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Marketing Marketing Communications and Branding
Certificate for Module (Digital Branding and Experiential Marketing)
證書(單元 : 數碼化品牌及體驗式營銷)
CEF Reimbursable Course
- Course Code
- MK093A
- Application Code
- 2245-MK093A
- QF Level
-
Financial assistance
Close QF Level panel
Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.
- Credit
- 9
- Study mode
- Part-time
- Start Date
- 19 Sep 2024 (Thu)
- Duration
- 30 hours
- Language
- Cantonese, suppl with teaching materials in Eng
- Course Fee
- HK$7,800 per programme
- Enquiries
-
2867 8499 / 2867 84932861 0278
Programme Overview
Highlights
Programme Details
踏入數碼及社交網絡時代，品牌傳播進入另一個新里程，不少大企業或百年老店也開始進行數碼轉型，拓展電子商貿業務。除了推出優秀的產品外，他們亦要經營品牌管理，打造網店尋找目標客群，塑造品牌形象，建立真正的長遠資產。市場學課程小組正在開發一個短期課程，為市場營銷人員及品牌管理的行政人員在品牌塑造、尋找定位，設定風格、選擇與目標客群溝通的平台，作體驗式營銷及內容營銷規劃等，既可助中小企在數碼時代拓展商機外，亦可以創造獨一無二的消費體驗和加深了顧客對品牌的印象，從而對品牌產生共鳴，建立消費者對品牌的歸屬感。
完成課程後，學生應能夠：
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。
| Application Code | 2245-MK093A | Apply Online Now |
| Apply Online Now | ||
Days / Time
- Thursday, 7:00pm - 10:00pm
Modules & Class Details
Modules
課程大綱
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）
評核
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。
出席率達70%或以上並取得評核合格，將按香港大學體制，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)」。
Class Details
Classes will be held on 10 Thursday.
Class dates and time:
| Session | Date | Time | Venue |
| 01 | September 19, 2024 | 7:00 pm-10:00 pm | TBA |
| 02 | September 26, 2024 | ||
| 03 | October 3, 2024 | ||
| 04 | October 10, 2024 | ||
| 05 | October 17, 2024 | ||
| 06 | October 24, 2024 | ||
| 07 | October 31, 2024 | ||
| 08 | November 7, 2024 | ||
| 09 | November 14, 2024 | ||
| 10 | November 21, 2024 |
The programme team reserves the right to change the above timetable if necessary.
- All classes are subject to sufficient enrolment.
VENUE
- Any HKU SPACE Learning Centres
Our Edge
Professional Accreditation
Initiated by the CMA in 2005, the BDC is a vision-driven, non-profit-making organisation, aiming to build a flagship to spearhead brand development by leveraging on a “Market Leads, Government Facilitates, and Community Supports” tripartite model.
While exploring and advocating an overall strategy for advancing Hong Kong’s brand development and assisting the Government to implement related policies, the BDC has been playing the role of a facilitator and coordinator, in an attempt to pool together the resources in our community and set up a “one-stop” platform to support the branding efforts of local industries. By adhering to a pragmatic approach, the Council has continuously rolled out ground-breaking initiatives in the fields of brand accreditation, certification, promotion, nurturing, research, exchanges and international cooperation.
For more details please visit 香港品牌發展局 (hkbrand.org)
Teachers
Teacher Information
Eddy Hui
Design Consultant
Vice Chairman of Hong Kong Association of Interactive Marketing
Eddy is a pioneer in transmedia storytelling, digital marketing, interactive design, UI/UX, motion graphics and digital animation in Hong Kong. With over 20 years of experience in the advertising and media industry, his artworks have been exhibited in various countries. He has held the position of Group/Executive Creative Director in several local and global design companies, with a focus on integrating new media into corporate identity. His clients include both local and international enterprises.
To nurture young talents, he serves as an external examiner, advisor and visiting scholar at various universities, as well as participating in different mentorship programmes and vetting panels. He has served as the Head of the Design Department, Associate Professor, and Programme Leader at various institutes for both undergraduate and postgraduate programmes.
Koyi Wu
Global Business Director
Koyi Wu is an accomplished digital marketing professional with over 13 years of experience. She has a deep understanding of various digital marketing disciplines and aims to become a strategic consultant for leading brands in Hong Kong and China. Koyi has won over 150 digital marketing awards and is recognized as a digital pioneer. Currently, she serves as the Global Business Director at Hylink Digital Solutions Limited, where she enhances strategic planning and leads multinational corporations in developing cutting-edge digital marketing strategies. Koyi has also established her own company and worked on a marketing project for Guanghe Education. Prior to her current role, she held positions at IPG MediaBrands Hong Kong, Starcom Worldwide Hong Kong, OMD Hong Kong, MediaCom Hong Kong, and mcgarrybowen Hong Kong. Koyi is also a part-time lecturer at HKUSPACE, where she shares her digital marketing knowledge with students from diverse backgrounds.
