Higher Diploma in Advertising & Global Brand Management (21932F)
4-years
Entrance Requirements
Entrance Requirements to Year 1
Completion of Secondary 5 OR Certificate in Vocational Studies OR equivalent.
Entrance Requirements to Year 2
HKCEE 5 subjects - Grade E / Level 2 or above (including English Language, Mathematics and Chinese Language) OR DVS* OR FD* OR FC* OR Project Yi Jin OR equivalent.
Course Aims
The course aims to produce well-trained advertising and promotion personnel capable of providing professional brand management services to local and multinational enterprises in creating and enhancing global brand equity. The course focuses on developing students' ability in 3 areas, namely, (a) creativity in advertising and branding, (b) professional techniques such as web/graphic design, PR and event marketing; and (c) academic knowledge such as strategic brand management and green marketing. With a balanced curriculum, students will be well-fitted to work in the advertising, branding and marketing world.
Curriculum
Year 1 :
- Ad Production Fundamentals
- Computer Applications For Business
- Fundamentals of Structured Whole Person Development
- Marketing Fundamentals
- Mathematics
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- Vocational English and Communication Skills
- Business Economics
- Chinese
- Global Business Fundamentals
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Year 2 :
- Accounting for Executives
- Business Putonghua
- English and Communication for Business
- Graphic Design
- Principles of Advertising and Promotion
- Principles of Marketing
- Cross Cultural Business Skills
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- Introduction to Brands and Branding
- Logistics and Supply Chain Management
- Principles of Business Management
- Selling Principles and Skills
- Whole Person Development on Healthy Lifestyle
- Whole Person Development on Team Work & Communication
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Year 3 :
- Buyer Behaviour
- Commercial Photography
- English and Communication for Business
- Global Marketing
- Legal Framework
- Web Technology for Advertising
- AV Production
- China Business Studies
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- Legal and Financial Aspects of China Business
- Chinese Communication
- Direct and eMarketing
- Green Marketing
- Marketing Research
- Whole Person Development on Self-confidence and Career Development
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Year 4 :
- Advertising Campaign Management
- Creative Development Workshop
- Creative Writing
- Project
- Services and Quality Management
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- Strategic Marketing
- English and Communication for Business
- China Marketing
- Public Relations and Event Marketing
- Strategic Brand Management
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Articulation Arrangement
Graduates are eligible to apply for relevant degree courses organised by SHAPE:
- University of Northumbria at Newcastle, UK : 1-year full time/ 2-year part time BA(Hons) in International Business Management,
- Leeds Metropolitan University, UK : 9-month full time/ 18-month part time BA(Hons) in Business Management,
- Open University of Hong Kong : 18-month full time Bachelor of Business Administration(Hons) in Accounting
Industrial Recognition
Graduates are eligible for obtaining partial exemption from the following professional examinations :
- Chartered Institute of Marketing
- Hong Kong Institute of Marketing
Career Prospects
Graduates may be employed in (a) advertising/promotion and (b) brand management and marketing fields at supervisory level.
- In advertising and public relations firms, they can take up posts such as account executives, media executives, copywriters and junior designers.
- In the brand management and marketing field, graduates can be employed as brand executives, marketing officers or assistant brand managers who take charge of their own brand management while overseeing the liaison with advertising agencies.
Graduates can apply for positions in a wide array of businesses including advertising, media and public relations, exhibition, wholesale, retail, hotel and catering, and effectively any public or private businesses requiring an advertising, branding and/or marketing function.
