Marketing & HospitalityDigital 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)
- Course Code
- MK004A
- Application Code
- 1835-MK004A
- QF Level
-
Financial assistance
Close QF Level panel
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.
- Study mode
- Part-time
- Start Date
- 06 Jul 2020 (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.
- Exemption of up to 3 modules may be considered based on individual merits. A non-refundable fee of HK$500 per module is payable for each application for exemption.
- Intermediate award is available for students who partially complete and choose to exit the programme.
- Graduates may have up to 80 credits exempted towards the 180-credits MSc in Marketing */ MSc in Marketing with Festival and Event Management* / MSc in Marketing with Sales Management programmes* in association with Edinburgh Napier University.
*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.
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 
2. Consumer Behaviour and Branding
3. Advertising and Media
Specialism Core Modules (39 Lecture Hours)
4. Social Media Marketing
5. Digital Marketing and Analytics
6. Elective Modules (Choose any one) (39 Lecture Hours)
Luxury Marketing Strategies
Luxury Brand Management
Omnichannel Retail Strategy
Marketing Fashion
Content Marketing and Corporate Communication
Students who complete Modules 4. Social Media Marketing and 5. Digital Marketing and Analytics may choose to exit with the intermediate award of Postgraduate Certificate in Digital and Social Media Marketing.
On completion of the Postgraduate Diploma in Digital and Social Media Marketing, participants are eligible to apply for admission to :
- 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
- Master of Science in Marketing with Sales 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
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
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 | 1835-MK004A | Apply Online Now |
| Apply Online Now | ||
Duration
- 12 to 24 months
- 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 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 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 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 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 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 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 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 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 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 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).
Applicants should have:
- 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.
HK$150 (Non-refundable)
Course Fee- HK$4,900 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 $4,900 | ENQUIRY 2867 8315 |
| Consumer Behaviour and Branding (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 21Z09502-1 | FEES $4,900 | ENQUIRY 2867 8315 |
| CEF Courses | ||
|---|---|---|
| Advertising and Media (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116093 | FEES $4,900 | ENQUIRY 2867-8315 |
| Social Media Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116123 | FEES $4,900 | ENQUIRY 2867-8315 |
| Luxury Brand Management (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116182 | FEES $4,900 | ENQUIRY 2867-8315 |
| Content Marketing and Corporate Communication (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116271 | FEES $4,900 | ENQUIRY 2867-8315 |
| Digital Marketing and Analytics (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116158 | FEES $4,900 | ENQUIRY 2867-8315 |
| Luxury Marketing Strategies (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116026 | FEES $4,900 | ENQUIRY 2867-8315 |
| Marketing Fashion (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116247 | FEES $4,900 | ENQUIRY 2867-8315 |
| Omnichannel Retail Strategy (Module from Postgraduate Diploma in Digital and Social Media Marketing) | ||
| COURSE CODE 33Z116212 | FEES $4,900 | ENQUIRY 2867-8315 |
|
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
|
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Enrolment MethodOnline Enrolment
HKU SPACE provides 24-hour online application and payment service for students to make enrolment for most open admission courses (courses enrolled on first come, first served basis) and selected award-bearing programmes via the Internet. Applicants may settle the payment by using either PPS, VISA or Mastercard online.
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If you are in doubt about the procedures, please check the individual course details, or contact our programme staff or enrolment centres.
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Notes
- For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or Mastercard if the course is to start shortly.
- 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, cheque or online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
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- More Programmes of
- Digital and Social Media Marketing Marketing Communications and Branding
