證書(單元 : 高效數碼媒體策劃及程序化廣告) - 香港大學專業進修學院: Digital and Social Media Marketing, Media & Communication課程
通告
新型冠狀病毒影響下的課堂安排

在新型冠狀病毒疫情不穩定的狀態下,未來數月可能持續影響我們的課堂安排。學院一向以學員的健康及個人安全為首要考慮,為確保學生的學習進度不受影響,學院有可能需要按有關指引將面授課堂改為網上授課。如出現此等情況,課程組別同事將會儘快聯絡學員有關安排的詳情。如欲了解更多新型冠狀病毒影響下課堂安排之詳情,請參閱學院網頁之 特別通告

關閉特別通告
Main content start

Marketing & Hospitality Digital and Social Media Marketing

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)

New Course
Course Code
MK082A
Application Code
1985-MK082A

Study mode
Part-time
Start Date
21 May 2022 (Sat)
Duration
40 hours
Language
English
Course Fee
HK$8,950
Apply Now
Deadline on 16 Apr 2022 (Sat)
Enquiries
2867 8499 / 2867 8493
28610278
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 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.

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

  • New rules and the latest trends in digital marketing
  • Digital consumer behavior and consumer segmentation
  • Digital and social media platforms
  • Digital advertising communication strategies and formats
  • Digital advertising campaign planning and optimization - role of data, metrics and key performance indicators (KPIs)

2

IAB Digital Media Buying and Planning

  • Collaboration on campaign briefs
  • Creating media strategies
  • Developing digital media plans
  • Executing and managing campaigns
  • Educating stakeholders

3

IAB Digital Media Selling

  • Digital media selling landscape
  • The five stages of media selling
  • Media transaction types
  • Digital media standards, regulation and compliance
  • Best practices in digital media selling
  • Ways to upsell and present new business opportunities
4

IAB Programmatic 360 

  • Evolution of programmatic advertising
  • Technologies and transaction types
  • Supply-side providers and demand-side providers
  • Automation, campaign process and measurement strategies
5

Upcoming Trends in Digital Marketing

6

Hands-on Practices on Ad Placement and Generation of Ad Tags

  • Facebook Ads
  • Google Ads, Google Analytics, Google Tag Manager

 

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.

CLASS DETAILS

Days / Time

  • Lectures on Saturday, 2:00pm - 6:00pm
Application Code 1985-MK082A Apply Online Now
Apply Online Now

Duration
  • 10 weeks

Tentative Timetable

Classes will be held on 10 Saturdays. 

Class dates and time:

Date Time
May 21, 2022

2:00pm-6:00pm

May 28, 2022
Jun 4, 2022
Jun 11, 2022
Jun 18, 2022
Jun 25, 2022
Jul 2, 2022
Jul 9, 2022
Jul 16, 2022
Jul 23, 2022
Exam (To be advised) To be advised

Applicants should:

  1. have gained in the HKDSE Examination Level 2 or above in 5 subjects, including Chinese Language and English Language, and have at least 2 years of work experience; or
  2. have gained in the HKCEE Grade E or above in 3 subjects with Level 2 or above in Chinese Language and English Language and have at least 2 years of work experience; or
  3. an Associate Degree/ a Higher Diploma, or equivalent, and have at least 2 years of work experience.

Applicants with relevant work experience or other qualifications such as the Google Ads Certification or Facebook Blueprint Certification will be considered on individual merit.

Application Fee

HK$150 (IAB members may enjoy application fee waiver. You may complete the application form and email it with copy of your academic qualifications to ec.marketing@hkuspace.hku.hk)

Course Fee
  • Course Fee : HK$8,950

This programme is offered in collaboration with IAB Hong Kong.  IAB was founded in 1996 and headquartered in New York City. The organization is committed to professional development and elevating the knowledge, skills and expertise of the workforce in the digital media and advertising industry. 

IAB Hong Kong is registered as a not-for-profit organization which aims to empower the media and marketing industries to thrive in the digital economy through developing standards and best practices on digital marketing in order to shape the future of digital marketing for the advertising and marketing community in Hong Kong. The founding members of IAB Hong Kong include: Facebook, Google, South China Morning Post, Verizon media, comScore, Next Digital and RedLotus. PwC is a supporting partner to the association. 

.

For more details please visit www.iabhongkong.com.

Online Application Apply Now

Application Form Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

2. Cheque Or Bank draft

Course fees can also be paid by crossed cheque or bank draft made payable to “HKU SPACE”. Please specify the programme title(s) for application and the applicant’s name.. You may either:

  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE Enrolment Centres, specifying  “Course Application” on the envelope.  HKU SPACE will not be responsible for any loss of payment sent by mail.
3. VISA/Mastercard

Applicants may also pay the course fee by VISA or Mastercard, including the “HKU SPACE Mastercard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE Mastercard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.

Notes

  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, WeChat Pay, Alipay, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder's credit card account.
  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferrable from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.