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Business & Economics Business & Economics

Higher Diploma in Marketing

Marketing and Advertising

Programme Code: HD 132 2867 8325 2861 0278 hdmkt@hkuspace.hku.hk

Application Code 報名編號 : CC 65 - 301

This programme Higher Diploma in Marketing is offered by combining two formerly well-received programmes, namely Higher Diploma in Business (Marketing and Management) and Higher Diploma in Business (Sales, Marketing and Advertising).

Programme Aims & Features

This programme is specially designed to provide students with a vocation-oriented, broad-based education in marketing with the option of specializing in one of two streams: Marketing & Management, or Marketing & Advertising. The programme integrates many disciplines present in the marketing industry and aims to provide all aspiring marketing professionals, irrespective of their future career specialism, with multiple skills and practical and academic knowledge to keep pace with the changing needs of the dynamic market.

The aim is to provide students with the practical knowledge and understanding of key marketing concepts, events management, advertising or management theories and skills which they can apply in the workplace.


Marketing and Management Stream
Upon completion of the programme, students opting for the Marketing and Management stream will be equipped with a range of practical knowledge and skills associated with marketing, human resources management, small business management, and management strategies for pursuing a career or further studies in these areas in future.

Marketing and Advertising Stream
Upon completion of the programme, students opting for the Marketing and Advertising stream will be equipped with a range of practical knowledge and skills associated with marketing, public relations, advertising and branding to prepare them for pursuing a career or further studies in these areas in future.

Integration of Academic Theory and Practice

- Lecture combines theories and real-life cases and practical examples
- Experience sharing by key marketing professionals at guest speaker sessions, field visits and seminars
- Prepare students for a career in the private / public sectors as marketing specialists

Interactive Learning Approach with

- Class activities
- Group discussions / Group projects
- Field visits

 

Internship

Opportunities will be provided for selected students to work as summer trainees in marketing-related posts.

 

Professional Recognition

Graduates with 3 years of work experience in Marketing are eligible to apply for exemptions from the Professional Certificate in Marketing programme of the Chartered Institute of Marketing (CIM) .

Graduates are eligible to apply for exemptions from the Professional Certificate in Marketing programme of the Hong Kong Institute of Marketing (HKIM).

 

Opportunities for Further Studies

2016 Overall Progression Rate: 73%
   
Many of our graduates/students are admitted to UGC-funded degree programmes every year. The list below shows the programmes that our graduates/students of the past three years articulated to*:
     
The University of Hong Kong
BA
BNurs
BSc Information Management
         
The Chinese University of Hong Kong
BBA Marketing
Bachelor of Nursing
BSc Community Health Practice
BSSc Economics
    
The Hong Kong University of Science and Technology
BBA
BSc Chemistry
          
The Hong Kong Polytechnic University
BBA (Hons) Marketing
BBA (Hons) Management
BSc (Hons) Enterprise Engineering with Management
BBA (Hons) Global Supply Chain Management 
BBA (Hons) International Shipping & Transport Logistics
BSc (Hons) Logistics Engineering and Management
BA (Hons) Scheme in Fashion and Textiles Marketing/ Fashion Marketing
       
City University of Hong Kong
BA
BBA Marketing
BA Digital Television and Broadcasting 
BA Media and Communication
BBA Banking and Financial Services
BBA Business Analysis 
BBA Finance
BBA Human Resources Management 
BBA Information Management 
BBA Marketing Information Management
BSocSc Applied Sociology
    
Hong Kong Baptist University
BBA (Hons) China Business 
BBA (Hons) Human Resources Management
BBA (Hons) Marketing    
           
Lingnan University
BBA (Hons)
    

Through-train Pre-enrolment Scheme

 
The University of New South Wales, Australia
Bachelor of Commerce
 
University of South Australia, Australia
Bachelor of Business (Marketing)

 

HKU SPACE International College (IC)

 
University of Hull, UK
Bachelor of Arts (Honours) Marketing & Management#
Bachelor of Arts (Honours) Marketing#
 
# with 9 modules (out of 18) exemptions

Other full-time or part-time degree programmes offered by local and overseas universities

 

Career Prospects

The programme will prepare students for a career in the marketing, management, administration or public relations in the private or public sectors.  Positions available in the field are diverse and include a wide variety of activities such as customer service, advertising & promotion, marketing communication, marketing research, store management, customer relationship management, event management, brand management and marketing planning.

