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Professional Certificate in Marketing
Professional Diploma in Marketing
Recognised by The Hong Kong Institute of Marketing (HKIM)
1. About Professional Certificate in Marketing and Professional
Diploma in Marketing Programmes
HKU SPACE is offering the Professional Certificate in Marketing and Professional Diploma
in Marketing programmes in Hong Kong. These two programmes are introduced to
provide students with a more relevant and appropriate curriculum to prepare them to
succeed in the local, national, and international marketplace. The programmes are
recognized by the Hong Kong Institute of Marketing.
The programmes are designed to provide students with a solid foundation in marketing
and equip students with integrated knowledge and skills in digital marketing and social
media, services marketing, events management, marketing communications, and
marketing management.
2. About The Hong Kong Institute of Marketing
The Hong Kong Institute of Marketing (HKIM) is an independent professional
organization in Hong Kong dedicated to promoting marketing as a philosophy of
business, enhancing personal and professional development of members, and
advancing Hong Kong as a leading centre of marketing excellence in the Asia Pacific
region.
3. PROGRAMME STRUCTURE
The Professional Certificate in Marketing consists of the following three courses:
Professional Certificate in Marketing
1.
2.
3.
Principles of Marketing
Business Economics
Selling and Sales Management
The programme structure and contact hours may be changed without prior notice.
The Professional Diploma in Marketing consists of the following six courses:
Professional Diploma in Marketing
1.
2.
3.
4.
5.
6.
Consumer Behaviour
Marketing Communications
Marketing Management
Services Marketing
Events Management
Digital & Social Media Marketing
The programme structure and contact hours may be changed without prior notice.
4. AWARDS
Upon successfully completion of the above programmes, students will receive the
following awards by HKU SPACE and HKIM:
Registered Programme of Study
Award by HKU SPACE*
Award by HKIM+
Professional Certificate in Marketing
Professional Certificate in Marketing
Diploma in Marketing
Professional Diploma in Marketing
Professional Diploma in Marketing
Professional Diploma in Marketing
*These awards are conferred within the HKU system through HKU SPACE.
+ These awards are granted by HKIM
To qualify for the above awards, students must complete the following components for
the three courses of Professional Certificate in Marketing or six courses of Professional
Diploma in Marketing:
(i) Complete the prescribed course assignments;
(ii) Pass the examination; and
(iii) Attain satisfactory attendance of 70% at lectures
5. ASSESSMENTS
Assessment for each module will be based on a combination of course work, including
assignments, projects and the final examination. Performance in the examination and
course work will respectively count for 60% and 40% of the final grade. Assessment and
examinations will be conducted in English. The overall pass mark is 50%.
6. MODE OF DELIVERY
All modules will be delivered via the face-to-face by HKU SPACE lecturers. The
programmes are offered three times a year in July (Term 1), November (Term 2) and
March (Term 3). Examinations will be held at the end of each term.
Programme Mode:
Medium of Instruction:
Programme Duration:
Part-time
English
Professional Certificate in Marketing – 8 months
Professional Diploma in Marketing – 1 year
7. ENTRY REQUIREMENTS
Professional Certificate in Marketing
To qualify for admission to Professional Certificate programme, applicants shall:
(i)
have gained in the HKALE Grade E in 2 subjects; Or
(ii) have gained in the HKDSE Examination Level 2 in 5 subjects including English
Language and 1 year of relevant work experience; Or
(iii) have gained in the HKCEE Grade E in 4 subjects, and Level 2 in English Language or
equivalent, and have 2 years of relevant work experience; Or
(iv) be aged at least 21 or above with 3 years of relevant work experience.
Applicants with other equivalent qualifications and relevant work experience will be
considered on individual merits.
Professional Diploma in Marketing
To qualify for direct admission to the Professional Diploma programme, applicants shall
hold:
(i) a Diploma/Advanced Diploma awarded by a recognized university; or
(ii) a Professional Certificate in Marketing awarded by HKIM/HKU SPACE or equivalent.
Applicants with other equivalent qualifications and relevant work experience will be
considered on individual merits.
8. PROFESSIONAL RECOGNITION and ARTICULATION
Graduates of Professional Diploma in Marketing may:
(i)
automatically be an affiliate member of HKIM;
(ii) apply for the University of Hull’s BA (Hons) Marketing and Management/Marketing
programmes# with exemption from 8 modules;
(iii) apply for Edinburgh Napier University’s BA (with Hons) in Festival and Event
Management#
HKIM and HKU SPACE will endeavour to ensure the curriculum is validated and receives
the maximum recognition in professional status by overseas tertiary institutions and
overseas professional marketing institutions.
#
The external courses mentioned above have been entered in the register of exempted course pursuant to
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.
9. COURSE FEE
Professional Certificate in Marketing
Principles of Marketing
Business Economics
Selling and Sales Management
Professional Diploma in Marketing
Consumer Behaviour
Marketing Communications
Marketing Management
Services Marketing
Events Management
Digital & Social Media Marketing
Fee per course
(HK$)
3,850
3,850
2,380
Fee per course
(HK$)
3,850
3,850
3,300
3,300
3,300
3,300
*All fees are subject to change without prior notice.
All fees paid are NOT refundable and NOT transferable, unless a course is oversubscribed or cancelled. Separate fees will be payable for late enrolment, sitting
supplementary examination and application for exemption for each course of study.
ARTICULATION ROUTES
Professional Marketer#
Master of Science in
Marketing with
Full Member of HKIM*
Festival & Event Management
Edinburgh Napier University
UK
Bachelor of Arts (Hons) in
Marketing and Management
Bachelor of Arts (Hons)
or
Festival and Event Management
Bachelor of Arts (Hons) in Marketing
Edinburgh Napier University
UK
University of Hull
UK
Professional Diploma in Marketing
Professional Certificate in Marketing
Eligible to apply
Direct entry
*subject to 3 years’ of professional experience
#2 years’ of continuing professional development
#2 years’ of continuing professional development
10. COURSE OUTLINES
Professional Certificate in Marketing
Professional Diploma in Marketing
Principles of Marketing
Consumer Behaviour





