數碼及社交媒體營銷深造文憑 (CEF) - 香港大學專業進修學院: Digital and Social Media Marketing, Marketing Communications and Branding課程
通告
新型冠狀病毒影響下的課堂安排

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。如欲了解更多新型冠狀病毒影響下課堂安排之詳情,請參閱學院網頁之 特別通告

關閉特別通告
Main content start

Marketing & Hospitality Digital and Social Media Marketing

Postgraduate Diploma in Digital and Social Media Marketing
數碼及社交媒體營銷深造文憑

CEF Reimbursable Course (selected modules only)

CEF Reimbursable Course (selected modules only)

Course Code
MK004A
Application Code
1955-MK004A

Study mode
Part-time
Start Date
08 Nov 2021 (Mon)
Duration
12 months to 24 months
Language
English

This Postgraduate Diploma is both vocationally and academically oriented to provide opportunities for marketing professionals and general business practitioners to upgrade their knowledge and skills in digital and social media marketing to cope with the challenges and dynamics of the changing market as well as to articulate to Master's degree programmes with credit exemption.

This programme is registered in the HKQR at level 6.

Students who complete the following two modules may choose to exit with the intermediate award of Postgraduate Certificate in Digital and Social Media Marketing.

Social Media Marketing and 

Digital Marketing and Analytics

On completion of the programme, students should be able to

1.      apply effective marketing communication tools and strategies to build a brand; 

2.   critically analyse, evaluate and make judgments about the psychological, social, cultural, technological and economic factors influencing buyer behaviour and buyer decision making; 

3.      apply concepts and theories to analyse the influence and effect of advertising; 

4.      implement social media strategies effectively in marketing programmes; 

5.   explore, discuss and evaluate the full potential of the various components of the digital marketing channels including social, mobile, email, microsites, and search engine marketing. 

6.   discuss and critically analyse issues in luxury services, or luxury branding, or fashion retailing, or fashion marketing, or content marketing and corporate communication. 

To receive the award of Postgraduate Diploma in Digital and Social Media Marketing, students are required to complete 3 common core modules plus 2 specialism core modules and 1 elective module.

       Common Core Modules (39 Lecture Hours)
1.    Integrated Brand Communications  MKTG6177  CEFM
2.    Consumer Behaviour and Branding  MKTG6148 CEFM
3.    Advertising and Media MKTG6149 CEFM

      Specialism Core Modules (39 Lecture Hours)
4.   Social Media Marketing MKTG6154 CEFM
5.   Digital Marketing and Analytics MKTG6155 CEFM

6.  Elective Modules (Choose any one) (39 Lecture Hours)
     Luxury Marketing Strategies MKTG6150 CEFM
     Luxury Brand Management MKTG6151 CEFM
     Omnichannel Retail Strategy MKTG6152 CEFM
     Marketing Fashion MKTG6153 CEFM
     Content Marketing and Corporate Communication MKTG6156 CEFM

Graduates may have up to 80-credit exempted towards the 180-credit of the following Master programmes in association with Edinburgh Napier University.

  • Master of Science in Marketing* awarded by Edinburgh Napier University, UK
  • Master of Science in Marketing with Festival and Event Management * awarded by Edinburgh Napier University, UK

*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 recognize any qualification to which this course may lead.

Teachers' Profile 

Mr. Eugene Chan Profile

Mr. Eugene Chan

Eugene has extensive experience in teaching social media marketing and communication in tertiary education.

He is a digital strategist focusing on social media, public engagement and social communications and previously served in-house in MTR Corporation playing the role of social media strategist. Where he headed up a compact team to work with a range of communications and operation colleagues, as well as managing digital consultant firms. He monitors, strategizes, plans and manages the public utility’s digital communication platforms. With over eleven years’ experience in digital media, public relations and online marketing, he brings extensive experience in managing various online media campaigns and in-depth knowledge and understanding of digital media communications and consultancy. His exposure on public affairs front, he has served three governments, namely, HKSAR Government, Taiwan President’s Office and Singaporean Government.

Ms. Donna Chen Profile

Ms. Donna Chen
SPECIALTIES
  • Brand Strategies
  • Consumer & Stakeholders Engagement
  • Integrated Marketing Communication
  • Event and Project Management
SELECTED EXPERIENCES

Brand Marketing & Audience Engagement

  • Inspire learners to apply theories into everyday marketing practice.
  • Using creative, passionate and professional presentation covering marketing disciplines such as brand, digital and marketing communications.
  • Over 15 years’ experience in multinational corporations across variety of categories.
  • Integrate business, communication acumen and consume insights to lead development of communication and engagement strategies.
Application Code 1955-MK004A Apply Online Now
Apply Online Now

Duration
  • 12 to 24 months
Venue
  • Any HKU SPACE Learning Centres

Assessment

Assessment for all modules is based on continuous assessment and / or final examination.  The continuous assessment includes written assignments (paper, essay, or report), group project, and/or presentation.  The overall passing mark is 50%.

Module Description

Integrated Brand Communications MKTG6147  focuses on the effective marketing communication tools to build a brand.  It aims to choose and design the brand elements and plan strategically its architecture, use marketing mix strategies appropriately to deliver brand promises, develop a brand or re-brand to revitalize it for success, and to build and measure brand value and equity.

Consumer Behavior and Branding MKTG6148   is designed to build an understanding of how both consumers and organisations make purchasing decisions. This is achieved by exploring both the theoretical and practical implications of macro influences such as culture, social class and micro influences such as motivation, learning, perception and attitudes. The module will also take a consumer perspective onto brand management and will look at how individual engages with and uses brands, with particular emphasis on co-creation of values among brand related communities.

Advertising and Media MKTG6149  equips students with a framework of established models and concepts with which to analyse the influence and effect of advertising.  It will consider the latest trends within the media industry, the role and importance of media strategy and the planning within the wider marketing communication context.

Social Media Marketing​  MKTG6154  covers advertising, marketing, and communications strategies in the new media landscape where traditional and social media co-exist. The module focuses on how social media strategies can be used effectively in marketing programmes, when they should/should not be used, how to build them, and how to measure, track, and evaluate their performance and effectiveness.

Digital Marketing and Analytics​ MKTG6155 explores the various components of this channel including social, mobile, email, microsites, and search engine marketing to understand how to implement an effective digital marketing strategy.

Luxury Marketing Strategies MKTG6150 provides a critical awareness of the unique challenges inherent in marketing luxury services. It discusses the contemporary issues in luxury services marketing, combined with local and regional perspectives. It reviews the application of different concepts, frameworks, and analytical procedures in managing the service delivery process, and the development of appropriate strategies to marketing luxury products and services.

Luxury Brand Management MKTG6151 provides an overview of the entire luxury goods management process, from brand DNA definition to product distribution in markets.  Focusing on the luxury consumer, the course examines brand strategy, competition, market needs and specificities, product launching and manufacturing, communication and distribution.  Using the case study and project-based learning approach, the course examines ways in which strategic thinking, creativity and business skills are integrated in the successful luxury goods firm.

Omnichannel Retail Strategy​ MKTG6152 equips students with omnichannel retail strategies and issues that affect marketing in the fashion business. Omnichannel marketing focuses on providing a seamless retail experience to customers by engaging them in physical store, online website, mobile app, social media, and other channels. The module also covers the current issues in developing on-site and off-site location strategies, and the contemporary concepts and skills in developing and implementing fashion retail strategies.

Marketing Fashion​ MKTG6153  focuses on the integration of fashion marketing concepts, practices and applications and facilitates the development of a marketing and merchandising plan. The module also analyses opportunities regarding merchandise positioning, brand imagery, targeting and segmentation of an apparel or other fashion product.

Content Marketing and Corporate Communication MKTG6156  explores the role content marketing plays in corporate communication. It deals with identifying the corporate and branding reputation and developing the content niche and thought leadership. It reviews the development of communication strategies and measuring the impact of communication campaigns. It also covers the specialist areas in corporate communications such as employee communications, corporate social responsibility, and crisis communication.

Weekly Lectures, 1 to 2 modules per term, three terms in one year.
Weekdays (7 - 10pm) and occasional Weekends (2:30  - 5:30 pm).

Term 1 :  July – October
Term 2 :  November - February
Term 3 :  March – Jun
 
Students could choose to start in July, November or March

 

Applicants should have:

  1. i.  a bachelor’s degree awarded by a recognized institution; OR

       ii.  hold relevant and recognized professional qualifications and have three years of relevant work experience.   

 AND

2.   A good command of English.  If the degree or equivalent qualification is from an institution where the language of teaching and assessment is not English, applicants shall provide  evidence of English proficiency, such as:

i.   an overall band of 6.0 or above with no subtests lower than 5.5 in the IELTS; or

ii.   a score of 550 or above in the paper-based TOEFL, or a score of 213 or above in the computer-based TOEFL, or a score of 80 or above in the internet-based TOEFL; or

iii.   HKDSE Examination English Language at Level 3 or above; or

iv.   HKALE Use of English at Grade E or above; or

v.   Equivalent qualifications.

Applicants not meeting the standard set of criteria for admission will be assessed on individual merit.

Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$5,200 per module (subject to change)
  • The CEF Institution Code of HKU SPACE is 100
CEF Courses
Integrated Brand Communications (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 21Z09499-8 FEES $5,200 ENQUIRY 2867 8315
Consumer Behaviour and Branding (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 21Z09502-1 FEES $5,200 ENQUIRY 2867 8315
CEF Courses
Advertising and Media (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116093 FEES $5,200 ENQUIRY 2867-8315
Social Media Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116123 FEES $5,200 ENQUIRY 2867-8315
Luxury Brand Management (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116182 FEES $5,200 ENQUIRY 2867-8315
Content Marketing and Corporate Communication (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116271 FEES $5,200 ENQUIRY 2867-8315
Digital Marketing and Analytics (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116158 FEES $5,200 ENQUIRY 2867-8315
Luxury Marketing Strategies (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116026 FEES $5,200 ENQUIRY 2867-8315
Marketing Fashion (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116247 FEES $5,200 ENQUIRY 2867-8315
Omnichannel Retail Strategy (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116212 FEES $5,200 ENQUIRY 2867-8315
Continuing Education Fund Reimbursable Course Continuing Education Fund Reimbursable Course (selected modules only)
Some modules of this course have been included in the list of reimbursable courses under the Continuing Education Fund.

Postgraduate Diploma in Digital and Social Media Marketing

  • This course is recognised under the Qualifications Framework (QF Level [6])

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.

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.