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 🎬 SCE兼讀制課程
課程編號: CP0188

Advanced Diploma in Business (Marketing Communications)

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 communications function for developing students as marketing communications professionals.

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.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.
7.MKG4201Media Planning and Strategy Development媒介策劃與策略發展30

Media Planning and Strategy Development

This course aims at providing students with an understanding of the media planning process and selection and evaluation of media vehicles. Focus will be given on the development of media strategies and consideration of the various decisions and problems that arise in those processes. Topics include:

  1. Introduction to Media Planning;
  2. Measurements and Calculations;
  3. Principles of Planning Media Strategy;
  4. Components of a Media Plan (Part 1);
  5. Components of a Media Plan (Part 2);
  6. Components of a Media Plan (Part 3);
  7. Selecting Media Vehicles;
  8. Media Costs and Buying Problems; and
  9. Evaluating the Media Plan.
8.MKG4202Effective Advertising Copywriting卓越廣告撰稿30

Effective Advertising Copywriting

This course aims to help students learn how to create original and effective advertising copy. Students will acquire the necessary skills to write effective advertising copy for different media such as television, radio, print, internet, etc. for promoting products, services and ideas and encourage the target customers to respond positively as the advertiser intended. Topics include:

  1. Advertising Copywriting Overview;
  2. Understanding the Brand;
  3. Preparing the Campaign;
  4. Understanding Copywriting Elements;
  5. Print Advertising;
  6. Direct Response;
  7. Copywriting for Radio Advertising;
  8. Television Copywriting; and
  9. Writing For the Internet.
9.CAP4170Advertising and Visual Technology廣告與視覺科技30

Advertising and Visual Technology

The course aims to develop students with broad knowledge in the implementation of advertising messages using various visual media and technology. Through hands-on practice, students will acquire techniques to create visuals to convey advertising information effectively in business. Topics include:

  1. Advertising Appeals;
  2. Advertising and Visual Media;
  3. Aesthetics;
  4. Creative Visualization;
  5. Perception;
  6. Cultural Palettes;
  7. Visual Semiotics; and
  8. Applications of Visual Technology in Advertising.
10.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.
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 (Marketing Communications)

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 Communications).
*Students can apply for Professional Certificate in Marketing Communicationsas an exit award upon successful completion of the 5 concentration courses in the Advanced Diploma in Business (Marketing Communications) programme.


Application Fee: HK$120
Tuition Fee: HK$37,850 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(市場營銷傳播) 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 10/001197/4 登記有效期: 26/10/2010 至 登記持續有效