Postgraduate Diploma in Corporate Branding and Event Management (CEF) - HKU SPACE: Marketing Communications and Branding, Hospitality, Tourism & Events courses
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Marketing & HospitalityMarketing Communications and Branding

Postgraduate Diploma in Corporate Branding and Event Management
企業品牌及節目管理深造文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK066A
Application Code
1775-MK066A

Study mode
Part-time
Start Date
09 Mar 2020 (Mon)
Duration
1 year to 2 years
Language
English
Course Fee
HK$4700 - 5200 per module

The programme aims to meet the continuing education and professional development needs of those who are currently working in corporate branding and/or event management or those who have aspirations in these areas.

The programme provides students with core corporate branding and event management concepts as well as knowledge in effective marketing communications and public relations.  A broad and holistic view will be given to students with practical techniques and tools to achieve the goals and objectives of corporate’s brand and event management.

  • This programme is registered in the HKQR at level 6.
  • Exemption of up to 3 modules may be considered based on individual merits.
  • Intermediate award is available for students who partially complete and choose to exit the programme.
  • Graduates may have up to 60 credits exempted towards the 180-credits MSc in Marketing* / MSc in Marketing with Festival and Event Management* / MSc in Marketing with Sales Management* programmes in association with Edinburgh Napier University.

*This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognize any qualification to which this course may lead.

On completion of the programme, students should be able to
  1. Apply the latest concepts, tools and techniques in marketing and public relations to achieve corporate strategic goals and objectives. 
  2. Integrate the design, production, and organization of events and analyze the relationship between the various stakeholders.
  3. Develop an integrated marketing communications plan to effectively manage a brand.
  4. Synthesize knowledge about digital reputation management and devise strategies to protect an organization and its stakeholders from threats on their reputation. 
  5. Plan and manage corporate events from different perspectives. 
  6. Analyze 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. 
Students who complete the following modules 1 to 6 will be awarded with a Postgraduate Diploma in Corporate Branding and Event Management within the HKU system through HKU SPACE.
  1. Strategic Marketing and Public Relations
  2. Event Design and Production : Creating a sensory and engaging event experience
  3. Integrated Marketing and Brand Communications
  4. Digital Reputation Management
  5. Corporate Event Management
  6. Event Sponsorship and Partnership

Students who complete the following 3 modules may choose to exit with the intermediate award of Postgraduate Certificate in Corporate Branding and Event Management awarded within the HKU System through HKU SPACE.

1.   Strategic Marketing and Public Relations
2.   Corporate Event Management
3.  One of the followings:
      Integrated Marketing and Brand Communications 
      Digital Reputation Management
      Event Sponsorship and Partnership

Assessment for all modules is based on continuous assessment and/or final examination.  The continuous assessment inclused quizzes, written assignments (paper, essay, or report), group project and/or presentation.  The overall passing mark is 50%.

Teacher / Speaker Profile

Ms Dawn Dennis Profile

Ms. Dawn Dennis

Event Professional [Worldwide]

Specialties
  • Chaos control and no-time management
  • Team engagement and leadership
  • Cross-cultural project management
  • Budget and operational management 
Selected Experiences
  • Originally from Las Vegas, USA, has 27 years in the events industry with last 10 in Asia. 
  • Worked events for across numerous client industries and almost all types of live entertainment shows
  • Major events include 2008 Beijing & 2010 Vancouver Olympics for McDonald’s, two largest casino openings in Macau, global product launches for leading device company
  • At most recent position as Director of Event Operations for HK’s leading event agency, the company won over 40 awards during my 3+ years at this position. 

.

Ms. Donna Chen

Over 15 years of experiences working with multinational brands, Donna develops her professional experiences under various industries through Product Creation to Corporate Brand Management. Conceptualize and orchestrate campaigns that effectively meet business objectives.   Now she is a part-time lecturer at the HKU SPACE, sharing her knowledge and experiences on Integrated Marketing Communication and Cooperate Branding. She is also a member of The Hong Kong Professional Counseling Association, providing counselling services to those in need.

Application Code 1775-MK066A Apply Online Now
Apply Online Now

Venue
  • Any HKU SPACE Learning Centre

​MODULE DESCRIPTION

Strategic Marketing and Public Relations
  • Examine key concepts, models, tools and processes of contemporary strategic marketing planning and management;
  • Analyze marketing & media research and environmental scanning in internal and external organizational environments;
  • Analyze marketing and public relations problems and provide solutions based on a critical examination of marketing information;
  • Design and develop a comprehensive public relations campaign or plan; and
  • Analyze the elements of ethical decision making to hypothetical and real world settings.
Event Design and Production : Creating a sensory and engaging event experience
 
