Course Information
Schedules
- 20 Apr 2026 (Mon) 6:30 PM - 10:00 PM
Registration period
2 Mar 2026 (Mon) - 2 Apr 2026 (Thu)
Price
HKD 76,800
(Tuition Fee for Year 2 Entry:HK$76,800
Tuition Fee for Year 3 Entry:HK$65,800)
(Tuition Fee for Year 2 Entry:HK$76,800
Tuition Fee for Year 3 Entry:HK$65,800)
Course Level
Study Mode
Duration
12 Month(s)
Language
English
Location
14/F Fairmont House, 8 Cotton Tree Drive, Central, Hong Kong
Certificate
- Available
- *The delivery and distribution of the certificate are subject to the policies and arrangements of the course provider.
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Course Overview
The Hong Kong Management Association (HKMA) jointly offers a top-up degree programme with the University of Greenwich. This bachelor degree programme aims not only to prepare students in strengthening their business and management knowledge, but also to develop their analytical skills. This Greenwich bachelor degree programme is tailored specially for holders of Associate Degree, Higher Diploma, Advanced Diploma, and Professional Diploma, etc.
What You’ll Learn
Module – Direct and Digital Marketing Strategy
The course aims to:
1. Provide students with an understanding of the strategic application of the tools of digital and direct marketing (DDM) and Place them within the paradigm of relationship marketing.
2. Develop a critical understanding of the theories, models and concepts pertaining to data driven direct and digital marketing and to apply these in a broader marketing context.
3. Provide students with the skills necessary to develop appropriate strategic plans using these theoretical constructs to evaluate their effectiveness.
4. Provide students with the skills necessary to develop appropriate communications plans.
5. Allow students to understand the process of the strategic integration of the tools of marketing communications.
On successful completion of this course students will be able to:
1. Understand, explain and critically examine the disciplines of interactive and direct marketing within a relationship marketing context.
2. Evaluate and apply a range of DDM theories, tools and techniques to enable the successful design and delivery of a range of DDM plans.
3. Critically analyse and understand the impact of Direct and Digital Marketing principles on corporate and marketing planning.
4. Present information professionally and persuasively in written and verbal formats.
5. Make rational and informed decisions concerning the applications of the tools of interactive and direct marketing and be able to evaluate the sources of information to support the marketing communications planning process.
6. Understand how to apply the knowledge of digital and direct marketing to practical cases and understand how DDM can be measured, including financial and nonfinancial measures
