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Higher Diploma in Marketing and Customer Analytics
Full-time S6 or above Higher Diploma

Programme Code BA114045

Higher Diploma in Marketing and Customer Analytics

Programme Advantages

Programme Advantages

Programme Advantages

Meeting Industry Needs

Equip students with the latest skills to enhance their competitiveness in the workplace.

Programme Advantages

Theory + Practice

Provide internship opportunities to make it easier to master professional knowledge.

Programme Advantages

Project-based Assessments

Enhance students’ application abilities.

Programme Advantages

Meeting Industry Needs

Equip students with the latest skills to enhance their competitiveness in the workplace.

Programme Advantages

Theory + Practice

Provide internship opportunities to make it easier to master professional knowledge.

Programme Advantages

Project-based Assessments

Enhance students’ application abilities.

Basic Information

The programme aims to provide students with professional training in marketing and to equip them with basic skills in data analytics for marketing management, especially with better utilisation of technology for marketing analysis, planning and implementation. It covers major marketing aspects including digital marketing, marketing planning, online and social media marketing, marketing data analytics, promotion & marketing communications, customer relationship management, public relations & event management, which enable graduates to have a wide variety of choices for career development and academic articulation. The diverse scope of study enables graduates to have a wide variety of choices for career development and academic articulation.
Mode of Study Full-time
Duration of Study 2 Years
Offering Campus(es) / Venue(s)
IVE (Sha Tin / Tuen Mun)
Study Places IVE (Sha Tin) - 35
IVE（Tuen Mun）- 25
Admission Score Average Result: 13 1
Score Range: 10 - 17 1

Professional Recognition

Students may join the Hong Kong Institute of Marketing as Student Member.
Remarks
  1. Admission score in 2024 refers to score of the best 5 HKDSE subjects, including Chinese Language and English Language of admitted students in 2024. 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).
Notes
  1. The programme information is applicable to local applicants. For non-local applicants, please visit here.
  2. Students may be required to attend classes on other VTC campuses. 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.
  3. The revalidation of the programme will be conducted in 2025. The curriculum will be updated if circumstances so warrant.

Entrance Requirements

  • HKDSE
Chinese Language 2
English Language 2
Core/Elective Subject 2
Core/Elective Subject 2
Core/Elective Subject 2
  • VTC Diploma of Foundation Studies; OR
  • VTC Diploma of Vocational Education / VTC Diploma of Vocational Baccalaureate; OR
  • Diploma Yi Jin / Diploma of Applied Education; OR
  • Relevant and substantial work experience and/or prior qualification(s) obtained in or outside Hong Kong (e.g. assessed through recognition of prior learning and credit accumulation and transfer), with demonstrated ability to undertake sub-degree education; OR
  • Equivalent
Remarks
  1. Applicants can use HKDSE Applied Learning (ApL) subjects (except ApL Chinese) for admission purpose. An "Attained", "Attained with Distinction (I)" and "Attained with Distinction (II)" in an ApL subject (Category B subjects) are regarded as equivalent to an HKDSE subject at "Level 2", "Level 3" and "Level 4" respectively for admission purpose.
  2. For 2024 HKDSE and before, 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; From 2025 HKDSE onwards, Language Proficiency Level A2 or above in French / German / Spanish, N3 or above in Japanese and TOPIK II: Grade 3 or above in Korean are also recognised as one of the five HKDSE subjects in fulfilling the general entrance requirement (Subject to approval by the Hong Kong Council for Accreditation of Academic and Vocational Qualifications (HKCAAVQ)). One Other Language subject can be counted for admission purpose.
  3. An "Attained" in HKDSE Citizenship and Social Development is regarded as equivalent to an HKDSE subject at "Level 2" for admission purpose.
  4. If one of the five HKDSE subjects is Citizenship and Social Development, the general entrance requirement would become "Attained" for Citizenship and Social Development and Level 2 or above in four other HKDSE subjects including Chinese Language and English Language. Besides, Level 2 or above in Mathematics Extended Part (Module 1 or Module 2) is also recognised as one of the five HKDSE subjects in fulfilling the general entrance requirement. If applicants have taken both Module 1 and Module 2, either one of the modules (with a higher level) will be counted for admission purpose.
  5. 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).
  6. Upon completion of the Diploma of Vocational Baccalaureate (DVB) programmes, students can progress to Higher Diploma programmes in VTC, subject to their BTEC and IGCSE results.
  7. Applications with work experience and/or prior qualification(s) submitted will be assessed individually by the departments concerned.

