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社會科學 媒體及傳播學

Certificate in Digital Brand Communication (Senior Secondary Applied Learning)
數碼品牌傳播(高中應用學習)證書

課程編號
MC030A
報名代碼
-MC030A

課程制式
全日制
開課日期
待定
修業期
2年
教學語言
English
查詢
2910 7638 / 3762 0061
2151 0720
報名辦法

本課程旨在培養學生對品牌傳播的理解,以及使用數碼媒體來實現品牌目標的技能。本課程通過實務作業、專題研習、寫作報告、口頭滙報、測驗,讓學生了解並掌握專業品牌傳播的寫作技巧、數碼攝影和視頻製作及編輯原理,設計適當的傳播策略,以有效建立一個獨特的品牌形象。

The programme aims to develop students’ understanding of brand communication and their skills in using digital media for achieving goals of branding. Through hand-on written exercises, projects, written reports, presentation and tests, the programme will enable students to understand and grasp the skills of professional writing for brands, principles of digital photo- and video- taking and editing, and how to design appropriate communication plans to effectively build a unique brand identity.

 

課程結構 Programme Structure

 

學科單元 Modules

學習時數 Contact hours

1

品牌傳播及數碼媒體   Brand Communication and Digital Media

 

  • 品牌傳播簡介:品牌類型和品牌工作
    Introduction to brand communication: Types of brands and branding jobs
  • 品牌傳播與數碼媒體的關係
    Relationship between brand communication and digital media
  • 數碼品牌傳播的專業操守
    Professional ethics of digital brand communication

10

2

數碼品牌傳播策略   Digital Brand Communication Strategies

 

  • 數碼媒體平台的特性
    Characteristics of digital media platforms
  • 有關數碼媒體品牌傳播的正反觀點
    Pros and cons of using digital media for brand communication
  • 數碼品牌傳播策略和個案研究
    Digital brand communication strategies and case studies

18

3

數碼媒體內容寫作   Written Communication for Digital Media

 

  • 博客/帖文、線上社論式廣告和宣傳文稿的寫作原理
    Principles of writing: Blogs/posts, online advertorials and promotional scripts
  • 運用廣告和講故事的方法來宣傳品牌產品
    The use of advertising and storytelling in promoting branded products
  • 有效的超連結和主題標籤策略
    Effective link building and hashtag strategy

32

4

數碼媒體的視覺傳意   Visual Communication for Digital Media

 

  • 圖像傳播:獨特的品牌形象和形象的力量
    Graphic communication: Unique brand images and the power of image
  • 網站和社交媒體平台的美學
    Aesthetics of websites and social media platforms
  • 有效的手機攝影和視頻製作
    Effective mobile phone photography and video recording

52

5

數碼媒體受眾   Audience of Digital Media

 

  • 受眾特徵分析:數碼媒體受眾及受眾的習慣
    Audience profiling: Digital media audience and their practices
  • 建立與受眾的關係及對品牌的忠誠度
    Building relationship with audience and brand loyalty
  • 直播和播客:目標、風格和技巧
    Livestreaming and podcasting: Goals, style and skills

32

6

數碼品牌傳播專題研習   Digital Brand Communication Project

 

  • 專題研習建議書
    Project proposal
  • 提案和簡報技巧
    Pitching and presentation skills
  • 專題研習實踐
    Project execution
  • 宣傳活動評估
    Evaluation of promotion activities

36

 

總學習時數 Total contact hours:

180

 

預期學習成果 Intended Learning Outcomes 

完成課程後,學生應能夠:

  1. 認識品牌傳播和數碼傳播的基本概念和專業操守;
  2. 應用數碼品牌傳播的基本知識和技能; 
  3. 透過數碼媒體,有效地與目標受眾溝通; 
  4. 詮釋品牌傳播的趨勢及分析傳播策略; 
  5. 透過數碼品牌宣傳活動,發展人際技巧與團隊精神; 
  6. 整合學習的知識與技能,籌辦數碼品牌傳播專題研習; 
  7. 提升相關範疇之升學及就業發展所需的自我認知。 

 

On completion of the programme, students should be able to

  1. recognise the basic concepts and professional ethics of brand communication and digital communication; 
  2. apply basic knowledge and skills of digital brand communication; 
  3. communicate effectively with target audience through digital media; 
  4. interpret the trends in brand communication and analyse communication strategies; 
  5. develop interpersonal skills and team spirit through digital brand promotion activities; 
  6. integrate the knowledge and skills acquired in planning and organising digital brand communication projects;  
  7. develop self-understanding for further studies and career development in the related field. 

