Executive Certificate in Growth Hacking and Data-Informed Marketing - HKU SPACE: Digital and Social Media Marketing, Human Capital Leadership courses
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Marketing & HospitalityDigital and Social Media Marketing

Executive Certificate in Growth Hacking and Data-Informed Marketing
行政人員證書《成長駭客及數據啟示營銷》

Course Code
EP119A
Application Code
1735-EP119A
Study mode
Part-time
Start Date
23 Jul 2019 (Tue)
Duration
2 months
Language
English
Course Fee
Application Fee : HK$150 (non-refundable)

Standard Course Fee : HK$7,000

Early Bird Rate : HK$6,500 (application submitted on or before 30 June 2019)

Alumni Rate : HK$6,500
Apply Now
Deadline on 11 Jul 2019 (Thu)
Enquiries
2867 8315
28610278

The programme aims to enhance the concepts and skills for modern marketers who wish to improve their job performance. Participants will learn the concepts and tools of digital marketing, understand the successful cases in growth hacking marketing, and employ digital growth tools to maximize marketing performance.
 

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

1.     apply the growth hacker mindset in marketing;

2.     develop a map for organization’s digital presence;

3.     devise a data strategy for digital interactions; and

4.     apply the digital marketing tools in attracting and retaining customers.

The programme will be taught in part-time face-to-face mode.

The programme consists of 30-hour lecture, 15 hours conducted in classroom and 15 hours in computer laboratory.

Lecturer will use real case studies for discussion and analysis. Learning experience will be further enhanced by requiring students to complete a group project.

Tutor :  Mr.  Xavier Schillinger

Mr.  Xavier Schillinger Profile

Xavier's hard skills are focused in online traffic acquisition and in marketing performance.  He graduated from ESG School Paris in Digital Marketing and successfully completed a General Business Studies Certificate with Concentration in Entrepreneurship at UCLA. Currently Head of Social Media at Digital Business Lab, a social media agency, Xavier manages the production team and oversees a portfolio of 10 active clients.

Executive Certificate in Growth Hacking and Data-Informed Marketing Apply Online Now
Application Code 1735-EP119A
Start Date 23 July 2019
Time 7:00 - 10:00 pm
Venue HKU SPACE Learning Centre (Admiralty)
Tutor Mr Xavier Schillinger
Apply Online Now

Venue
  • HKU SPACE Learning Centre (Admiralty)

The programme comprises 1 module - Growth Hacking and Data-Informed Marketing in 15 hours of face-to-face lectures and 15-hour of computer aided workshops.

The module will be assessed by one group project presentation (100%) which is a growth hacking marketing proposal includes OGP mapping, social listening, traffic acquisition and tracking, and customer retention strategie

MODULE DESCRIPTION

Introduction

  • Introduce the current digital marketing landscape
  • Decipher the growth hacking mindset
  • Create Own-Get-Paid “OGP” brand matrix mapping
  • Case study – growth hacking marketers
  • Workshop – map an organization’s digital presence

Building a Digital Brand

  • Appreciate the core principles of branding
  • Apply branding concepts to the digital world, e.g. mobile, content, and social media
  • Analyze social media diffusion strategies of different brands
  • Case study – leading digital brands
  • Workshop – social listening, deployment of a ‘free’ social listening setup

Traffic Acquisition

  • Understand the concepts of customer lifecycle
  • Introduce the digital media traffic acquisition channels
  • Analyze the channels’ cost, reach, and sales potential
  • Build a media strategy
  • Case study – audience buying business cases
  • Workshop – traffic acquisition and enhancement exercises

Give me DATA

  • The nuts and bolts of Google Analytics
  • Create a data strategy for digital interactions
  • Apply the concept of tracking digital data
  • Case study – unleashing the power of Google Tag Manager and Google Analytics
  • Workshop – Google Analytics demo and Google 360 suite

Iteration and Optimization

  • Introduce the concept of “Circle Marketing” – never close the loop to get incremental results
  • Run efficient split test across different marketing initiatives
  • How to maximize the current user base?
  • Improve customer retention rate
  • Case study – customer retention cases
  • Workshop – how to yield more return from your current customers?

Tools and Challenges

  • Introduce the free tools for growth hacking marketing
  • Familiarize with the Google digital marketing toolbox: Google Tag Manager, Google Webmaster Tools, Google Optimize, Google Keyword Planner, and Google AdWords.
  • Future challenges
  • Workshop – students presentations and feedback

Applicants shall hold:

(i)    a bachelor’s degree awarded by a recognized university or equivalent; or

(ii)  an Associate Degree / a Higher Diploma or equivalent, and have at least 2 years of work experience; or

(iii) relevant professional qualifications (e.g. sales, marketing, digital marketing, and social media marketing).

Applicants with other qualifications and substantial senior level work experience will be considered on individual merit.

Application Fee

HK$150

Course Fee
  • Application Fee : HK$150 (non-refundable)

    Standard Course Fee : HK$7,000

    Early Bird Rate : HK$6,500 (application submitted on or before 30 June 2019)

    Alumni Rate : HK$6,500

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

Completed the application from (SF26 Form) and submit it with one set of the following documents together with application fee of HK$150 to any of the HKUSPACE enrollment centres.

  • Certified true copies* of full educational certificates and transcripts:
  • Photocopy of Hong Kong Identity Card

*Certified true copies: Original certificates and transcripts together with the copies are required

Payment Method
1. Cash or EPS

Cash or EPS are accepted 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 write the programme title(s)  and the applicant’s name on the back of the cheque. You may either:

  • in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
  • by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope. 
3. VISA/MasterCard

Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.

4. Online payment

Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.

Notes

  1. 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.
  2. 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 online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
  3. 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 teams for details.
  4. Fees and places on courses are not transferrable. 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.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.