Higher Diploma in Marketing and Event Management

Key Features

  • The first sub-degree programme to include both marketing and event management elements

  • Imparting comprehensive and latest marketing knowledge and skills, including digital marketing and social media

  • To equip students with specialty knowledge and skills in the field of marketing and event management for meeting the dramatic and ever changing demand of the industry.

Programme Objectives

  • Providing students with academic and professional training in marketing and event management;

  • Developing comprehensive marketing, event planning and communication skills for the modern world.

Programme Learning Outcomes

Upon completion, students will be able to:​
  • analyze the macro and micro environment and identify key factors to influence marketing and event management;
  • distinguish different characteristics of promotional tools;
  • ​apply marketing concepts and event marketing strategies to design marketing plans;
  • demonstrate proficiency in oral and written language competence in both English and Chinese for future studies or work; and
  • apply problem-solving, IT and critical thinking skills for handling further studies or career pursuit.

Curriculum

General Education (24 Credits)

  • Chinese Language for Communication I

  • Chinese Language for Communication II

  • General English

  • English for Academic Purposes I

  • Business Communication

  • Introduction to Information Literacy

  • Free Elective (Details)

  • Free Elective (Details)


Programme Specific Courses (36 Credits)

  • Event Management 

  • ​Event Sales and Marketing

  • ​Brand Management

  • Marketing Research

  • ​Digital Marketing Fundamentals

  • Understanding Consumers

  • Advertising and Integrated Marketing Communications

  • Services Marketing

  • Economics for Business Studies

  • Financial Accounting

  • Principles of Management 

  • Principles of Marketing 

  • Internship (Business)

Apart from Chinese courses and courses which require students to have working knowledge of Chinese, all courses are normally taught in English.

 

Articulation Prospects

The College has established an articulation agreement with the following Mainland and overseas universities for our graduates to articulate to the following degree programmes:

  • International Business, International school, Huaqiao University

  • International Economics and Commerce, Economics and Finance College , Huaqiao University

  • Business Administration, Business Administration College , Huaqiao University

  • Bachelor of Arts in Business Administration, Wesleyan College (Graduates will be considered for tuition scholarships up to 50 % of tuition based on grades, recommendations and interviews.)

The College has established an articulation agreement with Chu Hai College of Higher Education for our graduates to articulate to the following degree programmes:

  • Bachelor of Business Administration (Hons) (Year 3)

  • Bachelor of Business Administration (Hons) in Finance (Year 3)

  • Bachelor of Business Administration (Hons) in Finance and Information Management (Year 3)


The College has established an articulation agreement with Hong Kong Shue Yan University for our graduates to articulate to the following degree programmes:

  • Bachelor of Business Administration (Hons) (Year 2)


Some recent graduates of this programme were admitted to the following Bachelor’s Degree programmes:

  •  


    Bachelor of Business Administration (Hons) in Marketing, The Hong Kong Polytechnic University  

  • Bachelor of Business Administration (Hons) in Global Business and Marketing, The Open University of Hong Kong 

  • Bachelor of Business Administration in Marketing, City University of Hong Kong

  • Bachelor of Business Administration (Hons) – Marketing Concentration, Hong Kong Baptist University

  • Bachelor of Business Administration (Hons) – Marketing Stream, Lingnan University 

Career Prospects

Graduate can work in various fields, i.e.  
  • Advertising
  • Public Relations
  • Customer Relationship Management
  • Customer Services
  • Event Management
  • Retailing and Sales and Marketing 

Professional Recognition

  • Students are eligible to apply for the Student Membership of HKIM

  • Students can register as The Chartered Institute of Marketing (CIM) Affiliate (Studying) Member

Remarks

  • Lingnan Institute of Further Education is the supporting organization of the 3rd Hong Kong Digital Advertising Industry Fresh Graduate Support Scheme.

Teaching and Learning Support

3rd Hong Kong Digital Advertising Industry Fresh Graduate Support Scheme

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Students of Higher Diploma in Marketing and Advertising attended the Career Talk regarding digital advertising industry.

HKMA/TVB 傑出市場策劃獎2016


同學出席「HKMA/TVB 傑出市場策劃獎2016」研討會,了解市場推廣計劃背後的構思,以及如何運用市場策略取得最佳宣傳效果。

港生四川義教學習感恩

Scholarship

The following scholarships were available for students with outstanding performance in academic studies, great achievement in extra-curricular activities and/or valuable contribution to the College/University/Community:

  • Lingnan Business Faculty Members Scholarship
  • Department of Marketing and International Business Scholarship
  • Lingnan Club Scholarship
  • Lingnan Education Organization Scholarship
  • Lingnan University Alumni Association (Hong Kong) Scholarship

Continued Education Fund (CEF)

This course has been included in the list of reimbursable courses under the Continuing Education Fund.
This course/ The mother course (Title of Qualification) of this module is recognised under the Qualifications Framework (QF Level [4]).


For details, please refer to "Continued Education Fund (CEF)" in our website.

Graduate Sharing

何詠霖

何詠霖

  • 2018年市場推廣及廣告學高級文憑課程畢業生
  • 升讀香港樹仁大學工商管理學士課程二年級
在嶺南大學持續進修學院的兩年學習生涯中,最令我感動的是老師均關心學生和熱心地提供支援。剛開學面對新環境、新規則時,他們都願意不厭其煩地提醒我們注意學科評分準則,留意重要日子的截止日期。感謝老師的幫助,令我成功取得佳績,繼續順利升學。
雷雨婷

雷雨婷

  • 2017年市場推廣及廣告學高級文憑畢業生
  • 升讀香港理工大學專業進修學院市場營銷(榮譽)文學士課程三年級
在嶺南大學持續進修學院的兩年讓我學到很多,這裏的老師都非常細心,工作認真盡責。學校的設施齊全,雖然我不是學士課程的學生,但卻可以使用大學的學習及康樂設施。在課餘時間,學校也安排了許多活動來豐富我們的生活。就像暑假我參與了四川服務交流團,深入當年地震災區,深刻感受到災區人民生活很不容易。我希望有朝一日,自己學有所成,也可以幫助身邊需要幫助的人。
布朗然

布朗然

  • 2016年市場推廣及廣告學高級文憑課程畢業生
  • 升讀University of Hull市場及管理學(榮譽)文學士課程
修讀市場推廣及廣告學高級文憑,我學到的不只是書本上的專業知識,更多是多媒體製作、市場分析、廣告策略等實用技巧。學院課程具認受性,講師教學認真,課堂師生互動,這一切都有助培訓學生具備思考能力,讓學生的潛能得以充分發展。不論對升學還是就業,都有莫大的裨益。
陳勵瑩

陳勵瑩

 
  • 2015年市場推廣及廣告學高級文憑課程畢業生
  • 升讀嶺南大學市場學工商管理(榮譽)學士課程三年級
在嶺南大學持續進修學院學習期間,獲益良多。雖然初入學時有點不適應,可是隨著時間的流逝,我也體會了不一樣的校園生活。記得那時候,放學跟同學一起在學院裏趕功課的日子最為難忘,我們有更多的時間在一起相處,更因此成為了好朋友。在學院期間師生關係亦師亦友,使我的學習更順利。經過一番辛勤的日子,現在也有所收獲升讀了本地學士學位課程,希望未來也能將過去所學得的知識加以運用,並繼續努力學習。