JEWELLERY MARKETING & MANAGEMENT

Transcription

1 Executive Diploma / Executive Certificate in JEWELLERY MARKETING & MANAGEMENT 行 政 人 員 文 憑 / 證 書 ( 珠 寶 營 銷 及 管 理 ) MK / MK Course Date : October 2014 March 2015 The University of Hong Kong School of Professional and Continuing Education College of Business & Finance July 2014

2 INTRODUCTION Hong Kong s jewellery production encompasses a wide range of products and businesses can only blossom if they are led by an equally strong team of creative and knowledgeable professional managers. It is therefore envisaged by HKU SPACE and Diamond Federation of Hong Kong that appropriate training programs need to be introduced to help develop the technical ability and strategic marketing and management skills of the managers in the industry. AIMS AND OBJECTIVES The objective of the course would be: to enable participants to apply the theories and best practices learnt from the course in developing appropriate marketing and management strategies for the jewellery industry. to build better image and improve profitability of the diamond and jewellery industry by upgrading the professionalism and management skills of its practitioners. PROGRAMME STRUCTURE The Executive Diploma in Jewellery Marketing and Management comprises of 8 modules and a Group Project Presentation. Participants who have taken modules 1-4 and completed a group project presentation may exit with an Executive Certificate in Jewellery Marketing and Management. COURSE OUTLINE 1. Introduction to Gemmology (12 Hours) This module provides a broad range of knowledge of the nature and origins of diamonds and gemstones. An overview of the properties of diamond and gemstones is dealt with. The basics of jewellery design and manufacturing are also briefly covered. Participants should have a good understanding of the technicalities of the jewellery business which enables them to manage business more effectively. 2. International Jewellery Business Management (12 Hours) This module provides an opportunity for managers to be internationally orientated. It also provides a worldwide focus on today s challenges and evolutions within the international competitive environment such as global political, economic, cultural trends and the impact on the Jewellery business. Participants could reflect and analyze their own jewellery business management strategies with the practical skills learnt from this course. 3. Understanding Buyer Behaviour (12 Hours) This module would introduce the psychological, social and cultural influence of how a buyer makes the buying decision during the purchase, for both individual buyers and organizational buyers. The focus is on applying consumer behaviour theory, research findings and methodologies so that participants can understand, explain and predict buyer behaviour. 4. Customer Relationship Management (12 Hours) CRM is about building long-term and sustainable customer relationships. The major focus of the module is to build comprehensive customer-centric strategies for understanding customers, attracting customers, retaining customers, and building stronger relationships with customers via the use of varies theoretical frameworks and software tools. Special CRM marketing programme could be designed and implemented based on the knowledge gained by the data mining exercise. 1

3 5. Strategic Marketing Management (12 Hours) This module deals with issues related to how a manager formulates strategies by integrating the skills and knowledge of market research, product marketing management, sales forecasting, pricing strategy, advertising and promotions, customer services, and supply chain management. Knowledge on cross cultural differences and issues will also be covered. The aim is to enable the participant to lead, develop and analyze strategies that can suit various markets and customers that may appear from various cultural backgrounds. 7. Purchasing and Inventory Management (6 Hours) The aim of this module is to evaluate the process of the purchase of materials, supplies, and equipment. The module explores the steps of purchasing, internal requisitioning, stock control and the integration of activities for the purpose of planning, implementing and controlling the efficient flow of raw materials, in-process inventory and finished goods from origin to warehousing. 9. Group Project Presentation (3 Hours) Under the guidance of a supervisor, the participants are required to form in groups and work on a project with their own selected topic within the jewellery marketing & management discipline. Each group will be required to complete a report and give a presentation by the end of the module. The aim of the module is to allow the participants to demonstrate how they could apply the knowledge and skills they have learned about Jewellery marketing & management to a real life situation. 6. Brand Management (12 Hours) Participants identify strategies and tactics in brand management in this course. It addresses building and measuring brand equity and aims to improve brand-related decisions. Specific topics include brand knowledge; brand awareness; brand image; and the interpretation and use of brand audits. Participants will have a deeper understanding of brand design, packaging, naming, and product strategies, including global issues. Case studies of leading brands are used so that participants can interpret and integrate strategies to practical local environment. 8. Operations Management (18 Hours) This course introduces participants to the basic key concepts and policies underlying human resource management, financial management and production management. Tactics on how to apply appropriate strategies with limited human and financial resource for firms to remain competitive in their production operations are covered. A site visit would be included to enhance the practical learning of the course. Participants who have taken modules 1-4 and completed a group project presentation may exit with an Executive Certificate in Jewellery Marketing and Management. ENTRY REQUIREMENTS Applicants shall : a. hold a recognized degree in any discipline or b. hold a recognized diploma / advanced diploma in marketing or business related discipline c. have gained 2 or more years related working experience Applicants with other equivalent qualifications and relevant work experience will be considered on individual merits. DELIVERY Each course will be delivered face-to-face by experienced HKU SPACE lectures. All lectures will be 2

