The programme consists of 10 modules and the details of each module are as below.

Services Marketing

This module focus on the knowledge of the special characteristics of services and the unique challenges inherent in the marketing of services and the strategies to address these challenges. It will enable students to develop knowledge and skills in designing and managing service process to enhance customer experiences and engagement, and to create customer value and customer satisfaction.

Digital and Social Media Marketing

Digital Marketing and Social Media become the predominant component in marketing strategies nowadays. In this new module, students will be able to build up a clear concept about customer-centric marketing and digital consumer journey which affects customer segmentation approaches and marketing strategies.

This module will form a solid foundation of digital knowledge with application skills and effectiveness analysis of various digital and social media marketing channels in order to fulfil the vocational needs in various marketing positions.

Multichannel Marketing Communications

The objective of this module is to equip students with knowledge and practices of new marketing communication techniques in this ever-changing world of new media. It enables students to embrace and integrate new media tools with existing communication mix to maximise the effectiveness and efficiency of marketing campaigns.

Consumer Behaviour

This module aims to train up students with a clear understanding of how and why customer behave in a shopping decision-making process with the foundation of consumer psychology and behavioural concepts. It also equips the students to identify the factors which may affect consumers’ purchasing behaviour and value perception so that students can be able to apply it in their marketing strategic planning in the competitive business environment.

Public Relations and Event Planning

Public relations (PR) play a critical role in the success of products and services. It is vital in achieving positive publicity for a company through strategic PR events and activities.

This module will equip students with PR techniques to manage reputation of a company, to reach out to the general public, community members, and customers  through different PR activities and events.

Management Skills for Effective Manager

The success of a business organisation depends very much on the quality of the people working in the organisation. This module provides an opportunity for our students to discover the attributes of an effective manager, nurture their management quality and competencies required to progress to play the role of an effective manager.

Students will be equipped with multi management skills including self-awareness, stress and time management, problem solving and decision making, interpersonal skills such as managing conflicts, effective communication and presentation skills, and team skills which are the basic factors of a successful manager at marketplace.

Shopper Relations and Customer Services

It is crucial for companies to build long-lasting customer relationship which can be leveraged to expand their loyal customer base, extend their market share, and to uplift sales income.

This module is developed to equip our students with customer-centric services, customer relationship management (CRM), customer service communication skills, and service quality control, etc. in order to enrich the shopping experience of the customers and establish loyal customer base.

E-Commerce Operations

Online shopping significantly surged during the pandemic. It’s important for online retailers to set up effective e-commerce operation which can be able to directly improve its consumer satisfaction and profitability.

This module is designed to train up students to have a solid foundation of a successful e-Commerce operations, logistic and fulfilment, inventory management, business strategies in competitive environment, operation for B2B, B2C and C2C eCommerce.

Strategic Marketing for Omnichannel Retailing

There is a big shift from single-channel to multi-channel and to omnichannel retailing. Omnichannel retail optimizes multiple sales channels with a high level of integration and cooperation among the channels in order to provide a seamless shopping experience for shoppers.

Students will learn the shopping behaviour in online vs physical shops, the latest trends and challenges in omnichannel retailing including live streaming eCommerce through KOL, cloud-based integrated data platforms to personalize customer experience, social commerce, etc.

Besides, students will also be equipped with the knowledge in marketing strategies for omnichannel retailing to attract shoppers and to effectively leverage online to offline retailing in order to boost up the overall sales revenue of the company.

Retail Management and Operations

This module gives the students basic concept of retail operations and retail business management which include store location selection, store design and layout, merchandising display, manpower arrangement and training, and new retail technology, etc.

Applicants should

• have gained in the HKALE Grade E in 2 subjects; OR
• have gained in the HKALE Grade E in 1 subject, and have 2 years of relevant work experience; OR
• have gained in the HKCEE Grade E in 4 subjects, and Level 2 in English Language, and have 2 years of relevant work experience; OR
• have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; OR
• hold a certificate in the marketing, business or related discipline; OR
• be aged at least 21 with 3 years of relevant work experience.

• The CEF Institution Code of HKU SPACE is 100

	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.
	Advanced Diploma in Marketing and Retail Management This course is recognised under the Qualifications Framework (QF Level [4])

Application Form Application Form

All applicants are required to complete the application form and submit it with one sets of the following supporting documents together with application fee of HK$150 to any of the HKU SPACE enrolment centres:

1.Certified true copies* of full educational certificates and transcripts;

2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;

3. Photocopy of Hong Kong Identity Card#;

1. Cash, EPS or WeChat Pay 

Only application fee can be paid by cash, EPS or WeChat Pay 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.