Marketing Digital and Social Media Marketing
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Online Information Seminar - Master of Science in Marketing Series : Master of Science in Marketing / Master of Science in Marketing with Digital Strategy / Master of Science in Marketing with Festival and Event Management (4 Jan 2024)
This is an exempted course under the Non-local Higher and Professional...
We offer a 10% discount in MSc course fee for all alumni who have graduated with an undergraduate degree from Edinburgh Napier University.
The MSc in Marketing with Digital Strategy is a two-year part-time programme jointly offered by Edinburgh Napier University and HKU SPACE. The programme equips students with the digital skills and strategic marketing knowledge to meet current demand for people who can thrive in the digital business environment. Suitable for those with no previous marketing knowledge, this higher degree will increase students’ employability, empowering students to have the confidence and knowledge to meet employers’ present and future digital and marketing needs, and give students the advanced digital skills necessary to develop new business and marketing opportunities.
The programme is offered three times a year in February, June and October, students can choose to start in February, June or October.
Students will enroll on two modules per trimester and may complete the programme within a minimum of two years. The maximum study period is 12 trimesters i.e. four years.
Upon successful completion of the following modules, student will be awarded a Master of Science in Marketing with Digital Strategy degree conferred by Edinburgh Napier University, which is equivalent to the corresponding degree conferred upon Edinburgh Napier graduates in the UK.
Principles and Practice of Marketing
Digital Analytics Strategy
Social Media and Content Marketing
Strategic Brand Management
Digital Marketing Strategy
Exemption up to 4 modules might be given to holders of Postgraduate Diploma in Digital and Social Media Marketing, Postgraduate Diploma in Fashion and Luxury Brand Management, Postgraduate Diploma in Fashion Marketing and Management, Postgraduate Diploma in Luxury Services and Brand Management and Postgraduate Diploma in Services and Retail Marketing awarded by HKU SPACE.
Exemption up to 3 modules might be given to holders of Postgraduate Diploma in Corporate Branding and Event Management awarded by HKU SPACE.
Exemption of 1 module might be given to holders of Postgraduate Diploma in International Live Entertainment and Event Management awarded by HKU SPACE.
This course is accredited by The IDM has over 30 years’ experience helping marketers reach the next level in their career by offering a portfolio of qualifications and training courses, all informed by industry and underpinned by core principles and best practice. Students taking an IDM accredited course are eligible to sit a 2-hour online exam to achieve the IDM Certificate in Digital and Data-Driven Marketing.
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- Any HKU SPACE Learning Centres
This is an exempted course under the Non-local Higher and Professional Education (Regulation) Ordinance. It is a matter of discretion for individual employers to recognise any qualification to which this course may lead.
Modules & Class Details
Principles and Practice of Marketing
The module will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within Principles and Practice of Marketing, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the students to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marketing Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements. Applying this knowledge, students will critically evaluate the macro and micro environment for the launch of a new product or service, identify appropriate strategies, logistics, pricing and communications, and outline ways of evaluating and measuring success.
The module provides an introduction to consumer behaviour, and includes a context setting which confirms some key marketing theory that underpins the study of consumer behaviour. Lectures focus on motivation, personality, perception and learning which are all relevant to the consumer as an individual. However ‘external’ influences such as marketing communications, the influence of reference groups (including families), and factors such as culture are all relevant in decision-making. Services marketing in relation to consumer behaviour will be considered and that factors such as service quality are important in consumer decision-making and customer loyalty. The topic of social marketing (using marketing principles to change a person’s behaviour – as opposed to exchanging money for goods or services) and marketing ethics are explored. The importance of consumer research is introduced and the module ends with a consideration of trends that have influenced consumer behaviour and marketing in general. Aspects of technology and innovation are significant to examine.
Digital Analytics Strategy
The module develops an in-depth understanding of the theory, practice and managerial implications of using Digital Analytics as part of an organisation’s marketing strategy. The syllabus will introduce students to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. Students will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, they will get hands-on experience in key Digital Analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in Digital Analytics upon successful completion of the module.
Social Media and Content Marketing
This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing.
Strategic Brand Management
This module will develop students’ critical understanding of strategic brand management theory and their ability to evaluate the value of such theory to organisations. It will provide students with an understanding of branding from cultural and global perspectives, design and implement brand strategy, and creating and sustaining brand equity long term. It will also provide an opportunity for students to be creative in creating and sustaining a brand.
Digital Marketing Strategy
This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies students will learn about paid, earned and owned media and their role in digital marketing strategy. Students will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations.
This module covers research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
This module covers individual research, production of a dissertation, reflection on work undertaken. The work on a typical dissertation will consist of the following stages: carrying out a literature review, a selective gathering of data, analysis of data, application of appropriate theoretical concepts from relevant subject disciplines to the accumulated data, critical analysis of the problem, development of conclusions and recommendations from the analysis; and compilation of a dissertation of 15,000 words that are presented in a manner which is appropriate to a Master's Programme and may be useful to any organisations involved.
Most modules have 15 hours of lectures and 15 hours of tutorials taught by Edinburgh Napier and/or HKU SPACE academic staff.
Assessment is based on coursework and/or final examination.
Classes will be held on weekday evenings and weekends
Fee & Entry Requirements
HK$200 (Non-refundable)Course Fee
- HK$99,000 (payable in two instalments)
Applicants should hold:
An undergraduate degree at Honours level from a recognised university; OR
An undergraduate degree from a recognised university PLUS no less than one year’s experience in marketing or sales or three years general working experience; OR
An appropriate professional qualification e.g. CIM Diploma in Marketing, HKU SPACE Diploma in Marketing awarded within the HKU system through HKU SPACE, PLUS no less than one year’s experience in marketing or sales or three years general working experience.
Entry as an Affiliate Student:
If you do not meet the above requirements, but have five or more years of marketing experience, you may enter as an Affiliate Student. Your application will be reviewed individually and, if successful, will allow you to study the two modules in the first trimester of the programme, Principles and Practice of Marketing and Consumer Behavior, as an Affiliate Student. If you pass these modules, you will be able to proceed with the rest of the programme.
Online Application Apply Now
Application Form Application FormEnrolment Method
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:
- 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.
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.
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.
About the Partners
Edinburgh Napier University, Scotland, UK
Edinburgh Napier’s foundations were laid in 1964 and it became a university in 1993. Edinburgh Napier University takes its name from the 16th Century mathematician, John Napier, who is best known for the invention of logarithms. It is now one of the largest higher education institutions in Scotland with more than 19,500 students. The 2008 Research Assessment Exercise reported that many areas of Edinburgh Napier’s research are world-leading or of international excellence. In 2009, Napier became Edinburgh Napier University, changing its name to better reflect its location in Scotland’s capital and to strengthen its appeal worldwide. The Queen’s Anniversary Prize 2009 was awarded to the University’s Building Performance Centre for its innovative work on the reduction of noise transmission in new homes. The prize is the most distinguished award that can be made to a UK institution for higher or further education and Edinburgh Napier was the only university in Scotland to receive the prize on this occasion. In 2011, Edinburgh Napier was described as one of Scotland’s top universities for graduate employability by the Higher Education Statistics Agency. The University motto is “NISI SAPIENTIA FRUSTRA” – meaning ‘Without wisdom, all is in vain’.
- 2019 - Edinburgh Napier achieves four stars overall in the prestigious QS Stars University Ratings, scoring a maximum five stars in three categories: teaching, employability and internationalisation.
- 2020 - We are ranked the Times and Sunday Times top modern university in Scotland and the number one university in Edinburgh for student satisfaction in the National Student Survey.
The Business School's reputation for academic excellence is enhanced and supported by considerable research and consultancy in business and the strong links it maintains with industry. Around 2,400 of the Business School's students are in Hong Kong, where it is long-established. Edinburgh Napier University is the largest provider of UK education in Hong Kong.
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- Digital and Social Media Marketing
- Relevant Programmes
- Master of Science in Marketing Master of Science in Marketing with Festival and Event Management MSc Digital and Social Media Marketing Postgraduate Diploma in Digital and Social Media Marketing Postgraduate Diploma in Luxury Services and Brand Management Postgraduate Diploma in Fashion Marketing and Management Postgraduate Diploma in Corporate Branding and Event Management