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Business Administration Discipline
Self-financed Programmes

Higher Diploma in Marketing Management

Programme code BA124026

Duration of Study
2 Years
Mode of Study
Offering Campus(es) / Venue(s)
(Planned Places)
IVE (Sha Tin) - 30
IVE (Tuen Mun) - 30
Average Result of Admitted Students in 2018 (Note 1)
Entrance Requirements
Five HKDSE subjects at Level 2 or above, including English Language and Chinese Language; OR VTC Foundation Diploma (Level 3) / Diploma of Foundation Studies; OR VTC Diploma in Vocational Education / Diploma of Vocational Education; OR Yi Jin Diploma / Diploma Yi Jin; OR Equivalent.
Remarks :
  1. An "Attained", "Attained with Distinction (I)" and "Attained with Distinction (II)" in an HKDSE Applied Learning (ApL) subject (Category B subjects) are regarded as equivalent to an HKDSE subject at "Level 2", "Level 3" and "Level 4" respectively, and a maximum of two ApL subjects (excluding ApL(C)) can be counted for admission purpose.
  2. A "Grade D or E" and a "Grade C or above" in an HKDSE Other Language subject (Category C subjects) are regarded as equivalent to an HKDSE subject at "Level 2" and "Level 3" respectively, and one Other Language subject can be counted for admission purpose.
  3. Applicable to holders of Diploma in Vocational Education / Diploma of Vocational Education (DVE) (students admitted to DVE in AY2017/18 or before are required to complete prescribed further studies modules).
  4. Applicants may be required to attend an interview.
Programme Aims
The programme aims to provide students with the knowledge and practical skills associated with the marketing profession.  It covers major marketing aspects including Marketing Planning, Online and Social Media Marketing, Promotion & Marketing Communications, Customer Relationship Management, Branding and PR & Event Management, which enable graduates to have a wide variety of choices for career development and academic articulation.
The programme offers numerous activity-based learning elements such as company visits, overseas study tours and guest speaker seminars that broaden students’ horizons. Students can also put their learning into practice by participating in business collaboration projects to solve real-life issues.
Career Prospects
Graduates are competent to take up positions in a wide range of marketing fields in public and private sectors. These include Marketing Executive, Marketing Planning Coordinator, Digital Marketing Executive, Marketing Communications Officer, Advertising Account Executive, Business Development Executive, Sales Executive, Sales and Marketing Coordinator, Brand Management Executive, Marketing Research Officer, Event Planning Executive, Public Relations Executive and Customer Services Officer.
Graduates can pursue relevant degrees locally or overseas. They can also apply for admission to the top-up degree programmes in Hong Kong offered by the following universities in collaboration with the School for Higher and Professional Education (SHAPE) :
  1. Coventry University, UK : BA (Hons) International Marketing#
  2. University of Central Lancashire, UK : BA (Hons) Advertising and Marketing Communications#

# It is a matter of discretion for individual employers to recognize any qualification to which this course may lead. Please refer to the corresponding programme page in the website of SHAPE for the registered course no.
Professional Recognition
The programme has been recognized by the Hong Kong Institute of Marketing. Students can join the Institute as Student Members and graduates are eligible to become the Institute’s Associate Member (AHKIM) upon applying for their membership and obtain full exemption from Diploma examination and six papers exemption from Professional Diploma examination.
  1. Average result in 2018 refers to average score of the best 5 HKDSE subjects, including English Language and Chinese Language, of admitted students in 2018 for reference only.
    (Scoring scale: 5**=7 points; 5*=6 points; 5=5 points; 4=4 points; 3=3 points; 2=2 points; 1=1 point)
  2. VTC reserves the right to cancel any programme, revise programme title, content or change the offering institute(s) / campus(es) / class venue(s) if circumstances so warrant.