Notes / 附註:
*APPLICANT PURSUING THIS COURSE WITH COURSE COMMENCEMENT DATE FALLING AFTER 31 AUGUST 2027 IS NOT ELIGIBLE TO CLAIM REIMBURSEMENT FROM CEF. / 申請人報讀於二零二七年八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:
(a) Possess 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 recognised for this purpose by the University*;(b) Preferably with one-year work experience in marketing or business administration or a related area; and(c) Have fulfilled the language requirement, that 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:(i) Overall score of 6.0 in International English Language Testing System (IELTS) (Academic), with no subtest score lower than 5.5; or(ii) Score 550 (Paper-based test) or 80 (Internet-based test) in TOEFL; or(iii) CET6 450; or(iv) Other equivalent qualifications.* If the applicant has not taken any quantitative methods and/or marketing course before, s/he needs to take bridging course(s): (1) Quantitative Methods and/or (2) Principles of Marketing

Course Outline / 課程大綱:
(1) Introduction to the course (3.5 hrs) (2) Customer-based brand equity and brand positioning (3.5 hrs) (3) Brand resonance and the brand value chain (3.5 hrs) (4) Choosing brand elements to build brand equity (3.5 hrs) (5) Designing marketing programs to build brand equity (3.5 hrs) (6) Integrating marketing communications to build brand equity (3.5 hrs) (7) Branding in the digital era (3.5 hrs) (8) Leveraging secondary brand associations to build brand equity (3.5 hrs) (9) Developing a brand equity measurement and management system (3.5 hrs) (10) Measuring sources or brand equity: Capturing customer mind-set (3.5 hrs) (11) Designing and implementing brand architecture strategies (3.5 hrs) (12) Group project presentations & revision (3.5 hrs)

Instructors' Qualifications / 導師資歷:
Doctoral degree or above and more than 10 years of teaching experience in tertiary institutions

Assessment / 課程評核要求:
(A) Assessment Items and Their Weightings:(1) Individual assignment (20%) (2) Participation in class discussion (10%) (3) In-class activities (10%) (4) Group project presentation (30%) (5) Final Examination (30%) (B) Completion Requirements and CEF Reimbursement Requirements:(1) Must achieve at least 51% overall passing mark (equivalent to C+) (2) Students must attend 70% of total class contact hours

Delivery Mode / 授課模式:
42 hours; FT and PT

Course Duration / 課時:
Five weeks including one reading week

Effective Date / 課程生效日期:
30/10/2023

CEF Registration Invalid From / 基金課程登記失效日期:
01/09/2027