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.


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
  • Sales and Marketing 
  • Government or Non-government Organisations

Professional Recognition

  • Students are eligible for exemption from the corresponding modules of Professional Diploma in Marketing of Hong Kong Institute of Marketing (HKIM).

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


  • 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


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。



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



  • 2020年市場推廣及廣告學高級文憑課程畢業生
  • 現任品牌推廣銷售助理
在LIFE兩年的生活中,我不但學習到學術上的知識,而且找到了志同道合的朋友!很多人認為讀書時最重要的是「書友」,但對我而言, 朋友除了一起學習及進步外,最重要的是可以一齊去為目標而努力。我與同學一起上堂、溫習,閒時一起去遠足,這使我在學業及生活上達致正面的平衡,增加我每天上課的衝勁。


  • 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


  • 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


  • 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