      

*The above list is not exhaustive and only shows some of the examples.

GENERIC SKILLS
  • Introduction to Academic English
  • English for Academic Purposes I & II
  • English for Business
  • Practical Chinese
  • Mathematics and Statistics for Daily Life Applications
  • Introduction to Multimedia
SPECIALISM

 

Year 1

  • Marketing Fundamentals
  • Principles of Business Management
  • Marketing Communications
  • Marketing Planning
  • Business Economics
  • Essentials of Accounting


Year 2

  • Consumer Buying Behaviour
  • Marketing Research and Information
  • Event Management

Select one theme from the following ONLY

Marketing and Management Theme

  • International Business 
  • Human Resources Management: Principles & Practices
  • Management Strategy
  • Final Year Project (Marketing and Management)

Marketing and Advertising Theme

  • Introduction to Branding
  • Advertising and Promotion
  • Public Relations
  • Final Year Project (Marketing and Advertising)

 

 

Students' Activities

1

2

3

4

Final Year Project (FYP) is a capstone module for students to apply and integrate the knowledge they have accumulated over their course of study by working in groups to develop a business plan/marketing plan for a product/service of their choice.

Students produce their own TVCs for promotion of their new ideas.

Video 1 - Retro Hotel

Video 2 - K Arts_Fly with Us

Video 3 - Two Girls

Christine Wong
Christine Wong
  • 2015年商業學高級文憑(市場營銷及廣告)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士四年級

由於公開試成績未如理想,所以我跟入讀大學的機會擦肩而過。當時,我感到短暫的迷失,也不知道該何去何從。然而,在朋友的推薦下,我最終選擇了報讀HKU SPACE CC的商業學高級文憑(市場營銷及廣告)課程,抱著隨遇而安的心態開始我另一段學習之旅。 HKU SPACE CC的講師熱誠教學,不但教授課本的理論,而且不時分享有關工作經驗,讓同學對實際市場環境有更深入的了解。另外,老師十分關心學生,不時給予鼓勵和建議。這一切,讓我尋回自信。 我非常感謝講師對我的支持。

David Ng
David Ng
  • 2016年商業學高級文憑(市場學及媒體)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士三年級

香港大學附屬學院給我一個進修的機會,更提升了我各方面的才能,為將來就業作好準備。 市場學的課程非常專業及實用,每位講師都十分用心授課。每個學期,我都能夠接觸不同的市場學及管理等知識,一步一步為我建立進修或就業的穩固基石。而且,每當我遇到疑問,講師們都必定耐心解答。 在CC的兩年中,除了學懂專業的市場學知識,我更獲得不同的獎項,例如HSBC Vocational Education Scholarship 和畢業專題習作演說比賽冠軍。對我來說,香港大學附屬學院就是一個提供寶貴機會的保育瓶,只要你投入、努力,它必定能夠幫助你達到目標。

