Executive Certificate in Digital and Content Marketing - HKU SPACE: 數碼及社交媒體推廣, 營銷傳播及品牌 courses
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市場營銷及款客 數碼及社交媒體推廣

Executive Certificate in Digital and Content Marketing

2021年11月6日 (星期六)
粵語 ,輔以英文教材
截止於 2021年10月25日 (星期一)
2867 8499
2861 0278

This programme aims to provide students with knowledge on up-to-date digital, social media and content marketing strategies and tactics. It also provides hands-on and practical techniques and tools for students to build the essential skills and strategic mindset to bolster their brand in the digital age.

content marketing



  1. 評估及討論數碼和社交媒體營銷的趨勢和方法,以及不能忽視的內容營銷之發展及重點工具;
  2. 應用最新的數碼及社交媒體營銷知識,作計劃及管理整合市場推廣的策略;
  3. 了解如何利用內容作有效數碼及社交媒體推廣,分析創造強力營銷內容的案例;
  4. 分析成功及失敗的數碼及社交媒體營銷策略,並討論機遇與危機個案;
  5. 評估計算數碼及社交媒體營銷成效的各類工具和方法。


  • 行政人員證書課程,以實例主導、全方位討論最新、最實用的數碼、社交媒體和內容營銷的策劃和實戰知識;
  • 講師和嘉賓講者為香港數碼營銷專家,擁有廣告公司、媒體公司及客戶品牌管理的豐富經驗;
  • 課程包括6個單元和小組實踐習作,讓學員透過課堂、小組討論、嘉賓講座及小組習作全面掌握知識;課程以廣東話授課,加上英文輔助教材。
  • This executive certificate programme discusses the most up-to-date trends and important issues of digital, social media and content marketing;
  • Delivered by experienced industry expert plus prominent guest speakers from agencies, clients and key social media operators;
  • Two modules/ six units and a group project offer hands-on and practical techniques and practices for students to build the strategic skills and mindset to bolster their brands in the digital age.

flowchart of 3 modules (refer to the texts below)


Upon completion of the programme, students should be able to: 

  1. Assess and discuss the trends and methodologies in digital and social media as well as the growing use of content marketing.
  2. Apply the latest know-how to plan and manage integrated marketing communications through the emerging and influential digital and social media.
  3. Develop relevant content for successful marketing via digital and social media.
  4. Analyse and evaluate contemporary digital and content marketing strategies.
  5. Evaluate the effectiveness of digital and social media by applying key measurement tools and concepts.




Module 1:

Digital Marketing Toolkit

Unit 1: (7 hours)
  • Foundations of Digital Marketing: Evolution and Characteristics
  • Essential Digital Marketing Channels: Utilize Paid, Owned and Earned Media


Unit 2: (7 hours) 策劃高效數碼營銷+電商新趨勢

Effective Digital Marketing Planning: How to Create an Effective Digital Marketing Plan?

  • Understanding of Consumer Behaviour in Digital Age
  • Use of Big Data
  • Overview of World and Hong Kong Digital Population
  • Developing, Managing and Maintaining Effective Digital Marketing Platforms
  • New Trends of E-Commerce
Unit 3: (7 hours)
Digital Marketing Strategies and Measurement Metrics: Total Integration to Build Success

Module 2:

Social Media & Content Marketing Toolkit


Unit 4: (7 hours) 社交媒體營銷發展大勢與策劃  + 媒體導覽
  • Foundations of Social Media Marketing: Must-know Development, Trends and Global Usage
  • Effective Social Media Planning: Planning and Smart Selection of Social Media Channels
  • (E.g. Facebook Advertising, Facebook Content Marketing, Video Marketing – Youtube or others, SINA Weibo, Instagram, LindedIn, etc.)
Unit 5: (7 hours) 社交媒體營銷策略及成效分析:機遇與危機個案全分析
Social Media Strategies and Measurement Metrics: “GO” Viral and “NO” Viral in Crisis
  • B2C, B2B, O2O Social Media Strategies
  • The impact of SoLoMo
  • Viral Marketing and Electronic Word-of-mouth (eWOM)
  • Online Brand Crisis Management
Unit 6: (7 hours)

Content Marketing Strategies: Successful Content Creation

  • Use of Content Marketing and Trends
  • Essential Content Marketing Strategies and Cases
  • Synergy of Social Media and Content Marketing
Unit 7: (3 hours)
小組實踐習作 Project Presentation


Ms J. Tam


• She is currently in Tencent Holdings specialising in building WeChat, Programmatic and High Tech Smart Solutions development.

