開始主要內容

證書及文憑課程

上一頁
CP0172

Advanced Diploma in Business (Marketing)
工商高等文憑(市場學)

Certificate & Diploma Programme Continuing Education Fund Reimbursable Programme持續進修基金編號: 33F153239
兼讀制24個月
資歷架構級別: 4
科目時間圖標
開課日期 : 2024年7月
截止報名 : 2024年6月15日
科目資訊圖標
粵語授課,講義以英文為主

3411 1999

adbus@hkbu.edu.hk

Programme Features

The programme aims to provide students with essential business knowledge to manage the marketing function in organizations. It offers an understanding of the Hong Kong business environment and integrates business knowledge with specialized competences 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.

Under normal circumstances, graduates of the Advanced Diploma in Business (Marketing) can further their study to the Bachelor of Arts in Human Resource Management with Organisational Psychology offered by Edinburgh Napier University

This programme consists of 12 courses, totaling 360 hours.

 

 

Subject Code Course Title Hours
MKG4010

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109461

The objective of this course is to provide students with an understanding of the fundamentals of marketing and its applications through effective branding strategics for an organisation. Students will be taught various marketing tools, branding and product management, integrated marketing communication and brand equity. Topics include:

1.Introduction and the Marketing Essentials;

2.Scanning the Market Environment;

3.Consumer and Organisational Buying Behaviour;

4.Market Segmentation, Targeting and Positioning;

5.Branding and Product Management in the Marketing Mix;

6.Brand and Brand Management Fundamentals;

7.IMC and promotional mix;

8.Pricing and distribution channels; and

9.Designing appropriate marketing mix to build brand equity.

30
FIN4102

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109429

The course aims to teach students the basic concepts and principles of financial management. Its chief focus will be on investments in long-term and financial assets, financing decisions, working capital management, management of capital structure, dividend policy, debt policy, cost of capital, risk management tools and mergers and acquisitions. 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.

30
ISM4130

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109445

This course aims to provide students with broad knowledge of the utilization of information systems for competitive advantage in business organizations. 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.

30
ACT4105

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109410

This course aims to provide students with basic knowledge of financial reporting and the use of accounting information for decision making. Students will learn various analytical tools in assessing the financial performance and positions of companies. The key topics in the course are overview of financial statements, financial analysis, budgetary planning and capital investment appraisal. 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.

30
HRM4101

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109437

The course aims to enable students to explain and examine major human resources roles and functions in contemporary business organizations. Students should be able to apply human resources management concepts and theories to manage people effectively at work. This course also discusses the application of human resources practices in international settings. Topics include:

1.Overview of Human Resources Management;

2.Human Resources Planning;

3.Job Analysis;

4.Recruitment;

5.Selection;

6.Performance Management;

7.Reward Management;

8.Training and Development; 

9.Career Management and Development; and

10.Managing Employee Relations

 

30
*Concentration Courses
MKG4011

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 21Z08113-6

This course aims to provide a holistic view of the principles of marketing planning as well as teach the concepts, methodologies and essential skills required to conduct market research. The course also focuses on how proper marketing planning and research can contribute to the quality of marketing strategies and ultimately market success. Appropriate marketing planning processes, research design principles, 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.

30
MKG4012

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 21Z08114-4

This course aims to familiarize students with the dynamics of buyer and consumer behaviour as well as the multidimensional process influencing customer decisions. It involves studying the set of factors leading to the acquisition, usage and disposition of products, services and experiences. The course emphasizes the overall conceptual model of consumer behaviour and underlying theories as well as their application in the marketplace. Topics include:

1.Introduction to Consumer Behavior 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 Behavior Principles in Marketing Strategies;

8.Organizational Buying Behavior; and

9.Marketing Regulation and Ethics.

30
MKG4013

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 21Z08115-2

This course aims to provide students with essential knowledge on the concepts, theories and techniques for successful marketing for the service industry. It intends to help students to establish and implement service strategies to enhance customer relationship and satisfaction. Topics include:

1.Service Characteristics and Services Marketing;

2.The Growth of Service Industry;

3.The GAP 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.

