BusinessMarketing & Branding
Postgraduate Diploma in Digital and Social Media Marketing
- Study mode
- Start Date
- 05 Mar 2018 (Mon)
- Next intake(s)
- July 2018
- 12 months to 24 months
This Postgraduate Diploma is both vocationally and academically oriented to provide opportunities for marketing professionals and general business practitioners to upgrade their knowledge and skills in digital and social media marketing to cope with the challenges and dynamics of the changing market as well as to articulate to Master's degree programmes with credit exemption.
- This programme is registered in the HKQR at level 6.
- Exemption of up to 3 modules may be considered based on individual merits.
- Intermediate awards are available for students who partially complete and choose to exit the programme.
Graduates may have up to 80 credits exempted towards the 180-credits MSc in Marketing / MSc in Marketing with Festival and Event Management / MSc in Marketing with Sales Management programmes in association with Edinburgh Napier University.
To receive the award of Postgraduate Diploma in Digital and Social Media Marketing, students are required to complete 3 common core modules plus 2 specialism core modules and 1 elective module.
Common Core Modules (39 Lecture Hours)
1. Integrated Brand Communications
2. Consumer Behaviour and Branding
3. Advertising and Media
Specialiam Core Modules (30 Lecture Hours)
4. Social Media Marketing
5. Digital Marketing
6. Elective Modules (Choose any one) (30 Lecture Hours)
Luxury Brand Management
Content Marketing and Corporate Communication
Retail Marketing Strategies
Students who complete any 5 modules from modules 1 to 6 may choose to exit with the intermediate award of Postgraduate Diploma in Marketing Studies.
Students who complete any 1 common core module and 2 specialism core modules may choose to exit with the intermediate award of Postgraduate Certificate in Digital and Social Media Marketing.
Students who complete the 3 common core modules may choose to exit with the intermediate award of Postgraduate Certificate in Marketing Studies.
Exemption of up to 3 modules may be considered based on individual merit. A non-refundable fee of HK$500 per module is payable for each application for exemption.
On completion of the Postgraduate Diploma in Digital and Social Media Marketing, participants are eligible to apply for admission to :
- Master of Science in Marketing awarded by Edinburgh Napier University, UK
- Master of Science in Marketing with Festival and Event Management awarded by Edinburgh Napier University, UK
- Master of Science in Marketing with Sales Management awarded by Edinburgh Napier University, UK
- Master of Science in Digital Marketing Communications awarded by Manchester Metroplitan University, UK
- 12 to 24 months
- Any HKU SPACE Learning Centres
Assessment for all modules is based on continuous assessment and / or final examination. The continuous assessment includes written assignments (paper, essay, or report), group project, and/or presentation. The overall passing mark is 50%.
Integrated Brand Communications focuses on the effective marketing communication tools to build a brand. It aims to choose and design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to deliver brand promises, develop a brand or re-brand to revitalize it for success, and to build and measure brand value and equity.
Consumer Behavior and Branding is designed to build an understanding of how both consumers and organisations make purchasing decisions. This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes. The module will also take a consumer perspective onto brand management and will look at how individual engages with and uses brands, with particular emphasis on co-creation of values among brand related communities.
Advertising and Media equips students with a framework of established models and concepts with which to analyse the influence and effect of advertising. It will consider the latest trends within the media industry, the role and importance of media strategy and the planning within the wider marketing communication context.
Digital Marketing is a growing channel within a company’s marketing program mix. This module explores the various components of this channel including social, mobile, email, microsites, and search engine marketing to understand how to implement an effective digital marketing strategy.
Social Media Marketing covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The module focuses on how social media strategies can be used effectively in marketing programmes, when they should/ should not be used, how to build them, and how to measure, track, and evaluate their performance and effectiveness.
Content Marketing and Corporate Communication explores the role content marketing plays in corporate communication. It deals with identifying the corporate and branding reputation and developing the content niche and thought leadership. It reviews the development of communication strategies and measuring the impact of communication campaigns. It also covers the specialist areas in corporate communications such as employee communications, corporate social responsibility, and crisis communication.
Luxury Brand Management provides an overview of the entire luxury goods management process, from brand DNA definition to product distribution in markets. Focusing on the luxury consumer, the course examines brand strategy, competition, market needs and specificities, product launching and manufacturing, communication and distribution. Using the case study and project-based learning approach, the course examines ways in which strategic thinking, creativity and business skills are integrated in the successful luxury goods firm.