To discuss the role of marketing in business and explain the
development of marketing and its implications for the
organization.
To identify the basic steps in the marketing planning process.
To explain the different bases for effective market segmentation
and analyse the implications for product/service (re)positioning.
To identify the individual elements/tools of the marketing mix and
assess current marketing activities of organization.
To evaluate the importance of customers and their behavior
relating to marketing decision.




Marketing Communications

Business Economics




To differentiate the essential economic tools for microeconomic
and macroeconomic analysis.
To identify different types of market structures.
To label and recognize various aggregate economic variables.
To examine the basic analytical concepts relating to the economic
issues in Hong Kong.



Selling and Sales Management




To explain the role of personal selling in an organization.
To apply the different sales presentation strategies.
To discuss key issues associated with recruiting, selecting, training
and appraising the sales force.
To lead, supervise and motivate the sales force effectively.
To define the concepts, theories and principles of consumer
behaviour.
To analyze the trends, social, psychological and cultural influences
that impact on buying behaviour.
To distinguish the stages of consumer decision making and the rules
consumers use in making decisions.
To analyze how consumer attitudes are formed and the strategies
that can be implemented to change attitudes.

To explain the main elements, activities and linkages associated with
the formulation and implementation of a marketing communications
plan.
To apply the concept of Integrated Marketing Communications (IMC)
in contemporary marketing context.
To formulate an IMC plan and develop appropriate evaluation
criteria.
To differentiate and evaluate the different characteristics,
advantages and limitations of various marketing communication
tools.
To select and coordinate appropriate marketing communication mix
in achieving various advertising and promotional objectives.
Marketing Management





To analyse business strategy using appropriate techniques.
To conduct a marketing audit using appropriate auditing models.
To develop marketing objectives and plan at an operational level.
To integrate marketing mix tools to effectively implement the
marketing plans.
To undertake and select appropriate measurement tools for
evaluating the effectiveness of marketing activities.
Services Marketing



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To identify the key elements of services marketing.
To explain the different types of service delivery processes and their
implications to marketing activities.
To apply the principles of an effective service recovery system.
To formulate and apply effective service marketing strategies.
To apply tactics in integrating marketing, operations, and human
resources in a service business.
Events Management
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To describe the different types of events and its use in a wide range
of private, public and voluntary sectors.
To plan, design, and manage an event.
To develop and implement a marketing plan for an event.
To plan and manage the logistics of an event such as scheduling,
contingencies, site planning, staffing and communications.
To plan and manage financial budgets of an event.
To critically evaluate the risk management issues relating to the
staging of minor and mega events.
Digital & Social Media Marketing
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
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To discuss the role of each individual digital channels and social
media platforms.
To identify the steps to implement a digital and social media
marketing strategies.
To develop a digital and social media marketing plan.
To establish a framework to measure the effectiveness of digital and
social media marketing strategies
11. APPLICATION PROCEDURES
Applicants are required to complete the application form and submit it with ONE set of
supporting documents, both original and copy, as listed in the below to any enrolment centres
of HKU SPACE:
1. Full educational certificates and transcripts; and
2. Testimonials or other documentary proof of the applicant’s working experience;
3. Hong Kong Identity Card#;
*Our staff members at the counter will certify the copies and return the original documents to
you afterward.
#To study in Hong Kong, all non-local applicants are required to obtain a student visa issued
by the Immigration Department of the HKSAR Government, except for those admitted to
Hong Kong for employment or as dependants, who do not need prior approval before taking
up part-time studies. It is the responsibility of individual applicants to make appropriate visa
arrangements. Holding an acceptance letter to a HKU SPACE academic programme/course
does not guarantee the issue of a student visa. Applicants may wish to note that part-time
courses are generally not considered by the Immigration Department for visa purposes except
for self-financed, locally accredited taught postgraduate programmes.
12. PROGRAMME ENQUIRIES
Email: [email protected]
Phone: 2867 8325 / 2867 8302