PROGRAMME OBJECTIVES

The programme covers talent management, contract management, marketing, digital 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.

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. 

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.

The medium of instruction is English.

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). 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. 

Normal Registration Period

• Three modules in each semester
• ​Two semesters in each year (November - March & May - August)
• Normal duration of study is 12 months

Assessment Methods

The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:

• Essay/ Assignment/Report Writing
• Group Project and Presentation 
• Online Exercise 
• Test
• Examination

All assessments will be in English.

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

#These are exempted course sunder the Non-local Higher and Professional Education (Regulation) Ordinance. 
It is a matter of discretion for individual employers to recognize any qualification to which these courses may lead.

MODULE DESCRIPTION

International Live Entertainment Event Touring and Management

This module aims to give students insights into event practitioners’ major roles and responsibilities so that they can learn different planning and operational strategies from the management perspectives of marketing, budgeting, financial and contractual issues.

Experiential Event Design and Delivery

This module aims to equip event professionals with an overview of event design and operations, and develop their production and managerial skills needed for the event industry, with a particular focus on the psychology of event audience.

Integrated Marketing and Brand Communications

This module focuses on the use of effective marketing communication tools to build a brand. It aims to design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to develop a brand or revitalize a brand for success.

Cross-Cultural Communication in the Event Industry

Cross-cultural communication in the areas of negotiation skills, leadership skills, team-building skills, dietary, costume and religion considerations, and international marketing strategies across cultures will be discussed in this module.

Contingency Planning and Risk Management

This module will deepen students’ understanding on risk management since they will learn how to critically evaluate any potential risks and actions, formulate the contingency plan,, plan for effective crowd management strategies, and devise communication plan to relevant stakeholders.

Event Sponsorship and Partnership

This module aims to explain and discuss the relationship between sponsor and sponsee in a variety of events, and introduce the essential tools and techniques in event sponsorship and partnership management.

Classes are typically held during weekday daytime hours. However, certain modules may be scheduled for weekday evenings from 7:00 PM to 10:00 PM or during daytime hours on weekends. This flexible scheduling ensures that students can accommodate their academic commitments alongside other responsibilities and activities. 

COMMENCEMENT DATE

Two intakes per year in May and November 

VENUE

Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre / Kowloon West Learning Centre  Programme team reserves the right to change the above venue/ classroom if necessary.

Programme specific activities

Miss World 2018 Sanya Field Trip

Cruise Ship Visit 

Global Tourism Forum

$600 (Non-refundable)

• Course Fees: HK$120,000*
  (*The tuition fee is reviewed annually and is subject to change without prior notice.)

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 Form Download Application Form