Postgraduate Diploma in SERVICES AND RETAIL MARKETING DIGITAL AND SOCIAL MEDIA MARKETING FASHION AND LUXURY BRAND MANAGEMENT

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1 Postgraduate Diploma in SERVICES AND RETAIL MARKETING DIGITAL AND SOCIAL MEDIA MARKETING FASHION AND LUXURY BRAND MANAGEMENT Intermediate Awards Postgraduate Diploma in Marketing Studies Postgraduate Certificate in Services and Retail Marketing Postgraduate Certificate in Digital and Social Media Marketing Postgraduate Certificate in Fashion and Luxury Brand Management Postgraduate Certificate in Marketing Studies The University of Hong Kong School of Professional and Continuing Education College of Business and Finance September 2014

2 Postgraduate Diploma in SERVICES AND RETAIL MARKETING DIGITAL AND SOCIAL MEDIA MARKETING FASHION AND LUXURY BRAND MANAGEMENT INTRODUCTION Hong Kong is one of the world s major business centres and has gained a reputation as a shopping paradise. Marketing is therefore a fast-developing and highly competitive field. As the world changes rapidly, marketing people need to update themselves with new ideas and concepts relevant to their industry. Marketing is a very broad profession and many new areas are developing in a fast pace as the market evolves. Some of these areas include digital marketing, social media marketing and brand management. This series of postgraduate diploma programmes is to provide opportunities for marketing professionals and general business practitioners to upgrade their knowledge and skills in the specialized areas of marketing and brand management to cope with the challenges of the changing market. These programmes will also provide further study opportunities for students who wish to articulate to a master degree in a marketing related discipline. AIMS & OBJECTIVES This series of programmes is designed to equip participants to develop the knowledge, international perspective and managerial skills required to enhance their company s competitiveness, innovative capabilities and brand reputation. On completion of the programmes, participants should have acquired specialized knowledge and be able to apply these at work. The programmes also prepare students for further education (e.g. MSc Marketing offered jointly by HKU SPACE and Edinburg Napier University, MSc in Marketing offered jointly by HKU SPACE and University of Leicester, and MSc Strategic Brand Management offered jointly by HKU SPACE and University of Hull) as well as career advancement in services and retail marketing, digital and social media marketing and fashion and luxury brand management. ENTRY REQUIREMENTS Applicants should have: a. i. a bachelor s degree awarded by a recognized institution; OR ii. a professional qualification in a relevant discipline and 5 years of full-time work experience at senior managerial level in related industries. AND b. A good command of English. If the degree or equivalent qualification is from an institute where the language of teaching and assessment is not English, applicants shall provide evidence of English proficiency, such as: i. an overall band of 6.0 or above with no subtests lower than 5.5 in the IELTS; or ii. a score of 550 or above in the paper-based TOEFL, or a score of 213 or above in the computer-based TOEFL, or a score of 80 or above in the internet-based TOEFL; or iii. HKDSE Examination English Language at Level 3 or above; or iv. HKALE Use of English at Grade E or above; or v. Equivalent qualifications. Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.

