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Hospitality, Tourism & Events Hospitality & Tourism Management

Certificate for Module (Marketing for the Hospitality, Tourism and Event Industry)
證書 (單元:款客、旅遊及節目之市場學)

CEF Reimbursable Course

CEF Reimbursable Course

Course Code

Study mode
Start Date
To be advised
Next intake(s)
39 hours
Course Fee
HK$5,200 per programme
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
How to Apply



This programme aims to equip the hospitality, tourism and event practitioners with the concepts of marketing. It covers products, pricing, internal marketing strategy (people) and customer satisfaction, promotion, digital marketing strategy, and distribution channels in the tourism, hospitality and event industries. The programme also aims to give students an opportunity to extend their understanding of marketing in the hospitality, tourism and event contexts. It offers a wide range of academic knowledge, including how to examine the marketing environment and its likely impacts, how to access the market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industries specifically. Upon completion of the programme, students will be able to prepare a marketing plan for the hospitality, tourism and event organisations. 


On completion of the programme, students should be able to

  1. describe the relationships between customer value, satisfaction and quality in the hospitality, tourism and event industry;
  2. examine the marketing environment and its likely impact on the industry, organizations and product/services offerings;
  3. examine market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industry ;    
  4. identify distribution channels and relate them to intermediaries that service the hospitality, tourism and event industry;
  5. apply and critically evaluate promotional tools such as advertising, direct marketing, sales promotion and public relations; and
  6. apply the evaluation and control mechanisms in the marketing plan.


Programme Details


  1. Introduction to Marketing for the Tourism Hospitality and Event Industry
  2. Hospitality, Tourism & Events Services Marketing 
  3. The Marketing Strategy and Environmental Analysis 
  4. Marketing Planning 
  5. Market Segmentation, Targeting and Positioning
  6. Products, Pricing, and Distribution Channels of Tourism, Hospitality and Event Industries
  7. Managing the Service Encounter / Process 
  8. Internal Marketing Strategy (People) and Customer Satisfaction
  9. Promotion for Event, Hospitality and Tourism organizations 
  10. Physical Evidence & Servicescape 


Throughout this programme, students will be assessed by a combination of:

  • Assignment
  • Group Project
  • Test


On satisfactory completion of the Programme and pass the assessments, students will be awarded the Certificate for Module (Marketing for the Hospitality, Tourism and Event Industry) within the HKU system through HKU SPACE.



Mr Wyn Li

  • Former Country General Managers of Airlines, and Managers of Hotels
  • Qantas Airways, Continental Airlines, United Airlines, Hyatt International
  • College of Business and Finance Outstanding Teacher Award in HKU SPACE 2017/18


  • Managing field operations of multinational Asian, Australian, European and American travel organizations.
  • Marketing airlines, hotels and tourism products and services in various international markets.
  • Lecturing and educational engagement for universities in Hong Kong, United Kingdom and Australia.

Selected Experiences

  • Airline management, sales, marketing and operation experiences with Qantas, Continental, United, Singapore and KLM in several international locations.
  • Business aviation (private jet) management with Metrojet - a sister company of the Peninsula Hotel.
  • Global loyalty marketing exposure with Singapore Airlines corporate head office.
  • National tourism office marketing involvement with the Australia Tourism Commission.
  • Front Office operations and marketing management background in Hyatt Regency Hong Kong, Hyatt Regency Macau and Grand Hyatt Hong Kong.
  • Food and beverage knowledge with institutional kitchen and cafeteria.

Class Details




39 hours /3 hours per week/13 Weeks (Normal)

Meeting Schedule

Weekday evening : 6:45 - 9:45pm  or 7:00 - 10:00pm
Weekend daytime: 10:00am - 1:00pm 


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


Application Fee

HK$150 HK$150

Course Fee
  • HK$5,200 per programme
    (*The tuition fee is reviewed annually and is subject to change without prior notice.)

Entry Requirements

Applicants shall:

  1. have gained in the HKALE Grade E in 1 AL subject and in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or
  2. have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
  3. hold a Certificate in Private Jet Hospitality Service Management awarded within the HKU system through HKU SPACE, or equivalent; Or
  4. be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered.  They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview. 

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.


Applicants with other qualifications will be considered on individual merit.


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Certificate for Module (Marketing for the Hospitality, Tourism and Event Industry)
COURSE CODE 43C136114 FEES $5,200 ENQUIRY 2867-8320
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Marketing for the Hospitality, Tourism and Event Industry)

  • This course is recognised under the Qualifications Framework (QF Level [4])


Application Form Download Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and the applicant’s name.. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE Enrolment Centres, specifying  “Course Application” on the envelope.  HKU SPACE will not be responsible for any loss of payment sent by mail.
3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including the “HKU SPACE Mastercard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, WeChat Pay, Alipay, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder's credit card account.
  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferrable from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.