The Chartered Institute of Marketing. The University of Hong Kong School of Professional and Continuing Education College of Business and Finance

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1 In collaboration with The Chartered Institute of Marketing The University of Hong Kong School of Professional and Continuing Education College of Business and Finance September 2012

2 Serious about your future in marketing? Boost your career with a respected qualification What makes a qualification from The Chartered Institute of Marketing (CIM) such an effective and rewarding career move? CIM qualifications count for more they re respected across the industry Gaining a CIM qualification makes a powerful statement about your skills and commitment to your career You ll enhance your value to your current and future employers You can make an even greater contribution to your company s success CIM qualifications are structured to take you to the top of your profession Study Centre will support you through your studies We offer expert teaching from tutors with relevant and recent business experience. Our emphasis is on making study easily accessible, so you can plan your learning around your job and lifestyle. The quality of our teaching and support is reflected in our pass rates, so as CIM Accredited Study Centre, our School does not only provide a positive learning environment, we can also increase your chances of success. Gain a serious advantage accelerate your career with a CIM qualification Yours sincerely, Dr Sangeeta Narwani Programme Director Words from our Graduates Kate Cremin, Marketing Manager, Tanner De Witt Recipient of the Outstanding Award for CIM/HKU SPACE Diploma in Marketing I m very glad that I joined the CIM Diploma programme. The benefits of participating in the course have been much greater than I initially would have expected. The combination of marketing theory with the practical exercises in the assignments gives you new skills and a more strategy insight. The course has definitely helped me become more effective in my role and my day-to-day work. Having such a well-recognised qualification has also assisted me in progressing my career. It has given me a definite advantage at interviews by having a formal qualification which complemented my experience. Theresa Ting, Account Director Graduate of the Joint Award CIM/HKU SPACE Certificate, Diploma and Postgraduate Diploma in Marketing I went through the three levels of this CIM/HKU SPACE marketing series and found the contents of the curricula useful. The mix of theories and applications was well balanced at each level. I enjoyed the overall learning experience and the teachers at the Postgraduate Diploma level were particularly effective. 1 P a g e

3 Why Study with Chartered Institute of Marketing (CIM)? 1. A reputation for excellence As the world's largest organisation for professional marketers, CIM has a global reputation as a centre of excellence and its qualifications are recognised worldwide. 2. Industry standards The CIM qualifications are based on detailed research and constant feedback from employers who have told CIM the skills and knowledge they require. 3. Academic standards Ofqual, the Government body that regulates qualifications and assessments in England, Wales and Northern Ireland, has accredited the CIM qualifications. 4. Practical skills to improve performance The CIM qualifications are driven by the practical needs of marketers and the industries in which they work. They will provide you with practical tools and techniques that can be put to use immediately. 5. High-quality teaching The CIM course directors combine academic excellence with marketing expertise. 6. The benefits of membership Registering for a course means joining The Chartered Institute of Marketing and accessing a valuable range of benefits.these include the Learning Zone, which is full of resources and information to help you with your course and career. 7. Improve your earning potential According to our Marketing Rewards Survey, published annually by leading pay and benefits consultancy Croner, the average Chartered Institute of Marketing member earns about 10% more than a non-qualified member over the course of their career. 2 P a g e

4 Why study with HKU SPACE? Leading Education Provider. With some 900 fulltime staff members and over 2,000 part-time teachers, HKU SPACE is the leading local provider in continuing education. Course enrolments since 1956 have exceeded two million and annual course enrolment often exceeds 100,000. In 2010/11, this was equivalent to some 25,000 students. The School collaborates closely with the other faculties and departments of the University to offer timely and relevant courses that meet society's needs to update education and skills for the knowledge economy. Reputation and Experience. As the continuing education arm of the University, HKU SPACE now fulfils its mission through providing learning opportunities for personal, professional and career advancement for people from all walks of life. Global Perspective. HKU SPACE is privileged to collaborate with 62 institutions drawn from Hong Kong, Mainland China and overseas (principally the UK, USA and Australia). The School will continue to explore opportunities for further cooperation further with reputable institutions, both local and overseas, in order to offer a greater variety of highquality and relevant programmes to students. In Mainland China, HKU SPACE offers programmes in Beijing, Guangzhou, Hangzhou and Suzhou. Courses offered include marketing, accounting, transport and logistics, business information technology and public relations. Excellent Tutors who are Industry Practitioners. Our lecturers are marketing practitioners from diverse backgrounds who bring a wealth of relevant experience and a set of skills to our programmes. Some are Chartered Marketers with proven teaching abilities. Quality support for learners. A hallmark of the HKU SPACE programmes is that they are designed and managed by the full-time academic staff of the School and supported by the excellent corps of part-time teachers. The School's Quality Assurance mechanisms have been reviewed by the University and have been described as "exemplary". Experienced Marketing Team at HKU SPACE. With over a decade of experience in collaborating with CIM in Hong Kong, we pride ourselves for our proven record in offering their programmes and providing outstanding quality marketing education to marketers who have been highly successful in their professional careers. We uphold the highest standards and strive to combine academic rigour and practical relevance to business issues. We have strong links with industry advisors and practitioners who interact with students in seminars and guest lectures that deepen students understanding of marketing theory and practice with real world issues and examples. 3 P a g e

