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 🎬 SCE兼讀制課程
課程編號: CP0261

Professional Certificate in 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 professional knowledge and skills in marketing financial and investment products, as well as servicing customers in the financial services industry. It focuses not only on the good practices of effective selling, promoting and client servicing in the financial services industry, but comprehensive knowledge on contemporary financial products, investment strategies and risk management practices will also be equally emphasized.

Programme Structure

This programme consists of 5 courses:

Course CodeCourse Title科目名稱Hours
1.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.
2.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.
3.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. Personal financial records;
  2. Time value of money;
  3. Investment instruments;
  4. Tax planning;
  5. Insurance policies and planning;
  6. Retirement planning; and
  7. Estate planning.
4.FIN4105Investment Management投資管理30

Investment Management

This course 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.
5.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.

Duration and Mode of Study

9-12 months part-time

Medium of Instruction

Cantonese supplemented with English


Students who have successfully completed 5 required courses will be awarded the Professional Certificate in Financial Services Marketing.


Application Fee: HK$120
Tuition Fee: HK$15,450


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 and 2 years' relevant work experience; OR
  2. Successful completion of Yi Jin Diploma and 2 years' relevant work experience; 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.
金融服務營銷專業證書 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 15/003408/L4 登記有效期: 01/01/2016 至 登記持續有效