Main content start

Certificate & Diploma Programmes


Advanced Diploma in Business (Marketing)

Certificate & Diploma Programme Continuing Education Fund Reimbursable ProgrammeCEF Reimbursable Courses NO. : 21F08112-5
24 months part-time
Qualifications Framework Level : 4
programme time icon
Commencement : NOV 2018
Application Deadline : 26 SEP 2018
programme info icon
Cantonese supplemented with English

3411 1999

Programme Features

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 to develop students as marketing professionals.

Associate Membership of the Hong Kong Institute of Marketing subject to the completion of 24 hours of Continuous Professional Development (CPD) in the first year of membership. For further information, please contact HKIM at 2881 6682.

This programme consists of 12 courses, totaling 360 hours.



Subject Code Course Title Hours

CEF Course Code: 21Z08108-A

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 organisation. Topics include:

1.The Marketing Essentials;

2.Scanning the Market Environment;

3.Consumers and Organisational 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 Organisation’s Marketing Activities.


CEF Course Code: 23Z08120-4

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.


CEF Course Code: 21Z08110-1

This course aims to provide students with broad knowledge on how information systems are utilized in business organisations 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 Organisations for Operational Excellence.


CEF Course Code: 23Z08125-5

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.


CEF Course Code: 21Z08111-A

The overall aim of the course is to enable students to identify and explain the major human resource roles and functions in contemporary business organisations. 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;



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

CEF Course Code: 21Z08113-6

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.


CEF Course Code: 21Z08114-4

This course aims to familiarize students with the concepts of buying and consuming behaviour as well as the multi-dimensional process relating to consumer behaviour. It involves the study of the set of consumer’s decision about the acquisition, usage and disposition of products, services, experiences and ideas. Topics include:

1.Introduction to Consumer Behaviour and Marketing Strategy;

2.Internal Influences (the Psychological Core);

3.External Influences (the Consumer’s Culture);

4.Self-concept and Lifestyle;

5.Explaining Consumer Decision Making;

6.Customer Loyalty;

7.Applying Buyer and Consumer Behaviour Principles in Marketing;

8.Organisational Buying Behaviour; and

9.Marketing Regulation and Ethics.


CEF Course Code: 21Z08115-2

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 Behaviour in Services;

5.Customer Expectations and Perceptions of Service;

6.Service Encounter;

7.Building Customer Relationship;

8.Extended Marketing Mix on Services; and

9.The Financial and Economic Impact of Service.


CEF Course Code: 21Z08116-0

This course aims at providing students a broad understanding on the important theories, practices and issues in managing products as well as their channels of distribution in competitive organisations. Particular emphasis will be placed on Product Life Cycle planning and management. The course will also take on a customer driven approach to channel design – channel structure that matches services with end users needs. Topics include:

1.Concepts and Significance of Product Management in Marketing Organisations;

2.Market, Competitors and Customer Analysis;

3.Developing Product Strategy;

4.New Product Development Strategies;

5.Pricing Decisions;

6.Product Management Strategies;

7.Financial Analysis for Product Management;

8.Distribution and Channel Strategies;

9.Managing Distribution Channels; and

10.New Channel Development.


CEF Course Code: 21Z08117-9

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 customisation 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.

Elective Courses (Fixed for this intake)


This course aims at providing students with the concepts of social media marketing as well as highlighting the popular tools relating to both sides of social media, the buyer and the seller. It involves the study of the social networks, social media platforms and online marketing that offer students an advantage in many positions such as marketing, consulting and brand management. This course will be conducted in classroom for 10 hours and computer lab for 20 hours. Topics include:

1.Basics of Social Media;

2.Overview of Blogging;

3.Social Networking;

4.Use of Facebook as Marketing Tool;

5.Use of Linkedln for Business;

6.Twitter for Promoting Business;

7.Media Sharing;

8.Social Media Marketing on YouTube; and

9.Analysis, Social Networking Measurement and Monitoring.


CEF Course Code: 21Z08106-3

This course aims to provide students with a conceptual and a pragmatic approach to understand employees’ behaviour in the organisation. 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 organisational effectiveness. Topics include:

1.Organisational Structure and Design;

2.Organisational Diversity;

3.Organisational Culture;

4.Organisational Leadership;

5.Organisational Work Motivation;

6.Group Behaviour and Work Teams;

7.Organisational Decision Making; and

8.Organisational 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.

Students who have obtained a passing grade and satisfied the attendance requirement in each course will be awarded the Advanced Diploma in Business (Marketing).


Application Fee: HK$120 (non-refundable)
Tuition Fee: HK$37,540 (by six instalments)
Click here for info on the financial assistance available.

Classes and examinations will be held on weekday evenings and Saturday afternoons (normally two classes per week) at Tsimshatsui/Wan Chai Learning Centres.

  1. Level 2 in five HKDSE subjects including English and Chinese (and up to two APL subjects) or equivalent; or
  2. Successful completion of Diploma Yi Jin; 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 three years’ relevant work experience.

Applicants may submit application through (A) online system, or (B) hard-copy submission by mail or in-person.


(A) Application through online system

  1. Enter SCE Online Application System and fill in required data.
  2. Upload files of the following documents onto the system:
    1. proof for relevant academic qualifications and professional qualifications, e.g. certificate of public examinations (application for exemption should be submitted with supporting documents which include transcript/result slip, certificate and course syllabus);
    2. proof for relevant work experience (if any);
    3. any pertinent supporting documents; and
    4. a recent photograph (1.5” x 2”).
  3. Make payment for the application fee for admission (HK$120), and handling fee for exemption (HK$200 per course if applicable) through the Online Payment Gateway.