3 PROGRAMME STRUCTURE PgDip in Services and Retail Marketing A. Common Core Modules PgDip in Digital and Social Media Marketing PgDip in Fashion and Luxury Brand Management 1 Integrated Brand Communications 2 Consumer Behaviour and Branding 3 Advertising and Media B. Specialism Core Modules 4 Services Marketing Social Media Marketing Luxury Brand Management 5 Retail Marketing Strategies Digital Marketing Fashion Marketing C. Elective Module 6 Any one specialism module from the other streams A. Modules 1 3 are common core modules for the three programme streams. B. Modules 4 5 are specialism core modules for the three programme streams. C. Module 6 is an elective module which can be selected from the specialism modules of the other programme streams. Students who complete all six modules including 3 common core modules (Modules 1-3), two specialism modules (Modules 4-5) in their chosen stream and one elective module (any one chosen from specialism modules of the other programme stream) will be awarded a Postgraduate Diploma in the specialised stream they are enrolled in. Students who complete any five modules from Modules 1 to 6 may choose to exit with the intermediate award of Postgraduate Diploma in Marketing Studies. Students who complete Modules 1-3 may choose to exit with the intermediate award of Postgraduate Certificate in Marketing Studies. Students who complete any one common core module (from Modules 1-3) and two specialism modules (Modules 4 and 5) may choose to exit with the intermediate award of Postgraduate Certificate in the specialised stream they are enrolled in. TEACHING MODE For each of the common core modules (Modules 1-3), there are 39 lecture hours and 10 consultation hours. For each of the specialism core and elective modules (Modules 4-6), there are 30 lecture hours and 10 consultation hours. The programmes have a normal duration of 12 months (for students who study two modules each term), a minimum registration period of 8 months (for students who study the maximum of three modules each term) and a maximum registration period of 24 months. The medium of instructions will be English. PROGRAMME SCHEDULE Terms November March July Application Closing Period Early October Early February Early Jun

4 ASSESSMENT Assessment for all modules is based on continuous assessment and / or final examination. The continuous assessment includes written assignments (paper, essay, or report), group project, and/or presentation. The overall passing mark is 50%. EXEMPTION AND RE-ADMISSION POLICY Exemption of up to 3 modules may be considered based on individual merits. A non-refundable fee of HK$500 per module is payable for each application for exemption. The intermediate awards are options for students who choose to exit the programme. Holders of an intermediate award who want to apply for re-admission to the programmes within two years will be allowed to continue with the remaining curriculum. The re-admission is subject to curriculum changes in which case the students would be required to make up for the revised syllabus. FEES $4,500 per module (Module 1-3) $4,000 per module (Module 4-6) *All fees are subject to change without prior notice. ACADEMIC ARTICULATION On completion of the Postgraduate Diplomas, participants will be eligible to apply for admission to: MSc in Marketing/ MSc in Marketing with Festival & Event Management/ MSc in Marketing with Sales Management (Edinburg Napier University) MSc in Marketing (University of Leicester) MSc Strategic Brand Management (University of Hull) MSc in Marketing* MSc in Marketing with Festival and Event Management* MSc in Marketing with Sales Management* Edinburgh Napier University, UK MSc in Marketing * University of Leicester MSc Strategic Brand Management (subject to approval) University of Hull PgDip/ PgCert in Services and Retail Marketing PgDip/ PgCert in Digital and Social Media Marketing PgDip/ PgCert in Fashion and Luxury Brand Management HKU SPACE BA (Hons) Marketing & Management / Marketing * University of Hull BCom (Marketing and Advertising) * Curtin University CRICOS Provider Code 00301J Advanced Diploma in Marketing Advanced Diploma in Marketing & Retail Management Advanced Diploma in Marketing & Brand Management HKU SPACE * This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.

