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Certificate for Module (Digital Branding and Experiential Marketing)
證書(單元 : 數碼化品牌及體驗式營銷)

CEF Reimbursable Course

CEF Reimbursable Course

Course Code
MK093A
Application Code
2180-MK093A

Credit
9
Study mode
Part-time
Start Date
11 Apr 2024 (Thu)
Duration
30 hours
Language
Cantonese, suppl with teaching materials in Eng
Course Fee
HK$7,800 per programme
Deadline on 23 Mar 2024 (Sat)
Enquiries
2867 8499 / 2867 8493
2861 0278
Apply Now

Highlights

本課程旨在為學員講解中小企業如何使用新科技提升顧客的品牌體驗,了解在本地、中國內地及環球國際品牌的管理模 式、評估及規劃品牌的巿場定位,讓學員掌握在數碼時代塑造品牌和建立實用營銷及傳媒活動的策略。

Programme Details

踏入數碼及社交網絡時代,品牌傳播進入另一個新里程,不少大企業或百年老店也開始進行數碼轉型,拓展電子商貿業務。除了推出優秀的產品外,他們亦要經營品牌管理,打造網店尋找目標客群,塑造品牌形象,建立真正的長遠資產。市場學課程小組正在開發一個短期課程,為市場營銷人員及品牌管理的行政人員在品牌塑造、尋找定位,設定風格、選擇與目標客群溝通的平台,作體驗式營銷及內容營銷規劃等,既可助中小企在數碼時代拓展商機外,亦可以創造獨一無二的消費體驗和加深了顧客對品牌的印象,從而對品牌產生共鳴,建立消費者對品牌的歸屬感。

完成課程後,學生應能夠:

1. 說明數碼時代的品牌塑造與品牌定位的重要性;

2. 運用新科技和數據分析以提升顧客的品牌體驗;

3. 闡述元宇宙及非同質化代幣給品牌帶來的商機;及

4. 剖析中小企業(SME) 在中國內地及國際市場的品牌運營的策略及品牌增長模式。

 

Application Code 2180-MK093A Apply Online Now
Apply Online Now

Days / Time
  • Thursday, 7:00pm - 10:00pm

Modules

課程大綱

1. 數碼時代的品牌塑造與品牌定位

• 數碼年代,品牌的變革與挑戰

• 品牌塑造模型與方法

• 品牌故事和情感參與

• 品效合一 (Brandformance) 的品牌運營

• 電商化的品牌資產分析

2. 顧客的購買行為及決策過程的新趨勢

• 人、貨、場的消費者任務

• 數碼時代消費者決策路徑模型

• 數據化的消費者洞悉與目標人群鎖定

• 不同年齡層的消費心態

3. 給客戶創造與別不同的品牌體驗

• 品牌的私域運營 (Private-Traffic Marketing)

• 品牌跨界 (Crossover) 延展品牌價值

• 使用新科技提升顧客的品牌體驗

• 收集數據、追查及優化顧客體驗

4. 元宇宙(Metaverse) 及 非同質化代幣(NFT)

• 元宇宙及非同質化代幣的基礎概念

• 元宇宙及非同質化代幣帶來的商機

• 不同品牌的典型案例

5. 中小企業(SME) 在中國市場品牌運營

• 新品牌進入中國市場的策略

• 天貓電商運營與實戰分享

• 品牌社交效果增長模型 - 小紅書與抖音

6. 本地品牌在國際市場的商機

• 區域全面經濟夥伴關係協定 (RCEP)

• 香港與東盟的自由貿易協定

• 海外的品牌建設

7. 成功的品牌宣傳活動 - 個案分享 (包括本地,中國內地和海外)

評核

此課程以小組習作(20 分鐘小組品牌專案報告及150 字個人自我反思報告)作評核。
出席率達70%或以上並取得評核合格,將
按香港大學體制,經香港大學專業進修學院頒發「證書(單元 : 數碼化品牌及體驗式營銷)」

Class Details

Classes will be held on 10 Thursday. 

Class dates and time:

Session Date Time Venue
01 April 11, 2024 7:00 pm-10:00 pm TBA
02 April 18, 2024
03 April 25, 2024
04 May 2, 2024
05 May 9, 2024
06 May 16, 2024
07 May 23, 2024
08 May 30, 2024
09 June 6, 2024
10 June 13, 2024

The programme team reserves the right to change the above timetable if necessary.

  • All classes are subject to sufficient enrolment.
VENUE
  • Any HKU SPACE Learning Centres

Professional Accreditation

Initiated by the CMA in 2005, the BDC is a vision-driven, non-profit-making organisation, aiming to build a flagship to spearhead brand development by leveraging on a “Market Leads, Government Facilitates, and Community Supports” tripartite model.

While exploring and advocating an overall strategy for advancing Hong Kong’s brand development and assisting the Government to implement related policies, the BDC has been playing the role of a facilitator and coordinator, in an attempt to pool together the resources in our community and set up a “one-stop” platform to support the branding efforts of local industries. By adhering to a pragmatic approach, the Council has continuously rolled out ground-breaking initiatives in the fields of brand accreditation, certification, promotion, nurturing, research, exchanges and international cooperation.

HKBDC

For more details please visit 香港品牌發展局 (hkbrand.org)

Teacher Information

Eddy Hui

Eddy Hui

Design Consultant

Vice Chairman of Hong Kong Association of Interactive Marketing

Background

Eddy is a pioneer in transmedia storytelling, digital marketing, interactive design, UI/UX, motion graphics and digital animation in Hong Kong. With over 20 years of experience in the advertising and media industry, his artworks have been exhibited in various countries. He has held the position of Group/Executive Creative Director in several local and global design companies, with a focus on integrating new media into corporate identity. His clients include both local and international enterprises.

To nurture young talents, he serves as an external examiner, advisor and visiting scholar at various universities, as well as participating in different mentorship programmes and vetting panels. He has served as the Head of the Design Department, Associate Professor, and Programme Leader at various institutes for both undergraduate and postgraduate programmes.

Koyi Wu

Koyi Wu

Global Business Director

Background

Koyi Wu is an accomplished digital marketing professional with over 13 years of experience. She has a deep understanding of various digital marketing disciplines and aims to become a strategic consultant for leading brands in Hong Kong and China. Koyi has won over 150 digital marketing awards and is recognized as a digital pioneer. Currently, she serves as the Global Business Director at Hylink Digital Solutions Limited, where she enhances strategic planning and leads multinational corporations in developing cutting-edge digital marketing strategies. Koyi has also established her own company and worked on a marketing project for Guanghe Education. Prior to her current role, she held positions at IPG MediaBrands Hong Kong, Starcom Worldwide Hong Kong, OMD Hong Kong, MediaCom Hong Kong, and mcgarrybowen Hong Kong. Koyi is also a part-time lecturer at HKUSPACE, where she shares her digital marketing knowledge with students from diverse backgrounds.

Fee

Application Fee

HK$150

Course Fee
  • Course Fee : HK$7,800 per programme

Entry Requirements

申請人應該:

1. 完成香港中學文憑課程;或

2. 完成香港中學會考課程;或

3. 年滿 21 歲或以上及具有最少兩年相關工作經驗。 申請人如持有其他同等資格,學院將按個別情況考慮。

CEF

  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Certificate for Module (Digital Branding and Experiential Marketing)
證書(單元 : 數碼化品牌及體驗式營銷)
COURSE CODE 33C156164 FEES $7,800 ENQUIRY 2867-8499
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Digital Branding and Experiential Marketing)

  • This course is recognised under the Qualifications Framework (QF Level [3])

Apply

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.