Fashion Marketing focuses on the integration of fashion marketing concepts, practices and applications and facilities the development of a marketing and merchandising plan. The module also analyses opportunities regarding merchandise positioning, brand imagery, targeting and segmentation of an apparel or other fashion product.
Services Marketing provides a critical awareness of the unique challenges inherent in marketing services. It discusses the contemporary issues in services marketing, combined with local and regional perspectives. It reviews the application of different concepts, frameworks, and analytical procedures in managing the service delivery process, and the development of appropriate strategies to market services.
Retail Marketing Strategies equips students with retail marketing strategies and issues that affect marketing in a retail environment. It covers the current issues in developing location strategy and factors in selection retail locations, the contemporary concepts and skills in developing and implementing retail marketing strategies, and the laws and ethics that affect the implementation of retail marketing strategies.
Weekly Lectures, 1 to 2 modules per term, three terms in one year.
Weekdays (7 - 10pm) and occasional Weekends (2:30 - 5:30 pm).
Applicants should have:
- i. a bachelor’s degree awarded by a recognized institution; OR
ii. a professional qualification in a relevant discipline and 5 years of full-time work experience at senior managerial level in related industries.
2. A good command of English. If the degree or equivalent qualification is from an institution where the language of teaching and assessment is not English, applicants shall provide evidence of English proficiency, such as:
i. an overall band of 6.0 or above with no subtests lower than 5.5 in the IELTS; or
ii. a score of 550 or above in the paper-based TOEFL, or a score of 213 or above in the computer-based TOEFL, or a score of 80 or above in the internet-based TOEFL; or
iii. HKDSE Examination English Language at Level 3 or above; or
iv. HKALE Use of English at Grade E or above; or
v. Equivalent qualifications.
Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.
- HK$4700 per module (for Common Core Modules - subject to change)
- HK$4400 per module (for Specialism and Elective Modules - subject to change)
- The CEF Institution Code of HKU SPACE is 100
CEF SectorBusiness Services
|Integrated Brand Communications (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09499-8||FEES $4,700||ENQUIRY 2867 8315|
|Consumer Behaviour and Branding (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09502-1||FEES $4,700||ENQUIRY 2867 8315|
|Services Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09505-6||FEES $4,400||ENQUIRY 2867-8315|
|Retail Marketing Strategies (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09508-0||FEES $4,400||ENQUIRY 2867-8315|
|Social Media Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09511-0||FEES $4,400||ENQUIRY 2867-8315|
|Digital Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 21Z09514-5||FEES $4,400||ENQUIRY 2867-8315|
|Luxury Brand Management (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 22Z09525-3||FEES $4,400||ENQUIRY 2867-8315|
|Fashion Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)|
|COURSE CODE 22Z09528-8||FEES $4,400||ENQUIRY 2867-8315|
|Continuing Education Fund reimbursable programme (selected modules only)
Some modules of this programme have been included in the list of CEF reimbursable programmes. Application for CEF has to be made before commencement of the modules.
Application Form Application FormEnrolment Method
All applicants are required to complete the application form and submit it with ONE set of the following supporting documents together with application fee of HK$150 to any of the HKUSPACE enrolment centres:
1.Certified true copies* of full educational certificates and transcripts;
2. Original / Certified true copies* of testimonials or other documentary proof of the applicant’s working experience;
3. Photocopy of Hong Kong Identity Card#;
*Certified true copies: Original certificates and transcripts together with the copies are required to be presented to any HKUSPACE enrolment centres for verification.
#To study in Hong Kong, all non-local applicants are required to obtain a student visa issued by the Immigration Department of the HKSAR Government, except for those admitted to Hong Kong for employment or as dependants, who do not need prior approval before taking up part-time studies. It is the responsibility of individual applicants to make appropriate visa arrangements. Holding an acceptance letter to a HKU SPACE academic programme/course does not guarantee the issue of a student visa.Payment Method
1. Cash or EPS
Only application fee can be paid by cash or EPS at any HKU SPACE enrolment counters.
2. Cheque or Bank Draft
Application fee and Course fees can be paid by crossed cheque or bank draft made payable to "HKU SPACE". Please specify the programme title(s) for application, student's name, and student card number (if applicable).
Applicants may also pay the Application fee and Course fees by VISA or MasterCard, including "HKU SPACE MasterCard", at any HKU SPACE enrolment centres.