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Executive Certificate in Social Media and Digital Marketing Analytics

Course Code
Application Code
Study mode
Start Date
14 Sep 2024 (Sat)
2 months
Cantonese, suppl with teaching materials in Eng
Course Fee
Deadline on 31 Jul 2024 (Wed)
2867 8499
2861 0278
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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 mindsets on data strategy and develop practical skills in using digital and social media marketing analytics effectively.

On 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 ongoing 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 significant tools for digital and social media marketing analytics as well as social monitoring.

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Programme Details



Unit 1

(6 hours)


Overview of Digital Marketing Analytics
  • Introduction of digital marketing analytics
  • Key terminologies and measurement concepts 
  • How to set a 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
  • Customer Journey Analytics
  • Data Visualization

Unit 2

(6 hours)


Fundamentals of Traffic Analytics and Tactics
  • Effective search engine optimization (SEO)
  • Effective search engine marketing (SEM)
  • Predictive modelling for ad targeting and remarketing
  • Programmatic advertising
  • AI driven tools for B2B business development

Unit 3

(6 hours)

Marketing Analytics for E-commerce
  • KPIs for E-commerce platforms
  • Analytics for Mobile commerce
  • Analysis for better marketing
  • Maximizing the benefits of a marketing campaign

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
    • YouTube
    • Linkedin
    • Overview of latest channels
  • 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/n testing
  • How to conduct testing effectively
  • Planning and incorporating A/B/n testing into digital marketing strategy
Marketing Automation and Personalization
  • Benefits of marketing automation
  • Importance of personalization
  • Tools for marketing automation and personalization
  • Analyzing the effectiveness
Overview of Digital Marketing in Mainland China
  • Overview of the latest digital landscape
  • Opportunities for Xiaohongshu, WeChat and cross-border marketing


"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 assessment and attended at least 70% of classes.



Mr Roger Kan

VP, Strategic Partnerships Director, APAC
Cosmose, Inc.

Roger Kan, VP of Global Strategic Partnerships at Cosmose Inc, boasts 13 years of APAC experience, spearheading award-winning digital projects in digital marketing, e-Commerce, and mobile applications. He actively engages in industry conferences, webinars, and IAB committees, contributing to cooperative training initiatives. Noteworthy accolades include the Outstanding Contributor Award from IAB Hong Kong and The Most Promising Partner Award from Oppo Mobile Telecommunications Corp, along with Mob-Ex Gold for K11 Concepts' innovative Anti-Pandemic campaign. Additionally, his projects have garnered recognition at The MARKies Awards for Best Use of Digital Solution, Technology, and O2O Strategy.

Beyond industry involvement, Roger is deeply committed to education, leveraging his expertise to teach and design digital marketing courses. With a Master’s in Electronic Commerce and Internet Computing from the University of Hong Kong and a Bachelor’s in Statistics and Economics from the University of Toronto, he brings a solid academic foundation to his role. Moreover, his certifications in Google Analytics, HubSpot, CEC ™ Certified E-Commerce Consultant, PMP® ensure that students are equipped with the latest tools and insights in the dynamic field of digital marketing.


Course outline

* Lecturers are subject to change based on his/ her availability. 

Application Code 2245-EP096A Apply Online Now
Apply Online Now


Application Fee

HK$200 (Non-refundable)

Course Fee
  • Course Fee : HK$6,750

Entry Requirements

Applicants shall hold:

(a) a bachelor's degree awarded by a recognized university or equivalent, or

(b) an associate degree/ a higher diploma or equivalent, and have at least 2 years of work experience, or

(c) possess relevant professional qualifications.

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


Online Application Apply Now

Application Form Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay 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 specify the programme title(s) for application and the 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.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • 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, WeChat Pay, Alipay, 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 transferrable 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 each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, 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.