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Advanced Diploma in Cultural Heritage Studies and Program 2006 - 2009

The Advanced (Higher) Diploma Program on Cultural Heritage Studies and Tourism is jointly organized and offered by IEEM and IFT. It is a one-year evening part-time program consisting of three coursework modules. Completion of all three modules will lead to the award of "Advanced (Higher) Diploma in Cultural Heritage Studies and Tourism." Completion of each of the three individual coursework modules leads toward the intermediate awards of (1) Certificate in Cultural Heritage and Tourism, (2) Certificate in Cultural and Art Studies, or (3) Certificate in Socio-cultural Studies.

Rules and Regulations

To be conferred the Advanced Diploma in Cultural Heritage Studies and Tourism, a student must successfully complete a total of 260 hours as specified by the Academic Policies and Guidelines. In addition, students must meet course-specific requirements as prescribed by eachcourse instructor and described in the respective course description.

Lecturers are responsible for evaluating the students on their courses and to select any kind of assessment method (such as written examinations, assignments, class presentations, class participation or others). All assignments and submissions to lecturers must be made via IEEM, which acts as a clearinghouse for the lecturers and coordinator. Assignments submitted after the established deadline might be subject to grade deductions or denied acceptance by the instructor.

Because of its multi-disciplinary nature, the program allows for different forms of assessment of student performance and academic achievement. The lecturer of each course has final discretion on the format of evaluation and assessment that he/she deems fit. Students are therefore advised to check on the descriptions of the various courses and familiarize him/herself with the nature of the requirements of the course for which he/she must prepare beforehand. In general, however, the following formats of final assessment have been used:

  • For courses with 10 to 15 hours of contact time: A written take-home exam or term paper (assignment) of limited length.
  • For courses with 20 to 30 hours of contact time: A written or oral examination to be administered immediately at the end of the course (plus other course requirements).
  • Groups of courses with 10 to 15 hours of contact time may prescribe a comprehensive written examination at the end of the module to which the courses belong. At other times (for example, for art related courses), a comprehensive term paper relevant to the group of courses may be required of students as final evaluation.
  • Students must also be prepared to fulfill other assignments, exercises, presentations or assignments which may be assigned by individual course instructors.
Re-sit Evaluation

A re-sit evaluation may be given to a student according to the following guidelines:
  • A student whose course semester average is below 40% is required to repeat the course and may not register for a re-sit evaluation except in cases of force majeure approved by the Scientific Council.
  • The grade of a student who takes a re-sit evaluation can be raised no higher than “10” (pass) regardless of the score achieved in the re-sit evaluation.
  • A student may not take more than 3 re-sit evaluations for the course.
  • A student is allowed to take re-sit evaluation for a failed course only once. If the student fails the re-sit evaluation, she/he is required to repeat the course.

If the instructor is certain that plagiarism has occurred, the following penalties apply:
  • At the discretion of the instructor, he/she, may give a failure mark (F) to the project/assignment OR give a failure mark to the course (especially if the project/assignment forms a substantial proportion of the final assessment).
  • At the suggestion of the instructor, he/she, may forward the matter to the scientific council for consideration of the student’s EXPULSION to the program. This second alternative is much rare but could be taken in the case where substantial plagiarism has occurred.
Final Project

A supervised group project is required of students before completing the program. Successfully completing the project is important because it demonstrates students’ academic achievement and their ability to apply their knowledge in tackling problems and issues related to cultural tourism.

A supervisor, to be designated by IEEM, will be assigned to project groups. At the end of completing all Modules, project groups will be formed and will be asked to submit a project proposal. Requirements for successfully completing the final project include the submission of a final written report.

Other Guidelines for the Final Project

A minimum of 2 and a maximum of 4 students are allowed per group. The proposed topic of the project should be relevant to the course contents of the other modules. Although quality rather than quantity is the prime consideration, the expected minimum length for the written report is 5,000 words. Submission of the written report is due 3 months from the date at which the project proposal is approved and a supervisor designated to oversee the group project. (IEEM will provide additional guidelines on the completion of the final project at a later date.)