5 PATHWAYS TO CIM QUALIFICATIONS HKU SPACE is a registered CIM Accredited Study Center offering the CIM Qualifications to prospective students in Hong Kong. Under this arrangement, students would be offered the opportunity of attaining double (dual) awards, one from HKU SPACE upon completion of HKU SPACE-assessed modules and the second award from CIM upon completion of CIM-assessed modules. Students are required first to study one of these programmes* at our school - HKU SPACE Certificate in Marketing, HKU SPACE Diploma in Marketing or HKU SPACE Postgraduate Diploma in Marketing. To further pursue CIM Qualifications, students are required to complete the CIM Public Assessments as required for each module at the Professional Certificate, Professional Diploma, Professional Postgraduate Diploma and Chartered Postgraduate Diploma levels. HKU SPACE* HKU SPACE Certificate in Marketing HKU SPACE Diploma in Marketing HKU SPACE Postgraduate Diploma in Marketing Preparatory Course at HKU SPACE CIM Qualifications# CIM Professional Certificate in Marketing CIM Professional Diploma in Marketing CIM Professional Postgraduate Diploma in Marketing (Stage 1 of the Chartered Postgraduate Diploma in Marketing) CIM Chartered Postgraduate Diploma in Marketing (this is granted upon completion of Stage 1 & 2) To be eligible for the CIM Public Assessments (either an examination or an assignment) for each module at the Professional Certificate, Professional Diploma, Professional Postgraduate Diploma and Chartered Postgraduate Diploma levels, it is important that you ensure that: 1. You are registered with and study HKU SPACE s equivalent level of programme. 2. You are enrolled with us at HKU SPACE, the CIM Accredited Study Centre in Hong Kong. 3. You are registered as a member of Chartered Institute of Marketing (CIM) by their required deadline at the time of registering to take their assessments at each level. 4. You register for your assessment(s) online via the CIM website ( A chart of articulation routes is shown on Pg. 5. It is a requirement of the Chartered Institute of Marketing (CIM) that all students should become student members (ACIM) before they register for examination. This is essential without being registered you will not be allowed to enter the examination hall or submit an assignment. 4 P a g e

6 CIM PROFESSIONAL QUALIFICATIONS ARTICULATION ROUTES Dual Awards Dual Recognition Chartered Marketer MCIM* & CIM Continuing Professional Development# CIM Chartered Postgraduate Diploma in Marketing (Stage 2) (Students will have to register for the HKU SPACE preparatory programme to complete this level) IF YOU START HERE HKU SPACE Postgraduate Diploma in Marketing Optional CIM Chartered Postgraduate Diploma in Marketing (Stage 1) (Award Title: Professional Postgraduate Diploma) ^Students need to register and study the HKU SPACE Postgraduate Diploma in Marketing programme IF YOU START HERE HKU SPACE Diploma in Marketing Optional CIM Professional Diploma in Marketing IF YOU START HERE HKU SPACE Certificate in Marketing Optional ^Students need to register and study the HKU SPACE Diploma in Marketing programme CIM Professional Certificate in Marketing Optional to apply Direct entry ^ students need to register with the equivalent study programme at HKU SPACE *subject to 3 years of professional experience #2 years of continuing professional development (this can be accumulated from the time you study HKU SPACE programmes and register with CIM as ACIM). 5 P a g e

7 Enrol Now serious about marketing Value Then choose a qualification that s respected throughout the industry and study in a way that suits you: study for a career-enhancing Certificate or Diploma from The Chartered Institute of Marketing. For more details and how to enrol, call us or visit our website. e cim@hkuspace.hku.hk t hkuspace.hku.hk/cbf 6 P a g e

8 CIM PROFESSIONAL CERTIFICATE IN MARKETING The CIM Professional Certificate in Marketing gives you the practical skills and knowledge to devise and execute marketing activities and gain marketing credibility. It also aims to provide a practical insight into the principles and application of marketing at a tactical level. Entry Requirements, Programme Delivery, Structure and Fees Please refer to Pg. 8 of the HKU SPACE Certificate in Marketing programme for these sections as students are expected to register into the HKU SPACE programme to enter this programme. Assessments The CIM Public Assessments will be as follows: Module(s) Marketing Essentials Assessing the Marketing Environment Marketing Information and Research Stakeholder Marketing Type of Assessment CIM Public Examination CIM Public Examination CIM Work-based Assignment CIM Work-based Assignment Award and Graduation Requirements To qualify for the CIM Professional Certificate in Marketing, students must successfully complete the following components for the four compulsory modules without a maximum of two years (i.e. four terms) from the date of registration. (i) PASS two examinations; and (ii) PASS two work-based assignments. Professional / Academic Recognition Graduates of the CIM Professional Certificate in Marketing programme: (i) may apply for the HKU SPACE Diploma in Marketing and/or CIM Professional Diploma in Marketing. Module Descriptions Marketing Essentials The aim of this unit is to provide a detailed explanation of the key theories and practice behind marketing as an exchange process and a business function. This unit introduces individuals to the importance of the marketing planning process and the role of marketing across the organisation. Assessing the Marketing Environment The aim of this unit is to provide an understanding of the nature and scope of the internal and external marketing environment with broad consideration of the impact of international and global marketing. The unit addresses the key characteristics of the marketing environment and assesses the impact of market forces that are uncontrollable and how an organisation responds to them. Marketing Information and Research This unit focuses on the importance of marketing information in gaining a more in depth understanding of both the market in which the organisation operates and the customers it seeks to serve. The unit explores different research methodologies and encourages consideration of complementary approaches to collecting a range of market and customer information. Stakeholder Marketing The focus of this unit is to recognise the nature and scope of an organisation's diverse range of stakeholders (of which customers are part) and their relative importance to the marketing process and the market oriented organisation. The unit also considers how to manage stakeholder relationships effectively, in terms of utilising a marketing mix that influences and satisfies stakeholder needs in line with the organisation's business and marketing objectives. 7 P a g e