5 MODULE DESCRIPTION Integrated Brand Communications focuses on the effective marketing communication tools to build a brand. It aims to choose and design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to deliver brand promises, develop a brand or re-brand to revitalize it for success, and to build and measure brand value and equity. Consumer Behaviour and Branding is designed to build an understanding of how both consumers and organisations make purchasing decisions. This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes. The module will also take a consumer perspective onto brand management and will look at how individual engages with and uses brands, with particular emphasis on co-creation of values among brand related communities. Advertising and Media equips students with a framework of established models and concepts with which to analyse the influence and effect of advertising. It will consider the latest trends within the media industry, the role and importance of media strategy and the planning within the wider marketing communication context. Digital Marketing is a growing channel within a company s marketing program mix. This module explores the various components of this channel including social, mobile, , microsites, and search engine marketing to understand how to implement an effective digital marketing strategy. Luxury Brand Management provides an overview of the entire luxury goods management process, from brand DNA definition to product distribution in markets. Focusing on the luxury consumer, the course examines brand strategy, competition, market needs and specificities, product launching and manufacturing, communication and distribution. Using the case study and project-based learning approach, the course examines ways in which strategic thinking, creativity and business skills are integrated in the successful luxury goods firm. Fashion Marketing focuses on the integration of fashion marketing concepts, practices and applications and facilities the development of a marketing and merchandising plan. The module also analyses opportunities regarding merchandise positioning, brand imagery, targeting and segmentation of an apparel or other fashion product. Services Marketing provides a critical awareness of the unique challenges inherent in marketing services. It discusses the contemporary issues in services marketing, combined with local and regional perspectives. It reviews the application of different concepts, frameworks, and analytical procedures in managing the service delivery process, and the development of appropriate strategies to market services. Retail Marketing Strategies equips students with retail marketing strategies and issues that affect marketing in a retail environment. It covers the current issues in developing location strategy and factors in selection retail locations, the contemporary concepts and skills in developing and implementing retail marketing strategies, and the laws and ethics that affect the implementation of retail marketing strategies. Social Media Marketing covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The module focuses on how social media strategies can be used effectively in marketing programmes, when they should/ should not be used, how to build them, and how to measure, track, and evaluate their performance and effectiveness.

6 APPLICATION PROCEDURES Applicants are required to complete the enclosed APPLICATION FORM and submit it with relevant supporting documents to one of the following HKU SPACE Enrolment Centres: In Person: (i) HKU SPACE Admiralty Learning Centre 3/F, Admiralty Centre, 18 Harcourt Road, Hong Kong (Exit A, Admiralty MTR Station) Saturdays: 8:30 am to 5:30 pm Telephone: Fax: (ii) HKU SPACE HKU Campus 3/F, T.T. Tsui Bldg, The University of Hong Kong Pokfulam Road, Hong Kong Weekdays: 8:30 am to 6:00 pm Saturdays: closed Telephone: Fax: (iii) HKU SPACE Fortress Tower Learning Centre 14/F., Fortress Tower, 250 King s Road, North Point Hong Kong (Exit B, Fortress Hill MTR Station) Saturdays: closed Telephone: Fax: (iv) HKU SPACE Island East Campus 2/F, 494 King s Road, North Point Hong Kong (Exit B3, North Point MTR Station) Saturdays: 8:30 am to 5:30 pm Telephone: Fax: (v) HKU SPACE Kowloon West Campus 38-46, Nassau Street, Mei Foo Sun Chuen (Phase 6), Kowloon (Exit B, Mei Foo MTR Station) Saturdays: 8:30 am to 5:30 pm Telephone: Fax: (vi) HKU SPACE Kowloon East Campus 1/F, 28 Wang Hoi Road, Kowloon Bay, Kowloon (Exit B, Kowloon Bay MTR Station) Saturdays: 8:30 am to 5:30 pm Telephone: Fax: (viii) HKU SPACE Po Leung Kuk Community College (HPCC) Campus 1/F, HPCC Campus, 66 Leighton Road, Causeway Bay, Hong Kong Weekdays: 9:00 am to 5:30 pm Saturdays: closed Telephone: Fax: * Our Learning Centre staff are able to certify photocopies of the supporting documents. By Post: HKU SPACE Marketing Programmes College of Business & Finance, HKU SPACE, 34/F United Centre, 95 Queensway, Hong Kong All applications must be accompanied by: 1. Certified true copies of full educational certificates and transcripts; 2. Testimonials or other documentary proof of the applicant s working experience; 3. A non-refundable crossed cheque of HK$150 payable to HKU SPACE as application fee. Note: When submitting your application in person at any of the HKU SPACE enrolment centres, please bring along the originals of your qualification certificates, transcripts and documentary proof of working experience for certification at the enrolment centres. Late applications may only be considered at the discretion of the Programme Leader. If you are posting your application, please arrange to bring the originals of the relevant documents for certification to HKU SPACE Admiralty Learning Centre, 3/F, Admiralty Centre, 18 Harcourt Road, Hong Kong before the commencement of classes. Should you have any difficulties in submitting the necessary documents during the above-mentioned working hours, please feel free to let us know. PROGRAMME TEAM Flora Chan, Associate Head and Senior Programme Director I BSocSc HK; MSc Marketing NUI; M Adv BS S.Aust; MHKIM; MCIM; Chartered Marketer; Prof marketer Michael Kong, Programme Leader PDip Poly UHK; MBA Sheff; GDip Canberra; ATI; MHKITA Josephine Lee, Programme Manager BA W.Ont.; MSc Leic.; MBA W.Ont. PROGRAMME ENQUIRIES Telephone : Fax :