(B) Application through hard-copy submission

  1. Download and complete Application for Admission form (SCE-AF-002)
  2. Attach PHOTOCOPIES of the following documents:
    1. HKID card;
    2. proof for relevant academic qualifications and professional qualifications, e.g. certificate of public examinations (application for exemption should be submitted with supporting documents which include transcript/result slip, certificate and course syllabus);
    3. proof for relevant work experience (if any);
    4. any pertinent supporting documents.
  3. Attach two recent photographs (1.5” x 2”).
  4. Make payment for the application fee for admission (HK$120), and handling fee for exemption (HK$200 per course if applicable), in the form of a crossed cheque made payable to “Hong Kong Baptist University” with applicant’s name, contact number and programme name written at the back. Applicants who submit application in-person may make payment with cash or EPS.
  5. Complete set of application should be submitted either by-mail or in-person at the following address(es).



School of Continuing Education

Hong Kong Baptist University

2/F, Franki Centre, 320 Junction Road, Kowloon Tong

(Please mark the title of the programme applied on the envelope)  


Kowloon Tong Campus Centre DLB Office

4/F, David C. Lam Building, Shaw Campus, Hong Kong Baptist University, 34 Renfrew Road, Kowloon Tong, Kowloon


Tsim Sha Tsui Learning Centre Office

6/F, 136A Nathan Road, Tsimshatsui, Kowloon


Counter Service Hours:

Mon-Fri: 9:00 am-8:00 pm

Sat: 9:00 am-4:00 pm

(Closed on Sun, Public Holidays and School Holidays)

Kowloon East Learning Centre Office

7/F, Millennium City 3, 370 Kwun Tong Road, Kowloon


Wan Chai Learning Centre Office

26/F, Wu Chung House, 213 Queen’s Road East, Wan Chai, Hong Kong


Counter Service Hours:

Mon-Fri: 12:00 pm-8:00 pm

Sat: 12:00 pm-4:00 pm

(Closed on Sun, Public Holidays and School Holidays)  

  • Applicants will be requested to present the HKID card and original copies of all credentials for verification. Those who submit application in-person may bring along the HKID card and original credentials for verification.
  • All fees paid are non-refundable.

  • All documents submitted together with the application form will not be returned to applicants.  For unsuccessful applications, the documents and forms will be destroyed and the electronic files will be deleted.
  • Notes to non-local applicants – Part-time certificate/diploma programmes are generally not considered by the Immigration Department for visa purposes. For a non-permanent Hong Kong resident, it is his/her responsibility to check whether he/she can take the programme before making application.

Students can apply for Credit Transfer/Exemption under the following conditions:

  1. Credit Transfer will be considered if students have completed (or are currently studying) the required courses offered by the School prior to admission to the programme. Courses concerned will be automatically transferred to the programme and supporting documents are not required.
  2. Exemption will be considered if students possess a demonstrated competence (e.g. passed relevant courses in public examinations or other institutes) equivalent to the learning outcomes of the course to be studied. Supporting documents such as course syllabuses, transcripts or certificates should be submitted.

The above request(s) should be submitted when applying for admission. Late application will not be considered. Courses that are being studied or pending for result/certificate should also be reported at the time of admission, followed by the submission of supporting documents for approval upon release of result/issuance of certificate.

Credit Transfer/Exemption will not be granted if such qualifications have not been reported during admission or if they are obtained after registration in the programme.

Remarks for Credit Transfer/Exemption are shown as below:


Course Remark Code Description
EX Course Exempted
TC Credit Transferred

Limitations for Credit Transfer/Exemption

For all Programmes of Levels 1 to 2, the maximum exemption and credit transfer is limited to half of the total number of programme hours. For all Programmes of Level 3 or above, the maximum exemption is limited to one quarter of the total number of programme hours, while the sum of exemption and credit transfer is still limited to half of the total number of programme hours. In the case that the number of hours of exempted and/or transferred credit course(s) (including the course(s) being studied) has exceeded the maximum allowance, students should submit explanations and approval will be granted at the School’s discretion.


Example 1 The Certificate in Spanish (Introductory) (Level 1 programme) requires student to complete four courses (120 hours in total). Application for Credit Transfer and Exemption should not exceed 60 hours.
Example 2 The Certificate in Jewellery Design & Production (Level 2 programme) requires student to complete six courses (180 hours in total). Application for Credit Transfer and Exemption should not exceed 90 hours.
Example 3 The Certificate in Marketing Studies (Level 3 programme) requires student to complete six courses (180 hours in total). Application for Credit Transfer and Exemption should not exceed 90 hours in total while the Exemption should not exceed 45 hours.
Example 4 The Advanced Diploma in Accounting (Level 4 programme) requires student to complete 16 courses (480 hours in total). Application for Credit Transfer and Exemption should not exceed 240 hours in total while the Exemption should not exceed 120 hours.

Applicants may refer to the Exemption List for reference.

日期 2018年9月18日(星期二)
時間 下午7時至8時
課程 下列課程之簡介及諮詢:
主講 學術統籌主任




Q: When will I know if I have been admitted?

A: The admission result will be sent to applicants via e-mail within 10 working days after the application deadline.


Q: When will I know the result of my application for course exemption?

A: Result of application for course exemption will be released together with the admission result via e-mail.


Q: Can I change from one programme to another?

A: Once the offer is confirmed upon completion of registration, applicants are not allowed to change to another programme. Applicants are required to submit a new application with relevant documents and application fee for another programme.

Continuing Education Fund Reimbursable Programme The programme/courses of the programme have been included in the list of reimbursable courses for Continuing Education Fund purposes. Continuing Education Fund Reimbursable Programme Continuing Education Fund Reimbursable Programme

The above information is for reference only. The School reserves the right to make alterations or to cancel any class/programme without prior notice. Students are advised to follow the requirements listed in the course information distributed on admission.