Non-local Student Admissions

Business

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 Edges

Meeting Industry Needs

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

Theory + Practice

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

Project-based Assessments

Enhance students’ application abilities.

Meeting Industry Needs

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

Theory + Practice

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

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 (Kwun Tong / Sha Tin / Tuen Mun)

Professional Recognition

Students may join the Hong Kong Institute of Marketing as Student Member.

Remarks

The programme information is applicable to local applicants. For non-local applicants, please visit here.
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.

Entrance Requirements

HKDSE

Chinese Language 2

English Language 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

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.
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. Recognition of Urdu Language subject in 2026 HKDSE Other Language subject (Category C subjects) will be announced later. For details, please click here. One Other Language subject can be counted for admission purpose.
An "Attained" in HKDSE Citizenship and Social Development is regarded as equivalent to an HKDSE subject at "Level 2" for admission purpose.
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.
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).
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.
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):

BA (Hons) in Digital Advertising
BA (Hons) 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) in 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

Buyer Behaviour
Quantitative Analysis for Business
Fundamentals of Management
Digital Marketing Skills and Strategy
Vocational Chinese Communication: Putonghua Conversation and Reports
Essential Workplace Communication: Digital Written Correspondence
Whole Person Development - Collaboration, Teamwork & Social Engagement

Marketing Research
Live Commerce with Design Thinking
Professional Workplace Communication: Storytelling and Job Search
Whole Person Development - Enhancing Competencies in the 21^st Century Workplace
Enrichment Module A

Legal Aspects for Marketers
Marketing Management
Customer Data Analytics
Public Relations and Event Planning
Professional Workplace Communication: Proposal and Report Writing
Final Year Project
Work-integrated Learning*

Marketing Communications and Customer Relationship Management
Marketing Innovation and Technology
Brands and Green Business Practices
Vocational Chinese Communication: Putonghua Presentations and Promotional Text Writing
Professional Workplace Communication: Pitching and Persuasive Presentation
Final Year Project
Enrichment Module B
Work-integrated Learning*

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

The tuition fees for the AY2025/26 is listed below for reference. The tuition fees for AY2026/27 will be announced at a later stage.

1st Year Tuition Fees (HK$)

$32,500

2nd Year Tuition Fees (HK$)

$32,500

Remarks

The study duration of Higher Diploma programmes is normally 2 years. The tuition fee is payable in two installments each year.
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.
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.
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.
The information listed above is only applicable to local students.

Programme Highlights

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

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