7 Postgraduate Diploma in Services and Retail Marketing Postgraduate Diploma in Digital and Social Media Marketing Postgraduate Diploma in Fashion and Luxury Brand Management APPLICATION FORM For office use only Admitted Waiting List Rejected (MK ) Postgraduate Diploma in Services and Retail Marketing (MK ) Postgraduate Diploma in Digital and Social Media Marketing (MK ) Postgraduate Diploma in Fashion and Luxury Brand Management PERSONAL PARTICULARS Name in Chinese (if appropriate) Date of Birth Name in English (Surname first) Title * Mr. / Mrs. / Ms. / Miss. HKID Card / Passport No. Correspondence Address Nationality Permanent HK Resident Yes No (if No, please see Notes to Non-local Applicants) Home Telephone Address Mobile Phone Office Telephone Fax Number Start date of Current Employment Employer s name and address Emergency Contact Person Contact Person Position In case of emergency, we may need to contact your family or friend. Please suggest. Phone * Please delete the inappropriate ACADEMIC QUALIFICATION (in reverse chronological order) Please state qualifications relevant to the programme / course entry requirements you are applying for and attach the releveant proof of qualifications. Institution Award Received Dates of attendance (From / To) Part-time or Full-time Name Full Postal Address Please also complete this part Note: This application acknowledgement is not complete without validation by official printing machine entry of the details above at the University or Town Centre office of the School of Professional and Continuing Education, The University of Hong Kong.