Academic Policies and Guidelines

A student whose absences exceed 1/4 of the total number of classes will not receive the Advanced Diploma. Students should be punctual for all classes and late arrival may be registered as absent. A student who is unable to attend an evaluation due to illness or some other external factor may be permitted to take a supplementary evaluation under special conditions approved by the Lecturer and the President of IEEM. In this case, the student concerned must write an application letter. The format of the supplementary evaluation (such as a written examination, oral examination or others) is to be decided upon by the Lecturer in consultation with the President of IEEM. A student may not take more than 3 supplementary evaluations during the entire program.


Students must fulfill all course requirements in order to get the final grade and to be conferred the Advanced Diploma. In addition, a student must be in regular attendance and satisfactorily complete all examinations and other assignments prescribed by the course lecturer. A student whose course grade is “F” (Failed) is required to repeat the course.

Letter Grades Percentage % Scale Grade Points
A 93 - 100 19 - 20 4.0
A- 88 - 92 18 3.7
B+ 83 - 87 17 3.3
B 78 - 82 16 3.0
B- 73 - 77 15 2.7
C+ 68 - 72 14 2.3
C 63 - 67 13 2.0
C- 58 - 62 12 1.7
D+ 53 - 57 11 1.3
D 50 - 52 10 1.0
F Below 50 Below 10 0

A grade of W is given for students who withdraw from the program (beyond the first 3 weeks of classes).


The Scientific Council convened by the IEEM formally declares grades to be official and authorizes the release of transcripts of records. The Council will normally convene at the end of the Program to review and officially declare students’ grades. Thus, the Council approves the conferment of the Advanced Diploma degree to the candidate. The Advanced Diploma will be issued and certified by the Institute of European Studies and the Institute for Tourism Studies.

Document Items Items Charges Processing Time
Proof of Student Status MOP50 2 working days
Transcript Copy MOP50 4 working days
Replacement of Library Card MOP50 7 working days
Classroom & Library
Av. Sidónio Pais, 1-A, Edif. Tung Hei Kok. Macau


Program Objectives

The program aims to provide students with:
  • An in-depth knowledge of local and regional culture, history, and art, and how these interact in the context of enhancing indigenous cultural heritage, increasing globalization, and the rapidly developing tourism sectors. This aspect of the course (Module 3) will enable students to interact and work in multi-cultural settings and provide a thorough understanding of different cultures, their history and art.
  • A thorough introduction and understanding of tourism planning, development and management with a key emphasis on how tourism should be practiced in a sustainable way that enhances cultural heritage and the creation of heritage experiences for visitors. This aspect of the course (Module 1) will enable students to meet the challenges of balancing the need to preserve and enhance cultural and heritage resources with the need to share and open such resources to visitors; students will gain knowledge how to manage and effectively guide visitors, interpret cultural heritage resources, and market cultural heritage as tourism products.
  • A broad understanding and appreciation of cultural and heritage issues as well as the manifestation of cultural heritage in terms of architecture, temples, relics, including traditions and local festivities. This aspect of the course (Module 2) will enable students to be highly knowledgeable of local and regional history and culture, equipping them with the ability to recognize the significance and value of various forms of cultural heritage and communicate these to others.
Unique Features Of The Program
  • The program is unique in the region in that it requires students to develop a broad knowledge and understanding of local and regional culture, history, art and other manifestations of heritage, and blends such knowledge with the practical aspects of how to manage and develop such cultural resources for the enjoyment of residents and visitors.
  • Courses are taught by leading local and international scholars of heritage, cultural studies, and tourism planning and development.
  • Courses are designed to interweave a solid humanistic and classical-style curriculum of studies incorporating cultural studies, the arts, and history, with their practical connection in a variety of professional, executive, and managerial applications and settings, especially in the hospitality and tourism industries.
  • Courses are delivered in small class sizes, allowing a very interactive and personal learning experience, and utilize a variety of coursework, workshop-style, and field activities for learning.
  • Resources and teaching support of both the Institute for European Studies and the Institute for Tourism Studies are at the disposal of students of the program. Upon completion, participants are issued a certificate with the seals of both Institutes, according a wide international professional recognition for graduates of the program.
    Who Should Attend The Program?
  • Because the program combines knowledge of culture, history, and art with a knowledge of tourism and visitor management, the program caters to a wide variety of interested students. Professionals and executives in and beyond the hospitality and tourism industry will greatly benefit, as those involved in the management or administration of art, museums, and organizers of cultural events and festivities. Individuals with a private interest in developing or broadening their knowledge of local and regional culture, history, and art will also find the program very rewarding. Visitor guides, tour operators, history and culture enthusiasts can also find the program useful in enriching their knowledge and improving their interpretative skills. Teachers, instructors and those involved in formal or informal educational activities will also find the course a great resource in developing their knowledge and understanding of culture, history, art, and how these are best enjoyed by residents and visitors.
Program Structure and Duration
The program begins in late September or early October of each year and delivery of all 3 modules for the final award of Advanced Diploma lasts a period of about 9 months, usually ending by late June or early July of the next year. All courses are held in the evenings usually beginning at 6:30pm and ending at 9:30pm, with breaks in between. Occasional weekend classes and activities are held such as field trips or workshops. IEEM and IFT reserve the right to alter the timetable of each course should unforeseen circumstances develop.
Program Curriculum and Course Descriptions

