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 🎬 SCE兼讀制課程
課程編號: CP0272

Certificate in Marketing Studies

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 fundamental principles, techniques and knowledge in the marketing context. Students will acquire comprehensive knowledge of general management, sales and marketing, retailing and customer service which emphasize on real world business applications and key marketing related issues. The Programme maintains a proper balance between generic and professional education so that students would find themselves equally ready either to take up related employments or to pursue further studies after graduation.

Programme Structure

This programme consists of 6 courses.

Course CodeCourse Title科目名稱Hours
Core Courses
1.MKG0013Marketing: Theory and Practice市場管理:理論與實踐30

Marketing: Theory and Practice

CEF Course Code

This course aims to provide students with the basic marketing concepts and the key marketing mix, with emphasis on the integration of these areas and their application to formulating an effective marketing strategy.

Topics include:

  1. The Marketing Concept;
  2. Analyzing the Marketing Environment;
  3. Consumers and Organizational Buying Behavior;
  4. Market Segmentation, Targeting and Positioning;
  5. Managing the Product in the Marketing Mix;
  6. Pricing Considerations and Strategies;
  7. Distribution Channels;
  8. Marketing Communications;
  9. Analytical Frameworks for Strategic Marketing Planning; and
  10. Introduction to International Marketing.
2. MKG0504Marketing Research

Marketing Research

CEF Course Code

This course aims to provide an understanding of the nature and concepts of marketing research. Marketing research principles, research process and design will be discussed. Included will be an introduction to commonly used data analysis and sampling techniques.

Topics include:

  1. The Nature of Marketing Research;
  2. The Research Process and Research Design;
  3. Data Collection and Measurement;
  4. Sampling and Data Analysis; and
  5. Ethical Issues in Marketing Research.
3. MKG0505 Selling and Sales Management 行銷及銷售管理30

Selling and Sales Management

CEF Course Code

This course aims to provide an understanding of the role of the sales force in communicating with target markets and how to manage the sales force within an organization. There is a discussion of the selling and sales management processes and the forces underpinning these processes.

Topics include:

  1. Development and Role of Selling and Sales Management in Marketing;
  2. The Sales Environment;
  3. Organizational Buying/Purchasing;
  4. The personal Selling Process;
  5. Sales Management;
  6. Sales Performance; and
  7. Current Trends in Selling and Sales Management.
4. MKG0201 Retail Management 零售管理30

Retail Management

CEF Course Code

The objective of this course is to introduce students to the knowledge and concepts necessary for successful management of Retail Business, with emphasis on the effective integration and coordination of these areas with the overall corporate marketing plan and the implementation of the marketing mix strategies.

Topics include:

  1. The Essentials of Retailing;
  2. Business Planning and Structure;
  3. Merchandising Management – Planning and Control;
  4. Merchandising Budgeting Process;
  5. Retail Operations Management;
  6. Store Location and Design;
  7. Legal and Security aspects of Retailing;
  8. Electronic Retailing (e-Tailing) and Non-Store Retailing;
  9. Retail Management and Strategies; and
  10. Retailing in the Global Marketplace.
5. CSM3001 Managing Customer Services and Relations 客戶服務及關係管理30

Managing Customer Services and Relations

CEF Course Code

The objective of this course is to equip students with essential knowledge and practices of providing professional service to and engaging productive relationship with customers in an organization. Emphasis would be placed on the various techniques to deliver and to manage quality services and relationship with different customers in the organization.

Topics include:

  1. Customer Service Essentials;
  2. Effective Customer Communications;
  3. Dealing with Special Difficult and Complaining Customers;
  4. Setting Service Standards;
  5. Concepts of CRM (Customer Relationship Management);
  6. Customer Focus Factors; and
  7. CRM Strategy Development and Implementation.
6. BAM3105 Managerial Skills

Managerial Skills

CEF Course Code

This course aims at equipping students with management knowledge and skills which will be performed effectively and efficiently in their work environment. Besides lectures, there will be ample opportunities for students to relate their own experiences to the materials of the course through group discussions, role play and case studies.

Topics include:

  1. Decision Making;
  2. Applying Interpersonal Skills;
  3. Communication;
  4. Motivating and Leading Team;
  5. Developing others; and
  6. Employee Counseling.


Study Path

Certificate in Marketing Studies Advanced Diploma
in Business (Marketing)

Duration and Mode of Study

9-12 months part-time

Medium of Instruction

Cantonese supplemented with English


Students who have successfully completed 6 required courses will be awarded the Certificate in Marketing Studies.


Application Fee: HK$120
Tuition Fee: HK$13,920


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. Completion of Secondary 6 or equivalent; OR
  2. Successful completion of Project Yi Jin; OR
  3. Holder of a relevant School of Continuing Education (SCE) Certificate or equivalent; OR
  4. Aged 18 or above with working experience.
市場學證書 在資歷架構下獲得認可
級別: 3 資歷名冊登記號碼: 15/003416/L3 登記有效期: 01/01/2016 至 登記持續有效