行政人員證書《數碼及內容營銷》 - 香港大學專業進修學院: 數碼及社交媒體推廣, 營銷傳播及品牌課程
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市場營銷學 數碼及社交媒體推廣

Executive Certificate in Digital and Content Marketing
行政人員證書《數碼及內容營銷》

課程編號
EP069A
報名代碼
1990-EP069A
課程制式
兼讀制
開課日期
待定
修業期
3個月
教學語言
Cantonese, suppl with teaching materials in Eng
課程費用
HK$6,750
立即報名
截止於 2022年5月21日 (星期六)
查詢
2867 8499
2861 0278

This programme aims to provide students with knowledge on up-to-date digital, social media and content marketing strategies and tactics. It also provides hands-on and practical techniques and tools for students to build the essential skills and strategic mindset to bolster their brand in the digital age.

content marketing
 

課程目的 PROGRAMME OBJECTIVE

課程目標讓學員:
  1. 評估及討論數碼和社交媒體營銷的趨勢和方法,以及不能忽視的內容營銷之發展及重點工具;
  2. 應用最新的數碼及社交媒體營銷知識,作計劃及管理整合市場推廣的策略;
  3. 了解如何利用內容作有效數碼及社交媒體推廣,分析創造強力營銷內容的案例;
  4. 分析成功及失敗的數碼及社交媒體營銷策略,並討論機遇與危機個案;
  5. 評估計算數碼及社交媒體營銷成效的各類工具和方法。

特色PROGRAMME HIGHLIGHTS

  • 行政人員證書課程,以實例主導、全方位討論最新、最實用的數碼、社交媒體和內容營銷的策劃和實戰知識;
  • 講師和嘉賓講者為香港數碼營銷專家,擁有廣告公司、媒體公司及客戶品牌管理的豐富經驗;
  • 課程包括6個單元和小組實踐習作,讓學員透過課堂、小組討論、嘉賓講座及小組習作全面掌握知識;課程以廣東話授課,加上英文輔助教材。
  • This executive certificate programme discusses the most up-to-date trends and important issues of digital, social media and content marketing;
  • Delivered by experienced industry expert plus prominent guest speakers from agencies, clients and key social media operators;
  • Two modules/ six units and a group project offer hands-on and practical techniques and practices for students to build the strategic skills and mindset to bolster their brands in the digital age.

flowchart of 3 modules (refer to the texts below)

 

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.
 

行政人員證書《數碼及內容營銷》

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

Ms J. Tam
  • She is currently in Tencent Holdings specialising in building WeChat, Programmatic and High Tech Smart Solutions development.
  • She received numerous digital accolades such as: Digital Agency of the Year 2018 – Gold, Oath Big Idea Chair Award 2018, and Most influential Brand Award for insurance client by Facebook.
  • She was nominated by the digital industry to join the Interactive Advertising Bureau Hong Kong (IAB) education committee in Jan 2020 due to her depth of digital knowledge.
  • J.T. has extensive background in 4As agency at Omnicom Media Group and managed digital marketing for clients such as DBS banking, SmarTone telecommunications, Nestle, Clorox, Cisco, MGM Hotels, Cigna insurance and more; and assisted the company to pitch new clients worth over HK$100M in annual billing.
  • She is experienced across paid, owned, and earned arenas to achieve digital performance KPIs, launch new websites as well as mobile apps. Obtained TTD Programmatic Trading Academy certification, Google certification for Display, SEM and Analytics, YouTube certification for content and video.
  • The teacher will also invite guest speakers from Google Hong Kong, LinkedIn Hong Kong, Accenture, Casetify, Omnicom Media Group, and some more!

 

Guest speakers will be invited to share real industry experience. 
 
* Lecturer and guest speakers are subject to change based on his/ her availability. 
 
教學方式 Teaching Mode
  • 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 1990-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6月11日 至 2022年7月30日

    課堂日期: 11 Jun, 18 Jun, 25 Jun, 2 Jul, 9 Jul, 16 Jul, 23 Jul, 30 Jul

    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.