Fee & Entry Requirements
Fee
HK$150
Course Fee- Course Fee : HK$7,800 per programme
Entry Requirements
申請人應該：
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。
CEF
- The CEF Institution Code of HKU SPACE is 100
| CEF Courses | ||
|---|---|---|
| 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 33C156164 | FEES $7,800 | ENQUIRY 2867-8499 |
|
Continuing Education Fund This course has been included in the list of reimbursable courses under the Continuing Education Fund. |
Certificate for Module (Digital Branding and Experiential Marketing)
|
Apply
Online Application Apply Now
Application Form Download Application Form
Enrolment MethodOnline Enrolment
HKU SPACE provides 24-hour online application and payment service for students to apply to selected award-bearing programmes and to enrol in most open admission courses (courses enrolled on a first come, first served basis) via the Internet. Applicants may settle the payment by using either "PPS by Internet" (not available via mobile phones), VISA or Mastercard online. Online WeChat Pay, Online AliPay and Faster Payment System (FPS) are also available for continuing enrolment in the same programme, if online service is offered.
For first time enrolment
-
Complete the online application form
Applicant may click the icon
on the top right-hand corner of the programme/course webpage to make online application, and then follow the instructions to fill in the online application form.
Some programmes/courses may admit by selection, and may require applicants to provide electronic copy of any required documents (e.g. proof of qualification) as indicated on the programme/course webpage. Only file format in doc, docx, jpg and pdf are supported. -
Make Online Payment
Pay the application or programme/course fees by either using:
"PPS by Internet" - You will need a PPS account and a PPS Internet password. For information on how to open a PPS account and how to set up a PPS Internet password, please visit http://www.ppshk.com.
*Credit Card Online Payment - Course fees can be paid by VISA or Mastercard including the “HKU SPACE Mastercard”.
* HKU SPACE Mastercard cardholders who wish to enjoy 10-month interest free instalment scheme must pay their tuition fees in person at any of our HKU SPACE Enrolment Centres.
To know more about first-time online application/enrolment and payment, please refer to the user guide of Online Application / Enrolment and Payment:
For continuing enrolment in the same programme
Selected programmes offer online continuing enrolment service. Programme staff will inform students if they offer this service and offer further enrolment details.
Online Payment can be made via "PPS by Internet" (not available via mobile phones), VISA or Mastercard, Online WeChat Pay, Online AliPay and Faster Payment System (FPS)
In Person / Mail
For first time enrolment
-
For first come, first served short courses, complete the Application for Enrolment Form SF26 and bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.
[Download Enrolment Form SF26] -
Award-bearing and professional courses may require other information. Forms are usually available at the enrolment centres or on request from programme staff. Bring or post the completed form(s), together with the appropriate application/course fee(s) and any required supporting documents to any of the HKU SPACE enrolment centres.
For continuing enrolment in the same programme
-
The standard ‘Enrolment/Payment Slip’ is designed for students of award-bearing programmes or remaining programmes in a suite of programmes requiring continuing enrolment and it applies to most programmes.
-
Students should complete the “Enrolment/Payment Slip” which will be made available by relevant programme staff and return the slip to any HKU SPACE enrolment centre or post it to the relevant programme staff with appropriate fee payment.
Please refer to available Payment Methods for fee payment information. If you are in doubt about the procedures, please check the individual course details, or contact our programme staff or enrolment centres.
Please note the followings for programme/course enrollment:
- To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Google Chrome is recommended.
- Applicants should not leave the online application idle for more than 10 minutes. Otherwise, applicants must restart the application process.
- Only Early Bird Discount is supported for Online Applicants (Application). To enjoy other types of discount, please visit one of our enrolment centres.
- During the online application process, asynchronous application and payment submission may occur. Successful payment may not guarantee successful application. In case of unsuccessful submission, our programme staff will contact you shortly.
- Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
- For online enrolment, a payment confirmation page would be displayed after payment has been made successfully. In addition, a confirmation email would also be sent to your email account. You are advised to keep your payment confirmation for future enquiries.
- Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
- If admission is by selection, the official receipt is not a guarantee that your application has been accepted. We will inform you of the result as soon as possible after the closing date for application. Unsuccessful applicants will be given a refund of programme/course fee if already paid.
Disclaimer
The School provides a platform for online services for a selected range of products it offers. While every effort is made to ensure timeliness and accuracy of information contained in this website, such information and materials are provided "as is" without express or implied warranty of any kind. In particular, no warranty or assurance regarding non-infringement, security, accuracy, fitness for a purpose or freedom from computer viruses is given in connection with such information and materials.
The School (and its respective employees and subsidiaries) is not liable for any loss or damage in connection with any online payments made by you by reason of (i) any failure, delay, interruption, suspension or restriction of the transmission of any information or message from any payment gateways of the relevant banks and/or third party merchants for processing credit/debit/smart card or other payment facilitation mechanism; (ii) any negligence, mistake, error in or omission from any information or message transmitted from the said payment gateways; (iii) any breakdown, malfunction or failure of those gateways in effecting online payment service or (iv) anything arisen out of or in connection with the said payment gateways, including but not limited to unauthorised access to or alternation of the transmission of data or any unlawful act not permitted by the law.
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.
Notes
- 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.
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