9 HKU SPACE CERTIFICATE IN MARKETING Introduction HKU SPACE Certificate in Marketing is particularly useful to those moving into marketing roles from other backgrounds. It also provides a very useful introduction to marketing for those working on the peripheries of marketing in a support role. On completion of the programme, students should be able to: explain the function and fundamentals of marketing in some depth including how to write and execute a marketing plan; identify the many different ways of understanding and communicating with customers, and the function these methods serve; interpret an organisation s marketing environment, its many constituent parts, and how they work in unison; and collect and analyse data for the purposes of reviewing and managing marketing activities. Programme Structure The Certificate programme offers four modules over two terms. Each module will be taught in 11 three-hour teaching sessions, a total of 33 contact hours per module. The total contact hours will be 144 (including examinations). Two intakes are offered in October and March. Below is an example of the sequence of modules offered in each term and therefore, is subject to change: Term 1: Term 2: Marketing Essentials Marketing Information and Research Assessing the Marketing Environment Stakeholder Marketing Teaching Mode Teaching will be face-to-face in English and supplemented by lecture notes, case studies and class discussions. Teaching materials will normally be in English. Classes will generally be held on two weekday evenings (7:00 10:00 p.m.) and/or weekend (2:30 5:30 p.m.), and may be scheduled on public holidays, if necessary. Make-up classes will be scheduled on Saturdays, when necessary. Entry Requirements Applicants shall: (a) (i) have gained in the HKALE Grade E in 2 AS subjects or equivalent; Or (ii) have gained in the HKDSE Examination Level 2 in 4 subjects; Or (iii) have gained in the HKCEE Grade E in 4 subjects with one year of relevant work experience in marketing or business related areas; Or (iv) be aged at least 20 with one year of relevant work experience in marketing or business related areas and (b) provide evidence of English proficiency, such as (i) HKCEE English Language at Level 2; (ii) HKCEE English Language (Syllabus B) at Grade E (Grade C in the case of English Language (Syllabus A); (iii) HKDSE Examination English Language at Level 2. * With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE. 8 P a g e

10 Fees Module Fees: HK$3,350 per module (Certificate Level). Required textbooks are not included in this fee. Separate fees will be payable for re-sitting the examination, and repeating the studies for any module. Application Fee: HK$150 (non-refundable) CIM related Fees: Students who wish to pursue the CIM Qualifications will be required to pay their own membership fees and assessment fees to CIM directly online. Please refer to details on P. 21. CEF : Each module within the HKU SPACE Certificate in Marketing programme (CEF Course Code: 21C ) has been included in the list of reimbursable courses for Continuing Education Fund (CEF) purposes. Eligible applicants will be reimbursed 80% of their tuition fees, subject to a maximum sum of HK$10,000 on successful completion of the programme. Assessments Assessment for each of the four modules will be based on a combination of course work, including assignments, projects and the final examination. Performance in the examination and course work will respectively count for 50% and 50% of the final grade. Assessment and examinations will be conducted in English. The overall pass mark is 50%. Award and Graduation Requirements To qualify for the HKU SPACE Certificate in Marketing, students must successfully complete the following components for the four compulsory modules within a maximum period of two years (i.e. 4 terms) from the date of registration. (i) COMPLETE the prescribed course assignments; (ii) PASS the examination; and (iii) ATTAIN satisfactory attendance 70% at lectures Professional / Academic Recognition: HKU SPACE Certificate in Marketing Graduates of the HKU SPACE Certificate in Marketing programme: (i) may apply for the HKU SPACE Diploma in Marketing and/or CIM Professional Diploma in Marketing ; (Please refer to page 5 for an illustration: Summary of the Programme Structure and Articulation Path.) Pave your way to become Chartered Marketer through the CPD Accumulation Scheme: By studying this programme, students can also register with CIM as study members and accumulate your CPD points. Students need to pay for their student membership fees to CIM directly. 9 P a g e

