證書(單元 : 高效數碼媒體策劃及程序化廣告) (CEF) - 香港大學專業進修學院: Digital and Social Media Marketing, Marketing Communications and Branding課程
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在新型冠狀病毒疫情不穩定的狀態下,未來數月可能持續影響我們的課堂安排。學院一向以學員的健康及個人安全為首要考慮,為確保學生的學習進度不受影響,學院有可能需要按有關指引將面授課堂改為網上授課。如出現此等情況,課程組別同事將會儘快聯絡學員有關安排的詳情。

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Certificate for Module (Effective Digital Media Planning and Programmatic Advertising)
證書(單元 : 高效數碼媒體策劃及程序化廣告)

CEF Reimbursable Course

CEF Reimbursable Course

New Course
Course Code
MK082A
Application Code
2035-MK082A

Study mode
Part-time
Start Date
To be advised
Duration
40 hours
Language
English
Course Fee
HK$8,950
Apply Now
Deadline on 02 Jul 2022 (Sat)
Enquiries
2867 8499 / 2867 8493
28610278
Hybrid mode of delivery with face-to-face teaching in classroom and online teaching with recording are offered. Restriction on face-to-face delivery may be imposed depending on the COVID situation. CEF requires a minimum of 70% face-to-face attendance and 50% overall mark to be eligible for reimbursement of tuition fee.
疫情期間,課堂以混合教學模式進行,面授課堂將同時於網上直播。申請CEF的學生必須於面授課堂達70%出席率,及取得合格成績方可向CEF申請發還款項。

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.

Benefits from this programme:
1. Learn from experts in the digital media agencies
2. Guest speakers from digital media, digital agencies, and professional marketers
3. Teaching materials adopted from IAB US to meet the needs in the fast growing digital market
4. Fast track to understand the important knowledge in digital media planning, buying and selling
5. Learn practical knowledge of Advertising Automation with hand-on practices in computer lab 

The programme will be taught in part-time face-to-face mode. It consists of 36 hours of lectures, 4 hours of computer lab practices, an individual assignment and an MCQs Exam. Lecturer will use real case studies for discussion and analysis, and interactive sharing among students and guest speakers, hands-on practices at computer lab for Ad Placement and Generation of Ad Tags.

On completion of the programme, students should be able to

1.             Explain the features and mechanisms of the digital marketing ecosystem;

2.             Identify appropriate digital media strategies to achieve marketing objectives;

3.             Select appropriate strategies for digital media planning and buying;

4.             Apply programmatic technologies and tools in digital advertising campaigns; and

5.             Identify appropriate measurement strategies to evaluate campaign effectiveness.

SYLLABUS

1

IAB Digital Fundamental

  • New rules and the latest trends in digital marketing
  • Digital consumer behavior and consumer segmentation
  • Digital and social media platforms
  • Digital advertising communication strategies and formats
  • Digital advertising campaign planning and optimization - role of data, metrics and key performance indicators (KPIs)

2

IAB Digital Media Buying and Planning

  • Collaboration on campaign briefs
  • Creating media strategies
  • Developing digital media plans
  • Executing and managing campaigns
  • Educating stakeholders

3

IAB Data, Measurement & Media Selling

  • Data types in digital ecosystem (1P, 2P, 3P data)

  • Audience data for advertising

  • Campaign measurement (Quantity and quality)

  • Hong Kong Media selling landscape

4

IAB Programmatic 360 

  • Evolution of programmatic advertising
  • Technologies and transaction types
  • Supply-side providers and demand-side providers
  • Automation, campaign process and measurement strategies
5

Upcoming Trends in Digital Marketing

  • How the growth of e-commerce affects the trend in Digital Marketing
    • Move budget from branding to conversion
    • Live streaming commerce
  • Future of commerce
    • The importance of data
    • Metaverse commerce
  • What do the leading brands do in NFT?
6

Hands-on Practices on Ad Placement and Generation of Ad Tags

  • Facebook Ads
  • Google Ads, Google Analytics, Google Tag Manager

ASSESSMENT AND AWARDS

There are two pieces of assessments in this programme,  an Individual assignment and an MCQs Exam. 

Assessment Type and Weighting

Assessment Format and Duration

Pass Mark

Individual assignment (50%) Computer Lab Practices (4 hours) – Ad placement and generation of ad tags in Facebook and Google

50% and above

Exam (50%)

1-hr MCQs

50% and above

Students who have achieved not less than 70% attendance, obtain a pass mark of 50 or above will be awarded within HKU system through HKU SPACE the Certificate for Module (Effective Digital Media Planning and Programmatic Advertising)  證書(單元 : 高效數碼媒體策劃及程序化廣告).

For those students who do not get the pass mark but attend at least 70% of lecture will be awarded a Statement of Attendance.

TEACHER PROFILE

.

Mr Adrian Toy

Head of Agency
Google

Adrian is a strategic marketer focuses on customer experience to drive breakthrough business growth. Adrian Toy is passionate about Digital Transformation and data driven integrated solutions that drive optimal marketing effectiveness through increased consumer/customer engagement.


He has rich experience with building strong brands across Asian countries in healthcare and financial services sectors. Also, as a certified Six Sigma Black Belt he is experienced in continuous improvement through developing and promoting ideas that are proven to provide impact.

.

Ms Helen Cheung

Business Director
Zenith

With solid media experience for 25+ years, Helen is renowned for her dedication and passion to drive digital acceleration within the team and also on client side.

Currently, she is the business lead of GSK. Under her leadership, GSK Hong Kong is able to rank no. 3 across GSK Global in digital maturity scoring, and get GSK Hong Kong Managing director to be mentioned in THINK WITH GOOGLE article

Helen also gets a nick name as “Queen of Luxury” in this industry due to her strong portfolio in handling various top tier luxury groups, such as LVMH, Chanel, Richemont, Swatch Group, Estee Lauder Group

.

Mr Alex Lo

Lead Senior Client Strategy Director, Hong Kong & Taiwan
The Trade Desk

Alex Lo is experienced in digital marketing, e-commerce, advertising technology and statistical analysis across Greater China region. He has comprehensive experience in various industries including hotel, fashion, entertainment and luxury giving insights from different angle of vision.

 

Alex is an experienced, hands-on digital advertising and marketing guru accountable for idea development, execution, data analysis and management of innovative, results-oriented, cross-channel digital marketing campaigns.