8 EMPLOYMENT HISTORY (in reverse chronological order) Name of Employer Job Title Date (From / To) OTHER RELEVANT INFORMATION HKU SPACE ALUMNI All new enrolled students in the School will automatically become ordinary members of the HKU SPACE ALUMNI. If you DO NOT WISH to be a member of the HKU SPACE ALUMNI, please check this box. Equal Opportunities for Learning at HKU SPACE It is the School policy to offer equal opportunities to all applicants with or without disabilities. To enable us to meet the needs of all students, you are invited to indicate on this form whether you require any special assistance. If you do need such assistance, the School may approach you subsequently to obtain further details so as to facilitate our planning and assess how best we can help you. Special assistance required Yes No Statement on Collection of Personal Data 1. It is necessary for applicants to supply their personal data and to provide all the information requested in the application documents, as otherwise the School may be unable to process and consider their applications. 2. The personal data provided in this form will be used for processing your application for admission, and for registration, academic and administrative communication, alumni management and contacts, research, statistical and marketing (including direct marketing) purposes. The data will be solely handled by HKU SPACE staff but may be transferred to an authorised third party providing services to the School in relation to the above purposes and prescribed purposes as allowed by the law from time to time. 3. When the processing and consideration of all the applications for a particular programme have been completed: (a) the application papers of unsuccessful candidates will be destroyed (if you have indicated to receive our promotional materials in Paragraph 6 then your contact details and related papers would be retained for such purposes); and (b) the application papers of successful candidates will serve as part of the applicant s official student records and will be handled by HKU SPACE staff or by staff of an authorised third party providing services to the School in relation to the stated purposes. In all such circumstances, please be assured that any personal information you supply will be kept strictly confidential. 4. Upon enrolment, applicants will be required to submit a recent colour photo for student identification purpose. 5. The School will send urgent messages to students via Short Message Services (SMS) and supplement by other means such as (if the need arises). It is therefore important that the mobile phone number and address that the applicant provides are accurate. Any change should be reported to the School immediately. Those who have genuine difficulty in receiving urgent messages via SMS should contact the programme teams for separate arrangements. Use of Personal Data related to Direct Marketing 6. From time to time, the School will send the latest updates and promotional materials to applicants/students and alumni on the availability of the programmes and courses, seminars and events, discounts and offers, clinics and other services as well as the alumni events, privileges and offers, networking opportunities and fund-raising initiatives through various communication channels such as direct-mail, and mobile phone, by using your personal data (including, but without limitation to, your name, contact details and other information collected in your profile such as the programme(s) you enrolled, your graduation year etc). You always have the right to make subsequent changes on your choice of receiving further marketing materials by sending a written unsubscribe request (by or by post) to the School at any time. If you DO NOT WISH to receive our latest updates and promotional materials through the communication channels as stated above, including discounts and offers from time to time, please check this box. 7. Under the provisions of the Personal Data (Privacy) Ordinance, applicants have the right to request the School to ascertain whether it holds your personal data, to be given a copy, and to apply for correction of the data, if deemed incorrect. Applications for access to personal data should be made by using a special request form and on payment of a fee. Such applications for access of information should be addressed to the Data Protection Officer, HKU SPACE. For general requests of personal data amendment, please fill out the Application Form for Personal Data Amendment and submit it to HKU SPACE. 8. For details on the School s policy on personal data (privacy), please refer to the School Prospectus or Website. General Notes to Applicants 1. Enrolment can be done in person at any of the School s Enrolment Counters by completing this application form and submitting it with the appropriate fee and relevant documents. You can also mail to the The Programme Director, Postgraduate Diploma in Services and Retail Marketing, Postgraduate Diploma in Digital and Social Media Marketing, Postgraduate Diploma in Fashion and Luxury Brand Management,, HKU SPACE 34/F, United Centre, 95 Queensway, Hong Kong. 2. Fees paid by crossed cheque or bank draft should be made payable to HKU SPACE. 3. For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or MasterCard if the course will start shortly. 4. If admission is on a first come, first served basis and if you do not hear from us before the course starts, you may assume that your application has been accepted, and should attend the course as scheduled. 5. If admission is by selection, the official receipt is not a guarantee that your application has been accepted. We will inform you of the result as soon as possible after the closing date for application. Unsuccessful applicants will be given a refund of programme/course fee if already paid. 6. If you do not know the teaching venue within 3 days of the starting date of the course, please check with the relevant programme team. 7. Course fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment). 8. Please refer to the HKU SPACE Prospectus and the official website for full details of enrolment procedures for HKU SPACE Programmes. Notes to Non-local Applicants To study in Hong Kong, all non-local applicants are required to obtain a student visa issued by the Immigration Department of the HKSAR Government, except for those admitted to Hong Kong as dependants, who do not need prior approval before taking up full-time and part-time studies. Non-local applicants issued with a valid employment visa also do not need prior approval to pursue part-time studies. It is the responsibility of individual applicants to make appropriate visa arrangements. Admission to a HKU SPACE academic programme/course does not guarantee the issue of a student visa. Applicants may wish to note that part-time courses are generally not considered by the Immigration Department for visa purposes except for self-financed, part-time locally accredited taught postgraduate programmes awarded within the HKU System through HKU SPACE. Declaration 1. I declare that all information given in this application form and the attached documents are, to the best of my knowledge, accurate and complete. 2. I authorise the School to obtain, and the relevant authorities to release, any information about my qualifications and/or employment as required for my application. 3. I consent that if registered, I will conform to the Statutes and Regulations of the University and the rules of the School. 4. I have noted, understood and agree to the contents of the above notes, Statement on Collection of Personal Data and HKU SPACE policy on personal data (privacy). Signature Date

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