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12 CIM PROFESSIONAL DIPLOMA IN MARKETING This qualification is ideal for marketers who are concerned with managing the marketing process at an operational level, as well as those who are looking to build on the knowledge gained at Professional Certificate level with a future marketing management role in mind. The focus moves from the theoretical aspects of marketing towards the many skills needed to manage the function itself including elements ranging from channel management to communications, along with specialist areas like new product development. Entry Requirements, Programme Delivery, Structure and Fees Please refer to P. 12 of the HKU SPACE Diploma in Marketing programme for these sections as students are expected to register into the HKU SPACE programme to enter this programme. Assessments The CIM Public Assessments will be as follows: Module(s) The Marketing Planning Process Delivering Customer Value Through Marketing Managing Marketing Project Management in Marketing Type of Assessment CIM Work-based Assignment CIM Public Examination CIM Work-based Assignment CIM Work-based Assignment Award and Graduation Requirements To qualify for the CIM Professional Diploma in Marketing, students must successfully complete the following components for the four compulsory modules without a maximum of two years (i.e. four terms) from the date of registration. (i) PASS one examination; and PASS three work-based assignments. Professional / Academic Recognition Graduates of the CIM Professional Diploma in Marketing programme: (i) may apply for the HKU SPACE Postgraduate Diploma in Marketing and/or CIM Chartered Postgraduate Diploma in Marketing (Stage 1); (ii) may apply for Curtin University s (CRICOS Provider Code: 00301J) Bachelor of Commerce (Marketing and Advertising) programme with exemption from 7 of the 24 units. (iii) may apply for The University of Hull s Bachelor of Arts (Hons) (Marketing and Management) programme. Module Descriptions The Marketing Planning Process : This module provides the essential knowledge and understanding in the creation and use of operational marketing plans and the marketing process. It aims to provide you with an understanding of the differences in the internal organizational and external contexts within which operational marketing planning and marketing are carried out and the different models of marketing used to meet these contingencies. Delivering Customer Value through Marketing : This module aims to enable marketers to manage marketing communications and brand support activities within organizations. It provides an understanding of the concepts and practice of promotional activity at an operational level. The focus is primarily on creating applied coordinated promotional activities, campaign development and the management of relationships with a variety of stakeholders, particularly customers and members of marketing channels. Managing Marketing : This module provides students with the knowledge on developing effective quality systems and processes to support compliance and approaches to measuring and monitoring marketing activities. It also covers how to develop and manage marketing teams including co-ordinating the human, financial and physical resources within the team effectively. It also focuses on how to manage the financial aspects of the marketing function and its associated activities in order to ensure that the financial performance of the function is consistent, reliable and effective. Project Management in Marketing : A key part of this module is working within a team to develop the marketing plan and managing teams implementing the plan by undertaking marketing activities and projects. The subject helps students to integrate and apply knowledge from all the subjects within this qualification, particularly as part of a team. 11 P a g e

13 HKU SPACE DIPLOMA IN MARKETING Introduction HKU SPACE Diploma in Marketing is ideal for marketers who are concerned with managing the marketing process at an operational level, as well as those who are looking to build on the knowledge gained at the HKU SPACE Certificate in Marketing with a future marketing management role in mind. The content of the course has been put together to ensure students gain relevant competencies for various stages of their marketing career. On completion of the programme, students should be able to: evaluate the role of the marketing planning process and implementation in a range of marketing contexts including organisational strategy, culture and the broader marketing environment; develop and manage a brand and product portfolio in the context of the organisation s marketing strategies and objectives; recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success; and identify the organisation s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects. Programme Structure The Diploma programme offers four modules over two terms. Each module will be taught in 13 threehour teaching sessions, a total of 39 contact hours per module. The total contact hours for the Diploma programme will be 168 (including examinations). Two intakes are offered in October and March. Below is an example of the sequence of modules offered in each term and therefore, is subject to change: Term 1: Term 2: The Marketing Planning Process Managing Marketing Delivering Customer Value through Marketing Project Management in Marketing Teaching Mode Teaching will be face-to-face in English and supplemented by lecture notes, case studies and class discussions. Teaching materials will normally be in English. Classes will generally be held on two weekday evenings (7:00 10:00 p.m.) and/or weekend (2:30 5:30 p.m.) and may be scheduled on public holidays, if necessary. Make-up classes will be scheduled on Saturdays when necessary. Entry Requirements Applicants shall: (a) (i) have a recognized degree in a non-business related area or (ii) have a higher diploma award in a business related area or (iii) have a Certificate award in Marketing from HKUSPACE or CIM or equivalent. and (b) have three years of relevant work experience in marketing at a supervisory level Fees Module Fees: HK$4,800 per module (Diploma Level). Required textbooks are not included in this fee. Separate fees will be payable for re-sitting the examination, and repeating the studies for any module. 12 P a g e

