Marketing Digital and Social Media Marketing

Certificate for Module (Effective Digital Media Planning and Programmatic Advertising)
證書(單元 : 高效數碼媒體策劃及程序化廣告)

CEF Reimbursable Course

Course Code: MK082A
Application Code: 2090-MK082A
QF Level

Certificate for Module (Effective Digital Media Planning and Programmatic Advertising)
QF Level: 4 QR Registration No.: 21/001316/L4 QR Registration Validity Period: 01 Dec 2021 - on-going
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Financial assistance Continuing Education Fund This course has been included in the list of reimbursable courses under the Continuing Education Fund. Close QF Level panel
Credit: 9

Study mode: Part-time

Start Date: 03 Jun 2023 (Sat)

Duration: 40 hours

Language: English

Course Fee: HK$9350

Application Form
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Deadline on 27 May 2023 (Sat)

Enquiries: 2867 8499 / 2867 8493

28610278

ec.marketing@hkuspace.hku.hk

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Highlights

The programme is developed to equip marketing executives and advertising industry practitioners especially digital media buyers and planners with professional credentials in digital media planning and programmatic advertising. It provides students with a solid foundation of knowledge in digital marketing ecosystem and digital media planning, buying and selling. The programme also prepares students for the examinations of the Interactive Advertising Bureau Digital Media Buying and Planning Certification and Digital Media Sales Certification.

Benefits from this programme:
1. Learn from experts in the digital media agencies
2. Guest speakers from digital media, digital agencies, and professional marketers
3. Teaching materials adopted from IAB US to meet the needs in the fast growing digital market
4. Fast track to understand the important knowledge in digital media planning, buying and selling
5. Learn practical knowledge of Advertising Automation with hand-on practices in computer lab

Programme Details

The programme will be taught in part-time face-to-face mode. It consists of 33 hours of lectures, 7 hours of computer lab practices, a group assignment and an MCQs Exam. Lecturer will use real case studies for discussion and analysis, and interactive sharing among students and guest speakers, hands-on practices at computer lab.

On completion of the programme, students should be able to

1. Explain the features and mechanisms of the digital marketing ecosystem;

2. Identify appropriate digital media strategies to achieve marketing objectives;

3. Select appropriate strategies for digital media planning and buying;

4. Apply programmatic technologies and tools in digital advertising campaigns; and

5. Identify appropriate measurement strategies to evaluate campaign effectiveness.

TEACHER PROFILE

Ms Helen Cheung

Managing Director
Omnicom Media Group

With solid media experience for 25+ years, Helen is renowned for her dedication and passion to drive digital acceleration within the team and also on client side.

Currently, she is the business lead of GSK. Under her leadership, GSK Hong Kong is able to rank no. 3 across GSK Global in digital maturity scoring, and get GSK Hong Kong Managing director to be mentioned in THINK WITH GOOGLE article

Helen also gets a nick name as “Queen of Luxury” in this industry due to her strong portfolio in handling various top tier luxury groups, such as LVMH, Chanel, Richemont, Swatch Group, Estee Lauder Group

Mr Alex Lo

Lead Senior Client Strategy Director, Hong Kong & Taiwan
The Trade Desk

Alex Lo is experienced in digital marketing, e-commerce, advertising technology and statistical analysis across Greater China region. He has comprehensive experience in various industries including hotel, fashion, entertainment and luxury giving insights from different angle of vision.

Alex is an experienced, hands-on digital advertising and marketing guru accountable for idea development, execution, data analysis and management of innovative, results-oriented, cross-channel digital marketing campaigns.

Mr Fergus Chan

Director of eCommerce
GroupM

Fergus is the Director of e-Commerce of GroupM. He has more than 15 years of e-Commerce and digital experiences especially online retailing in Hong Kong and China. With his wide range of e-Commerce experiences from consultation, solution design, O2O, development, store operation to digital marketing, Fergus steers e-Commerce business and drives growth from both client and agency sides. Prior to this, Fergus holds a Master Degree in e-Commerce and Bachelor of Social Sciences (Hons) in Public Policy Analysis and Administration.

Mr Coleman Lo

VP of Operations, Key Accounts
Hina Technology Co., Limited

With 8 years of experience in the digital field, Coleman has all-rounded exposure in different key topics today, such as advanced media buying, measurement and data activation. Having positions in both vendor and agencies, he has successfully helped clients from various industries to turn online potential to business performance through digital solutions in global markets. Coleman joined HiNA Technology as one of the founding members in 2017. He leads the Hong Kong business and key account team. Before joining HiNA, he worked in Google Hong Kong’s DoubleClick team on data tracking, search marketing management and programmatic solutions and assisted tier-1 clients and 4As agencies to adopt the ad tech solutions.

HiNA has successfully supported 600+ clients since launch, which include Tmall, TikTok, OPPO, Farfetch, JobsDB, Jobstreet, NBA and JOOX, and won the Best Google B2C and Shopping Ads In 2019 Google Premium Partner Awards.