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 🎬 SCE兼讀制課程
課程編號: CP0172

Advanced Diploma in Business (Marketing)
工商高等文憑(市場學) 持續進修基金編號

Academic Advisor: Dr. William LinProgramme Administrator: Ms. Shannon Wong
Enquiries: 3411 1999Email: adbus@hkbu.edu.hk

Programme Aims

The programme aims at providing students with signified skills and knowledge of a greater complexity in business. It offers an integrated understanding of Hong Kong business environment, synthesizing business knowledge while cultivating specialized competence in marketing to develop students as marketing professionals.

Professional Recognition

Associate Membership of the Hong Kong Institute of Marketing subject to the completion of 24 hours of Continuous Professional Development (CPD) in the first year of membership. For further information, please contact HKIM at 2881 6682.

Programme Structure

This programme consists of 12 courses:

Course CodeCourse Title科目名稱Hours
Core Courses
1.MKG4010Marketing and Brand Building市場及品牌學30

Marketing and Brand Building

The objective of this course is to provide students with the understanding of marketing principles and theirs applications through effective branding functions in the marketing organization. Topics include:

  1. The Marketing Essentials;
  2. Scanning the Market Environment;
  3. Consumers and Organizational Buying Behaviour;
  4. Market Segmentation, Targeting and Positioning;
  5. Brand and Brand Management Fundamentals;
  6. Brand and Product Management in the Marketing Mix;
  7. Pricing and Distribution Channels: Considerations and Strategies;
  8. Marketing Communication Strategies;
  9. Designing Appropriate Marketing Mix to Build Brand Equity; and
  10. Evaluating Effectiveness of Organization’s Marketing Activities.
2.FIN4102Business Finance商業財務30

Business Finance

This course aims to equip students with contemporary principles and practices on how companies invest in real and financial assets and how they raise funding for these investments. These decisions include long-term investments, financing and management of capital structure. Topics include:

  1. Net Present Value and Capital Budgeting;
  2. Bond and Stock Valuation;
  3. Cost of Capital;
  4. Capital Structure;
  5. Debt Policy;
  6. Dividend Policy;
  7. Risks Management Tools; and
  8. Mergers and Acquisitions.
3.ISM4130Information Systems and Business Organizations資訊系統及商業組織30

Information Systems and Business Organizations

This course aims to provide students with broad knowledge on how information systems are utilized in business organizations for competitive advantages. Topics include:

  1. Information Systems in Business;
  2. Applications of Business Information Systems;
  3. Databases and Information Management;
  4. Securing Information Systems;
  5. Information Technology Infrastructure; and
  6. Using Information Systems in Organizations for Operational Excellence.
4.ACT4105Accounting Decision Management會計決策管理30

Accounting Decision Management

This course aims to provide students with detailed knowledge of the use of accounting information for decision making as well as long term investment appraisal. Besides, the concept of corporate governance and its importance will be discussed. Topics include:

  1. The Conceptual Framework for Financial Reporting;
  2. Complete Set of Financial Statements for Limited Company;
  3. Interpretation and Analysis of Financial Statements;
  4. Budgetary Planning and Control;
  5. Capital Investment Decisions; and
  6. Corporate Governance.
5.HRM4101Human Resource Practices and Development人力資源實務與發展30

Human Resource Practices and Development

The overall aim of the course is to enable students to identify and explain the major human resource roles and functions in contemporary business organizations. Students will be able to apply the practical theories and techniques that are used to manage people effectively at work. Topics include:

  1. Overview of Human Resources Management;
  2. Human Resource Planning;
  3. Job Analysis;
  4. Recruitment;
  5. Selection;
  6. Performance Management;
  7. Reward Management;
  8. Managing Employee Relations;
  9. Career Management and Development;
  10. Training and Development; and
  11. Influencing Employee Behaviour.
*Concentration Courses
6.MKG4011Marketing Planning and Research市場規劃與研究30

Marketing Planning and Research

This course aims to provide a holistic view on the principles of market planning and the concepts, methodology and the essential skills required to conduct market research. The course also focuses on how proper market planning and research can contribute to the quality decision making on market strategies and the ultimate market success. The appropriate market planning process and research design principles, process and commonly used sampling and data analysis techniques will be discussed. Topics include:

  1. Introduction to Market Planning and Market Research in the Global Market Environment;
  2. The Marketing Planning process;
  3. Developing a Marketing Plan;
  4. The Market Research Process and Design;
  5. Data collection and measurement;
  6. Sampling and data analysis;
  7. Interpreting Data Findings; and
  8. Ethical issues in Marketing Research and Planning.
7.MKG4012Buyer and Customer Behavior顧客購買與消費行為30

Buyer and Customer Behavior

This course aims to familiarize students with the concepts of buying and consuming behaviour as well as the multidimensional process relating to consumer behaviour. It involves the study of the set of consumer’s decision about the acquisition, usage and disposition of products, services, experiences and ideas. Topics include:

  1. Introduction to Consumer Behaviour and Marketing Strategy;
  2. Internal Influences (the Psychological Core);
  3. External Influences (the Consumer’s Culture)
  4. Self-concept and Lifestyle;
  5. Explaining Consumer Decision Making;
  6. Customer Loyalty;
  7. Applying Buyer and Consumer Behaviour Principles in Marketing;
  8. Organizational Buying Behaviour; and
  9. Marketing Regulation and Ethics.
8.MKG4013Marketing for the Service Industry服務業市場學30

