PROGRAMME OBJECTIVES

The programme aims to meet the continuing professional development needs of people who are currently working in the M.I.C.E. industry, in event management, advertising and public agencies, or for those who have career aspirations in the M.I.C.E. and Event Management fields. This programme aims to introduce students a wide range of skills and techniques in event planning, promotion, operation and management. Students will learn how to collaborate with different stakeholders in relation to event venues, event facilities, food and beverage, marketing communication, and event technology.

INTENDED LEARNING OUTCOMES

On completion of the programme, students should be able to

1. critically evaluate the M.I.C.E. and event management industrial environment in local, regional and international perspectives;
2. apply the fundamental digital technology and marketing tools to assist M.I.C.E. and event managers in making business decisions;
3. conduct verbal formal presentations and write business correspondence in English on tourism, hospitality and event industries;
4. plan, implement, coordinate and manage M.I.C.E. events in relation to event conceptualization, marketing communication, stakeholder management, food & beverage, venue and operation management; and
5. manage the facilities of M.I.C.E. and event venues and coordinate with the venue suppliers.

Students normally study two assigned modules per term, three terms in a year (March-June, July-October, Oct/Nov – February). The Advanced Diploma programme offers ten modules over three terms per year which could normally be completed in 22 months (i.e. 5 terms) if students undertake 2 modules per term. Altogether, students need to study 10 modules focusing on event managment, in order to be awarded the Advanced Diploma in M.I.C.E. and Event Management.

1. Hospitality, Tourism and Events in the Digital Age
2. English for Business Communication Skills for Hospitality, Tourism and Events*
3. Marketing for the Hospitality Tourism and Event Industry
4. Facilities Management
5. Food and Beverage Administration
6. Events Operations
7. Event Planning and Promotion
8. Festivals and Special Events Management
9. Cruise Line Management*
10. Management of the M.I.C.E Industry

*Modules recognized under the CPD Schemes for Tourist Guides and Tour Escorts, specified by Travel Industry Authority (TIA). For details, please refer to the section: Professional Recognition.

Programme contains 120 credits, 10 modules. Each module contains 12 credits.

ASSESSMENT 

The mode of assessment is different from module to module but will be generally based on a combination of coursework. Throughout each module, students will be assessed by a combination of:

• Essay/ Assignment/Report Writing
• Oral Presentation
• Group Project and Presentation 
• Online Exercise 
• Test
• Examination 

Medium of Instruction: English

AWARDS

On satisfactory completion of the 10 modules, students will be awarded the Advanced Diploma in M.I.C.E. and Event Management within the HKU system through HKU SPACE. Students may apply to exit the programme with a Diploma in M.I.C.E. and Event Management upon satisfactory completion of 5 modules (i.e. Module 3, 4, 6, 7,  and 10) with 60 credits in total.

Teacher profile

Mr Alan CHAN

• Tourism, Hospitality and Event Management Trainer/
• Incentive Travel Planner/
• Event Manager/ Travel-writer and Radio Programme Co-host

Specialties

• Event management
• International tourism marketing
• Travel incentives

Selected Experiences

• Opened up new visitor sources from major new markets including Russia and India for the Hong Kong Tourism Board (HKTB) to maintain  a diverse visitor portfolio
• Enhanced HKTB market penetration in the short-haul region by leveraging event marketing as a means to boost visitor arrivals
• Led the Sales Department of Amway Hong Kong, world’s leading direct selling company with direct involvement in organizing incentive travel and special events in Hong Kong and overseas
• Staged the first large-scale incentive travel seminar to Bangkok, Thailand for Amway independent business owners from Mainland China in 1996
• Bridging national tourist offices and travel trade partners through The Association of National Tourist Office Representatives in Hong Kong (ANTOR)

Mr Robert Rogers 

• Over 30 years of experience creating events/
• He is Certified Special Event Professional (CSEP)/
• He was founding president of the International Live Event Association Hong Kong Chapter/
• Proponent for ISO20121 event sustainability standards in Asia