Ren Kong
Ren Kong
  • 2015年商業學高級文憑(市場營銷及廣告)畢業
  • 現就讀香港大學理學士(資訊管理)四年級

現在的你是否如當年的我,手執文憑試成績單,同時看着形形式式的學院招生廣告,內心滿是忐忑以及迷茫?想起當初,我只是希望能夠接觸更多有關市場學及廣告方面的知識,卻從未想過會在這個課程內獲得這麼多。 修讀港大附屬學院商業學高級文憑(市場營銷及廣告)課程後,讓我對市場學有更深入的理解。課程設計注重理論與實踐,除了能在課堂上吸取知識外,亦有不同的講座、實習及交流機會,好讓我們能夠更全面地認識市場學。 今天,我有幸圓夢進升香港大學,這全賴各位講師對我的支持和鼓勵,他們有教無類,並且鼓勵每位學生主動學習,給予肯定及信心,讓我們更有動力學習。經過他們循循善誘而耐心的教導,對我無條件的支持,讓我慢慢地找回那股學習的興趣,以及人生的目標。在此衷心感謝各位講師悉心的教導。 若此刻的你仍在猶豫,我可以告訴你,只要你有夢想,這裡必定是個圓夢工場。

Ashley To
Ashley To
  • 2014年商業學高級文憑(市場營銷及廣告)
  • 現就讀香港城市大學工商管理榮譽學士(銀行及金融服務)三年級

在港大附屬學院的兩年,我在各方面都得到豐富的收穫。在修讀高級文憑的路上,成績是我最為著緊的。在學習方面,講師上課大多以互動形式教授,亦不時以分組討論來幫助我們應用書本上的知識,令我準備考試時能輕鬆面對,考取好成績,並於畢業後銜接到商科學士學位課程。 除了課堂,學院亦給予我在相關範疇的工作機會,在暑期實習中親身嘗試由設計到實踐宣傳計劃,並自行解決過程中遇到的問題,令我對Marketing這個行業有更深入的了解。 在課餘活動方面,學院十分重視同學的全能發展。在學校的支持下,我們的Rugby Team多次出戰大專賽事都取得獎項。同時,經過兩年的經驗,我現在更爭取到大學欖球代表隊的一席位。

Yanki Wong
Yanki Wong
  • 2010年商業學高級文憑(市場營銷及廣告)
  • 2012年香港城市大學語言學及語言科技榮譽學士
  • 現於醫療設備公司任職產品推廣主任

大學學位,真的是遙不可及? 曾經,我兩次被考試擊倒。會考後再重讀中五,好不容易升讀預科,卻要面對另一考驗:高考。憑著不俗的成績,以為可以歡天喜地迎接來年的大學生活,不料卻失望而回,因為JUPAS Offer 只有一個酒店管理高級文憑。 我曾想過放棄,但身邊朋友不斷鼓勵我,建議我到港大附屬學院修讀高級文憑課程,既可有一技之長,也可以報讀大學!當時,我真的一點信心也沒有,心想哪有這麼容易的事。現在回想起來,幸好我做了明智的決定。 於是我選了Sales, Marketing and Advertising,課程與生活息息相關,一份理論,九份實踐。兩年的生活很充實,令我愈讀愈有信心。畢業那年,最令我意想不到的是我獲香港城市大學錄取,還有兩個Offers呢!所以,「一分耕耘一分收穫」的確是千真萬確。 大家一定要記著「俾心機,有轉機!」

Kristen Ng
Kristen Ng
  • 2013年商業學高級文憑(市場營銷及廣告)
  • 現就讀香港理工大學市場學(榮譽)工商管理學學士三年級

還記得當年放榜,收到高考成績單後,心情十分焦慮。在短時間內必須選擇自己的路:到底應該繼續進修,還是找份長工度過餘生? 經過深思熟慮,最後選擇報讀港大附屬學院商業學高級文憑課程,除了可為工作做好準備,從不同課外活動及實習機會中找尋自己真正的興趣,亦再次測試自己到底有沒有能力考進大學。皇天不負有心人,得到講師的悉心教導和指示,同學之間的鼓勵和支持,最後有幸獲得兩間大學取錄,繼續修讀喜歡的科目。 這兩年高級文憑生涯,讓我尋回自我,上了人生寶貴的一課。「態度勝過高度」,是一位講師常常提醒我們的,亦從此成為我人生的座右銘。在此再次感謝所有講師和同學。