Programmes - HKU SPACE Community College
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Economics & Business Economics & Business

Higher Diploma in Marketing

Marketing and Advertising

Programme Code: HD 132 3416 6338 2305 5315
QF Level: 4
QR Registration No.: 15/003339/L4
Registration Validity Period:  30/10/2015 to ongoing

Application Code 報名編號 : HD132

Marketing Practitioner Interview: Founder and CEO of Smark Global – Mr. Harry Lui

Programme Aims & Features

This programme is specially designed to provide students with a vocation-oriented, broad-based education in marketing with the option of specializing in one of two themes: 1.Marketing and Management; 2. Marketing and Advertising. The programme integrates many disciplines present in the marketing industry and aims to provide all aspiring marketing professionals, irrespective of their future career specialism, with multiple skills and practical and academic knowledge to keep pace with the changing needs of the dynamic market.

The aim is to provide students with the practical knowledge and understanding of key marketing concepts, events management, advertising or management theories and skills which they can apply in the workplace.

Marketing and Management Theme 
Upon completion of the programme, students opting for the Marketing and Management theme will be equipped with a range of practical knowledge and skills associated with marketing, human resources management, international business, and management strategies for pursuing a career or further studies in these areas in future.

Marketing and Advertising Theme 
Upon completion of the programme, students opting for the Marketing and Advertising theme will be equipped with a range of practical knowledge and skills associated with marketing, public relations, advertising and branding to prepare them for pursuing a career or further studies in these areas in future.

Integration of Academic Theory and Practice

  • Lecture combines theories and real-life cases and practical examples
  • Experience sharing by key marketing professionals at guest speaker sessions, field visits and seminars
  • Prepare students for a career in the private / public sectors as marketing specialists

Interactive Learning Approach with

  • Class activities
  • Group discussions / Group projects
  • Field visits


Preparation for Future Study and Future Career

The counsellors at the Student Development and Counselling Services (SDCS) will assist students in formulating plans for further studies and career development. Every year, SDCS provides support in different forms to help students who wish to progress to university studies, including talks to introduce local and overseas study opportunities, mock interviews, as well as experience sharing by graduates. 

Moreover, SDCS offers many career development activities to enhance students’ competitiveness in the workplace and better prepare for future career. These include company visits, recruitment talks, workshops on career planning and job interview skills. Mock interviews and job posting service are also available. 

Opportunities for Further Studies

2023 Overall Progression Rate: 76%
UGC-funded Bachelor’s Degree Programmes: 59%

Some of our graduates/students are admitted to UGC-funded degree programmes every year. The list below shows the programmes that our graduates/students of recent years have articulated to*:

The University of Hong Kong
BBA Accounting and Finance
BSc Information Management

The Chinese University of Hong Kong
BBA Marketing
BSc Community Health Practice

BSSc in Economics
Integrated BBA

The Hong Kong University of Science and Technology
BBA Business & Management
BBA (Hons) Management
BSc Chemistry

The Hong Kong Polytechnic University
BA (Hons) Scheme in Fashion and Textiles Marketing
BA (Hons) Scheme in Fashion Marketing
BBA (Hons) Accounting & Finance
BBA (Hons) Marketing
BBA (Hons) Management
BBA (Hons) Financial Services
BBA (Hons) Global Supply Chain Management
BBA (Hons) International Shipping & Transport Logistics
BBA Supply Chain Management and Analytics
BSc (Hons) Enterprise Engineering with Management
BSc (Hons) Logistics Engineering and Management
BSc (Hons) Financial Technology
BSc (Hons) Hotel Management

City University of Hong Kong
BA Creative Media
BA Digital Television and Broadcasting 
BA Media and Communication
BBA Accountancy
BBA Banking and Financial Services
BBA Business Analysis 
BBA Business Decision Analytics
BBA Business Operations Management
BBA Finance
BBA Global Operations Management
BBA Human Resources Management 
BBA Information Management 
BBA Management
BBA Marketing
BBA Marketing Information Management
BSocSc Applied Sociology
Integrated BBA (Hons)