Subject Professor Credits Hours
Module 1: Cultural Heritage and Tourism
Tourism Planning and Development Dr. Amy So tba 20
Cultural Tourism Prof. William Gartner tba 20
Cultural Heritage Management Dr. Sharif Shams Imon tba 20
Marketing Cultural, Arts & Heritage Resources Dr. Leonardo Dioko tba 20
Visitor Management, Guiding and Interpretation Mr. Ong Chin Ee tba 20
Totals tba 100
Module 2: Manifestation of Culture and Art
History of Macau Prof. Jorge Cavaleiro tba 15
The City and its Heritage: Searching for the Soul of Macau Prof. Carlos Marreiros tba 30
Understanding Temples and Relics Profs. Ho Puay-peng &
Joseph Bosco
tba 15
Public Policy, Laws, and Culture Dr. José Luís Sales Marques tba 15
Totals tba 75
Module 3: Socio-Cultural Studies
Chinese Culture Dr. Shih Ching-fei tba 20
Asian Culture Prof. Ivo Carneiro de Sousa tba 15
Japanese Culture Prof. William Steele tba 15
Western Culture Prof. Ivo Carneiro de Sousa tba 20
Totals tba 70
Total for advanced diploma tba 245
Required preparatory courses:
Academic Essay Writing Workshop Ms. Doris Ip, M.Sc tba 15
Total  tba 260
Elective Courses (non-credit)*
Macanese Cuisine Ms. Annabel Jackson tba 10
Cultural Tourism - A Creative Industry in a Global World Dra. Céu Esteves tba 10
Total Credits tba
Total Hours 280
*Elective courses are extra-curricular, require extra fees for registration, and may or may not be offered depending on availability and degree of interest; other courses than those listed above may also be offered.
Note: IEEM reserves the right to alter the timetable of the course should unforeseen circumstances develop but will notify students as soon as possible.

