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 🎬 SCE兼讀制課程
課程編號: CP0184

Advanced Diploma in Business (Financial Services Marketing)

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 financial services marketing function for developing students as financial services marketing professionals. Hence, students are well-equipped with theoretical and practical grounding in financial services marketing and are able to develop appropriate professional skills to achieve corporate service marketing goals in financial institution.

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.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 Behavior in Services;
  5. Customer Expectations and Perceptions of Service;
  6. Service Encounter;
  7. Building Customer Relationship;
  8. Extended Marketing Mix (7 P’s) on Services; and
  9. The Financial and Economic Impact of Service.
7.MKG4024Selling and Customer Relationship Management銷售與客戶關係管理30

Selling and Customer Relationship Management

This course aims to provide an understanding of the roles, the tasks and the importance of sales executives in the organization. In contemporary marketing, salespeople focus their efforts not only on selling and customers’ acquisition, but also retain customers and manage productively the lifelong customer relationship. This course will discuss how the traditional selling pipeline can be transformed into a holistic and effective selling and customer relationship management (CRM) process. Topics include:

  1. The Role of Selling in Marketing;
  2. The Sales Environment;
  3. The Personal Selling Process;
  4. Selling Through Market Intermediaries;
  5. Challenges in Personal Selling;
  6. Concepts of Customer Relationship Management (CRM);
  7. Customer Focus Factors;
  8. CRM Strategy Development and Implementation; and
  9. Future Trends in Selling and CRM.
8.FIN4103Personal Financial Planning個人財務策劃30

Personal Financial Planning

This course aims to provide students with skills and techniques to perform financial planning for personal financial decisions. This course will focus on the understanding of the overall financial planning process, and examine the major aspects of financial planning. Topics include:

  1. Principles of Financial Planning
  2. Personal Financial Records;
  3. Time Value of Money;
  4. Investment Instruments;
  5. Tax Planning;
  6. Insurance Policies and Planning;
  7. Retirement Planning; and
  8. Estate Planning.
9.FIN4105Investment Management投資管理30

Investment Management

This course aims to focus on investment management and analysis. It provides students with the skills and understanding to portfolio management with applications of modern portfolio theories and capital markets hypothesis. Topics include:

  1. Investment Environment in Hong Kong;
  2. Investment Instruments;
  3. Efficient Diversification;
  4. Capital Asset Pricing and Arbitrage Pricing Theory;
  5. Efficient Market Hypothesis;
  6. Fundamental and Technical Analysis;
  7. Performance Evaluation and Active Portfolio Management; and
  8. Portfolio Management Strategies.
10.FIN4106Derivatives and Financial Risk Management衍生工具與財務風險管理30

Derivatives and Financial Risk Management

This course aims to provide students with an understanding of major financial derivatives in Hong Kong and an overview of risk management in the financial markets. Emphasis will be placed on the pricing techniques of various techniques and the contemporary view of risk management according to the Basel Accord. Topics include:

  1. Overview of derivatives markets and financial risk management;
  2. Determination of Forward and Futures Prices;
  3. Stock Options Valuation;
  4. Swaps;
  5. Exotics Options and Nonstandard Products;
  6. The Basel Accord;
  7. Market Risk Management;
  8. Credit Risk Management; and
  9. Operational Risk Management.
Elective Courses (The two courses for this intake)
11.BAM4115Change Management變革管理30

Change Management

This course aims to provide students with knowledge and skills that will help the organizations and their members to manage and exploit change situations effectively. Topics include:

  1. Change Management;
  2. Theoretical foundations of Change Management;
  3. Defining How the Organization Needs to Change;
  4. Change and the Leader;
  5. Reinforcing Desired Behavior;
  6. Process Approach to Change; and
  7. System Approach to Change.
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 (Financial Services 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 (Financial Services Marketing).
*Students can apply for Professional Certificate in Financial Services Marketing as an exit award upon successful completion of the 5 concentration courses in the Advanced Diploma in Business (Financial Services Marketing) programme.


Application Fee: HK$120
Tuition Fee: HK$37,310 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(金融服務營銷) 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 10/000701/4 登記有效期: 20/07/2010 至 登記持續有效