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 🎬 SCE兼讀制課程
課程編號: CP0263

Professional Certificate in 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 concrete knowledge and skills of a greater complexity in marketing communications. It is designed to equip students with the professional knowledge of media strategy development, advertising copywriting, visual technology and marketing and research planning for marketing communications. Hence, students are well-equipped with theoretical and practical grounding in marketing communications and are able to develop appropriate professional skills to achieve corporate goals in marketing communications related function.

Programme Structure

This programme consists of 5 courses:

Course CodeCourse Title科目名稱Hours
1.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.
2.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.
3.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; amd
  9. Writing For the Internet.
4.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.
5.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.

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 Marketing Communications.


Application Fee: HK$120
Tuition Fee: HK$15,760


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.
市場營銷傳播專業證書 在資歷架構下獲得認可
級別: 4 資歷名冊登記號碼: 15/003410/L4 登記有效期: 01/01/2016 至 登記持續有效