Specialties

• Special Event Design
• Special Event Production
• Entertainment Management
• Stage Management

Selected Experiences

• APEC CEO Conference – Stage Manager for ~20 heads of state including President XI, President Obama, Prime Minster Medev.
• Asian Brokers and Bankers Awards- producer for 10 years raising over helping to raise of 65million for charity
• An Adventure - A multi day program for 150 pax through France and Italy with performances by Kylie Minogue and Ronan Keating 

Awards

Gala Award – Best Event for a Private Individual – 2020
Esprit Award – Best Private Event – 2018
Esprit Award – Best Team Effort – 2018
Esprit Award – Best Event with a Legacy – 2015
Esprit Award – Best in Event Filmmaking – 2012

• 18 months (Minimum)
  34 months (Maximum)
  22 months (Normal)

Hospitality, Tourism and Events in the Digital Age

The aim of the module is to illustrate how digital technology (e.g. ‘Internet of Things’ (IoT)) influences the management of international tourism and hospitality industries.  Students will be introduced the decision-making characteristics of digital consumers and their influence on managerial decision making. Students will also understand the importance of web presence for international tourism and hospitality businesses; and get familiarised with various digital tools (e.g. FaceBook page, YouTube, Twitter and MakeMyTrip.com) in tourism and hospitality businesses worldwide. The contemporary trend in on-line payments will be covered in the module.

English for Business Communication Skills for Hospitality, Tourism and Events

Business communication skills in English are greatly needed by students in all our hospitality, tourism and events programmes, since students need to learn some fundamental skills in business writing (including report writing, handling and responding to complaints, answering enquiries, etc.). This module aims to develop students' knowledge relating to solve communication problems and respond to complex questions in English. The class is developing the students command of spoken and written English business communication with related areas of tourism, hospitality and event will be covered in the module. This course aims at writing promotional materials for the Hong Kong and foreign markets and summarizing the main ideas to conduct verbal presentation with emphasis on the importance of business writing and presentation skills which are needed to function in a managerial capacity in the tourism, hospitality and event business environments.

Marketing for the Hospitality Tourism and Event Industry

This module describes the relationships between customer value, satisfaction and quality in the hospitality, tourism and event industry.  It aims to give students an opportunity to extend their understanding of marketing in the tourism and hospitality context through an examination of the marketing environment and its likely impact on the industry, organizations and product/services offerings, market segmentation, targeting and positioning strategies in use for the hospitality, tourism and event industries. To trace the broad development of the marketing concepts about the products, pricing, internal marketing strategy (People) and customer satisfaction, promotion, digital marketing strategy, and distribution channels of tourism, hospitality and event industries. The student should able to apply the evaluation and control mechanisms in the marketing plan.

Facilities Management

The module aims to identify, develop and explore the main issues associated with the facilities management of accommodation and event venues in the hospitality and event industry. The objectives of the class are to: apply the concepts of facilities management in the hospitality and event industry and identify the environmental and sustainability issue in relation to facilities, analyse facilities management issues in an event venue and provide basic recommendations or solutions for improvement if necessary; the provision of customer service; the maintenance and utilisation of assets; and examine ways by which successful operational management performance can be achieved. The role and the importance of Facilities Management in hospitality and event industry is critically evaluated in this module.

Food and Beverage Administration

The aim of the class is to develop students' knowledge relating to the management of food and beverages administration and other related products in hotel banqueting and catering in the actual workplace. The objectives of the class are to: apply the basic knowledge of bar operations and bar management to actual bar operations, identify the advantages and disadvantages of franchise business; and apply the skills in staff training to the actual Food & Beverage personnel training scenario.

