行政人員證書《大數據及人工智能營銷》 - 香港大學專業進修學院: Digital and Social Media Marketing課程
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Marketing & Hospitality Digital and Social Media Marketing

Executive Certificate in Big Data and Artificial Intelligence Marketing
行政人員證書《大數據及人工智能營銷》

Course Code
EP139A
Application Code
1970-EP139A
Study mode
Part-time
Start Date
15 Feb 2022 (Tue)
Duration
1 month
Language
English
Course Fee
Application Fee : HK$150 (non-refundable)

Course Fee : HK$6,800

Early Bird Rate : HK$6,300 (Application submitted on or before 19 Dec 2021)

Alumni Rate : HK$6,300
Apply Now
Deadline on 16 Jan 2022 (Sun)
Enquiries
2867 8313
2861 0278

The programme aims to enhance the concepts and skills for modern marketers who wish to improve their job performances. Using real-world examples from various industries, participants will learn how big data and artificial intelligence transform marketers from reactive to proactive planners.
 

poster

The executive programme consists of 30-hour lecture, 18 hours conducted in classroom and 12 hours in computer laboratory. Lecturer will use real case studies in data-driven marketing campaigns and AI marketing applications (e.g. searches, ads, social media, content delivery, chatbots, CRM, and lead qualification) for discussion and analysis. Learning experience will be further enhanced by requiring students to complete a group project.

Upon completion of the programme, students should be able to:

1.   apply big data principles in marketing;

2.   develop innovative marketing strategies with effective prediction;

3.   implement marketing vision with AI solutions; and

4.   use the SMART approach to set KPIs and assessments.

 

Tutor :  Mr. Vishwas Thakkar

vishwas

Vishwas Thakkar is Founder and Head Digital Strategist at Concinnity, specializing in analytics, marketing automation and Search Engine Optimization. In his existing role he gives advice to clients from various industries like fitness, insurance, publishing, fashion, e-commerce, food & beverage etc regarding development and implementation of online marketing strategies, to achieve predefined objectives.


He is a post-graduate in Business Management and has bachelors in Engineering with majors in Information Technology. His prior experience as a software professional includes working with various investment banks including ABN AMRO, Merrill Lynch, Thomson Reuters, Morgan Stanley and RBS. This unique blend of exposure from IT, business consulting and the digital world puts him in a unique position to understand the challenges in digital marketing and make tactical, efficient and results driven strategies. 

Executive Certificate in Big Data and Artificial Intelligence Marketing Apply Online Now
Application Code 1970-EP139A
Start Date 15 Feb 2022 (Tue)
Time 7:00 - 10:00 pm
Venue HKU SPACE Learning Centre (Hong Kong Island)
Tutor Mr. Vishwas Thakkar
Apply Online Now

The programme will be taught in part-time face-to-face mode.

Lecturer will use real case studies for discussion and analysis. Learning experience will be further enhanced by requiring students to complete a group project (100%) .

MODULE DESCRIPTION

WEEK 1

Introduction

Introduce the current digital marketing landscape

Decipher the big data mindset

Understand current and upcoming trends of AI marketing

Case Study – Big Data Marketing Applications

 

Big Data Principles

Identify data origin

Collect data

Cleanse data

From structured data to insights

Workshop – Illustrate a data-driven marketing campaign

 

WEEK 2

Big Data Marketing

Formulate business strategy

Apply insights to applications

Analyze and measure the result

Case study – Audience buying business cases

 

WEEK 3

Artificial Intelligence Marketing

Machine Learning Principles

AI Marketing application - Searches

AI Marketing application - Ads

AI Marketing application – Social Media

AI Marketing application – Content Delivery

AI Marketing application – Chatbots

AI Marketing application – CRM

AI Marketing application – Lead Qualification

Workshop – Illustrate an AI marketing campaign

 

WEEK 4

KPI Formation & Assessment

SMART approach to set KPIs

Data Visualization

Future Challenges

 

WEEK 5

Workshop – students presentations and feedback

Tentative Timetable

ep139

Applicants shall hold:

(i)   a bachelor’s degree awarded by a recognized university or equivalent; or

(ii)      an Associate Degree / a Higher Diploma or equivalent, and have at least 2 years of work experience; or

(iii)     relevant professional qualifications (e.g. sales, marketing, digital marketing, and social media marketing).

Applicants with other qualifications and substantial senior level work experience will be considered on individual merit.

Application Fee

HK$150

Course Fee
  • Application Fee : HK$150 (non-refundable)

    Course Fee : HK$6,800

    Early Bird Rate : HK$6,300 (Application submitted on or before 19 Dec 2021)

    Alumni Rate : HK$6,300

Online Application Apply Now

Application Form Download 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.