Course Title Description
Tourism Planning and Development This course introduces students to the complexities and nature of tourism as an economic activity. Students will understand and how the tourism and travel industries are organized, structured, and managed. The course also covers the challenges and issues related to tourism planning and development.
Cultural Tourism This course highlights the use of cultural heritage as a tourism product. The course immerses students on the issues, challenges and conflicts related to developing and promoting culture as a visitor attraction and compares this development with other forms of tourism attractions. The course also examines the positive and negative influences of cultural tourism on host cultures and guests.
Cultural Heritage Management This course provides a practical orientation to students regarding how cultural heritage resources can be conserved, managed, and presented in a way that enhance their long-term sustainability while at the same time allowing visitors and hosts to appreciate and enjoy their significance and value. Insights into the UNESCO World Heritage criteria for nomination and listing will also be discussed.
Marketing Cultural, Arts & Heritage Resources This course enables students to develop the skills and abilities to analyze, plan, and execute marketing and communication programs to attract and influence visitors to cultural and heritage attractions. Students will study cases of best practices in marketing cultural tourism products. Students will also be conducting a workshop in which they will create a strategic marketing plan that incorporates principles of sustainability and conservation of cultural tourism attractions.
Visitor Management, Guiding and Interpretation This course allows students to develop skills in guiding and managing visitors to cultural heritage attractions. Students will learn how to conduct effective interpretative talks or activities such that visitors will come to learn, understand and appreciate the significance and value of cultural heritage attractions. The course also teaches students how to plan and deliver a satisfying and enjoyable experience for visitors at cultural heritage sites.
History of Macau This course provides a broad overview of the history of Macau and its relationship with regional neighbors. The course seeks to provide sufficient background knowledge to students so they can understand better the rich and varied cultural heritage that Macau possesses and put into context the historical influences that has led Macau to its present situation.
The City and its Heritage: Searching for the Soul of Macau This course is specially unique in that it combines an exposition of the historical forces and influences that physically shapes the form and development of cities—using Macau as a particular case example—with details of architecture and manifestations of cultural beliefs, customs, values, and symbolisms into the design of physical structures and urban development.
Understanding Temples and Relics This course provides students with a broad knowledge to understand and relate to the significance and meanings of symbols, iconographies, and architectural details of temples as well as of other tangible heritage resources such as relics. Such knowledge equips students to be able to appreciate and recognize their value and communicate them to others.
Understanding Intangible Culture: Traditions and Local Festivities This course familiarizes students with the nature, history, and significance of intangible culture such as traditions and local festivities. Students will come to understand how cultural traditions and festivities evolve and practiced as part of a community’s way of life. Macau will again be used as a living case example but other traditions and festivities in the region will also be discussed. This course enables students to fully comprehend and accurately communicate the significance of traditions and local festivities to others.
Public Policy, Laws, and Culture This course provides students with an overview of the challenges and issues related to protecting and conserving cultural heritage in all its forms. The course also deals with how communities can be empowered and more involved in the promotion, protection, and enhancement of cultural heritage. The course exposes students to the difficult task of balancing the needs and interest of a complex web of stakeholders concerned in the issues of cultural heritage and the forces of rapid economic development.
Chinese Culture This course provides a “practical understanding and knowledge” of Chinese culture and its various forms. Students will receive a broad overview of the history, art, and traditions of Chinese culture. Such practical understanding and knowledge will lead students to appreciate and be familiar with interacting and relating with others in this cultural context.
Southeast Asian Culture This course provides students with a broad knowledge covering the cultures of Southeast Asia. It will include historical perspectives, traditions and customs, art and iconography and an appreciation of the various performance arts of the region. The course will also enable students to understand the forces and influences shaping modern Southeast Asian culture and how it interrelates to other regional cultures.
Japanese Culture This course covers a wide range of issues relating to Japanese culture, history, society, economics and politics. Students will acquire sufficient knowledge to appreciate, understand, and interact with others of this culture.
Western Culture This course enables students to receive a general introduction to Western society, culture, and art. It also provides students with sufficient knowledge regarding western beliefs, values, and philosophy so that they can learn how to relate, interact, and communicate with others of this culture. The course also covers the influences and forces that Western culture has on the cultures of east Asia.



This unique program aims to develop in its participants a broad knowledge and understanding of local and regional culture, history, art, and other manifestations of cultural heritage, and blends such classical knowledge with the professional aspects of planning, developing, and managing cultural heritage resources for recreational, educational, and tourism purposes. Successful participants earn a professional qualification to work in cultural, art, heritage and tourism organizations. The entire program is conducted in English and to be admitted, participants should already have a Bachelor's degree.


Deadline: 10 October, 2009
Medium of instruction: English
Application fee: (Mop$100) non-refundable
Application form: can be downloaded from here
Application period: between 7 August to 30 October 2009
Tuition fee: Mop20,000 (full course) and Mop7,000 (per module)
Required document: two photos, one copy of I.D, your C.V. and one recommendation letter. 
Creative Macau

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