Certificate in Consumer Behaviour for Jewellery and Related Products

• utilize consumer decision process, consumer needs and motivation, emotions and mood to stand out from the Jewellery and Image Product business and behaviours or patterns that consumers follow before making a purchase; and
• adopt knowledge and strategies on the psychological influences and sociological influences and customer decision-making to enhance the competitiveness in Jewellery and Image Product business.

Programme Intended Learning Outcome

• understand the consumer decision process and the consumer behaviourin the Jewellery and Image Product business;
• analyse the psychological influences, sociological influences and customer decision-making in the local and mainland jewellery market to design branding and createmarketing plan satisfying the customers’ needs
• interpret the knowledge of consumer behaviouron multichannel marketing communication for the Jewellery and Related Products business

• QF Level 4 programmes, recognized by the Hong Kong Government and jewellery trade associations;
• Hybrid mode: Online + Face-to-Face for more flexibility to working professionals;
• Equip practitioners in jewellery retail with skills and confidence in visual identity creation, visual presentation and storytelling and various marketing channels;
• Vplus Creative Industries Subsidy available, eligible students can reimburse 60% of the fee paid
• Start Point of the study pathway towards Professional Diploma in Jewellery Branding and Promotion (to be launched in 2022)

• Introduction to Consumer Behaviour
• Factors Affecting Consumer Behaviour
• Understand your Consumers
• Who and where are your Potential Consumers?
• Influence the Consumer Behaviour of your Target Consumers
• How the jewellery industry faces the challenges of global economic and political uncertainties
• Customized marketing strategies to satisfy your consumers’ needs
• How the multichannel marketing affects the Consumer Behaviour

➞ Payment Methods
Remark: Fees paid are non-refundable and non-transferable unless the course is cancelled.

Financial Aids

Basic Qualification

Mature Applicants
Mature applicants, i.e. those aged 21 or above with at least two years’ relevant working experience, can be admitted. Where appropriate, the applicant may be required to pass an entrance assessment, which can be in an oral and/or written form.

Documents Required for Application
1) Completed Application Form (Online)
2) Upload Copy of proof for Academic Qualifications
3) Upload Copy of proof for Working Experience

Federation of Hong Kong Industries 香港工業總會

Hong Kong Watch Manufacturers Association 香港表廠商會

Hong Kong Jade Association 香港玉器商會

Hong Kong Jewellerys’ and Goldsmiths’ Association 香港珠石玉器金銀首飾業商會

The Kowloon Pearls, Precious Stones, Jade, Gold and Silver Ornament Merchants Association 九龍珠石玉器金銀首飾業商會

Hong Kong Optical Manufacturers Association 香港中華眼鏡製造廠商會