 

評核方法 Assessment Methods 

測驗及持續性評估(包括品牌故事及數碼寫作、品牌直播、書面報告、專題研習)
Tests and Continuous assessment (including brand story and digital writing, livestreaming for brands, written reports, communication project)

 

評分準則 Guidelines For Grading

數碼品牌傳播(高中應用學習)證書 - 評分準則 

Certificate in Digital Brand Communication (Senior Secondary Applied Learning) - Guidelines for Grading

Students’ course grades are approved by the Board of Examiners of HKU SPACE, the decisions of which are final. Students’ performance in a course is generally classified into the grades listed below.

學生成績經香港大學專業進修學院主考委員會審議,其成績所反映表現大致分為以下級別: 

Grade

等級 

Marks

分數

Grade

Definition

等級標準  

Grade Descriptors

等級指標 

80-100

Excellent

優異 

Work that demonstrates a superior understanding of the subject matter, being able to develop in-depth solutions to related problems, and with evidence of an extensive knowledge base, original thinking, the capacity to make critical evaluations, and very good organization and presentation.

顯示學員對學科內容高度理解,並能就相關的問題提出深入的解決方法,同時證明學員有廣泛的知識、原創思維、提出具批判性評論的能力,及非常良好的組織和表達能力。 

70-79

Good
良好 

Work that demonstrates a good understanding of the subject matter, being able to develop solutions to related problems, and with evidence of critical capacity and accuracy, analytical ability, a reasonable understanding of issues and clear organization and presentation.

顯示學員對學科內容有良好的理解,能就相關的問題提出相關的解決方法,同時證明學員對事物有準確的判斷及分析能力,對事情有適當的理解,組織有條理並表達清晰。 

60-69

Satisfactory

滿意 

Work that demonstrates a sufficient understanding of the subject matter, being able to develop rudimentary solutions to related problems and with evidence of some attempts at analytical thinking, and average presentation and accuracy.

顯示學員對學科內容充分理解,能就相關的問題提出基本的解決方法,同時證明學員曾嘗試分析思考,及有一般水平的表達能力和準確度。 

50-59

Pass

合格 

Work that demonstrates a basic familiarity with the subject matter, and with evidence of marginal accuracy, acceptable presentation and organization.

顯示學員對學科內容有基本的認知,同時證明學員有最低限度的準確度及可接受的組織和表達能力。 

0-49

Fail

不合格 

Work showing little evidence of familiarity with the subject matter, with poor accuracy, presentation and/or organization.

顯示學員對學科內容缺乏理解,並欠缺準確的表達及/或組織能力。 

 

學銜 Award

按香港大學體制,經香港大學專業進修學院頒授「數碼品牌傳播(高中應用學習)證書 (資歷架構第3級)」予成功畢業的同學(出席率達80%或以上及於評核課業中取得合格成績)。
Student who successfully completed the programme (have at least 80% attendance and achieve qualified results in assessment tasks) will be awarded "Certificate in Digital Brand Communication (Senior Secondary Applied Learning) (QF Level 3) " within the HKU system through HKU SPACE.

 

修業期 Duration

180 小時 Hours

報名代碼 -MC030A -

上課模式

模式一:
逢星期六上午或下午,或星期六全日上課,每課2或3小時;部份課堂亦會安排於暑假上課。上課地點為香港大學專業進修學院教學中心。

模式二:
由學校及香港大學專業進修學院安排,可選擇於平日及/或星期六上課;部份課堂亦會安排於暑假進行。視乎有關設施及器材需要,部份課堂會於香港大學專業進修學院教學中心上課。

Class Mode

Mode 1:
Classes will be held on every Saturday morning and/or afternoon, or a full Saturday at HKU SPACE Learning Centres. Each class will last for 2 or 3 hours. Summer classes will be arranged.

Mode 2:
Upon the arrangement by individual secondary school and HKU SPACE, classes will be held on weekdays and/or Saturdays. Summer classes will be arranged. Depending on the equipment/facility required, some classes will be held at HKU SPACE Learning Centres.

基本入學要求

申請人必須為修讀課程發展會建議的高中課程的中四學生。

 

Minimum Entry Requirements

Applicants shall be current Secondary 4 students who are following the senior secondary curriculum recommended by the Curriculum Development Council (CDC)

報名辦法

「高中應用學習課程(2022-24年度)」的申請方式

現時就讀中四並有興趣報讀有關課程的學生,須經學校提交申請,詳情請向所屬中學查詢及參考教育局網頁:

 

Enrolment Methods

How to apply for "Senior Secondary Applied Learning courses (2022-24)." 

Current Secondary 4 students interested in taking the course have to submit their applications via schools. Please contact your secondary school for details and refer to the Education Bureau​'s website.

 

付款方法

-  課程費用由所屬中學及教育局全數資助。
-  課程費用為港幣18,000,分兩期繳交。

Payment Methods

- Course fee will be subsidised by secondary school and the Education Bureau.
- Course fee is HK$18,000, payable in 2 installments.

更多課程關於
媒體及傳播學 數據科學