Online shopping significantly surged during the pandemic. It’s important for online retailers to set up effective e-commerce operations which can directly improve its consumer experience and profitability. The programme is designed to provide students with basic knowledge about e-commerce operation and management including business concepts, business strategies and operations. It also equips students with the knowledge of e-commerce security and operations covering online payment setup, inventory management, logistics and order fulfillment. 

The programme is to examine the behavioural intention of digital consumers and to examine the omnichannel retailing strategy for omnichannel retailing business to enhance the consumer experience.

The programme is to provide students with the basic concepts and insights to the interconnected value of the core digital channels and the competence in developing a digital marketing plan to address the upcoming marketing challenges in the business.

The programme is to provide students with the basic knowledge to evaluate advertising from the perspective of psychology in attitude change.

The programme aims to stress the importance of customer-centric service in retailing business and to develop students’ knowledge and skills of customer services for retailers and shopping malls. They will also learn how to establish a long-term shopper relationship and enhance the shopping experience and satisfaction.

The programme is to equip students with proficient corporate communication skills to communicate with stakeholders and the knowledge to develop a crisis management plan.

The programme is to develop students with self-management, interpersonal management and team management skills and prepare them to perform the role of a marketing manager.

This programme is designed to provide students with a basic understanding of the key management operations in retail business to prepare them for day-to-day retail operations. 

The programme is developed to equip marketing executives and advertising industry practitioners especially digital media buyers and planners with professional credentials in digital media planning and programmatic advertising. It provides students with a solid foundation of knowledge in digital marketing ecosystem and digital media planning, buying and selling. The programme also prepares students for the examinations of the Interactive Advertising Bureau Digital Media Buying and Planning Certification and Digital Media Sales Certification.

本课程侧重於实践，设计，规划数字社交媒体行销活动。