Hong Kong Baptist University
BBA (Hons) Accounting
BBA (Hons) China Business 
BBA (Hons) Economics and Data Analytics Concentration
BBA Entrepreneurship and Business Innovation
BBA (Hons) Human Resources Management
BBA (Hons) Information Systems & e-Business Management 
BBA (Hons) Marketing 
BBA (Hons) Strategic Retail Management and Innovation            

Lingnan University
BBA (Hons)
BBA Accountancy

HKU SPACE International College

University of Plymouth
BSc (Honours) Business Management

Edinburgh Napier University
BA Mass Communications, Advertising & Public Relations

University of Hull
BA (Hons) Marketing
BA (Hons) Marketing and Management    

Middlesex University London
BA (Hons) Graphic Design (for Higher Diploma in Marketing - Marketing and Advertising)

Career Prospects

The programme will prepare students for a career in the marketing, management, administration or public relations in the private or public sectors.  Positions available in the field are diverse and include a wide variety of activities such as customer service, advertising & promotion, marketing communication, marketing research, store management, customer relationship management, event management, brand management and marketing planning.

Professional Recognition

The programme has successfully attained a 2-year accreditation by the Hong Kong Institute of Marketing (HKIM) till 31 Aug 2025. Graduates of this programme are qualified for full exemption of Diploma in Marketing and partial exemption for Professional Diploma in Marketing of HKIM if they have passed the relevant courses under this programme.  
“Hong Kong Institute of Marketing (HKIM) founded on 12th November 1982 is the only non-profit making and independent professional body for marketers of Hong Kong. In its several years of history, professional marketers across various business fields and disciplines join as members of HKIM.” 
“HKIM has been active in promoting marketing practices and issues in Hong Kong. It is also a promoter of marketing expertise, standards, ethics and knowledge through its activities, training and education programmes. In addition, HKIM is a Founding Member of Continuing Professional Development (CPD) Alliance and the Asia Marketing Federation.” 
The successful accreditation exercise signifies the quality of this programme which meets the educational standard and requirements of professional marketing programmes recognized by HKIM. 

*The above list is not exhaustive and only shows some of the examples.

  • Introduction to Academic English
  • English for Academic Purposes I & II
  • English for Business
  • Practical Chinese
  • Applied Statistics
  • Information Management


Year 1

  • Introduction to Marketing
  • Introduction to Management    
  • Marketing Communications
  • Digital Marketing
  • Business Economics
  • Essentials of Accounting

Year 2

  • Consumer Behavior
  • Marketing Research and Information
  • Event Management

Select one theme from the following ONLY

Marketing and Management Theme

  • Global Business and Trade 
  • Human Resources Management
  • Principles of Organizational Behaviour
  • Final Year Project (Marketing and Management)

Marketing and Advertising Theme

  • Strategic Brand Management
  • Advertising and Promotion
  • Public Relations
  • Final Year Project (Marketing and Advertising)

*Courses offered in each semester are subject to student enrolment and resources available.

Final Year Project (FYP) is a capstone module for students to apply and integrate the knowledge they have accumulated over their course of study by working in groups to develop a business plan/marketing plan for a product/service of their choice.

Students produce their own TVCs for promotion of their new ideas.

Video 1 - Retro Hotel

Video 2 - K Arts_Fly with Us

Video 3 - Two Girls

Liz Li
Liz Li
  • 2021-2023 Higher Diploma in Marketing (Marketing and Advertising Theme)
  • Offer received: BU BBA Marketing year 3
  • Offer received: PolyU BBA Marketing year3

很慶幸我在兩年前選擇了港大附屬學院 市場學高級文憑課程,現在我終於能銜接上大學,這有賴學校提供的資源和講師對我們的支持。




Chong Kwan Ho, Kenneth
Chong Kwan Ho, Kenneth
  • 2020-2022 Higher Diploma in Marketing (Marketing and Advertising Theme)
  • Offer received: Bachelor of Business Administration (Honours) in Marketing, The Hong Kong Polytechnic University