Events Operations

The aim of the module is to develop students' management skills in the process of event operations, including manage events including event logistics, on-site staffing, crowd management, and safety and security issues. The module helps students gain the necessary inside knowledge about the essential processes of special event planning and operation, explore in depth the operational challenges of putting together an event; and gain an appreciation of the vast diversity of events and the different operational demands each would place on its organizers. The module helps students apply the necessary knowledge about the tools and techniques in event operation such as in monitoring,, controlling and evaluating the event and analyze the future issues and trends in event operations through the topics such as ‘Green Event’,  “Green” design, environmental management, and waste management, Quality event management, event service and technology via the case studies in real world settings.

Event Planning and Promotion

This module aims to develop core skills to stage a function in the perspectives of event planning and marketing for various types of events. Upon the completion of the module, students will be able to apply the essential tools and techniques in event planning process and to apply the marketing and promotional tools for events. Financial management, human resources planning, marketing and promotion, and risk management will be covered. The contemporary trends and issue of event industry will also be illustrated in this module.

Festivals and Special Events Management

The module provides a comprehensive overview of world-renowned international events and festivals, analyses elements of success of those international events and festivals through event supply chain management, Merchandising and Retail, catering operations, capacity management, legal and ethical considerations scheduling and time management. Focusing on the protocol for festivals and special events, impacts of events as well as events sustainability help students learn about the unique issues in managing international special events. Case studies will be used to illustrate the characteristics of various types of special events such as sports, entertainment, art and cultural events, other special events in real world setting.

Cruise Line Management

This module aims to provide an overview of the contemporary development and operations of the modern cruise industry. The roles and responsibilities of staff working on a cruise ship and various facets of cruise line management including hospitality management, port and maritime operations and itinerary planning will be described. Students will able to understand the whole curies passenger’s experiences throughout the passengers’ cruising experiences during pre-, during, and post stage.  The geography and Itinerary of Cruising including North and South America, Europe, Asia pacific, and other parts of the world as case studies to discuss in class. Students will also appraise and analyze the key issues of the modern cruise industry in legal, security, safety and environmental management perspectives.

Management of the M.I.C.E Industry

The aim of the module is to develop students' knowledge relating to the scope of activities within the Meetings, Incentive Travels, Conventions and Exhibitions (M.I.C.E.) industry and identify its role players.  The module provides a comprehensive overview of M.I.C.E. industry, analyses the elements of their success focusing on their operation and marketing strategies.  Students will learn about the unique issues in event planning, environmental and sustainability management and marketing of these events through case studies of contemporary international M.I.C.E. events.  

Classes will be generally held as following tentative schedule:

• Weekday evening : 6:45 - 9:45pm or 7:00 - 10:00pm
• Weekend daytime : 10:00am -1:00pm  or 2:00 - 5:00pm

Venue

• Admiralty Learning Centre / United Learning Centre / HKU SPACE Po Leung Kuk Stanley Ho Community College (HPSHCC) Campus / Fortress Tower Learning Centre  Programme team reserves the right to change the above venue/ classroom if necessary.

HKU SPACE is one of the activity organisers of the “TIA Accredited CPD Activity for Tourist Guides and Tour Escorts”, recognized by Travel Industry Authority (TIA).

TIA Accredited CPD Activity for Tourist Guides and Tour Escorts  are as follows,

1. Cruise Line Management (Reference no.: TGC073HKUS)*
2. English for Business Communication Skills for Hospitality, Tourism and Events (Reference no.: TGC050HKUS)*

*This activity is recognized under the CPD Schemes for Tourist Guides and Tour Escorts.  In other words, the activity hours may be reckoned under both Schemes for the relevant CPD periods.

