
Marketing Digital and Social Media Marketing
The programme is developed to equip marketing executives and advertising industry practitioners especially digital media buyers and planners with professional credentials in digital media planning and programmatic advertising. It provides students with a solid foundation of knowledge in digital marketing ecosystem and digital media planning, buying and selling. The programme also prepares students for the examinations of the Interactive Advertising Bureau Digital Media Buying and Planning Certification and Digital Media Sales Certification.
Benefits from this programme:
1. Learn from experts in the digital media agencies
2. Guest speakers from digital media, digital agencies, and professional marketers
3. Teaching materials adopted from IAB US to meet the needs in the fast growing digital market
4. Fast track to understand the important knowledge in digital media planning, buying and selling
5. Learn practical knowledge of Advertising Automation with hand-on practices in computer lab
The programme will be taught in part-time face-to-face mode. It consists of 36 hours of lectures, 4 hours of computer lab practices, an individual assignment and an MCQs Exam. Lecturer will use real case studies for discussion and analysis, and interactive sharing among students and guest speakers, hands-on practices at computer lab for Ad Placement and Generation of Ad Tags.
On completion of the programme, students should be able to
1. Explain the features and mechanisms of the digital marketing ecosystem;
2. Identify appropriate digital media strategies to achieve marketing objectives;
3. Select appropriate strategies for digital media planning and buying;
4. Apply programmatic technologies and tools in digital advertising campaigns; and
5. Identify appropriate measurement strategies to evaluate campaign effectiveness.
SYLLABUS
1 |
IAB Digital Fundamental
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2 |
IAB Digital Media Buying and Planning
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3 |
IAB Data, Measurement & Media Selling
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4 |
IAB Programmatic 360
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5 |
Upcoming Trends in Digital Marketing
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6 |
Hands-on Practices on Ad Placement and Generation of Ad Tags
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ASSESSMENT AND AWARDS
There are two pieces of assessments in this programme, an Individual assignment and an MCQs Exam.
Assessment Type and Weighting |
Assessment Format and Duration |
Pass Mark |
---|---|---|
Individual assignment (50%) | Computer Lab Practices (4 hours) – Ad placement and generation of ad tags in Facebook and Google |
50% and above |
Exam (50%) |
1-hr MCQs |
50% and above |
Students who have achieved not less than 70% attendance, obtain a pass mark of 50 or above will be awarded within HKU system through HKU SPACE the Certificate for Module (Effective Digital Media Planning and Programmatic Advertising) 「 證書(單元 : 高效數碼媒體策劃及程序化廣告)」.
For those students who do not get the pass mark but attend at least 70% of lecture will be awarded a Statement of Attendance.
TEACHER PROFILE
Mr Adrian ToyHead of Agency |
Adrian is a strategic marketer focuses on customer experience to drive breakthrough business growth. Adrian Toy is passionate about Digital Transformation and data driven integrated solutions that drive optimal marketing effectiveness through increased consumer/customer engagement.
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Ms Helen CheungManaging Director |
With solid media experience for 25+ years, Helen is renowned for her dedication and passion to drive digital acceleration within the team and also on client side. |
Mr Alex LoLead Senior Client Strategy Director, Hong Kong & Taiwan |
Alex Lo is experienced in digital marketing, e-commerce, advertising technology and statistical analysis across Greater China region. He has comprehensive experience in various industries including hotel, fashion, entertainment and luxury giving insights from different angle of vision.
Alex is an experienced, hands-on digital advertising and marketing guru accountable for idea development, execution, data analysis and management of innovative, results-oriented, cross-channel digital marketing campaigns. |
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