我的DSE考得很差,當時對未來感到迷惘。完成毅進文憑後,我入讀了HKU SPACE CC的市場營銷高級文憑課程。

一開始我對全英文的學習感到非常不習慣,但幸好每一節課堂結束後老師都很願意提供幫助。我在HKU SPACE CC這兩年有非常精彩的學生生涯,例如參加電影學會和學校提供的講座,這些經歷都令我成長非常多。這兩年的成長和經歷,讓我終於獲得理工大學的學位,真的非常感激這兩年在HKU SPACE CC遇到的人。

Wong Hei Man
Wong Hei Man
  • 2019-2020 Higher Diploma in Marketing
  • Offer received: Bachelor of Arts (Year 1), The University of Hong Kong

Before studying at HKU SPACE CC, I got lost at that moment. After receiving encouragement and suggestion from my family and friends, I continued my study journey in the Higher Diploma in Marketing programme in HKU SPACE CC. Although we have suffered hardships of learning as the pandemic wears on, my study within this year is fruitful. The passionate and inspiring lecturers were practically equipping me with the skills and knowledge necessary for my career and advanced studies. Simultaneously, the school offered substantial academic and non-academic supports to me which gave me the push I needed. After a year of hard work, I am admitted to the Bachelor of Arts at The University of Hong Kong.

At this moment, some of you may be confused about the future. However, I believe that you will figure out it in HKU SPACE CC later. Just work harder and smarter. With the  effort, you can achieve anything.

Stitch Chow
Stitch Chow
  • 2018年市場學高級文憑(市場學及廣告)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士 三年級
  • 其他取錄︰香港大學理學士(資訊管理) 三年級
  • 其他取錄︰香港浸會大學工商管理學士 三年級




Beryl Lai
Beryl Lai
  • 2018年市場學高級文憑(市場學及廣告)畢業
  • 現就讀香港城市大學工商管理學士(資訊管理)三年級


今天,我有幸能升讀本地大學,全賴得到HKU SPACE CC各位講師對我的栽培和鼓勵,他們的支持都給予每位學生信心和力量,讓我們更有動力學習,使我們在NON-JUPAS的路上並不孤單。

Lauren Ho
Lauren Ho
  • 2018年市場學高級文憑(市場學及廣告)畢業
  • 現就讀香港理工大學服裝及紡織(榮譽)文學士三年級




Michael Yu
Michael Yu
  • 2018年市場學高級文憑(市場學及廣告)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士三年級
  • 其他取錄︰香港大學理學士(資訊管理)三年級
  • 其他取錄︰香港浸會大學工商管理學士 三年級

修讀港大附屬學院市場學高級文憑,助我完成了自己一直以來的目標 - 升讀本 港大學。 
這兩年間,透過一班專業及資深的講師在課堂上悉心教導,我獲取了豐富的 市場營銷知識,更加深了我對市場學的興趣。而且他們給予同學討論時間, 希望我們能融會貫通,將知識應用於日常生活之中。 

此外,講師們非常關心每位同學的學習進度及人生規劃,課餘時間更為同學 們提供各種升學及就業意見。 


Suki Sin
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港理工大學市場學(榮譽) 工商管理學士 三年級
  • 其他取錄:香港浸會大學工商管理學士 三年級

兩年前我毅然決定重投學習生涯,選擇入讀HKU SPACE CC,這決 定終使我成功升讀本地大學。 在CC修讀高級文憑課程的兩年,我獲益良多。

在課堂上,講師不但 教授書本知識,更會提供生活實例讓同學能活學活用,幫助同學學 習。此外,當同學對升學或就業有疑問時,講師亦會提供意見,為 我們分憂。我今天能成功升讀大學,實在有賴各位老師的幫助和支 持。這增強了我學習的信心,助我在學業路上繼續拼搏。

Ivan Lin
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港城市大學文學士 (媒體與傳播)三年級



Tim Wong
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港理工大學服裝及紡織(榮譽) 文學士三年級

DSE後,拿着不太理想的成績,我決定修讀HKU SPACE CC商業學 高級文憑(市場營銷及廣告)課程。 在這兩年,老師對同學主動關心,使我對將來人生規劃的目標更堅 定。課堂上,老師以實際的例子講解,使同學更容易掌握市場營銷 的知識。