Articulation / Employment

Articulation
Graduates may articulate to the Degree programmes offered by Technological and Higher Education Institute of Hong Kong (THEi):
  • Bachelor of Arts (Honours) in Digital Advertising
  • Bachelor of Arts (Honours) in Public Relations and International Events Management
Graduates may pursue relevant Degrees locally or overseas. They may also apply for admission to the top-up Degree programmes in Hong Kong offered by the following university in collaboration with the School for Higher and Professional Education (SHAPE):
  • Northumbria University, UK: BSc (Hons) Global Business Management#
    [Not applicable to Mainland students]
# It is a matter of discretion for individual employers to recognise 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.
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, Data Analyst, 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.

Curriculum

  • Marketing Essentials
  • Mobile and Social Media Marketing
  • Economics
  • Accounting
  • Essential Workplace Communication: Effective Oral Interaction
  • Whole Person Development - MindShift: Achieving Personal Growth & Effectiveness
  • IT Essentials - Business
  • Creative Project
  • Buyer Behaviour
  • Business Statistics
  • Management
  • Digital Marketing
  • Vocational Chinese Communication: Putonghua Conversation and Reports
  • Essential Workplace Communication: Digital Written Correspondence
  • Whole Person Development - Collaboration, Teamwork & Social Engagement
  • Creative Project
  • Marketing Research
  • Design Thinking and Entrepreneurship
  • Professional Workplace Communication: Storytelling and Job Search
  • Whole Person Development - Enhancing Competencies in the 21st Century Workplace
  • Enrichment Module A
  • Creative Project
  • Legal Aspects for Marketers
  • Marketing Management
  • Customer Data Analytics
  • Public Relations & Event Planning
  • Professional Workplace Communication: Proposal and Report Writing
  • Final Year Project
  • Marketing Communications and Customer Relationship Management
  • Innovation for Marketing
  • Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
  • Professional Workplace Communication: Pitching and Persuasive Presentation
  • Final Year Project
  • Enrichment Module B
Remarks
  • Depending on the job nature and study programmes, Work-integrated Learning will be arranged at an appropriate time during the period of study.

Tuition Fees

1st Year Tuition Fees (HK$)
$32,500
2nd Year Tuition Fees (HK$)
$32,500
Remarks
  1. The study duration of Higher Diploma programmes is normally 2 years. The tuition fee is payable in two installments each year.
  2. In addition to tuition fees, students will be required to pay other fees, such as caution money and students’ union annual fees. Students of Higher Diploma programmes will be required to pay the study package fees for Chinese & Putonghua modules.
  3. Some students may be required to study bridging modules or enhancement programmes to support their study; or to attend additional training, industrial attachments, public examinations for which separate fees will be charged.
  4. Tuition fees are subject to annual review. The tuition fee levels for 2nd Year will be reviewed subject to inflationary adjustments and other relevant factors.
  5. The information listed above is only applicable to local students.

Programme Highlights

Hang Seng Bank Go! GingerOnion X IVE Business Integrated Marketing Campaign Competition

Hang Seng Bank Go! GingerOnion X IVE Business Integrated Marketing Campaign Competition

A team of 5 students joined the competition organised by Hang Seng Bank for its ideas of marketing campaign and received the merit prize plus cash of HK$2,000.

Active participation in exchange activities for wider perspective

Active participation in exchange activities for wider perspective

Students participated in cross-border visits to deepen their understanding to the latest development in marketing area and exchange activities with local students.

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