• She received numerous digital accolades such as: Digital Agency of the Year 2018 – Gold, Oath Big Idea Chair Award 2018, and Most influential Brand Award for insurance client by Facebook.

• She was nominated by the digital industry to join the Interactive Advertising Bureau Hong Kong (IAB) education committee in Jan 2020 due to her depth of digital knowledge.

• J.T. has extensive background in 4As agency at Omnicom Media Group and managed digital marketing for clients such as DBS banking, SmarTone telecommunications, Nestle, Clorox, Cisco, MGM Hotels, Cigna insurance and more; and assisted the company to pitch new clients worth over HK$100M in annual billing.

• She is experienced across paid, owned, and earned arenas to achieve digital performance KPIs, launch new websites as well as mobile apps. Obtained TTD Programmatic Trading Academy certification, Google certification for Display, SEM and Analytics, YouTube certification for content and video.

• The teacher will also invite guest speakers from Google Hong Kong, LinkedIn Hong Kong, Accenture, Casetify, Omnicom Media Group, and some more!


Guest speakers will be invited to share real industry experience. 
* Lecturer and guest speakers are subject to change based on his/ her availability. 
教學方式 Teaching Mode
  • Part-time face-to-face mode.
  • Total 45 hours of lectures and group presentation.
  • Lectures with real case studies for discussion and analysis, line-up of prominent guest speakers who are experienced industry experts.
習作 Assessment

The programme will be assessed by one group oral presentation (100%) conducted in Cantonese.

修畢證書 Award

"Executive Certificate in Digital and Content Marketing" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the assessment and attended at least 70% of classes.

報名代碼 1955-EP069A 現時接受報名

日期 / 時間
  • 逢周六,10:00am - 1:00pm, 2:00pm - 5:00pm
  • 3個月,共8課。

    日期 Date: 2021年11月6日 至 2022年1月8日

    課堂日期: 6/11, 13/11, 20/11, 27/11, 4/12, 11/12, 18/12, 8/1

    時間 Time: 週六 10:00am - 1:00pm 及 2:00pm - 5:00pm (最後一課上課時間為 2:00 - 5:00pm)

    *The schedule is subject to change when necessary.

(甲) 認可大學頒授的學士學位或其他同等學歷; 或

(乙) 副學士學位/高級文憑,至少同等學歷及最少2年工作經驗; 或

(丙) 相關認可專業資格。




HK$200 (取錄與否,概不退還)

  • 學費 : HK$6750

網上報名 立即報名

申請表 下載申請表


All applicants are required to complete the enclosed application form and submit it with the following supporting documents together with application fee of HK$200 to any of the HKUSPACE enrolment centres:

  1. One set of certified true copies* of full educational certificates and transcripts; *Original certificates and transcripts together with the copies are required to be presented to any HKU SPACE Learning Centre for verification.
  2. Testimonials or other documentary proof of the applicant’s working experience;
  3. A photocopy of Hong Kong Identity Card;
  4. A non-refundable crossed cheque of HK$200 payable to HKU SPACE as application fee.



1. Cash or EPS or WeChat Pay

Course fees can be paid by cash, EPS or WeChat Pay at any HKU SPACE enrolment counters.
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 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.
For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or MasterCard if the course is to start shortly.
  • 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, 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 transferred 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 approved transfers.
  • Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  • For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for HK$30 per copy made payable to HKU SPACE’. Such copies will only normally be issued at the end of a course.