Notes / 附註:
*APPLICANT PURSUING THIS COURSE WITH COURSE COMMENCEMENT DATE FALLING AFTER 31 MARCH 2023 IS NOT ELIGIBLE TO CLAIM REIMBURSEMENT FROM CEF. / 申請人報讀於二零二三年三月三十一日後開課的課程並不能申領基金發還款項。

Entry Requirements / 入學要求:
(1) A BACHELOR'S DEGREE WITH FIRST OR SECOND CLASS HONOURS IN BUSINESS ADMINISTRATION FROM AN ACCREDITED PROGRAMME; OR A BACHELOR'S DEGREE WITH FIRST OR SECOND CLASS HONOURS FROM AN ACCREDITED PROGRAMME IN OTHER AREAS; OR AN EQUIVALENT QUALIFICATION FROM AN INSTITUTION RECOGNIZED FOR THIS PURPOSE BY THE UNIVERSITY*, AND (2) PREFERABLY WITH ONE YEAR WORK EXPERIENCE IN MARKETING OR BUSINESS ADMINISTRATION OR A RELATED AREA; AND (3) APPLICANTS WHOSE ENTRANCE QUALIFICATION IS OBTAINED FROM AN INSTITUTION WHERE THE MEDIUM OF INSTRUCTION IS NOT ENGLISH SHOULD ALSO FULFIL THE FOLLOWING MINIMUM ENGLISH PROFICIENCY REQUIREMENT: A. OVERALL SCORE 6.5 IN INTERNATIONAL ENGLISH LANGUAGE TESTING SYSTEM (IELTS)(ACADEMIC); OR B. TEST OF ENGLISH AS A FOREIGN LANGUAGE (TOEFL) SCORE OF 600 (PAPER-BASED TEST) OR 100 (INTERNET-BASED TEST) OR 250 (COMPUTER-BASED TEST); OR C. OTHER EQUIVALENT QUALIFICATIONS. *IF AN APPLICANT HAS NOT TAKEN ANY QUANTITATIVE METHODS AND/OR MARKETING COURSE BEFORE, S/HE NEEDS TO TAKE SUMMER BRIDGING COURSE(S):(1) BUS220 QUANTITATIVE METHODS AND/OR (2) BUS233 PRINCIPLES OF MARKETING. THESE MUST BE COMPLETED BEFORE THE START OF THE PROPOSED MASTER'S PROGRAMME, I.E., IN EARLY JULY TO LATE AUGUST. THE FEE OF THE SUMMER BRIDGING COURSES IS $5,000 PER COURSE.

Course Outline / 課程大綱:
CONCEPT OF INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND DEVELOPMENT (6 HOURS) CONSUMER PSYCHOLOGY AND MARKETING COMMUNICATION (18 HOURS) - THE USE OF VARIOUS MARKETING COMMUNICATION TOOLS IN BRAND BUILDING - CONSUMER PSYCHOLOGY AND COMMUNICATION - PSYCHOLOGICAL ASPECTS OF CREATIVE STRATEGY - MEDIA STRATEGY IN HONG KONG - REPOSITIONING STRATEGY OF WEAK BRANDS - BRAND STRATEGY IN BUSINESS BUYER MARKET - MEASUREMENT OF BRAND EQUITY CREATE VALUE AND POSITION IN CUSTOMERS’ MIND (6 HOURS) GROWING AND SUSTAINING BRAND EQUITY (6 HOURS) EVALUATION OF COMMUNICATION AND BRAND DEVELOPMENT PROGRAMMES (6 HOURS)

Instructors' Qualifications / 導師資歷:
APPLICANTS SHOULD HAVE I) A DOCTORAL DEGREE IN A RELEVANT DISCIPLINE, SUCH AS MANAGEMENT, PSYCHOLOGY, ORGANIZATIONAL DEVELOPMENT, STRONG LANGUAGE SKILLS IN ENGLISH, STRONG ORAL AND WRITTEN COMMUNICATION SKILLS, AND A CAPACITY TO UNDERTAKE RESEARCH IN RELATED TOPICS; OR II) A MASTER DEGREE PLUS PROFESSIONAL QUALIFICATIONS RELEVANT TO THE COURSE SUCH AS REGISTERED PSYCHOLOGIST; PLUS III) 3 YEARS OF FULL TIME/ PART TIME RELEVANT TEACHING EXPERIENCE; OR IV) 5 YEARS OF FULL TIME/ PART TIME RELEVANT WORKING EXPERIENCE.

Assessment / 課程評核要求:
ASSESSMENT METHOD AND WEIGHTING: CLASS/TUTORIAL PARTICIPATION: 10% CASE STUDY: 10% MID-TERM ASSESSMENT: 20% GROUP PROJECT PRESENTATION: 15% GROUP PROJECT REPORT: 15% EXAM: 30% COMPLETION REQUIREMENTS: OVERALL PASSING MARK: 50% ATTENDANCE NO LESS THAN 70% CEF REIMBURSEMENT REQUIREMENT: OVERALL PASSING MARK: 50% ATTENDANCE NO LESS THAN 70%

Delivery Mode / 授課模式:
42 HOURS (FT/PT)

Course Duration / 課時:
2 MONTHS

Effective Date / 課程生效日期:
20/07/2016

CEF Registration Invalid From / 基金課程登記失效日期:
01/04/2023