Digital and social media revolution has transformed the marketing industry. The Advanced Diploma in Digital and Social Media Marketing is designed to equip you with the latest marketing knowledge and practices in digital, social media, mobile marketing, search engine optimization (SEO), search engine marketing (SEM), content and video marketing, market analytics, etc. The programme also prepares you for further education at degree level and career advancement.

The programme aims to equip participants with the principles, theories and practices in marketing with specialisation in digital and social media marketing. On completion of the programme, participants should have acquired a basic understanding of digital and social media marketing theories and be able to apply these to day-to-day operations at work. The programme also prepares students for further education as well as career advancement in digital and social media marketing.

Programme Intended Learning Outcomes

On completion of the programme, students should be able to

1. Apply the theories and best practices in digital marketing and social media to develop marketing solutions for business,
2. Integrate advertising and public relations communications through digital and social media channels to promote products and services to the target markets,
3. Utilise knowledge and skills in digital commerce to market and promote products and services online in order to generate robust sales for a company,
4. Integrate digital marketing and social media strategies to develop a digital marketing plan for business.

Assessment

Assessment is based on a combination of coursework and examinations. The percentage breakdown of coursework and examinations differs from module to module.

Award

Student who completed all 10 modules will be awarded "Advanced Diploma in Digital and Social Media Marketing" within HKU system through HKU SPACE.

Students may apply to exit the programme with a "Diploma in Marketing Studies" upon satisfactory completion of any 5 modules or above.

Articulation 

Holders of this Advanced Diploma with CGPA 2.0 or above will be eligible to apply for the following two top-up degree programmes jointly organized by HKU SPACE and The University of Hull. Details would be found in the related webpages.

•           Bachelor of Arts (Hons) Marketing

•           Bachelor of Arts (Hons) Marketing and Management 

Application Code	2335-MK052A	Apply Online Now
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Duration

• Students normally enroll 2 modules in each term and may complete the programme in 20 months.
  For those, who enroll less than 2 modules in each term, may complete the programme in 40 months.
  
  Regular Lectures:
  Weekdays 7:00pm - 10:00pm (Occasionally on Saturday morning or afternoon)

Venue

• HKU SPACE Learning Centre

The programme consists of 10 modules and the details of each module are as below.

Principles of Marketing

The Principles of Marketing is an introductory course which helps the students to form a solid foundation of basic marketing concepts and understand how consumer behaviour, external and internal environments may affect marketing decisions. It equips students with concepts and applications of product-life cycle, promotion mix, product and pricing strategies, distribution channel management, etc. on the ground of customer value-driven marketing.

Digital and Social Media Marketing

Digital Marketing and Social Media become the predominant component in marketing strategies nowadays. In this new module, students will be able to build up a clear concept about customer-centric marketing and digital consumer journey which affects customer segmentation approaches and marketing strategies.

This module will form a solid foundation of digital knowledge with application skills and effectiveness analysis of various digital and social media marketing channels in order to fulfil the vocational needs in various marketing positions.

Multichannel Marketing Communications

The objective of this module is to equip students with knowledge and practices of new marketing communication techniques in this ever-changing world of new media. It enables students to embrace and integrate new media tools with existing communication mix to maximise the effectiveness and efficiency of marketing campaigns.

Consumer Behaviour

This module aims to train up students with a clear understanding of how and why customer behave in a shopping decision-making process with the foundation of consumer psychology and behavioural concepts. It also equips the students to identify the factors which may affect consumers’ purchasing behaviour and value perception so that students can be able to apply it in their marketing strategic planning in the competitive business environment.

Introduction to Branding

This module provides students with the basic concepts of branding in  a competitive marketplace. It’s important for marketers to understand the process of building brand image and identity, brand value, and formulating brand strategy, brand auditing and brand equity management system. It equips students with knowledge and skills to build a successful brand.

Psychology of Advertising

This module would enable students to elaborate the psychological aspects of the influence of advertising on consumer behaviour and identify appropriate advertising strategies for different target market.

Students will also learn the different advertising approaches for aging market, a growing but untouched market, to create positive behavioural changes among the consumers of silver market.

Corporate Communication and Crisis Management

Corporate communication plays an important role in building a positive perception among external and internal stakeholders of the company.

This module is designed to equip students with proper communication techniques for communication to media, investor, government, internal staff, etc. Besides, students will also be enabled to take proactive action to develop crises communication plan before disaster strikes.

E-Commerce Operations

Online shopping significantly surged during the pandemic. It’s important for online retailers to set up effective e-commerce operation which can be able to directly improve its consumer satisfaction and profitability.

This module is designed to train up students to have a solid foundation of a successful e-Commerce operations, logistic and fulfilment, inventory management, business strategies in competitive environment, operation for B2B, B2C and C2C eCommerce.

Strategic Marketing for Omnichannel Retailing

There is a big shift from single-channel to multi-channel and to omnichannel retailing. Omnichannel retail optimizes multiple sales channels with a high level of integration and cooperation among the channels in order to provide a seamless shopping experience for shoppers.

Students will learn the shopping behaviour in online vs physical shops, the latest trends and challenges in omnichannel retailing including live streaming eCommerce through KOL, cloud-based integrated data platforms to personalize customer experience, social commerce, etc.

Besides, students will also be equipped with the knowledge in marketing strategies for omnichannel retailing to attract shoppers and to effectively leverage online to offline retailing in order to boost up the overall sales revenue of the company.

Digital Marketing Planning and Analytics

This module is designed to provide students with a solid foundation of digital marketing planning on the ground of customer-centric orientation. Students will learn to apply different planning approaches for digital marketing campaigns in order to drive customer engagement along the digital customer journey. Students will also learn the basic data collection and Google analytics, as well as how to set up key performance indicators (KPIs) and to measure the effectiveness of a digital marketing campaign.

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Application Fee

HK$150 (Non-refundable)

Course Fee

• HK$4,500 per module (Subject to change without prior notice)

Applicants should

• have gained in the HKALE Grade E in 2 subjects; OR
• have gained in the HKALE Grade E in 1 subject, and have 2 years of relevant work experience; OR
• have gained in the HKCEE Grade E in 4 subjects, and Level 2 in English Language, and have 2 years of relevant work experience; OR
• have gained in the HKDSE Examination Level 2 in 5 subjects including English Language; OR
• hold a certificate in the marketing, business or related discipline; OR
• be aged at least 21 with 3 years of relevant work experience.

• The CEF Institution Code of HKU SPACE is 100

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