  • Identify and appraise the needs, expectations and behaviour of event audience/participants;
  • Manage the planning processes for producing a memorable event;
  • Analyze, plan and manage different aspects of event production whilst recognizing the links between and across them;
  • Construct a budget plan and establish a budget review, cash control, and other financial procedures for events;
  • Apply the multi-media and technology to create a cohesive event and engage audience; and
  • Assess how international live entertainment events offer opportunities and challenges to event managers across local and global contexts.
Integrated Marketing and Brand Communications
  • Appraise the theoretical and practical elements underpinning marketing and brand communications in specific marketing scenarios;
  • Critique the validity of a variety of consumer-based models relating to the development of effective promotional activities in different market environments;
  • Analyze the nature, role and importance of marketing and brand communications in an international context;
  • Develop, recommend and justify a marketing and brand communications plan;
  • Evaluate the role of brand communications strategy within a marketing framework; and
  • Apply analytical and problem solving skills from different strategic perspectives to resolve marketing and brand communications problems, cases, and questions.
Digital Reputation Management
 
  • Evaluate and measure a reputational capital in the digital age;
  • Identify and evaluate online reputation threats including strategic, financial, social, environmental, behavioral, legal, operational, and technological threats;
  • Assess the impact of digital media on corporate branding and public relations;
  • Develop and strengthen relationships with stakeholders including media, employee, community, and investor; and
  • Identify, prioritize, and manage issues in response to emerging trends or changes in the socio-political environment.
Corporate Event Management
 
  • Differentiate the characteristics of different types of corporate events;
  • Evaluate supply trends of corporate events in local, national and global context;
  • Analyse the different types of demand and the decision-making processes of corporate event buyers;
  • Review the planning and management of corporate events from different perspectives;
  • Identify and assess the principal economic, political, socio-cultural and environmental impacts of corporate events in a destination; and
  • Determine the appropriate application of management strategies for the successful planning, implementation and control of corporate events.
Event Sponsorship and Partnership
 
  • Explain how sponsorship works as a marketing communication channel and analyze its value to the sponsor;
  • Discuss sponsorship from the point of view of both the sponsor and the sponsee;
  • Appraise the marketing benefits that can accrue to the sponsor and the sponsee from an effective sponsorship programme;
  • Develop and review sponsorship proposals for tightness of fit;
  • Evaluate the purpose and importance of the sponsorship management plan; and
  • Devise strategies to build and maintain sustainable relationship with different types of event stakeholders.

 

3 terms every year commencing July, November and March.

Weekly Lectures, 1 to 2 modules per term, three terms in one year.
Weekdays (7 - 10pm) and occasional Weekends (2:30  - 5:30 pm).

Applicants should have:

a)   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.

AND

b)   A good command of English

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 Fee

HK$150 (Non-refundable)

Course Fee
  • Course Fee : HK$4700 - 5200 per module (Subject to change)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Digital Reputation Management (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 21Z10040-8 FEES $4,700 ENQUIRY 2867-8315
Integrated Marketing and Brand Communications (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 21Z10039-4 FEES $4,700 ENQUIRY 2867-8315
Strategic Marketing and Public Relations (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 21Z10038-6 FEES $5,200 ENQUIRY 2867-8315
CEF Courses
Corporate Event Management (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 26Z10060-6 FEES $4,700 ENQUIRY 2867-8315
Event Design and Production: Creating a sensory and engaging event experience (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 26Z10059-2 FEES $5,200 ENQUIRY 2867-8315
Event Sponsorship and Partnership (Module from Postgraduate Diploma in Corporate Branding and Event Management)
COURSE CODE 26Z10061-4 FEES $4,700 ENQUIRY 2867-8315
Continuing Education Fund Reimbursable Course 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.

Postgraduate Diploma in Corporate Branding and Event Management

  • This course is recognised under the Qualifications Framework (QF Level [6])

Postgraduate Certificate in Corporate Branding and Event Management

  • This course is recognised under the Qualifications Framework (QF Level [6])

Online Application Apply Now

Application Form Application Form

Enrolment Method

Enrolment Method

All applicants are required to complete the application form and submit it with ONE set of the following supporting documents together with application fee of HK$150 to any of the HKUSPACE 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;

*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKUSPACE enrolment centres for verification.

Payment Method

1. Cash or EPS

Application fee and Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.

2. Cheque or Bank Draft

Application fee and 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, student's name, and student card number (if applicable).

3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including "HKU SPACE Mastercard", at any HKU SPACE enrolment centres. Holders of HKU SPACE Mastercard issued by Bank of East Asia may enjoy a 10-month interest-free instalment for tuition fee of courses at HK$2,000 or above. The course must be enrolled under the cardholder’s name. For enquiries, please contact our staff at any of the enrolment centres.

Notes

  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
  2. Fees paid are not refundable except under very exceptional circumstances, subject to the School’s discretion.  In exceptional cases where a refund is approved, fees paid by cash, EPS, 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.
  3. 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 of the relevant programme teams for details.
  4. Fees and places on courses cannot be transferred 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 $120 will be levied on approved transfers.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for $30 per copy made payable to "HKU SPACE". Such copies will normally only be issued at the end of a course.
  7. All fees are subject to change without prior notice.
Payment Method
1. Cash or EPS

Cash or EPS are accepted 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 write the programme title(s)  and the applicant’s name on the back of the cheque. You may either:

  • in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
  • by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope. 
3. VISA/MasterCard

Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.

4. Online payment

Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.

Notes

  1. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
  2. 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, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
  3. 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 teams for details.
  4. Fees and places on courses are not transferrable. 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.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.