Postgraduate Diploma in International Live Entertainment and Event Management (CEF) - HKU SPACE: Hospitality, Tourism & Events courses
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Marketing & HospitalityHospitality, Tourism & Events

Postgraduate Diploma in International Live Entertainment and Event Management

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
Application Code

Study mode
Start Date
09 Nov 2020 (Mon)
Next intake(s)
1 year
Course Fee
Course Fees: HK$29,200* will be paid in 3 terms
(*The tuition fee is reviewed annually and is subject to change without prior notice.)
Apply Now
Deadline on 09 Oct 2020 (Fri)
28678329 / 28678386
Students may be arranged to visit local and/or international live entertainment events, such as Miss World beauty pageant and other high profile live events. Don’t miss this valuable chance!

The programme aims to equip students with the credentials and expertise that prepare them for a variety of career opportunities in the competitive and ever-changing live entertainment and event industry. 

With the opening of the West Kowloon Cultural District, Kai Tak Sports Park, and various infrastructure connecting Hong Kong to the neighboring cities such as Macau and the rest of Mainland China, the future prospect of the international live entertainment and event industry is very promising! With all these new venues and the expansion plans for the existing venues such as HKCEC and AWE, the competitiveness of Hong Kong being a live entertainment event destination in the region will be undoubtedly increased.    

On completion of the programme, students should be able to

1. discuss and evaluate the business of international live entertainment and event industry and its management strategies from the local and international perspectives;

2. integrate the design, production, and organization of live entertainment events and analyze the relationships among the various stakeholders;

3. develop communication strategies from the wider context of international environments or cross-cultural business settings;

4. critically assess different types of risks involved in live entertainment events and devise appropriate management strategies; 

5. analyse 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. 

Graduates of this programme may consider to develop your career in job positions, such as Event Manager, Event Designer, Event Producer, Entertainment Manager, Operations and Logistics Manager, in both Hong Kong and in the region. Graduates may also consider to further their studies in our Master of Science in Marketing with Festival and Event Management (in collaboration with Edinburgh Napier University) with exemption.

Programme Structure

The programme covers talent management, contract management, digital marketing, event technology, sponsorship and partnership, business and legal affairs, intellectual property, risk management, and cross-cultural communication skills within the context of live entertainment and event industry. Case studies, based on issues confronted by local and international entertainment and event companies, and guest speakers serve as the basis for analysis and discussion in many of the modules.

The programme consists of 6 modules. Each module comprises 30 or 39 lecture hours, leading to 9 or 12 credits respectively. There is no pre-requisites among the modules.

  Module Contact hours Credits Course Fee
1. International Live Entertainment Event Touring and Management 39 12 HK$5,200
2. Experiential Event Design and Delivery 39 12 HK$5,200
3. Integrated Marketing and Brand Communications 30 9 HK$4,700

Cross-Cultural Communication in the Event Industry

30 9 HK$4,700
5. Contingency Planning and Risk Management 30 9 HK$4,700
6. Event Sponsorship and Partnership 30 9 HK$4,700

Exemption Policy

Students may apply for exemptions of up to 50% of the total credits of the programme. Exemptions may be granted for individual module if the student has successfully completed a module of comparable content and standard. Application for exemptions will be deliberated and decided by the Programme Team. A non-refundable fee of HK$500 per module is payable for each application for exemption.

Teaching and Learning Approach

Most of the teachers are seasoned event practitioners and consultants who have been in the live entertainment and event industry for at least 10 years. The programme will be offered in part-time mode. It will be delivered through face-to-face lectures. The medium of instruction is English. All assessments will be in English. 

Normal Registration Period

Students are expected to enrol on two modules in each trimester. There are three trimesters in each year and each trimester lasts for 4 months. The normal duration of study is 12 months. The maximum registration period is 24 months.

Assessment Methods

Assessment for the modules is based on continuous assessment and/or final examination. The continuous assessment includes written assignments (paper, essay, or report), quiz, test, and/or presentation.

There is a 70% attendance requirement per module for students. For students who do not meet the minimum attendance requirement, the School has the discretion not to allow these students to attempt any assessment and/or to graduate from the programme and/or to continue studies.


Upon successful completion of all 6 modules with 60 credits and the required assessments, students will be awarded with the “Postgraduate Diploma in International Live Entertainment and Event Management” within the HKU system through HKU SPACE.  On completion of Module 1 and any two modules of 4-6 leads to Postgraduate Certificate in International Live Entertainment and Event Management  within the HKU system through HKU SPACE.


 Up to 40 credits exemption for Master of Science in Marketing offered by Edinburgh Napier University.