30
MKG4014

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 21Z08116-0

This course aims to provide students with essential knowledge of the theories, practices and issues related to product management and distribution channels in a competitive business environment. Particular emphasis will be placed on product life cycle planning and management as well as the customer driven approach to channel design. 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 and marketing communications strategies;

7.Financial Analysis for Product Management;

8.Distribution and Channel Strategies;

9.Managing Distribution Channels; and

10.New Channel Development.

30
MKG4015

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 21Z08117-9

This course aims to provide students with the conceptual knowledge and practical know-how to achieve a comprehensive marketing communications strategy. This is done by integrating the major strategies for advertising, sales promotion, public relations, personal selling and direct marketing. The course also introduces the application of modern technology to enable the use of interactive marketing methods to enhance the overall effect and degree of customization in marketing communications. 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.

30
Elective Courses 
MKG4030

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z10947A

This course aims to teach students the concepts of social media marketing and highlights the popular tools of social media from the perspective of the buyer and seller. It involves the study of social networks, social media platforms and online marketing that offer an advantage in many areas 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.

30
BAM4110

Continuing Education Fund Reimbursable Programme / Course

CEF Course Code: 33Z109453

This course aims to provide students with a conceptual and pragmatic approach to understanding individual and group behaviour in organizations. It equips students with the knowledge and skills required to diagnose organizational behaviour for purpose of improving organizational effectiveness. The course will teach techniques for influencing and managing the behaviour of individuals and groups so as to bring about meaningful change in the organization. Topics include:

1.Organizational Structure and Design;

2.Organizational Culture;

3.Organizational Leadership;

4.Organizational Work Motivation;

5.Group Behaviour and Work Teams;

6.Organizational Decision Making; and

7.Organizational Communication.

30
BUM4000

 

This course aims to teach students the basic statistical skills needed to present and analyze data, with a view to facilitating decision-making in business organization. Students will learn how to evaluate business data using a variety of statistical tools and use the information gained to improve product and service quality. Topics include:
1.Basic Statistical Concepts;
2.Presentation of Data;
3.Statistical Measures;
4.Introduction to Probability;
5.Probability Distributions;
6.Sampling Distributions;
7.Interval Estimation; and
8.Hypothesis Tests.

30
   
360

 

Remarks:

1) Students cannot claim exemption from the electives.

2) The School reserves the right to offer any elective courses. Please refer to the study schedule that will be issued on admission.

3) Students must take BUM4000 and BAM4110 for articulation to Bachelor of Arts in Human Resource Management with Organisational Psychology - Edinburgh Napier University.

Bachelor of Arts in Human Resource Management with Organisational Psychology - Edinburgh Napier University

 

* Students must take BUM4000 and BAM4110 for articulation

Arrow top

Advanced Diploma in Business (Marketing)

 

 

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

Application Fee: HK$150 (non-refundable)
Tuition Fee: HK$42,100 (by six instalments)

Classes will be held on weekday evenings (normally two classes per week) at SCE 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, 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, 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).

 

By-Mail

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)  

In-Person

DLB Office (Kowloon Tong Campus Centre)

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

2024年5月22日(星期三)

時間

晚上7時

登記

課程簡介會將透過Zoom在線進行
請在<此>登記

主講

麥詩明女士

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.

持續進修基金可獲發還款項課程/科目 本課程已加入持續進修基金可獲發還款項課程名單內。 本課程 / 本單元所屬之主體課程(工商高等文憑(市場學))在資歷架構下獲得認可(資歷架構第4級)。


The above information is for reference only. The School reserves the right to make alterations or to cancel any class/programme without prior notice.


Programmes offered by the School of Continuing Education (leading to HKBU awards or SCE awards, or collaborative programmes) are conducted at various teaching venues, including Kowloon Tong and Shek Mun (Shatin) Campuses and Learning Centres in Tsimshatsui, Kowloon East, and Wan Chai. These venues are well-equipped to support students’ studies. While most of the classes are held at either the Kowloon Tong Campus or the Shek Mun Campus, depending on the School’s development, students may be assigned to take classes at other venues during their study period.