(甲) 認可大學頒授的學士學位或其他同等學歷; 或

(乙) 副學士學位/高級文憑,至少同等學歷及最少2年工作經驗; 或

(丙) 相關認可專業資格。

申請人若持有其他資格及豐富工作經驗,學院將按個別情況考慮。

 

報名費用

HK$200 (取錄與否,恕不退還)

課程費用
  • 學費 : HK$6,750

網上報名 立即報名

申請表 申請表

報名辦法

All applicants are required to complete the enclosed application form and submit it with the following supporting documents together with application fee of HK$200 to any of the HKUSPACE enrolment centres:

  1. One set of certified true copies* of full educational certificates and transcripts; *Original certificates and transcripts together with the copies are required to be presented to any HKU SPACE Learning Centre for verification.
  2. Testimonials or other documentary proof of the applicant’s working experience;
  3. A photocopy of Hong Kong Identity Card;
  4. A non-refundable crossed cheque of HK$200 payable to HKU SPACE as application fee.
 

 

付款方法
1. 現金、「易辦事」(EPS)、微信支付(WeChat Pay) 或支付寶(Alipay)

申請人可親臨學院任何一所報名中心,以現金、「易辦事」(EPS)、微信支付(WeChat Pay)或支付寶(Alipay) 繳付學費。

2. 支票或銀行本票

如以劃線支票或銀行本票繳付,抬頭請註明「香港大學專業進修學院」。支票背面請寫上課程名稱及申請人姓名。  閣下可:

  • 親臨學院各報名中心遞交劃線支票、報名表格及有關證明文件;
  • 或可將上述文件一併寄交各報名中心,信封上請註明「報讀課程」,惟學院對郵遞失誤而遺失的支票概不負責。
3. VISA╱Mastercard

申請人可親臨學院任何一所報名中心,以 VISA 或 Mastercard(包括「香港大學專業進修學院 Mastercard卡」)繳付學費。香港大學專業進修學院Mastercard卡持有人,如報讀課程滿港幣2,000元,可享有十個月免息分期付款優惠,惟課程申請人必須為信用卡持有人。詳情請向學院報名中心職員查詢。

4. 網上繳費服務

大部份公開招生的課程(以先到先得形式報名的課程)及個別學歷頒授課程提供網上報名/註冊服務,申請人可在網上使用「繳費靈」(不適用於手機)、VISA或Mastercard繳付有關課程的報名費或學費。除上述支付方式之外,如就讀學歷頒授課程設有網上服務,在學學員亦可以微信支付(Online WeChat Pay)、支付寶(Online Alipay)或轉數快(FPS)繳付學費,詳情請參閱報名辦法 - 網上報名服務

注意事項:

  • 如報讀課程將在五個工作天內開課,為免郵遞延誤報名程序,建議申請人親身到學院報名中心報名,並避免使用支票付款。

  • 除由學院裁定的特殊情況(例如課程因報名人數不足而取消)之外,一切已繳費用概不退還。如獲學院批准退還款項,以現金、易辦事、微信支付、支付寶、支票或繳費靈(只限網上付款)方式繳交之款項,將以支票退款;以信用卡繳交之款項,退款將直接退還到支付款項時使用的信用卡戶口。
  • 除本學院網頁所列明的學費外,個別課程或有其他額外收費,詳情請聯絡有關學科職員。
  • 學費及學額不得轉讓他人。一經取錄,學員不得轉讀其他課程,惟學院對特殊情況,可酌情處理。轉讀申請一經批准,學員須繳付港幣120元手續費。
  • 學院在收妥費用後,將發出付款收據予申請人,惟學院對郵遞付款收據的任何遺失事故,概不負責。
  • 若學員有意申請付款證明書,請把填妥之申請表、貼上足夠郵資的回郵信封、連同劃線支票交回本學院。每張收據申請費用為港幣30 元。支票抬頭註明「香港大學專業進修學院」。