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Social SciencesMedia & Communication

Postgraduate Diploma in Social Media and Communication

Course Code
Application Code

Study mode
Start Date
28 Apr 2018 (Sat)
Next intake(s)
Around 12 months
For Enquiries and Personal Consultation, please call 3762-0868 or email to

This programme examines the impact and application of social media in influencing the future of communication, advertising, public relations, entertainment and commerce. It prepares students to become innovative and resourceful leaders in the rapidly evolving media and communication industries through developing their imagination, analytical power, communication and practical skills across diverse platforms and environments.

This programme combines the specialties in social media and communication and provides an opportunity for the practitioners to acquire, polish and update their knowledge. They will have training in creativity, strategy, writing and production skills, to cope with the ever-changing challenges, more importantly, to obtain the career advancement.

This is a pioneering programme in the local academia in which it combines the specialties in social media and communication.​

The Postgraduate Diploma in Social Media and Communication programme aims to offer an interdisciplinary exploration of the contemporary development in the social media and digital communications in the context of societal, industrial and cultural development. The programme:

  • examines the impact and application of social media in influencing the future of communication, advertising, public relations, entertainment and commerce;
  • explores how digital technology has affected communication, artistic and business practices;
  • focuses on developing the students’ imaginative and analytical abilities as well as the communication and practical skills across diverse platforms and environments;
  • challenges and encourages the students to extend and explore their professional practices and become innovative and resourceful leaders in the rapidly evolving media and communication industries.

*Non-local residents, including Mainland Chinese, who are interested in this programme, please contact the programme team for more information. 




Module Outline

Contemporary Studies in Media and Communication

This module explores the fundamental concepts and major theories within contemporary media and communication studies, which will provide the foundation for students to analyse the impacts of media and communication on society. It provides students with fundamental and essential knowledge in the disciplines with an aim to prepare students to become resourceful leaders in the rapidly evolving media and communication industries.

Visual Communication

Visual components and structure, while shaping the overall style of a piece of work, have a great impact on audience reception. This module will provide an in-depth exploration of the basic visual components and visual structure; and how the visual structure relates to narrative and story structure. The photographic uses in the digital age and the relationship between image and imagination will also be examined.

Advertising in New Media

With the advent in media and communication technologies, advertising is no longer limited in the traditional media platforms, but extended to new media platforms, such as Internet and mobile TV. This module, as a response to this emerging trend, will discuss the fundamental advertising principles and the role of advertising in new media. Creative strategies to formulate social media advertising and new media advertising campaign will also be the emphasis. It will discuss how to create an effective and attractive advertising campaign for the target markets and potential ethical issues with an aims to prepare students to become a professionals in this field.

Writing for Social Media and Strategic Communication

Effective writing with clear, precise and accurate style for specific audiences is extremely important in communication. The module “Writing for Social Media and Strategic Communication” explores the various aspects of writing with skills and styles. To cope with the new digital era, the module will also discuss the difference between writing for traditional media and new media.

Integrated Digital Branding

This module focuses on the knowledge and perspectives for brand building and reputation management, especially in today’s fast changing business environment. How a brand is positioned in the market plays a vital role to the success of a company. Emphasis is placed on the positioning of a brand, management of the brand life-cycle as well as the management of the brand portfolio. Students will learn to examine the interdisciplinary approach of branding in the digital age across different platforms, and to manage a brand from a corporate perspective.

Digital Storytelling

Digital Storytelling is a media production process that enables people to tell a story or to present an idea. The module covers storytelling techniques in digital format including but not limited to screenwriting, basic cinematography and lighting, audio recording and sweetening. By acquiring the knowledge and skills, students will be able to express their vision aesthetically for different media platforms.

Social Media Campaign: Design and Measurement

The module is the final module of the entire programme, in which students are given a chance to create sophisticated social media campaigns in the business context by applying the skills and knowledge learnt from the programme. Integrating both theoretical and practical knowledge is the focal point of this module and students will explore different stages of building a social media campaign under the guidance of the instructor.

Remarks: Course sequences are subject to change. 



Mr. Eugene Chan

Eugene has extensive experience in teaching social media marketing and communication in tertiary education. He is a digital strategist focusing on social media, public engagement and social communications and previously served in-house in MTR Corporation playing the role of social media strategist. Where he headed up a compact team to work with a range of communications and operation colleagues, as well as managing digital consultant firms. He monitors, strategizes, plan and manages the public utility’s digital communication platforms. With over nine years’ experience in digital media, public relations and online marketing, he brings extensive experience in managing various online media campaigns and in-depth knowledge and understanding of digital media communications and consultancy. His exposure on public affairs front, he has served three governments, namely, HKSAR Government, Taiwan President’s Office and Singaporean Government.

Ms. Donna Chen

With 15 years of experiences working with multinational brands, Donna had exposure to various industries through Product Creation and Corporate Brand Management. Conceptualize and orchestrate campaigns that effectively meet business objective. 

Mr. Daniel Chun

Daniel is currently the GM at a tech startup. With over 25 years of diversified experiences in the tech and charity sector, Daniel has accumulated many years of industry experience using different forms of digital media and communications tools for public relations. Daniel is completing his PhD degree and has a M.Res, MBA, M.IT, B.Sc and a Pg Diploma in Marketing. Daniel is an Executive Committee member at and and also chairs the media communication sub-committee at

Mr. R. Wong

Mr. Wong has over 20 years of regional experiences in field of marketing communications, brand management and public relations gained from MNCs.  He teaches Universities from USA, Australia, UK and local for 17 years and conducts corporate training for MNCs and brand owners in Hong Kong, Macau and China.  With professional qualification in Marketing, Mr. Wong received his MBA from Monash University and MA degrees in English and electronic business (Distinction).


Days / Time
  • Saturday, 2:00pm - 5:00pm and/or 6:00pm - 9:00pm (Sun/weekday evenings classes might be conducted in some special occasions.)
  • Hong Kong Island side Learning Centres

Applicants shall:

(a)   (i) hold a bachelor’s degree awarded by a recognized university; OR
       (ii) hold a professional qualification(s) in related industries; and five years of relevant 
            work experience;


(b)   have 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. HKALE Use of English at Grade E or above; or
       iv. HKDSE Examination English Language at Level 3 or above; or 
       v. equivalent qualifications.

Applicants with other qualifications will be considered on individual merit. 

Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$38,800 per programme (To be paid in two instalments, non-refundable and subject to change without prior notice. Admin charge apply to course withdrawal.)
  • The CEF Institution Code of HKU SPACE is 100

CEF SectorCreative Industries

CEF Courses
Postgraduate Diploma in Social Media and Communication
COURSE CODE 28G09634-6 FEES $38,800 ENQUIRY 3762-0868
Continuing Education Fund Continuing Education Fund
This programme has been included in the list of CEF reimbursable programmes. Application for CEF has to be made before commencement of the programme.

Application Form Download Application Form

Enrolment Method

Please send all the following documents to Ms. Chan,  11/F, Fortress Tower, 250, King's Road, North Point, HK. by post or submit through one of our enrolment counters in person:

  • Duly completed HKU SPACE application form (SF26);
  • Copies of academic certificates;
  • A 500-word letter outlining the applicant's education, training and working experience, and saying how he/she would benefit from the programme;
  • Resume;
  • A crossed cheque for HK$150 made payable to "HKU SPACE";
  • A copy of HKID card or passport.
Payment Method
1. Cash or EPS

Course fees can be paid by cash or EPS 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

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.