It is vital for marketers and those who are interested in digital and social media marketing to equip themselves with practice marketing know-how in the ecosystem in digital marketing and how you may apply up-to-date principles, theoretical knowledge and practices in the digital 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 you for further education at degree level as well as career advancement in digital and social media marketing.

Programme Structure (From 2019 November Term)

Advanced Diploma in Digital and Social Media Marketing

Seven Common modules

1. Principles of Marketing

2. Services Marketing

3. Essentials of Accounting

4. Consumer Behaviour

5. Multichannel Marketing Communications

6. Introduction to Management

7. Marketing Research and Information

Two Specialism modules

8. Social Media Marketing

9. Digital Marketing Planning and Analytics

10. One Elective Module to be chosen from the below: Business Communication Integrated Brand Communications Business Law Business Economics

 

On completion of the programme, students should be able to

1. Apply the theories and best practices learnt in the digital marketing and social media to develop marketing solutions for business,
2. Apply basic accounting principles and fundamental management knowledge in marketing decisions,
3. Integrate the tools of multichannel marketing communications including digital channels, social media, advertising, public relations to promote products and services to the target market,
4. Utilise the knowledge and skills in marketing research and the principles of consumer behaviour to identify target market and determine the positioning for products and services,
5. Integrate digital marketing and social media strategies to develop a digital marketing plan for business.

Depending on which elective module students choose to take, they may achieve one of the below outcomes:

7. Apply basic knowledge of effective communication skills in business environment
8. Deploy effective marketing communication tools to build and manage brands across market segments
9. Apply legal principles and basic knowledge of economics in marketing decisions

 

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

Students who complete any five modules may choose to exit the programme will be awarded within HKU system through HKU SPACE a  "Diploma in Marketing Studies" .

 

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 web pages.

•           Bachelor of Arts (Hons) Marketing

•           Bachelor of Arts (Hons) Marketing and Management 

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

Application Fee

HK$150 , non-refundable

Course Fee

• HK$3950 per module