14 Application Fee: HK$150 (non-refundable) CIM related Fees: Students who wish to pursue the CIM Qualifications will be required to pay their own membership fees and assessment fees to CIM directly online. Please refer to details on P. 21. CEF : Each module within the HKU SPACE Diploma in Marketing programme (CEF Course Code: 21L ) has been included in the list of reimbursable courses for Continuing Education Fund (CEF) purposes. Eligible applicants will be reimbursed 80% of their tuition fees, subject to a maximum sum of HK$10,000 on successful completion of the programme. Assessments Assessment for each of the four modules will be based on a combination of course work, including assignments, projects and the final examination. Performance in the examination and course work will respectively count for 50% and 50% of the final grade. Assessment and examinations will be conducted in English. The overall pass mark is 50%. Award and Graduation Requirements To qualify for the HKU SPACE Diploma in Marketing, students must successfully complete the following components for the four compulsory modules within a maximum period of two years (i.e. 4 terms) from the date of registration. (i) COMPLETE the prescribed course assignments; (ii) PASS the examination; and (iii) ATTAIN satisfactory attendance of 70% at lectures. Professional / Academic Recognitions Graduates of HKU SPACE Diploma in Marketing: (i) can articulate into the CIM Chartered Postgraduate Diploma in Marketing (Stage 1) programme; (ii) may apply for the HKU SPACE Postgraduate Diploma in Marketing. (iii) may apply for Curtin University s (CRICOS Provider Code: 00301J) Bachelor of Commerce (Marketing and Advertising) programme with exemption from 7 of the 24 units. (iv) may apply for The University of Hull s Bachelor of Arts (Hons) (Marketing and Management) programme. (Please refer to page 5 for an illustration: Summary of the Programme Structure and Articulation Path.) Pave your way to become Chartered Marketer through the CPD Accumulation Scheme: By studying this programme, students can also register with CIM as study members and accumulate your CPD points. Students need to pay for their student membership fees to CIM directly. 13 P a g e

15 CIM CHARTERED POSTGRADUATE DIPLOMA IN MARKETING (STAGE 1 & STAGE 2) Entry Requirements, Programme Delivery, Structure and Fees The CIM Chartered Postgraduate Diploma in Marketing is a challenging, high-level two stage marketing qualification that demonstrates specialist professional knowledge across many areas and a route to Chartered Marketer status. The qualification aims to enable marketers to champion the customer experience and exert a strong influence on the organisation to adopt a customer orientation, contribute along with other directors and senior managers to its competitive strategy, align the organisation's activities to the customer, and manage the organisation's marketing activities. The focus is on the strategic aspects of marketing management. The Chartered Postgraduate Diploma has 2 Stages: Stage 1 which comprises four modules and leads to the Professional Postgraduate Diploma. The CIM Chartered Postgraduate Diploma in Marketing - Stage 2 is undertaken once all the Professional Postgraduate modules have been completed. It can also be used as a route to Chartered Marketer status for delegates who have joined the CIM Chartered CPD Programme. Please refer to Pg. 16 of the HKU SPACE Postgraduate Diploma in Marketing programme for these sections as students are expected to register into the HKU SPACE programme to enter this programme. Assessments The CIM Public Assessments will be as follows: Stage 1 : Module(s) Emerging Themes Marketing Leadership and Planning Managing Corporate Reputation Analysis and Decision Stage 2 : Module(s) Leading Marketing Type of Assessment CIM Work-based Assignment CIM Work-based Assignment CIM Work-based Assignment CIM Public Examination Type of Assessment CIM Work-based Assignment Award and Graduation Requirements Stage 1 Students must successfully complete the following components for the four compulsory modules without a maximum of two years (i.e. 4 terms) from the date of registration. (i) PASS one examination; and (ii) PASS three work-based assignments. Students that complete CIM Chartered Postgraduate Diploma in Marketing (Stage 1) will gain the CIM Professional Postgraduate Diploma in Marketing. Stage 2 Students must successfully complete the following component for one compulsory module without a maximum of one year (i.e. 2 terms) from the date of registration. (i) PASS one work-based assignment. Students that complete CIM Chartered Postgraduate Diploma in Marketing (Stage 2) will gain the CIM Chartered Postgraduate Diploma in Marketing. 14 P a g e

