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BusinessMarketing & Branding

Executive Certificate in Social Media and Digital Marketing Analytics

Course Code
Application Code
Study mode
Start Date
To be advised
5 weeks
Course Fee
HK$200 (取錄與否,概不退還)

學費 : HK$6,750
How to Apply
Deadline on 01 Jun 2018 (Fri)
2910 7616 / 2867 8325
2861 0278


1. 論述數碼和社交媒體營銷分析的主要趨勢和方法;

2. 運用最新的專業知識計劃具效益的數據策略,作出數碼、社交媒體營銷及電子商貿的分析,以達致持續的業務增長;

3. 討論各種數碼和社交媒體營銷分析的工具,制定網上媒體監測的關鍵績效指數,衡量指標和主要工具的分析、優化與測試方法。

social media and digital marketing analytics

This programme aims to provide students with essential and fundamental knowledge in social media and digital marketing analytics. It also provides hands-on and practical techniques and tools for students to build both strategic mind-set on data strategy and develop practical skills in using digital and social media marketing analytics effectively.



social media and digital marketing measurement tools




1. 論述數碼和社交媒體營銷分析的主要趨勢和方法;

2. 運用最新的專業知識策劃具效益的數據策略,作出數碼、社交媒體營銷及電子商貿的分析,以達致持續的業務增長;

3. 討論各種數碼和社交媒體營銷分析的工具,制定網上媒體監測的關鍵績效指數,衡量指標和主要工具的分析、優化與測試方法。





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

  1. Discuss the key trends and methodologies in digital and social media marketing analytics;
  2. Apply the latest know-how to plan effective data strategy for on-going business growth in reaction to the emerging and influential digital and social media as well as E-commerce in marketing;
  3. Develop key performance index, measurement metrics and major tools for digital and social media marketing analytics as well as social monitoring.


Application Code 1590-EP096A -

Days / Time
  • Saturday, 2:00pm - 9:00pm



Unit 1 (6 hours)


Overview of Digital Marketing Analytics
  • Introduction of digital marketing analytics
  • Key terminologies and measurement concepts 
  • How to set key performance index (KPI) for digital marketing?
Essentials Tools for Digital Marketing Analytics
  • Understanding and use of Google Analytics
  • Understanding of major tools, vendors and service providers
  • Customer Relationship Management (CRM) strategy in the age of big data

Unit 2 (6 hours)


Fundamentals of Search Analytics
  • Effective search engine optimization (SEO)
  • Effective search engine marketing (SEM)
  • Predictive modeling for ad targeting and remarketing
  • Programmatic advertising
  • Ad serving

Unit 3 (6 hours)

Marketing Analytics for E-commerce
  • KPIs for E-commerce platforms
  • Analytics for Mobile commerce

Unit 4 (6 hours)


Overview of Social Media Analytics
  • Planning and implementation of social media strategy
  • Introduction of major social media marketing analytics and tools for major platforms
    • Facebook
    • Youtube
    • Instagram
    • Others
  • Key terminologies and measurement concepts and metrics
  • Targeting and segmentation strategies for social media platforms

Unit 5 (6 hours)


Testing and Optimisation
  • Understand the importance of A/B Testing
  • How to conduct A/B Testing effectively
  • Planning and incorporate A/B Testing into digital marketing strategy


Project Presentation


Mr Jones Wan

Jones is an expert in innovative technology including big data, renewable energy, IoT, and machine learning, with extensive experience in both the academic and the commercial world. He has led and managed more than 50 international projects in different industries.

Jones did his PhD at The Chinese University of Hong Kong  and is currently a Senior Data Scientist at a major financial institution in Hong Kong. 

Guest Speakers: To be announced soon

* 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 30 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 Social Media and Digital Marketing Analytics" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the programme respectively.

日期 / 時間
  • 周六 2:00 - 9:00pm
  • 5星期,共5課。

    日期 Date: 9 June 2018 - 7 July 2018

    時間 Time: 2-9pm, Saturday

    *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。



Application Fee


Course Fee
  • 報名費用
    HK$200 (取錄與否,概不退還)

    學費 : HK$6,750

Application Form Download Application Form

Enrolment Method

HKU SPACE provides 24-hour online application and payment service for students to make enrolment for most open admission courses (courses enrolled on first come, first served basis) and selected award-bearing programmes via the Internet.  Applicants may settle the payment by using either PPS, VISA or MasterCard online.