Teacher / Guest Speaker profile

Darren Image

Mr Darren Kerr

Agency Head / Executive Producer FACTOR168 Creative Event Company


  • creative design and delivery of innovative and engaging live communication programs

  • strategic marketing

  • targeted program design creation, eclectic styling senses

Selected Experiences

  • Wall Street Journal CEO Summit Tokyo

  •  Huawei product launches in Berlin, Nice and Barcelona

  • 65th Miss Universe After Party

  • Launch of the Okada integrated resort

  •  Eight successive years producing the President's Club incentive series for EMC throughout Asia including Angkor Wat

  • APEC CEO Summit with over twenty heads of state in attendance including President Obama and President Xi Jingping

International awards

  • Best Event Production

  • Best Social Event over USD75k

  • finalist in the Best Export category at the inaugural Australian Special Events awards

  • "Markies" agency of the year award 2013

Anna image

Ms Anna Robb

Senior Producer

Christie Digital Systems, Asia Pacific


  • Creation of  Large Scale Live Entertainment

  • Developing Operational Systems and Processes for permanent shows

  • Creating live entertainment with people of different languages and cultures

Selected experiences

  • Production Stage Manager for the multi-million dollar production The House of Dancing Water, Macau China

  • Stage Manager for LOVE by The Beatles, Cirque du Soleil, Las Vegas

  • Stage Manager for the Sydney Opera House, Australia

  • Employed on over 70 shows ranging through the genres of concerts, arena events, corporate events, musical theatre, plays, dance, circus, outdoor festivals and mega shows.

Dawn image

Ms Dawn Dennis

Event Professional [Worldwide]


  • 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.

nick image

Mr Nick Willsher

Managing Director

Entertaining Asia


  • Strategic event and entertainment marketing

  • Creation of event concepts and management

  • Entertainment curation / programming and management

Selected Experiences

  • Founder of  Entertaining Asia (15 years ago). A multi-functional company that books artists, curates the entertainment schedule for venues, organises artist tours and creates public events in Hong Kong and Macau

  • Responsible for booking local and international artists (including lmogen Heap, Kaskade, Galantis & Charli XCX) and organising numerous public events from 2,000 capacity pool parties with all day and night entertainment to acoustic live music shows.



Mr Bobby Wan

Former entertainment media head / Event organizing consultant


  • Entrepreneurship in entertainment industry

  • Artist collaboration

  • Constructing winning event proposals & 

  • Delivering with modern day technologies

Selected Experiences

  • The Hong Kong Handover, a 60-hour LIVE coverage for a regional broadcaster

  •  The Millennium Odyssey, a transcontinental TV programme with satellite LIVE telecast events a

  • Nobel Prize Forum Beijing, consultant to the Beijing Municipal International Office

  • World Economic Forum, Dalian and Tianjin

  •  The Hong Kong Handover 10th Anniversary, co-project director

  • East Asian Games Hong Kong Closing Ceremony, project director

  • Experiencing live broadcast and member of the Golden Horse Awards and the Hong Kong Film Awards

  • Floor manager for RTHK’s “Top Ten Chinese Gold Songs Award”

  • Project Director for a series of LIVE telecast events in Moscow, Athens, Cairo, Malaysia, Indonesia, Singapore, Tibet, Beijing, Shanghai, Tianjin, Dalian, Taipei, and Mexico

International awards

  • International Film & TV Festival of New York, Finalist Award

  • International Academy of Television Arts & Sciences, President & CEO’s Appraisal

  • The Ministry of Social Affairs, Republic of Indonesia, Minister’s Appraisal

  • The Ministry of Social Affairs, Republic of Indonesia, Certificate of Social Worker

  • World Economic Forum, Media Leaders

  • Certificate of Distinction, “Creativity, Innovation, and Change” by the Pennsylvania State University 

Application Code 1855-MS105A Apply Online Now
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International Live Entertainment Event Touring and Management

  • Discuss the roles & responsibilities of different important stakeholders in international live entertainment event business and explain their relationships;
  • Develop and appraise the strategies of producing and managing an international live entertainment performance and tour;
  • Plan and evaluate the marketing and branding of the performance and tour;
  • Prepare the budget plan and analyze the financial elements of the performance and tour; and
  • Examine the most common contract issues and agreement terms of the performance and tour.

Experiential Event Design and Delivery

  • Identify and appraise the needs, expectations and behaviour of event audience and other stakeholders;
  • Illustrate and explain the event design and delivery plan in a cohesive way;
  • Analyze, plan and manage different aspects of event production whilst recognizing the links between and across them;
  • Develop a budgeting and financial plan in event production;
  • Apply the multi-media and technology to create a cohesive event and engage audience; and
  • Assess how international 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.

Cross-Cultural Communication in the Event Industry

  • Explain the concept of culture and identify the national cultural dimensions in the live entertainment event context;
  • Explain the cultural differences across nations and develop cross-cultural communication skills and empathy;
  • Compare different approaches in leading and working in multi-cultural teams;
  • Develop effective marketing communication strategies with target consumers from diverse cultural backgrounds;
  • Analyze and interpret consumer behaviour from various cultural backgrounds and formulate effective operational management strategies; and
  • Compare and contrast the protocol and ceremonial needs of various cultures and religions in events.

