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  
2.    Consumer Behaviour and Branding  MKTG6148 
3.    Advertising and Media MKTG6149 

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

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

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
• Master of Science in Marketing with Digital Strategy* 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.

 

Mr. Chris Leung

Chris has been serving the airline industry for 15 years in the sales and marketing function responsible for developing the regional markets, including the Greater Bay Area, Taiwan and The Philippines. He is also well-versed in industrial sales distribution knowledge and strategic marketing experience through assuming chairmanship and membership roles in global-level industrial bodies.

Chris has been engaging in corporate training activities and higher education teaching for more than a decade. He is currently a part-time lecturer at HKUSPACE teaching the Edinburgh Napier University Master of Science Programmes in Marketing (modules Principles and Practice of Marketing, Consumer Behaviour and Global Marketing) and Postgraduate Diploma in Marketing series (module Consumer Behaviour and Branding). In addition, he is a global trainer in an airline company providing consumer psychology and management training to the managerial and supervisory staff from over 100 cities worldwide. 

Chris is a Member of the Chartered Institute of Marketing (UK) and a Member of Beta Gamma Sigma (US). 

Application Code	2175-MK004A	Apply Online Now
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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).

 

Applicants shall:

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

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

and

b.            provide evidence of English proficiency if they hold a professional qualification or their bachelor’s degree is from an university where the teaching medium is not English, 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

               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

• Course Fee : HK$5,700 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 33Z149366	FEES $5,400	ENQUIRY 2867-8315
Consumer Behaviour and Branding (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z149374	FEES $5,400	ENQUIRY 2867-8315
Advertising and Media (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116093	FEES $5,400	ENQUIRY 2867-8315
Social Media Marketing (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116123	FEES $5,400	ENQUIRY 2867-8315
Luxury Brand Management (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116182	FEES $5,400	ENQUIRY 2867-8315
Content Marketing and Corporate Communication (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116271	FEES $5,400	ENQUIRY 2867-8315
Digital Marketing and Analytics (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116158	FEES $5,400	ENQUIRY 2867-8315
Luxury Marketing Strategies (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116026	FEES $5,400	ENQUIRY 2867-8315
Marketing Fashion (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116247	FEES $5,400	ENQUIRY 2867-8315
Omnichannel Retail Strategy (Module from Postgraduate Diploma in Digital and Social Media Marketing)
COURSE CODE 33Z116212	FEES $5,400	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 This course is recognised under the Qualifications Framework (QF Level [6])

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