此外,我還認識了一班好戰友,大家互相鼓勵,奮勇向 前。 最後鼓勵每個有目標的人,不要怕跌倒,反而要繼續努力,向着理 想奮鬥。

Justin Wong
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港理工大學服裝及紡織(榮譽) 文學士三年級



Noel Liu
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港理工大學服裝及紡織 (榮譽)文學士三年級

接過文憑試成績表,我決定修讀HKU SPACE CC商業學高級文憑 (市場營銷及廣告)課程。兩年間,老師無論在學業或升學上都給予 同學指導,師生間關係和諧,有融洽的學習環境。在學習方面,老 師亦會以生活例子,令同學更明白市場學的概念。

學院提供豐富的課外活動,我曾擔任商學會副主席,為我的大專生 活增添色彩,同時亦學會不少課本外的知識。今天我能夠完成夢 想,除了感謝老師外,身邊的戰友亦功不可沒,大家互相扶持,為 兩年的大專生活劃上完美的句號。

Hilary Tam
  • 2017年商業學高級文憑 (市場營銷及廣告)畢業
  • 現就讀香港理工大學服裝及紡織 (榮譽)文學士三年級




Christine Wong
Christine Wong
  • 2015年商業學高級文憑(市場營銷及廣告)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士四年級

由於公開試成績未如理想,所以我跟入讀大學的機會擦肩而過。當時,我感到短暫的迷失,也不知道該何去何從。然而,在朋友的推薦下,我最終選擇了報讀HKU SPACE CC的商業學高級文憑(市場營銷及廣告)課程,抱著隨遇而安的心態開始我另一段學習之旅。 HKU SPACE CC的講師熱誠教學,不但教授課本的理論,而且不時分享有關工作經驗,讓同學對實際市場環境有更深入的了解。另外,老師十分關心學生,不時給予鼓勵和建議。這一切,讓我尋回自信。 我非常感謝講師對我的支持。

David Ng
David Ng
  • 2016年商業學高級文憑(市場學及媒體)畢業
  • 現就讀香港理工大學市場學(榮譽)工商管理學士三年級

香港大學附屬學院給我一個進修的機會,更提升了我各方面的才能,為將來就業作好準備。 市場學的課程非常專業及實用,每位講師都十分用心授課。每個學期,我都能夠接觸不同的市場學及管理等知識,一步一步為我建立進修或就業的穩固基石。而且,每當我遇到疑問,講師們都必定耐心解答。 在CC的兩年中,除了學懂專業的市場學知識,我更獲得不同的獎項,例如HSBC Vocational Education Scholarship 和畢業專題習作演說比賽冠軍。對我來說,香港大學附屬學院就是一個提供寶貴機會的保育瓶,只要你投入、努力,它必定能夠幫助你達到目標。

Ren Kong
Ren Kong
  • 2015年商業學高級文憑(市場營銷及廣告)畢業
  • 現就讀香港大學理學士(資訊管理)四年級

現在的你是否如當年的我,手執文憑試成績單,同時看着形形式式的學院招生廣告,內心滿是忐忑以及迷茫?想起當初,我只是希望能夠接觸更多有關市場學及廣告方面的知識,卻從未想過會在這個課程內獲得這麼多。 修讀港大附屬學院商業學高級文憑(市場營銷及廣告)課程後,讓我對市場學有更深入的理解。課程設計注重理論與實踐,除了能在課堂上吸取知識外,亦有不同的講座、實習及交流機會,好讓我們能夠更全面地認識市場學。 今天,我有幸圓夢進升香港大學,這全賴各位講師對我的支持和鼓勵,他們有教無類,並且鼓勵每位學生主動學習,給予肯定及信心,讓我們更有動力學習。經過他們循循善誘而耐心的教導,對我無條件的支持,讓我慢慢地找回那股學習的興趣,以及人生的目標。在此衷心感謝各位講師悉心的教導。 若此刻的你仍在猶豫,我可以告訴你,只要你有夢想,這裡必定是個圓夢工場。

