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社會科學 媒體及傳播學
Certificate in Digital Advertising (Senior Secondary Applied Learning)
數碼廣告(高中應用學習)證書
課程概覽
課程簡介
The programme aims to develop students’ understanding of digital advertising and their skills in using digital media for achieving goals of product promotion. Through hand-on written exercises, projects, written reports, presentation and tests, the programme will enable students to understand and grasp the skills of professional writing for digital advertising, principles of digital photo- and video- taking and editing, and how to design appropriate communication plans to effectively build a unique product image.
詳情
預期學習成果 Intended Learning Outcomes
完成課程後，學生應能夠：
- 認識數碼廣告的基本概念和專業操守；
- 應用數碼廣告的基本知識和技能；
- 透過數碼媒體，有效地與目標受眾溝通；
- 詮釋數碼廣告的趨勢及分析相關的傳播策略；
- 透過執行數碼宣傳活動，發展人際技巧與團隊合作精神；
- 整合學習的知識與技能，計劃及籌辦數碼廣告專題研習；
- 加深自我認識，探索在相關範疇的升學及職業發展方向。
On completion of the programme, students should be able to
- recognise the basic concepts and professional ethics of digital advertising;
- apply basic knowledge and skills of digital advertising;
- communicate effectively with target audience through digital media;
- interpret the trends in digital advertising and analyse relevant communication strategies;
- develop interpersonal skills and team spirit through conducting digital promotional activities;
- integrate the knowledge and skills acquired in planning and organising digital advertising projects;
- enhance self-understanding and explore directions on further studies and career pursuits.
評核方法 Assessment Methods
測驗及持續性評估（包括測驗 、廣告創意簡介及數碼平台廣告圖文創作寫作、廣告短片或直播、書面報告、專題研習）
Tests and Continuous assessment (including test, creative brief and creative copywriting for digital platforms, short video/ live stream advertising, written reports, digital advertising project )
評分準則 Guidelines For Grading
數碼廣告(高中應用學習)證書 - 評分準則
Certificate in Digital Advertising (Senior Secondary Applied Learning) - Guidelines for Grading
Students’ course grades are approved by the Board of Examiners of HKU SPACE, the decisions of which are final. Students’ performance in a course is generally classified into the grades listed below.
學生成績經香港大學專業進修學院主考委員會審議，其成績所反映表現大致分為以下級別：
|
Grade 等級 |
Marks 分數 |
Grade Definition 等級標準 |
Grade Descriptors 等級指標 |
|
A |
80-100 |
Excellent 優異 |
Work that demonstrates a superior understanding of the subject matter, being able to develop in-depth solutions to related problems, and with evidence of an extensive knowledge base, original thinking, the capacity to make critical evaluations, and very good organization and presentation. 顯示學員對學科內容高度理解，並能就相關的問題提出深入的解決方法，同時證明學員有廣泛的知識、原創思維、提出具批判性評論的能力，及非常良好的組織和表達能力。 |
|
B |
70-79 |
Good |
Work that demonstrates a good understanding of the subject matter, being able to develop solutions to related problems, and with evidence of critical capacity and accuracy, analytical ability, a reasonable understanding of issues and clear organization and presentation. 顯示學員對學科內容有良好的理解，能就相關的問題提出相關的解決方法，同時證明學員對事物有準確的判斷及分析能力，對事情有適當的理解，組織有條理並表達清晰。 |
|
C |
60-69 |
Satisfactory 滿意 |
Work that demonstrates a sufficient understanding of the subject matter, being able to develop rudimentary solutions to related problems and with evidence of some attempts at analytical thinking, and average presentation and accuracy. 顯示學員對學科內容充分理解，能就相關的問題提出基本的解決方法，同時證明學員曾嘗試分析思考，及有一般水平的表達能力和準確度。 |
|
D |
50-59 |
Pass 合格 |
Work that demonstrates a basic familiarity with the subject matter, and with evidence of marginal accuracy, acceptable presentation and organization. 顯示學員對學科內容有基本的認知，同時證明學員有最低限度的準確度及可接受的組織和表達能力。 |
|
U |
0-49 |
Fail 不合格 |
Work showing little evidence of familiarity with the subject matter, with poor accuracy, presentation and/or organization. 顯示學員對學科內容缺乏理解，並欠缺準確的表達及／或組織能力。 |
學銜 Award
按香港大學體制，經香港大學專業進修學院頒授「數碼廣告(高中應用學習)證書(資歷架構第3級) 」予成功畢業的同學（出席率達80%或以上及於評核課業中取得合格成績）。
Student who successfully completed the programme (have at least 80% attendance and achieve qualified results in assessment tasks) will be awarded "Certificate in Digital Advertising (Senior Secondary Applied Learning) (QF Level 3) " within the HKU system through HKU SPACE.