  1. Complete the online application form

    Applicant may click the icon Apply Now on the top right hand corner of the programme/course webpage to make online application, and then follow the instructions to fill in the online application form.

    Some programmes/courses may be admitted by selection, and may require applicants to provide electronic copy of any required documents (e.g. proof of qualification) as indicated on the programme/course webpage.  Only file format in doc, docx, jpg and pdf are supported. 

  2. Make Online Payment

    Pay the programme/course fees by either using:

    PPS via Internet - You will need a PPS account and a PPS Internet password. For information on how to open a PPS account and how to set up a PPS Internet password, please visit

    Credit Card Online Payment - Course fees can be paid by VISA or MasterCard including the “HKU SPACE MasterCard”.

To know more about online enrolment and payment, please refer to the user guide of Online Enrolment and Payment:


In Person / Mail


For first time enrolment

  1. For first come, first served short courses, complete the Application for Enrolment Form SF26 and bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.
  2. Award-bearing and professional courses may require other information. Forms are usually available at the enrolment centres or on request from programme staff. Bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.

For continuing enrolment in the same course

A. In person or by post

  1. The standard ‘Enrolment/Payment Slip’ is designed for students of award-bearing programmes or remaining programmes in a suite of programmes requiring continuing enrolment and it applies to most programmes.

  2. Students should complete the “Enrolment/Payment Slip” which will be made available by relevant programme staff and return the slip to any HKU SPACE enrolment centre or post it to the relevant programme staff with appropriate fee payment.

B. Online

Selected programmes offer online continuing enrolment service.  Programme staff will inform students if they offer this service and offer further enrolment details.

If you are in doubt about the procedures, please check the individual course details, or contact our programme staff or enrolment centres. 

[Download Enrolment Form SF26]


Please note the followings for programme/course enrollment:

  1. To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Internet Explorer 5.01 or above is recommended for the web browser.
  2. Applicants should not leave the online application idle for more than 10 minutes.  Otherwise, applicants must restart the application process.
  3. Only S-MILES and Early Bird Discount are supported in Online Applicants (Application).  To enjoy other types of discount, please visit one of our enrolment centres.
  4. During the online application process, asynchronous application and payment submission may occur.  Successful payment may not guarantee successful application.  In case of unsuccessful submission, our programme staff will contact you shortly.
  5. Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
  6. For online enrolment, payment confirmation page would be displayed after payment has been made successfully.  In addition, a confirmation email would also be sent to your email account.  You are advised to keep your payment confirmation for future enquiries.
  7. Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
  8. If admission is by selection, the official receipt is not a guarantee that your application has been accepted.  We will inform you of the result as soon as possible after the closing date for application.  Unsuccessful applicants will be given a refund of programme/course fee if already paid.



The School provides a platform for online services for a selected range of products it offers. While every effort is made to ensure timeliness and accuracy of information contained in this website, such information and materials are provided "as is" without express or implied warranty of any kind. In particular, no warranty or assurance regarding non-infringement, security, accuracy, fitness for a purpose or freedom from computer viruses is given in connection with such information and materials.

The School (and its respective employees and subsidiaries) is not liable for any loss or damage in connection with any online payments made by you by reason of (i) any failure, delay, interruption, suspension or restriction of the transmission of any information or message from any payment gateways of the relevant banks and/or third party merchants for processing credit/debit/smart card or other payment facilitation mechanism; (ii) any negligence, mistake, error in or omission from any information or message transmitted from the said payment gateways; (iii) any breakdown, malfunction or failure of those gateways in effecting online payment service or (iv) anything arisen out of or in connection with the said payment gateways, including but not limited to unauthorised access to or alternation of the transmission of data or any unlawful act not permitted by the law.

Payment Method
1. Cash or EPS

Cash or EPS are accepted 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 theprogramme 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 anyHKU SPACE enrolment centres. Holders of the HKU SPACE MasterCard can enjoy a 10-month interest-freeinstalment 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 (for the course/programme has online enrolment only)

The course fees of all open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes can be settled by using PPS via the Internet. Applicants may also pay the relevant course fees by VISA or MasterCard online. Please refer to the Online Services page on the School website.


  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 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.

  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 team for details.
  4. 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.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. 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.