Ashley To
Ashley To
  • 2014年商業學高級文憑(市場營銷及廣告)
  • 現就讀香港城市大學工商管理榮譽學士(銀行及金融服務)三年級

在港大附屬學院的兩年,我在各方面都得到豐富的收穫。在修讀高級文憑的路上,成績是我最為著緊的。在學習方面,講師上課大多以互動形式教授,亦不時以分組討論來幫助我們應用書本上的知識,令我準備考試時能輕鬆面對,考取好成績,並於畢業後銜接到商科學士學位課程。 除了課堂,學院亦給予我在相關範疇的工作機會,在暑期實習中親身嘗試由設計到實踐宣傳計劃,並自行解決過程中遇到的問題,令我對Marketing這個行業有更深入的了解。 在課餘活動方面,學院十分重視同學的全能發展。在學校的支持下,我們的Rugby Team多次出戰大專賽事都取得獎項。同時,經過兩年的經驗,我現在更爭取到大學欖球代表隊的一席位。

Yanki Wong
Yanki Wong
  • 2010年商業學高級文憑(市場營銷及廣告)
  • 2012年香港城市大學語言學及語言科技榮譽學士
  • 現於醫療設備公司任職產品推廣主任

大學學位,真的是遙不可及? 曾經,我兩次被考試擊倒。會考後再重讀中五,好不容易升讀預科,卻要面對另一考驗:高考。憑著不俗的成績,以為可以歡天喜地迎接來年的大學生活,不料卻失望而回,因為JUPAS Offer 只有一個酒店管理高級文憑。 我曾想過放棄,但身邊朋友不斷鼓勵我,建議我到港大附屬學院修讀高級文憑課程,既可有一技之長,也可以報讀大學!當時,我真的一點信心也沒有,心想哪有這麼容易的事。現在回想起來,幸好我做了明智的決定。 於是我選了Sales, Marketing and Advertising,課程與生活息息相關,一份理論,九份實踐。兩年的生活很充實,令我愈讀愈有信心。畢業那年,最令我意想不到的是我獲香港城市大學錄取,還有兩個Offers呢!所以,「一分耕耘一分收穫」的確是千真萬確。 大家一定要記著「俾心機,有轉機!」

Kristen Ng
Kristen Ng
  • 2013年商業學高級文憑(市場營銷及廣告)
  • 現就讀香港理工大學市場學(榮譽)工商管理學學士三年級

還記得當年放榜,收到高考成績單後,心情十分焦慮。在短時間內必須選擇自己的路:到底應該繼續進修,還是找份長工度過餘生? 經過深思熟慮,最後選擇報讀港大附屬學院商業學高級文憑課程,除了可為工作做好準備,從不同課外活動及實習機會中找尋自己真正的興趣,亦再次測試自己到底有沒有能力考進大學。皇天不負有心人,得到講師的悉心教導和指示,同學之間的鼓勵和支持,最後有幸獲得兩間大學取錄,繼續修讀喜歡的科目。 這兩年高級文憑生涯,讓我尋回自我,上了人生寶貴的一課。「態度勝過高度」,是一位講師常常提醒我們的,亦從此成為我人生的座右銘。在此再次感謝所有講師和同學。

Students' Activities

Visit to BMW iSpace Electric Vehicle Flagship Store

In November 2023, our HD Marketing students had the privileged opportunity to visit the BMW iSPACE Electric Vehicle Flagship Store in Wan Chai.

They got to learn from BMW’s latest retail strategy/concept that combine sustainability with modern luxury – the flagship store that showcases the full range of their i-series Electric Vehicles.


GBA Tour, July 2023

As part of the Inter-school Entrepreneurship Workshop, 10 students from the Division of Economics and Business accompanied a group of secondary school students to visit Rainbow Shopping Mall and an electronic manufacturing factory in Dongguan. The interesting tour provided the students with the opportunity to explore the consumer culture, shopping trends, and innovative business ideas in the Greater Bay Area.


Students took a guided tour on the factory floor where they observed different stages of the production processes – starting from component assembly to final product testing and packaging. Also, they had the chance to ask questions to the management of the factory, which helped them gain insights into the challenges and opportunities of the electronic manufacturing industry in mainland.