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

1. Assess and discuss the trends and methodologies in digital and social media as well as the growing use of content marketing.
2. Apply the latest know-how to plan and manage integrated marketing communications through the emerging and influential digital and social media.
3. Develop relevant content for successful marketing via digital and social media.
4. Analyse and evaluate contemporary digital and content marketing strategies.
5. Evaluate the effectiveness of digital and social media by applying key measurement tools and concepts.

Module	Units
Module 1: Digital Marketing Toolkit 數碼營銷實戰篇	Unit 1: (7 hours) 數碼營銷發展及重點工具一覽 Foundations of Digital Marketing: Evolution and Characteristics Essential Digital Marketing Channels: Utilize Paid, Owned and Earned Media   Unit 2: (7 hours) 策劃高效數碼營銷+電商新趨勢 Effective Digital Marketing Planning: How to Create an Effective Digital Marketing Plan? Understanding of Consumer Behaviour in Digital Age Use of Big Data Overview of World and Hong Kong Digital Population Developing, Managing and Maintaining Effective Digital Marketing Platforms New Trends of E-Commerce Unit 3: (7 hours) 數碼營銷策略及成效分析：整合攻略 Digital Marketing Strategies and Measurement Metrics: Total Integration to Build Success
Module 2: Social Media & Content Marketing Toolkit 社交媒體及內容營銷實戰篇	Unit 4: (7 hours) 社交媒體營銷發展大勢與策劃  + 媒體導覽 Foundations of Social Media Marketing: Must-know Development, Trends and Global Usage Effective Social Media Planning: Planning and Smart Selection of Social Media Channels (E.g. Facebook Advertising, Facebook Content Marketing, Video Marketing – Youtube or others, SINA Weibo, Instagram, LindedIn, etc.)   Unit 5: (7 hours) 社交媒體營銷策略及成效分析：機遇與危機個案全分析 Social Media Strategies and Measurement Metrics: “GO” Viral and “NO” Viral in Crisis B2C, B2B, O2O Social Media Strategies The impact of SoLoMo Viral Marketing and Electronic Word-of-mouth (eWOM) Online Brand Crisis Management   Unit 6: (7 hours) 內容營銷策劃：創造強力營銷內容 Content Marketing Strategies: Successful Content Creation Use of Content Marketing and Trends Essential Content Marketing Strategies and Cases Synergy of Social Media and Content Marketing Unit 7: (3 hours) 小組實踐習作 Project Presentation

講師

• Part-time face-to-face mode.
• Total 45 hours of lectures and group presentation.
• Lectures with real case studies for discussion and analysis, line-up of prominent guest speakers who are experienced industry experts.

習作 Assessment

The programme will be assessed by one group oral presentation (100%) conducted in Cantonese.

修畢證書 Award

"Executive Certificate in Digital and Content Marketing" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the assessment and attended at least 70% of classes.

報名代碼	1980-EP069A	現時接受報名
現時接受報名

日期 / 時間

• 逢周六，10:00am - 1:00pm, 2:00pm - 5:00pm

修業期

• 3個月，共8課。
  
  日期 Date: 2022年4月2日 至 2022年5月28日
  
  課堂日期: 2 Apr, 9 Apr, 23 Apr, 30 Apr, 7 May, 14 May, 21 May, 28 May
  
  時間 Time: 週六 10:00am - 1:00pm 及 2:00pm - 5:00pm (最後一課上課時間為 2:00 - 5:00pm)
  
  *The schedule is subject to change when necessary.

報名費用

HK$200 （取錄與否，恕不退還）

課程費用

• 學費 : HK$6,750