修業期 Duration
180 小時 Hours
| 報名代碼 | 2345-MC042A | - |
單元及上課詳情
上課詳情
課程結構 Programme Structure
|
|
學科單元 Modules |
學習時數 Contact hours |
|
1 |
數碼廣告入門 Introduction to Digital Advertising
|
10 |
|
2 |
數碼廣告策略 Digital Advertising Strategies
|
18 |
|
3 |
數碼媒體內容寫作 Written Communication for Digital Advertising
|
32 |
|
4 |
數碼媒體的視聽傳意 Audio Visual Communication for Digital Advertising
|
52 |
|
5 |
受眾拓展策略 Audience Outreach Strategies
|
32 |
|
6 |
數碼廣告專題研習 Digital Advertising Project
|
36 |
|
總學習時數 Total contact hours: |
180 |
上課模式
模式一：
逢星期六上午或下午，或星期六全日上課，每課2或3小時；部份課堂亦會安排於暑假上課。上課地點為香港大學專業進修學院教學中心。
模式二：
由學校及香港大學專業進修學院安排，可選擇於平日及/或星期六上課；部份課堂亦會安排於暑假進行。視乎有關設施及器材需要，部份課堂會於香港大學專業進修學院教學中心上課。
Class Mode
Mode 1:
Classes will be held on every Saturday morning and/or afternoon, or a full Saturday at HKU SPACE Learning Centres. Each class will last for 2 or 3 hours. Summer classes will be arranged.
Mode 2:
Upon the arrangement by individual secondary school and HKU SPACE, classes will be held on weekdays and/or Saturdays. Summer classes will be arranged. Depending on the equipment/facility required, some classes will be held at HKU SPACE Learning Centres.
費用及入學條件
入學條件
基本入學要求
申請人必須為中三或中四學生。中三學生可以提前申請，但在應用學習課程開課時，他們必須是中四學生。而中四學生可以選擇在中四或中五時學習該課程。
Minimum Entry Requirements
Applicants shall be Secondary 3 or Secondary 4 students. Secondary 3 students can apply in advance but they must be in Secondary 4 when the Applied Learning course starts. Whereas Secondary 4 students can choose to study the course either in Secondary 4 or when they reach Secondary 5.
申請
學生須透過所屬中學向教育局申請，詳情請向所屬中學查詢。高中應用學習課程的安排及報名程序亦可於以下網址獲取:
https://www.edb.gov.hk/tc/curriculum-development/cross-kla-studies/applied-learning/index.html
Students have to submit their applications via schools. For details, please contact your secondary schools. The circular memorandum announcing the arrangements and application procedures for ApL Courses can also be accessed through this link:
https://www.edb.gov.hk/en/curriculum-development/cross-kla-studies/applied-learning/index.html
付款方法
- 課程費用由所屬中學及教育局全數資助。
- 課程費用為港幣18,300，分兩期繳交。
Payment Methods
- Course fee will be subsidised by secondary school and the Education Bureau.
- Course fee is HK$18,300, payable in 2 installments.
- 更多課程關於
- 媒體及傳播學 廣告、媒體策劃及營銷傳播
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