4 scheduled on weekends. MEDIUM OF INSTRUCTION Classes will be mostly conducted in English, and supplemented with Chinese where appropriate. ACKNOWLEDGEMENT The following companies provide scholarship to outstanding students of this program (In alphabetical order:) 1. Benny Lau Jewellery 2. Brilliant Trading Co. Ltd. 3. Chow Sang Sang Holdings International Ltd. 4. Chow Tai Fook Jewellery Co., Ltd. 5. Dehres Limited 6. Dharam Creations (HK) Ltd. 7. HRD Antwerp 8. Jewellery Flair & Co. Ltd. 9. King s Diamond Trading Co. 10. Ma Belle Jewellery Co., Ltd. 11. Wing Hang Diamond Co. Ltd. GUEST SPEAKERS (In alphabetical order): 1. CHEUNG Paul (Smolensk Diamonds Asia Ltd.) 2. CHOW Winston (Chow Sang Sang Holdings International Ltd.) 3. LAU Benny (Benny Lau Jewellery) 4. LEUNG Irene (Bossa Jewellery Ltd.) 5. LEUNG Laura (Lazarre Kaplan Inc.) 6. LIU Po King (Chow Tai Fook Jewellery Co., Ltd.) 7. MA Lawrence (President, Diamond Federation of HK) 8. SZE Sandro (Helix Diamond Co. Ltd.) 9. WAN Simon (Ma Belle Jewellery Co. Ltd.) 10. WONG Dominic (Chow Sang Sang Holdings International Ltd.) 11. WONG Kent S.K. (Chow Tai Fook Jewellery Co., Ltd.) 12. YAU Philip (Love Diamond Co. Ltd.) 13. YIM Dominic (Chow Sang Sang Holdings International Ltd.) 14. YIU Victor (Brilliant Trading Co. (1974) Ltd.) 15. SHUM Aaron (Aaron Shum Jewellery Ltd.) 16. D AQUINO Gaston (MID House of Diamonds) 17. River Si (Pak Dak Trading Co., Ltd.) 18. Wu Chor Nam (Wu Leung Lee (Man-Yick) Jew.Co.) 19. Prof. Stella So (The Chinese University of HK) The companies listed are recorded according to the time when the guest speakers delivered the seminar. 3

5 The course has received strong support from the trade and praises from students. Apart from attending the lectures of our highly qualified team of lecturers, students will also benefit from the experience and wisdom of experts from the diamond and jewellery trade who are kind enough to share their experience and thoughts at specially arranged guest speaker sessions. GUIDED VISITS Students will also be able to enjoy guided visits to diamond polishing factories and/or jewellery manufacturing factories in China. Such visits have proved to be very popular among students as not only would they be able to see how the various processes are done, they would also be able to learn how the management theories can be applied in real life. ASSESSMENT Executive Diploma in Jewellery Marketing and Management Participation in class - 10% Individual Report (Site Visit Report) - 20% Group Presentation - 30% Group Project - 40% Executive Certification in Jewellery Marketing and Management Group Presentation - 50% Group Project - 50% FEES HK$11,900 for Executive Diploma HK$5,980 for Executive Certificate All fees paid are Not refundable and Not transferable, unless a course is over-subscribed or cancelled. APPLICATION PROCEDURES All applicants are required to complete the enclosed Application Form and submit it with relevant supporting documents to any of the following offices: (i) HKU SPACE Admiralty Learning Centre 3/F, Admiralty Centre, 18 Harcourt Road, Hong Kong (Exit A, Admiralty MTR Station) 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 p.m Saturdays: Closed Telephone: Fax: (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) Saturdays: Closed Telephone: Fax: (v) HKU SPACE Island East Campus 2/F, 494 King s Road, North Point Hong Kong (Exit B3, North Point MTR Station) Telephone: Fax: (vi) HKU SPACE Kowloon West Campus 38-46, Nassau Street, Mei Foo Sun Chuen (Phase 6), Kowloon (Exit B, Mei Foo MTR Station) Telephone: Fax: (vii) HKU SPACE Kowloon East Campus 1/F, 28 Wang Hoi Road, Kowloon Bay, Kowloon (Exit B, Kowloon Bay MTR Station) Telephone: Fax:

6 (iii) 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 p.m Saturdays: Closed Telephone: Fax: All applications must be accompanied by: (i) Certified true copies of full educational certificates and transcripts; (ii) Testimonials or other documentary proof of the applicant s working experience; (iii) A non-refundable crossed cheque for HK$150 payable to HKU SPACE as the application processing fee. Note: When submitting your application in person at any of the HKU SPACE offices, please bring along the originals of your educational certificates / transcripts and documentary proof of working experience for certification. Late applications may only be considered at the discretion of the Programme Leader. ENQUIRIES College of Business & Finance (MK / ) HKU SPACE 34/F, United Centre, 95 Queensway, Hong Kong Tel.: / Fax: [email protected] 5