Contingency Planning and Risk Management

  • Discuss and analyze different categories of risks and their impacts on events;
  • Apply a range of techniques to assess and manage event risks;
  • Devise crowd control and crowd management strategies for events; and
  • Formulate contingency plans and communicate the risks and actions that should be taken to relevant stakeholders.

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.

Applicants should have:

(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.

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


Course Fee
  • Course Fees: HK$29,200* will be paid in 3 terms
    (*The tuition fee is reviewed annually and is subject to change without prior notice.)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Integrated Marketing and Brand Communications (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 21Z10041-6 FEES $4,700 ENQUIRY 2867-8329
CEF Courses
Experiential Event Design and Delivery (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10054-1 FEES $5,200 ENQUIRY 2867-8329
Cross-Cultural Communication in the Event Industry (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10055-A FEES $4,700 ENQUIRY 2867-8329
Contingency Planning and Risk Management (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10056-8 FEES $4,700 ENQUIRY 2867-8329
Event Sponsorship and Partnership (Module from Postgraduate Diploma in International Live Entertainment and Event Management)
COURSE CODE 26Z10057-6 FEES $4,700 ENQUIRY 2867-8329
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 International Live Entertainment and Event Management

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

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

HKU SPACE provides 24-hour online application and payment service for students to make enrolment for most open admission courses (courses enrolled on first come, first served basis) and selected award-bearing programmes via the Internet.  Applicants may settle the payment by using either PPS, VISA or Mastercard online.

  1. Complete the online application form

    Applicant may click the icon Apply Now on the top right hand corner of the programme/course webpage to make online application, and then follow the instructions to fill in the online application form.

    Some programmes/courses may be admitted by selection, and may require applicants to provide electronic copy of any required documents (e.g. proof of qualification) as indicated on the programme/course webpage.  Only file format in doc, docx, jpg and pdf are supported. 

  2. Make Online Payment

    Pay the programme/course fees by either using:

    PPS via Internet - You will need a PPS account and a PPS Internet password. For information on how to open a PPS account and how to set up a PPS Internet password, please visit

    Credit Card Online Payment - Course fees can be paid by VISA or Mastercard including the “HKU SPACE Mastercard”.

To know more about online enrolment and payment, please refer to the user guide of Online Enrolment and Payment:


In Person / Mail

For first time enrolment

Applicants must provide all the required information on the application form and any additional information as required after the intial application assessment. Otherwise the School may not be able to process the admission/enrolment further.

  1. For first come, first served short courses, complete the Application for Enrolment Form SF26 and bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.  
  2. Award-bearing and professional courses may require other information. Forms are usually available at the enrolment centres or on request from programme staff. Bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.

For continuing enrolment in the same course

In person or by post
  1. The standard ‘Enrolment/Payment Slip’ is designed for students of award-bearing programmes or remaining programmes in a suite of programmes requiring continuing enrolment and it applies to most programmes.
  2. Students should complete the “Enrolment/Payment Slip” which will be made available by relevant programme staff and return the slip to any HKU SPACE enrolment centre or post it to the relevant programme staff with appropriate fee payment.

If you are in doubt about the procedures, please check the individual course details, or contact our programme staff or enrolment centres. 

Please note the followings for programme/course enrollment:

  1. To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Internet Explorer 5.01 or above is recommended for the web browser.
  2. Applicants should not leave the online application idle for more than 10 minutes.  Otherwise, applicants must restart the application process.
  3. Only S-MILES and Early Bird Discount are supported in Online Applicants (Application).  To enjoy other types of discount, please visit one of our enrolment centres.
  4. During the online application process, asynchronous application and payment submission may occur.  Successful payment may not guarantee successful application.  In case of unsuccessful submission, our programme staff will contact you shortly.
  5. Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
  6. For online enrolment, payment confirmation page would be displayed after payment has been made successfully.  In addition, a confirmation email would also be sent to your email account.  You are advised to keep your payment confirmation for future enquiries.
  7. Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
  8. If admission is by selection, the official receipt is not a guarantee that your application has been accepted.  We will inform you of the result as soon as possible after the closing date for application.  Unsuccessful applicants will be given a refund of programme/course fee if already paid.


The School provides a platform for online services for a selected range of products it offers. While every effort is made to ensure timeliness and accuracy of information contained in this website, such information and materials are provided "as is" without express or implied warranty of any kind. In particular, no warranty or assurance regarding non-infringement, security, accuracy, fitness for a purpose or freedom from computer viruses is given in connection with such information and materials.

The School (and its respective employees and subsidiaries) is not liable for any loss or damage in connection with any online payments made by you by reason of (i) any failure, delay, interruption, suspension or restriction of the transmission of any information or message from any payment gateways of the relevant banks and/or third party merchants for processing credit/debit/smart card or other payment facilitation mechanism; (ii) any negligence, mistake, error in or omission from any information or message transmitted from the said payment gateways; (iii) any breakdown, malfunction or failure of those gateways in effecting online payment service or (iv) anything arisen out of or in connection with the said payment gateways, including but not limited to unauthorised access to or alternation of the transmission of data or any unlawful act not permitted by the law.

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.


  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.