16 Professional / Academic Recognition Graduates of the CIM Professional Postgraduate Diploma in Marketing of the Chartered Postgraduate Diploma in Marketing (Stage 1): (i) may apply for the CIM Chartered Postgraduate Diploma in Marketing (Stage 2); (ii) may upgrade to Full member status (MCIM) with appropriate experience and then progress to Chartered Marketer status, subject to achieving the requisite professional experience and CPD; (iii) may apply for Napier s Master of Science in Marketing programme with exemption of 2 units; (iv) may apply for Curtin University s (CRICOS Provider Code: 00301J) Bachelor of Commerce (Marketing and Advertising) programme with exemption from 7 of the 24 units. (v) may apply for The University of Hull s Bachelor of Arts (Hons) (Marketing and Management) programme. Graduates of the CIM Chartered Postgraduate Diploma in Marketing (Stage 2): (i) may be eligible to achieve Chartered Marketer status provided they have the relevant experience and have registered on the Chartered CPD Programme logging two consecutive years of continuing professional development (CPD); Module Descriptions CIM Professional Diploma in Marketing (Stage 1) Emerging Themes: This is developed to enable students to critically evaluate the impact of a range of new and emerging themes on marketing, business organizations and the changing market environment. This module will also help students to build and refine the skills necessary to anticipate and adapt to future changes. In undertaking a critical evaluation of the key themes, students should be able to take a strategic perspective of the impact of these themes at a sectoral and industry level, as well as upon the organization they work for, or another one they know well. Marketing Leadership and Planning: The module enables students to develop effective high level strategic marketing strategies relating to an organsation s corporate and business strategic intent in the short, medium and long terms. Students should be able to analyse the corporate strategy, determine a range of high level marketing and relationship strategies, and demonstrate how these strategies will deliver an organisation s desire for growth and expansion, its changing stance on CSR, ethics and key strategic decisions. The focus of this module is on developing and delivering strategic marketing plans to support the delivery of an organisation s value proposition (not just the marketing function). It is designed to provide a detailed understanding of the major issues in developing a relevant, agile, and flexible market-oriented organisation, which can respond to a dynamic and changeable market environment. Managing Corporate Reputation: Managing Corporate Reputation explores way in which organisations can minimize the gap and avoid issues like organisational underperformance, destabilization, financial difficulties, leadership change, a fall in market valuation, and even difficulty in raising finance or recruiting the right personnel.. Analysis and Decision: This module consists of three parts: Strategic audit, Strategic options, and Making strategic marketing decisions. The overall purpose of this module is to prepare students to undertake a strategic audit of an organization, assess its capability, and capacity to deliver the organisation s business and marketing strategy in a challenging, dynamic and diverse global market place, and to recommend a strategic option, or decision, based on a full critical evaluation of the various options available. CIM Chartered Postgraduate Diploma in Marketing (Stage 2) Leading Marketing This module aims at developing the professional skills and competencies required to implement research and business projects successfully. Part of the process is to evaluate the role of these skills in the project, and whether the project successfully achieved the intended objectives. It will also enable you to evaluate behavioural changes in order to develop your skills for interactions at board levels 15 P a g e

17 HKU SPACE POSTGRADUATE DIPLOMA IN MARKETING Introduction The HKU SPACE Postgraduate Diploma in Marketing incorporates the knowledge and skills required by marketing professionals who aspire to work, or who need greater awareness of working, at the strategic level. The primary role of strategic marketing is to identify and create value for the business through strongly differentiated positioning. It achieves this by influencing the strategy and culture of the organization in order to ensure that both have a strong customer focus. On completion of the programme, students should be able to: make the transition into strategic marketing management; work more cross-functionally at a senior management level; make a significant contribution towards the organisation s corporate and business strategy; contribute to board decisions; and demonstrate a high level of leadership and influence. Programme Structure The Postgraduate Diploma programme offers four modules over two terms. Each module will be taught in 14 three-hour teaching sessions, a total of 42 contact hours per module. The total contact hour for the Postgraduate Diploma programme is 180 (including examinations). Two intakes are offered in October and March. Below is an example of the sequence of modules offered in each term and therefore, is subject to change: Stage 1 - Term 1: Stage 2 - Term 2: Emerging Themes Marketing Leadership and Planning Managing Corporate Reputation Analysis and Decision Stage 2: Term 3 : Over 8 months, three workshops of 12 hours will be offered to students to help them prepare for the CIM Chartered Postgraduate Diploma in Marketing (Stage 2). Please refer to details on the HKU SPACE website. Teaching Mode Teaching will be face-to-face in English and supplemented by lecture notes, case studies and class discussions. Teaching materials will normally be in English. Classes will generally be held on two weekday evenings and/or weekend day, and may be scheduled on public holidays, if necessary. Makeup classes will be scheduled on Saturdays when necessary. Entry Requirements Postgraduate Diploma and Stage 1 of the Chartered Postgraduate Diploma in Marketing Applicants shall: (a) (i) have a recognized degree in marketing or in business with a significant component in marketing or (ii) have a Diploma award in Marketing from CIM or HKUSPACE or equivalent. and (b) have five years of relevant work experience in marketing at a senior management level Stage 2 Successful completion of CIM Chartered Postgraduate Diploma in Marketing (Stage 1) or a previous version of the CIM/HKUSPACE Postgraduate Diploma or CIM Professional Postgraduate Diploma. 16 P a g e