香港大學專業進修學院為旅遊業監管局（旅監局）認可「導遊及領隊持續專業進修計劃認可活動」之舉辦機構。

旅監局已通過導遊及領隊持續專業進修計劃，其中包含6小時的「自選進修活動」，讓持牌導遊及領隊可因應個人工作需要及興趣參加與職能相關的進修活動。 同時持有導遊及領隊牌照的人士（雙牌人士），旅監局同意雙牌人士完成獲旅監局認可的「導遊及領隊自選進修活動」後，已完成的活動時數可同時計入兩個進修計劃各自的進修時段內（進修時段為相關牌照的有效期）。 

旅監局導遊及領隊持續專業進修計劃認可活動如下:

1. Cruise Line Management (活動編號: TGC073HKUS)*
2. English for Business Communication Skills for Hospitality, Tourism and Events (活動編號: TGC050HKUS)*

*此活動已被認可為旅監局指明的「導遊持續專業進修計劃」及「領隊持續專業進修計劃」下的C項活動；換言之，活動時數可同時被計入該兩個計劃的有關進修時段內。

HK$150 non-refundable

• *HK$4,900 per module (2 modules per semester: *HK$9,800, Total programme fee : *HK$49,000)
  (*The tuition fee is reviewed annually and is subject to change without prior notice.)
  

Applicants shall:

• have gained in the HKALE Grade E in 1 AL subject and  in the HKCEE Grade E in 4 subjects, and Level 2 in English Language*, or equivalent; Or 
• have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; Or
• hold a Certificate in Private Jet Hospitality Service Management awarded within the HKU system through HKU SPACE, or equivalent; Or
• be mature applicants (aged 21 years or above) who do not fulfill the academic requirement but have at least 3 years of relevant work experience in the hospitality and tourism industry will be considered.  They should have Level 2 in English Language* in HKCEE or Level 2 in English Language in HKDSE Examination or equivalent. They may need to attend an interview.

* With effect from 2007, HKU SPACE recognises Grade E previously awarded for Chinese Language and English Language (Syllabus B) (Grade C in the case of English Language (Syllabus A)) at HKCEE as an acceptable alternative to Level 2 in these two subjects at HKCEE.

Applicants with other qualifications will be considered on individual merit.

• The CEF Institution Code of HKU SPACE is 100

Eligible applicants will be reimbursed 80% of the course fees, subject to a maximum sum of $20,000 per eligible Hong Kong resident, on successful completion of a course on the reimbursable course list. All students who enrolled in a CEF Reimbursable Course on or after 1 February 2008 be required to attend at least 70% of the Course, and achieve at least 50% passing mark in the overall assessment of the Course.

Applicants do not need to submit any document before class commencement. They must submit the completed CEF Application Form [SFO302(2019)] together with the required institutional certification and supporting documents to the Office of the Continuing Education Fund (OCEF) within one year upon successful completion of a CEF Course and before reaching the age of 71. Late applications will not be accepted by the Government.

The CEF Application Form [SFO302(2019)] can be obtained from any HKU SPACE Learning Centres, District Offices, the OCEF, or downloaded from www.wfsfaa.gov.hk/cef/. 

The properly filled in Application Form must first be certified by HKU SPACE after course completion by following the procedure stated below.

For more details, please visit website: www.sfaa.gov.hk/cef or contact at 3142-2277. You may also obtain the CEF brochure in any of the HKU SPACE enrollment counters.

	Continuing Education Fund Reimbursable Course (selected modules only) Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.
	Advanced Diploma in M.I.C.E. and Event Management This course is recognised under the Qualifications Framework (QF Level [4])

Application Form Download Application Form

Specific application form for this programme can be obtained from any HKU SPACE Enrolment Centres, or you may download the form from this website. A complete application including the following materials should reach us on/before the application closing date:

• a completed Application Form;
• a completed Enrolment Form;
• copies of relevant supporting documents(e.g. working experience / academic qualification proof);
• a non-refundable application fee of HK$150 and
• a tuition fee of HK$9,800 for the first semester. (Please pay by cheque or credit card upon application, the amount will only be debited upon successful entry to the course).

All fees are subject to change without prior notice

* All fees paid are NOT refundable, unless a course is over-subscribed or cancelled.  These fees may be subject to revisions even after a student has submitted an application, or after you have been admitted as a student on this programme. Fees for the following terms will be advised nearer the time when you enroll on those modules.