in July, November or March
Applicants should have:
- (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.
2. provide evidence of English proficiency if they hold a professional qualification or their bachelor’s degree is from a 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;
(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.
HK$150 (Non-refundable)Course Fee
- HK$4,900 per module (subject to change)
- The CEF Institution Code of HKU SPACE is 100
|Luxury Brand Management (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116174||FEES $4,900||ENQUIRY 2867-8315|
|Omnichannel Retail Strategy (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116204||FEES $4,900||ENQUIRY 2867-8315|
|Marketing Fashion (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116239||FEES $4,900||ENQUIRY 2867-8315|
|Luxury Marketing Strategies (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116018||FEES $4,900||ENQUIRY 2867-8315|
|Content Marketing and Corporate Communication (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116263||FEES $4,900||ENQUIRY 2867-8315|
|Social Media Marketing (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116115||FEES $4,900||ENQUIRY 2867-8315|
|Advertising and Media (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116085||FEES $4,900||ENQUIRY 2867-8315|
|Integrated Brand Communications (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116042||FEES $4,900||ENQUIRY 2867-8315|
|Consumer Behaviour and Branding (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z116069||FEES $4,900||ENQUIRY 2867-8315|
|Digital Marketing and Analytics (Module from Postgraduate Diploma in Luxury Services and Brand Management)|
|COURSE CODE 33Z11614A||FEES $4,900||ENQUIRY 2867-8315|
|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 Luxury Services and Brand Management
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