18 Fees Postgraduate Diploma Module Fees: HK$5,700 per module (Postgraduate Diploma Level). Required textbooks are not included in this fee. Separate fees will be payable for re-sitting the examination, and repeating the studies for any module. Application Fee: HK$150 (non-refundable) Stage 2 of the Chartered Postgraduate Diploma in Marketing (Level 2) Students will be required to take the preparatory course to prepare for the CIM work-based assignment. HKU SPACE Preparatory Course Fee#: HK$10,000 for the module Leading Marketing CIM related Fees: Students who wish to pursue the CIM Qualifications will be required to pay their own membership fees and assessment fees to CIM directly online. Please refer to details on P.20. #Only applicable to students who wish to pursue CIM Chartered Postgraduate Diploma in Marketing (Stage 2). CEF: Each module within the HKU SPACE Postgraduate Diploma in Marketing programme (CEF Course Code: 21G ) has been included in the list of reimbursable courses for Continuing Education Fund (CEF) purposes. Eligible applicants will be reimbursed 80% of their tuition fees, subject to a maximum sum of HK$10,000 on successful completion of the programme. Assessments The module Analysis and Decision will be assessed through a combination of course work, including assignments, projects and the final examination. Performance in the examination and course work will respectively count for 50% and 50% of the final grade. The remaining 3 modules will be based on 100% coursework through continuous assessment. Assessment and examinations will be conducted in English. The overall pass mark is 50%. Award and Graduation Requirements To qualify for the HKU SPACE Postgraduate Diploma in Marketing, students must successfully complete the following components for the four compulsory modules within a maximum of two years (i.e. four terms) from the date of registration. (i) COMPLETE the prescribed course assignments; (ii) PASS the examination; and (iii) ATTAIN satisfactory attendance of 70% at lectures Professional / Academic Recognition Graduates of HKU SPACE Postgraduate Diploma in Marketing will: (i) may upgrade to Full member status (MCIM) with appropriate experience and then progress to Chartered Marketer status, subject to achieving the requisite professional experience and CPD; (ii) may apply for the Napier s Master of Science in Marketing programme with exemption of 2 units; (iii) may apply for Curtin University s (CRICOS Provider Code: 00301J) Bachelor of Commerce (Marketing and Advertising) programme with exemption from 7 of the 24 units. (iv) may apply for The University of Hull s Bachelor of Arts (Hons) (Marketing and Management) programme. (Please refer to page 5 for an illustration: Summary of the Programme Structure and Articulation Path.) Pave your way to become Chartered Marketer through the CPD Accumulation Scheme: By studying this programme, students can also register with CIM as study members and accumulate their CPD points. Students need to pay for their student membership fees to CIM directly. 17 P a g e

19 Programme Summary Schedule (Tentative) HKU SPACE Certificate in Marketing / HKU SPACE Diploma in Marketing October Term March Term Application Closing Date: 15 August 1 September 1 January 1 February Start Date: Early October Mid-March No. of Teaching Weeks: 11 (Cert)/13 (Dip) 11 (Cert)/13 (Dip) CIM Examination Sessions: Sept and June Sept and June HKU SPACE Postgraduate Diploma in Marketing/ Chartered Postgraduate Diploma in Marketing (Preparatory Course) October Term March Term Application Closing Date: 15 August 1 September 1 January 1 February Start Date: Early October Mid-March No. of Teaching Weeks/ Workshop Hours: 14 weeks (Pg Dip)/ 12 hours (Chartered Pg Dip) 14 weeks (Pg Dip)/ 12 hours (Chartered Pg Dip) CIM Examination Sessions: Sept and June Sept and June Application Procedures All applicants are required to complete the enclosed Application Form. All applications must be accompanied by: (i) Copy of HKID card; (ii) Certified true copies of full educational certificates and transcripts; (iii) Testimonials or other documentary proof of the applicant s work experience; (iv) A non-refundable crossed cheque of HK$150 payable to HKU SPACE as the application processing fee. Submit the application in person to any of the following offices: (i) HKU SPACE HKU Campus Room 304, 3/F, T.T. Tsui Bldg, The University of Hong Kong, Pokfulam Road, Hong Kong Weekdays: 8:30 a.m. to 6:00 p.m., Saturdays: Closed. Tel: (ii) HKU SPACE Admiralty Learning Centre 3/F, Admiralty Centre, 18 Harcourt Road, Hong Kong (Exit A, Admiralty MTR Station) Weekdays: 8:30 a.m. to 7:30 p.m., Saturdays: 8:30 a.m. to 5:30 p.m. Tel: (iii) HKU SPACE Po Leung Kuk Community College (HPCC) Campus 1/F, HPCC Campus, 66 Leighton Road, Causeway Bay, H.K. Weekdays: 9:00 a.m. to 5:30 p.m., Saturdays: Closed. Tel: (iv) HKU SPACE Fortress Tower Learning Centre 14/F., Fortress Tower, 250 King's Road, North Point, Hong Kong (Exit B, Fortress Hill MTR Station) Weekdays: 8:30 a.m. to 7:30 p.m., Saturdays: Closed. Tel: (v) HKU SPACE Island East Campus 2/F, 494 King s Road, North Point, Hong Kong (Exit B3, North Point MTR Station) Weekdays: 8:30 a.m. to 7:30 p.m., Saturdays: 8:30 a.m. to 5:30 p.m. Tel: (vi) HKU SPACE Kowloon East Campus 1/F, 28 Wang Hoi Road, Kowloon Bay, Kowloon (Exit B, Kowloon Bay MTR Station) Weekdays: 8:30 a.m. to 7:30 p.m., Saturdays: 8:30 a.m. to 5:30 p.m. Tel: (vii) HKU SPACE Kowloon West Campus G/F, Nassau Street, Mei Foo Sun Chuen, Mei Foo, Kowloon (Exit B, Mei Foo MTR Station) Weekdays: 8:30 a.m. to 7:30 p.m., Saturdays: 8:30 a.m. to 5:30 p.m. Tel: Or you may submit the application by post to: HKU SPACE CIM Marketing Programmes, College of Business and Finance, 34/F, United Centre, 95 Queensway, Admiralty, Hong Kong Late applications may only be considered at the discretion of the Programme Leader. 18 P a g e