Marketing for the Service Industry

This course aims to provide students with comprehensive knowledge on the concepts, theories and techniques for successful marketing in the service industry. It also helps students in establishing and in implementing service strategies to enhance customer relationship and level of customer satisfaction. Topics include:

  1. Service Characteristics and Services Marketing;
  2. The Growth of Service Industry;
  3. The GAPS Model of Service Quality;
  4. Customer Behaviour in Services;
  5. Customer Expectations and Perceptions of Service;
  6. Service Encounter;
  7. Building Customer Relationship;
  8. Extended Marketing Mix on Services; and
  9. The Financial and Economic Impact of Service.
9.MKG4014Product and Distribution Management產品與分銷管理30

Product and Distribution Management

This course aims at providing students a broad understanding on the important theories, practices and issues in managing products as well as their channels of distribution in competitive organizations. Particular emphasis will be placed on Product Life Cycle planning and management. The course will also take on a customer driven approach to channel design – channel structure that matches services with end users needs. Topics include:

  1. Concepts and Significance of Product Management in Marketing Organizations;
  2. Market, Competitors and Customer Analysis;
  3. Developing Product Strategy;
  4. New Product Development Strategies;
  5. Pricing Decisions;
  6. Product Management Strategies;
  7. Financial Analysis for Product Management;
  8. Distribution and Channel Strategies;
  9. Managing Distribution Channels; and
  10. New Channel Development.
10.MKG4015Marketing Communications市場營銷傳播30

Marketing Communications

This course aims at providing students with the conceptual knowledge and practices on integrating the major strategies on advertising, sales promotion, public relations, personal selling and direct marketing to achieve comprehensive marketing communications. To cope with today’s increasingly dynamic market environment, the course also introduces the modern technology enabled interactive marketing methods to enhance the overall effect and the degree of customization in market communications (marcom). Topics include:

  1. Overview on Marketing Communications;
  2. Directing Marketing Communication Efforts;
  3. Establishing Marketing Communication Objectives and Budget;
  4. Advertising Creative and Media Strategies;
  5. Sales Promotion and Direct Marketing Activities;
  6. Interactive Marketing;
  7. Public Relations (PR) and Publicity; and
  8. Measuring Effectiveness of Marcom Programmes.
Elective Courses (The two courses for this intake)
11.MKG4030Social Media Marketing社交媒體營銷30

Social Media Management

This course aims at providing students with the concepts of social media marketing as well as highlighting the popular tools relating to both sides of social media, the buyer and the seller. It involves the study of the social networks, social media platforms and online marketing that offer students an advantage in many positions such as marketing, consulting and brand management. This course will be conducted in classroom for 10 hours and computer lab for 20 hours. Topics include:

  1. Basics of Social Media
  2. Overview of Blogging
  3. Social Networking
  4. Use of Facebook as Marketing Tool
  5. Use of Linkedln for Business
  6. Twitter for Promoting Business
  7. Media Sharing
  8. Social Media Marketing on YouTube
  9. Analysis, Social Networking Measurement and Monitoring
12.BAM4110Managing Organizational Behavior組織管理30

Managing Organizational Behavior

This course aims to provide students with a conceptual and a pragmatic approach to understand employees’ behaviour in the organization. It equips students with knowledge and skills to diagnose different behaviour situations and necessary techniques in influencing and controlling the behaviour of employees in the achievement of individual and organizational effectiveness. Topics include:

  1. Organizational Structure and Design;
  2. Organizational diversity;
  3. Organizational Culture;
  4. Organizational Leadership;
  5. Organizational Work Motivation;
  6. Group Behaviour and Work Teams;
  7. Organizational Decision Making; and
  8. Organizational Communication.

1) Students cannot claim exemption from the electives.
2) Not all electives will be offered in each term. Please refer to the study schedule that will be issued on admission.

Study Path

Certificate in Business StudiesAdvanced Diploma in Business (Marketing)

Duration and Mode of Study

18-24 months part-time

Medium of Instruction

Cantonese supplemented with English


Students who have successfully completed 12 required courses will be awarded the Advanced Diploma in Business (Marketing).
*Students can apply for Professional Certificate in Marketing as an exit award upon successful completion of the 5 concentration courses in the Advanced Diploma in Business (Marketing) programme.


Application Fee: HK$120
Tuition Fee: HK$37,540 for Advanced Diploma programme


March / July / November of every year

Course Schedule and Venue

Classes and examinations will be held on weekday evenings and Saturday afternoons (normally two classes per week) at Kowloon Tong / Kowloon East / Tsimshatsui / Wan Chai Learning Centre.

Minimum Entry Requirements

  1. Level 2 in five HKDSE subjects including English and Chinese (and up to 2 APL subjects) or equivalent; OR
  2. Successful completion of Yi Jin Diploma; OR
  3. Holder of a relevant School of Continuing Education (SCE) Diploma or Certificate or other equivalent non-SCE qualifications; or
  4. Aged 21 or above, preferably with 3 years' relevant work experience.
工商高等文憑(市場學) 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 10/000004/4 登記有效期: 29/12/2009 至 登記持續有效