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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

Course Code
Application Code

Study mode
Start Date
04 Nov 2023 (Sat)
40 hours
Course Fee
Deadline on 16 Oct 2023 (Mon)
2867 8499 / 2867 8493
Apply Now


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

Programme Details

The programme will be taught in part-time face-to-face mode. It consists of 33 hours of lectures, 7 hours of hand-on practices, a group 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.

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.




Ms Helen Cheung

Managing Director
Omnicom Media Group

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.


Mr Coleman Lo

VP of Operations, Key Accounts
Hina Technology Co., Limited

With 8 years of experience in the digital field, Coleman has all-rounded exposure in different key topics today, such as advanced media buying, measurement and data activation. Having positions in both vendor and agencies, he has successfully helped clients from various industries to turn online potential to business performance through digital solutions in global markets. Coleman joined HiNA Technology as one of the founding members in 2017. He leads the Hong Kong business and key account team. Before joining HiNA, he worked in Google Hong Kong’s DoubleClick team on data tracking, search marketing management and programmatic solutions and assisted tier-1 clients and 4As agencies to adopt the ad tech solutions.


HiNA has successfully supported 600+ clients since launch, which include Tmall, TikTok, OPPO, Farfetch, JobsDB, Jobstreet, NBA and JOOX, and won the Best Google B2C and Shopping Ads In 2019 Google Premium Partner Awards.


Mr Roger Kan

Strategic Partnerships Director, APAC
Cosmose, Inc.

Roger is a team leader with an entrepreneurial mindset in the fast-paced startup environment with a successful track record of leading award-winning campaigns, E-Commerce and app launches in APAC markets. He possesses 9 years of experience in key account management in the luxury, beauty, and hospitality industries.

* Lecturers are subject to change based on his/ her availability. 

Application Code 2155-MK082A Apply Online Now
Apply Online Now




IAB Digital Fundamental

  • New rules and the latest trends in digital marketing
  • Digital consumer behaviour 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)


IAB Digital Media Buying and Planning

  • Collaboration on campaign briefs
  • Creating media strategies
  • Developing digital media plans
  • Executing and managing campaigns
  • Educating stakeholders
  • Computer practices – setup social media campaign and paid search campaign


IAB Programmatic 360

  • Evolution of programmatic advertising
  • Technologies and transaction types
  • Supply-side providers and demand-side providers
  • Automation, campaign process and measurement strategies
  • Computer practices – setup display banner campaign

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

Ad Placement and Generation of Ad Tags

  • Google Analytics, Google Tag Manager
  • Computer practices – setup google analytics for website

Latest Trends in Digital Marketing

  • How the growth of e-commerce affects the trend in Digital Marketing
  • Future of commerce


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

Assessment Type and Weighting

Assessment Format and Duration

Pass Mark

Group assignment (50%)

10-minute group presentation (35%) and

150-word self-reflection report from individual group member (15%)

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.

Class Details

Tentative Timetable

Classes will be held on 10 Saturdays. 

Class dates and time:

Session Date Time Venue
01 November 4, 2023

2:00 pm-6:00 pm

02 November 11, 2023
03 November 18, 2023
04 November 25, 2023
05 December 2, 2023
06 December 9, 2023
07 December 16, 2023
08 January 6, 2024
09 January 13, 2024
10 January 20, 2023
Exam February 3, 2024 To be advised (1 Hour)
  • The programme team reserves the right to change the above timetable if necessary.
  • All classes are subject to sufficient enrolment.
  • Any HKU SPACE Learning Centres

Professional Accreditation

This programme is offered in collaboration with IAB Hong Kong.  IAB was founded in 1996 and headquartered in New York City. The organization is committed to professional development and elevating the knowledge, skills and expertise of the workforce in the digital media and advertising industry. 

Established in HK since 2016 as the 46th national IAB licensee, IAB Hong Kong is a not-for-profit organization which aims to empower the media and marketing industries to thrive in the digital economy through developing standards and best practices on digital marketing and shape the future of digital marketing in Hong Kong. The founding members of IAB Hong Kong include: comScore, Google, Meta, South China Morning Post and Yahoo. 


For more details please visit

Entry Requirements

Applicants should:

  1. have gained in the HKDSE Examination Level 2 or above in 5 subjects, including Chinese Language and English Language, and have at least 2 years of work experience; or
  2. have gained in the HKCEE Grade E or above in 3 subjects with Level 2 or above in Chinese Language and English Language and have at least 2 years of work experience; or
  3. an Associate Degree/ a Higher Diploma, or equivalent, and have at least 2 years of work experience.

Applicants with relevant work experience or other qualifications such as the Google Ads Certification or Facebook Blueprint Certification will be considered on individual merit.


Application Fee

HK$150 *(IAB members may enjoy application fee waiver. You may complete the application form and email it with copy of your academic qualifications to

Course Fee
  • Course Fee : HK$9350 (Subject to change without prior notice)


  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
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)
COURSE CODE 33C13697A FEES $9,350 ENQUIRY 2867-8499
Continuing Education Fund Continuing Education Fund
This course has been included in the list of reimbursable courses under the Continuing Education Fund.

Certificate for Module (Effective Digital Media Planning and Programmatic Advertising)

  • This course is recognised under the Qualifications Framework (QF Level [4])


Online Application Apply Now

Application Form 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.