20 Programme Team Dr. Sangeeta Narwani, Programme Director DBA Newcastle; MBA Leicester; H Dip HKPU; Chartered Marketer; MCIM; MHKIM; MAM Mr. Steven Fung, Programme Executive Enquiries Programme Enquiries CIM Enquiries Tel: Tel: Fax: Fax: cim@hkuspace.hku.hk education@cimhk.org.hk GENERAL INFORMATION (1) Classes may also be held on public holidays. (2) Bad Weather Arrangements for classes and examinations that have not yet started: If Tropical Cyclone Signal No. 8 or above or Black Rainstorm Warning is in force during the following time periods, or When an announcement is made by the Hong Kong Observatory that the Tropical Cyclone Signal No. 8 or above is likely to be issued during the following time periods, classes / examinations will be cancelled as indicated 6:00am - 10:59am Classes / examinations that start before 2:00pm will be cancelled. 11:00am - 2:59pm Classes / examinations that start between 2:00pm and 6:00pm will be cancelled. 3:00pm and onwards Classes / examinations that start from 6:00pm will be cancelled. (3) Bad Weather Arrangements for classes and examinations that have already started: When Typhoon Signal No. 8 or above is in force, classes will be immediately suspended. However, examinations will be continued until the end of that examination session unless otherwise announced by the School. All outdoor activities will be suspended. When an announcement is made by the Hong Kong Observatory that the Tropical Cyclone Signal No. 8 or above is likely to be issued within the next two hours, classes will be continued until Tropical Cyclone Signal No. 8 is officially issued, then classes will be suspended immediately. Examinations will be continued until the end of that examination session unless otherwise announced by the School. However, all outdoor activities will be suspended. It will be the discretion of students, particularly those living in outlying islands or remoter areas, to leave earlier. When the Black Rainstorm Signal is in force, classes and examinations will be continued. However, all outdoor activities will be suspended. (4) Unless a course is over-subscribed or cancelled, the following fees are not refundable: course fees, fees for re-sitting examinations, re-submitting course work, repeating studies and applications for exemptions. (5) Fees and places allocated on courses are not transferable. Fees quoted in this brochure may be subject to revisions even after admission onto this programme. All fees are subject to change without prior notice. (6) The School reserves the right to change the time and place of course meetings and to change the course tutor should this be necessary. (7) The Director of SPACE may exclude a student from class if his behaviour disturbs the class or if he does not follow instructions in class or as laid down by SPACE. Eating, drinking and smoking are not allowed in class and within the School Centres. The Director of SPACE has authority for School disciplinary policies on examination matters. 19 P a g e

21 (8) While every effort is taken to ensure accuracy, please note that the information contained in this brochure may be subject to changes without notice. (9) The Director of SPACE may at his discretion refuse to admit an applicant. There will be staff checking the attendance against receipts. Students who cannot produce the original course fee receipt will not be allowed to enter the lecture room. Appendix One CIM Qualifications (Fees) for reference only Note: 1. Please note that HKU SPACE tuition fees do not include CIM examination fees. 2. It is your responsibility to complete the CIM registration requirements and enter the CIM examinations. Appendix Two FAQ CIM Qualifications Programme Membership Fee and Assessment Fees Total Fees (in Pounds) (Estimated) CIM Professional Certificate in +GPB100 membership /per year 380 Marketing +GBP70 exam x 2 modules +GBP70 assignment x 2 modules CIM Professional Diploma in +GPB130 membership /per year 450 Marketing +GBP80 exam x 1 module +GBP80 assignment x 3 modules CIM Chartered Postgraduate +GPB130 membership/per year 490 Diploma in Marketing (Stage 1) +GBP90 exam x 1 module +GBP90 assignment x 3 modules CIM Chartered Postgraduate +GPB130 membership/per year 490 Diploma in Marketing (Stage 2) +GBP360 assignment +All fees are subject to change. How to Register as a CIM Member (Associate (ACIM) / Member (MCIM)) 1. Register for your membership online via CIM website ( after joining HKU SPACE. 2. For CIM membership issue, you may also contact the local branch network, CIM HK ( at or at info@cimhk.org.hk How to Register for CIM Assessment(s) online? 1. You are currently registered with HKU SPACE, the CIM Accredited Study Centre in Hong Kong and study HKU SPACE s equivalent level of programme (i.e. HKU SPACE Certificate in Marketing / HKU SPACE Diploma in Marketing / HKU SPACE Postgraduate Diploma in Marketing). 2. You are registered as a member of Chartered Institute of Marketing (CIM) by their required deadline at the time of registering to take their assessments at each level. 3. You can register for your assessment(s) online via the CIM website using credit card. Please visit for your quick and easy route to assessment entry. 4. Please note the closing dates for the March and September sessions for online bookings or if you are making a paper application then the forms will need to be with CIM no later than a fixed date as specified in CIM Website. For further details, please go to 5. Assessments may only be cancelled within seven days after receiving confirmation of your assessment form from CIM and are non-refundable. 20 P a g e

22 HKU SPACE College of Business and Finance 34/F United Centre, 95 Queensway, Admiralty, Hong Kong Enquiry: