行政人員證書《成長駭客及數據啟示營銷》 - 香港大學專業進修學院: Digital and Social Media Marketing, Human Capital Leadership課程
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Marketing & Hospitality Digital and Social Media Marketing

Executive Certificate in Growth Hacking and Data-Informed Marketing
行政人員證書《成長駭客及數據啟示營銷》

Course Code
EP119A
Application Code
1950-EP119A
Study mode
Part-time
Start Date
25 Oct 2021 (Mon)
Duration
1 month
Language
English
Course Fee
Application Fee : HK$150 (non-refundable)

Standard Course Fee : HK$7,000

Early Bird Rate : HK$6,500 (application submitted on or before 1 Oct 2021)

Alumni Rate : HK$6,500
Apply Now
Deadline on 13 Oct 2021 (Wed)
Enquiries
2867 8313
28610278

The programme aims to enhance the concepts and skills for modern marketers who wish to improve their job performance. Participants will learn the concepts and tools of digital marketing, understand the successful cases in growth hacking marketing, and employ digital growth tools to maximize marketing performance.
 

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Upon completion of the programme, students should be able to:

1.     apply the growth hacker mindset in marketing;

2.     develop a map for organization’s digital presence;

3.     devise a data strategy for digital interactions; and

4.     apply the digital marketing tools in attracting and retaining customers.

The programme will be taught in part-time face-to-face mode.

Lecturer will use real case studies for discussion and analysis. Learning experience will be further enhanced by requiring students to complete a group project.

Tutor :  Mr. Vishwas Thakkar

 vishwas

Vishwas Thakkar is Founder and Head Digital Strategist at Concinnity, specializing in analytics, marketing automation and Search Engine Optimization. In his existing role he gives advice to clients from various industries like fitness, insurance, publishing, fashion, e-commerce, food & beverage etc regarding development and implementation of online marketing strategies, to achieve predefined objectives.


He is a post-graduate in Business Management and has bachelors in Engineering with majors in Information Technology. His prior experience as a software professional includes working with various investment banks including ABN AMRO, Merrill Lynch, Thomson Reuters, Morgan Stanley and RBS. This unique blend of exposure from IT, business consulting and the digital world puts him in a unique position to understand the challenges in digital marketing and make tactical, efficient and results driven strategies. 

Application Code 1950-EP119A Apply Online Now
Apply Online Now

Venue
  • HKU SPACE Learning Centre (Hong Kong Island)

The module will be assessed by one group project presentation (100%) which is a growth hacking marketing proposal includes OGP mapping, social listening, traffic acquisition and tracking, and customer retention strategie

MODULE DESCRIPTION

WEEK 1

Introduction

Introduce the current digital marketing landscape

Decipher the growth hacking mindset

Create Own-Get-Paid “OGP” brand matrix mapping

Case study – How Firms use Digital Marketing

Workshop – map an organization’s digital presence

 

Growth Hacking Funnel

What is Funnel Marketing?

How to build a Growth Hacking Funnel

Case Study - Growth Hacking Funnel

Workshop - Growth Hacking Funnel

 

WEEK 2

Traffic Acquisition

Understand the concepts of customer lifecycle

Introduction to traffic acquisition channels

Introduciton to SEO

Introduciton to Facebook & Google ads

Case study – SEO, Facebook & Google ads

Workshop –Social Media & SEM ads

 

WEEK 3

Building a Digital Brand

Digital Branding rules

Apply branding concepts to the digital world, e.g. mobile, content, and social media

How to choose the right social channel to build a brand

Using Social listening to build brands

Case study – leading digital brands

Workshop – social listening, deployment of a ‘free’ social listening setup

 

WEEK 4

Give me DATA

The nuts and bolts of Google Analytics

Create a data strategy for digital interactions

Apply the concept of tracking digital data

Case study – unleashing the power of Google Tag Manager and Google Analytics

Workshop – Google Analytics demo and Google 360 suite

 

Tools and Challenges

Introduce the free tools for growth hacking marketing

Familiarize with the Google digital marketing toolbox: Google Tag Manager, Google Webmaster Tools, Google Optimize, Google Keyword Planner, and Google AdWords.

Future challenges

 

WEEK 5

Workshop – student’s presentations and feedback

Tentative Timetable 

timetable

Applicants shall hold:

(i)    a bachelor’s degree awarded by a recognized university or equivalent; or

(ii)  an Associate Degree / a Higher Diploma or equivalent, and have at least 2 years of work experience; or

(iii) relevant professional qualifications (e.g. sales, marketing, digital marketing, and social media marketing).

Applicants with other qualifications and substantial senior level work experience will be considered on individual merit.

Application Fee

HK$150

Course Fee
  • Application Fee : HK$150 (non-refundable)

    Standard Course Fee : HK$7,000

    Early Bird Rate : HK$6,500 (application submitted on or before 1 Oct 2021)

    Alumni Rate : HK$6,500

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

Completed the application from (SF26 Form) and submit it with one set of the following documents together with application fee of HK$150 to any of the HKUSPACE enrollment centres.

  • Certified true copies* of full educational certificates and transcripts:
  • Photocopy of Hong Kong Identity Card

*Certified true copies: Original certificates and transcripts together with the copies are required

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.

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.