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 🎬 SCE兼讀制課程
課程編號: CP0205

Advanced Diploma in Business (Conference and Event Management)

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

Programme Aims

This programme aims at providing students with concrete knowledge and skills of a greater complexity in managing successful conference and events. It is designed to equip students with the professional knowledge of conference and events operations, marketing communications and risks management for the Conference and Event Industry. Hence, students are well-equipped with theoretical and practical grounding in event management and are able to develop appropriate professional skills to achieve corporate goals in conference and event management related function.

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.CEM4101Event Planning and Administration活動策劃與行政30

Event Planning and Administration

This course aims to provide students with comprehensive, modern business knowledge, practical skills and planning tools necessary for successful event planning and administration. Topics include:

  1. Background of Events;
  2. Modern Event Management Process;
  3. Developing the Event Plan;
  4. Event Sponsorship;
  5. Management of Human Resources;
  6. Financial Administration;
  7. Event Management Technology Tools; and
  8. Event Evaluation.
7.CEM4102Event Operations and Logistics活動運作及物流30

Event Operations and Logistics

This course provides the students with the required knowledge in event operations and logistics. In addition, students would be able to learn how to prepare for the production, catering services, booking of entertainment and logistics components of an event in order to achieve its goals and objectives. Topics include:

  1. Production and Staging Events;
  2. On Site Management;
  3. Catering Management;
  4. Food Menus and Beverage Lists;
  5. Food and Beverage Service Methods;
  6. Entertainment Management;
  7. Selecting and Booking Entertainment;
  8. Managing Performers; and
  9. Event Logistics Management.
8.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.
9. CEM4106 Conference and Exhibition Management 會議及展覽管理30

Conference and Exhibition Management

This course enables students to know how to organize a conference or an exhibition successfully. This was done by having a well thought out plan and good execution strategies and tactics. In addition, students would be able to learn and appreciate the whole process of preparing both types of events starting from objectives setting, staffing and recruitment to design and logistics in order to achieve the goals for the company. Topics include:

  1. The Evolution of the Conference Business;
  2. Conference Planning;
  3. Accommodation and Logistics;
  4. Planning Exhibition Events;
  5. Exhibition Booth Design; and
  6. Lead Generation and Management.
10.CEM4104Risk Management for Events活動風險管理30

Risk Management for Events

This course enables students to have a better understanding of the standard and customary event regulations and procedures. Throughout the course, participants will be acquainted with the necessary knowledge and skills to identify potential event liabilities and ethics and also able to monitor and control them through risk and ethical management procedures for different events. Topics include:

  1. Legal and Financial Safeguards;
  2. Contracts, Permits and Licenses;
  3. Classification of Risks;
  4. Risk Management Procedures;
  5. Risk Control Strategies; and
  6. Ethics in Event 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 Studies Advanced Diploma in Business (Conference and Event Management)

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 (Conference and Event Management).
*Students can apply for Professional Certificate in Conference and Event Managementas an exit award upon successful completion of the 5 concentration courses in the Advanced Diploma in Business (Conference and Event Management) 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(會議及活動管理) 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 12/000833/4 登記有效期: 27/06/2012 至 登記持續有效