Main content start
Change.每天多學一點 改變.可大可小

Certificate for Module (Digital Branding and Experiential Marketing)
證書(單元 : 數碼化品牌及體驗式營銷)

Course Code
Application Code

Study mode
Start Date
To be advised
30 hours
Cantonese, suppl with teaching materials in Eng
Course Fee
HK$7,800 per programme
Deadline on 30 Sep 2023 (Sat)
2867 8499 / 2867 8493
2861 0278
Apply Now


本課程旨在為學員講解中小企業如何使用新科技提升顧客的品牌體驗,了解在本地、中國內地及環球國際品牌的管理模 式、評估及規劃品牌的巿場定位,讓學員掌握在數碼時代塑造品牌和建立實用營銷及傳媒活動的策略。


1. 說明數碼時代的品牌塑造與品牌定位的重要性;

2. 運用新科技和數據分析以提升顧客的品牌體驗;

3. 闡述元宇宙及非同質化代幣給品牌帶來的商機;及

4. 剖析中小企業(SME) 在中國內地及國際市場的品牌運營的策略及品牌增長模式。

Programme Details


1. 數碼時代的品牌塑造與品牌定位

• 數碼年代,品牌的變革與挑戰

• 品牌塑造模型與方法

• 品牌故事和情感參與

• 品效合一 (Brandformance) 的品牌運營

• 電商化的品牌資產分析

2. 顧客的購買行為及決策過程的新趨勢

• 人、貨、場的消費者任務

• 數碼時代消費者決策路徑模型

• 數據化的消費者洞悉與目標人群鎖定

• 不同年齡層的消費心態

3. 給客戶創造與別不同的品牌體驗

• 品牌的私域運營 (Private-Traffic Marketing)

• 品牌跨界 (Crossover) 延展品牌價值

• 使用新科技提升顧客的品牌體驗

• 收集數據、追查及優化顧客體驗

4. 元宇宙(Metaverse) 及 非同質化代幣(NFT)

• 元宇宙及非同質化代幣的基礎概念

• 元宇宙及非同質化代幣帶來的商機

• 不同品牌的典型案例

5. 中小企業(SME) 在中國市場品牌運營

• 新品牌進入中國市場的策略

• 天貓電商運營與實戰分享

• 品牌社交效果增長模型 - 小紅書與抖音

6. 本地品牌在國際市場的商機

• 區域全面經濟夥伴關係協定 (RCEP)

• 香港與東盟的自由貿易協定

• 海外的品牌建設

7. 成功的品牌宣傳活動 - 個案分享 (包括本地,中國內地和海外)


此課程以小組習作(20 分鐘小組品牌專案報告及150 字個人自我反思報告)作評核。
按香港大學體制,經香港大學專業進修學院頒發「證書(單元 : 數碼化品牌及體驗式營銷)」

Application Code 2155-MK093A Apply Online Now
Apply Online Now

Entry Requirements


1. 完成香港中學文憑課程;或

2. 完成香港中學會考課程;或

3. 年滿 21 歲或以上及具有最少兩年相關工作經驗。 申請人如持有其他同等資格,學院將按個別情況考慮。


Application Fee


Course Fee
  • Course Fee : HK$7,800 per programme


Online Application Apply Now

Application Form Download 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.