Postgraduate Diploma in Services and Retail Marketing (CEF) - HKU SPACE: Retail, Fashion and Luxury Brand Management, Marketing Communications and Branding courses
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Postgraduate Diploma in Services and Retail Marketing
服務及零售市場學深造文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK027A
Application Code
1735-MK027A

Study mode
Part-time
Start Date
08 Jul 2019 (Mon)
Duration
12 months to 24 months
Language
English

This Postgraduate Diploma provides opportunities for managers of the retail and services sector to develop and enhance the marketing knowledge, international perspective and managerial skills required to enhance their company's competitiveness, innovative capabilities and brand reputation.

  • This programme is registered in the HKQR at level 6.
  • Exemption of up to 3 modules may be considered based on individual merits.
  • Intermediate awards are 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.

To receive the award of Postgraduate Diploma in Services and Retail Marketing, 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 cef
2.  Consumer Behaviour and Branding cef
3.  Advertising and Media

     Specialism Core Modules (30 Lecture Hours)
4.  Services Marketing cef
5.  Retail Marketing Strategies cef

6.  Elective Modules (Choose any one) (30 Lecture Hours)
    Social Media Marketingcef
    Digital Marketing cef
    Content Marketing and Corporate Communication
    Luxury Brand Management cef
    Fashion Marketing cef

Students who complete any 5 modules from modules 1 to 6 may choose to exit with the intermediate award of Postgraduate Diploma in Marketing Studies.

Students who complete any 1 common core module and 2 specialism core modules may choose to exit with the intermediate award of Postgraduate Certificate in Services and Retail Marketing.

Students who complete the 3 common core modules may choose to exit with the intermediate award of Postgraduate Certificate in Marketing Studies.

Exemption of up to 3 modules may be considered based on individual merit. A non-refundable fee of HK$500 per module is payable for each application for exemption.

On completion of the Postgraduate Diploma in Services and Retail Marketing, 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.

Teachers' Profile

Ms. Donna Chen Profile

Ms. Donna Chen
Specialties
  • Brand Strategies
  • Consumer & Stakeholders Engagement
  • Integrated Marketing Communication
  • Event and Project Management
Selected Experiences

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. Sharon Lam Profile

Ms. Sharon Lam 吳博林
Specialties
  • Advertising and Media
  • Marketing Communications and Branding
Selected Experiences
  • Chief Strategist and Director of Research at Spoon Digital Limited, Toast Communication Group in Hong Kong and Australia;
  • Founder of《廣告101》, an online community on marketing and advertising;
  • Author of more than ten best-selling books in the areas of advertising, branding and digital marketing as well as columnist for online media and press.
Application Code 1735-MK027A Apply Online Now
Apply Online Now

Venue
  • Any HKU SPACE Learning Centres

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 Behavior 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.

Services Marketing provides a critical awareness of the unique challenges inherent in marketing services.  It discusses the contemporary issues in 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 market services.

Retail Marketing Strategies equips students with retail marketing strategies and issues that affect marketing in a retail environment.  It covers the current issues in developing location strategy and factors in selection retail locations, the contemporary concepts and skills in developing and implementing retail marketing strategies, and the laws and ethics that affect the implementation of retail marketing strategies.

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.

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.

Fashion Marketing focuses on the integration of fashion marketing concepts, practices and applications and facilities 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.

Digital Marketing is a growing channel within a company’s marketing program mix.  This module explores the various components of this channel including social, mobile, email, microsites, and search engine marketing to understand how to implement an effective digital marketing strategy.

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.

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 – Jun
 
Students could choose to start in July, November or March

Applicants should have:

  1. i.  a bachelor’s degree awarded by a recognized institution; OR

       ii.  a professional qualification in a relevant discipline and 5 years of full-time work experience at senior managerial level in related industries.    

 AND

2.   A good command of English.  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
  • HK$4,900 per module (for Common Core Modules- subject to change)
  • HK$4,600 per module (for Specialism Core and Elective Modules - subject to change)
  • The CEF Institution Code of HKU SPACE is 100

CEF SectorBusiness Services

CEF Courses
Integrated Brand Communications (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09500-5 FEES $4,900 ENQUIRY 2867 8315
Consumer Behaviour and Branding (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09503-A FEES $4,900 ENQUIRY 2867 8315
Services Marketing (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09506-4 FEES $4,600 ENQUIRY 2867-8315
Retail Marketing Strategies (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09509-9 FEES $4,600 ENQUIRY 2867-8315
Social Media Marketing (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09512-9 FEES $4,600 ENQUIRY 2867-8315
Digital Marketing (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 21Z09515-3 FEES $4,600 ENQUIRY 2867-8315
Luxury Brand Management (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 22Z09526-1 FEES $4,600 ENQUIRY 2867-8315
Fashion Marketing (Module from Postgraduate Diploma in Services and Retail Marketing)
COURSE CODE 22Z09529-6 FEES $4,600 ENQUIRY 2867-8315
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.

Online Application Apply Now

Application Form Application Form

Enrolment Method

HKU SPACE provides 24-hour online application and payment service for students to make enrolment for most open admission courses (courses enrolled on first come, first served basis) and selected award-bearing programmes via the Internet.  Applicants may settle the payment by using either PPS, VISA or Mastercard online.

  1. Complete the online application form

    Applicant may click the icon Apply Now 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 be admitted 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. 

  2. Make Online Payment

    Pay the programme/course fees by either using:

    PPS via 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”.

To know more about online enrolment and payment, please refer to the user guide of Online Enrolment and Payment:

 

In Person / Mail

For first time enrolment

Applicants must provide all the required information on the application form and any additional information as required after the intial application assessment. Otherwise the School may not be able to process the admission/enrolment further.

  1. 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.  
  2. 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 course

In person or by post
  1. 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.
  2. 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.

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:

  1. To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Internet Explorer 5.01 or above is recommended for the web browser.
  2. Applicants should not leave the online application idle for more than 10 minutes.  Otherwise, applicants must restart the application process.
  3. Only S-MILES and Early Bird Discount are supported in Online Applicants (Application).  To enjoy other types of discount, please visit one of our enrolment centres.
  4. 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.
  5. Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
  6. For online enrolment, 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.
  7. Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
  8. 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.

Payment Method

1. Cash or EPS
Only application fee can be paid by cash or EPS at any HKU SPACE enrolment counters.

2. Cheque or Bank Draft
Application fee and Course fees can be paid by crossed cheque or bank draft made payable to "HKU SPACE". Please specify the programme title(s) for application, student's name, and student card number (if applicable).

3. VISA/MasterCard
Applicants may also pay the Application fee and Course fees by VISA or MasterCard, including "HKU SPACE MasterCard", at any HKU SPACE enrolment centres.