Executive Certificate in Effective Digital Media Buying and Planning - HKU SPACE: Digital and Social Media Marketing, Marketing Communications and Branding courses
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Class arrangement during COVID-19


The COVID-19 situation may still be fluid and constantly affect class arrangements in the coming months. The health and safety of our students will always be our top priority. To ensure that students’ academic progress is not affected, the School may substitute face-to-face classes with online teaching if necessary in the event that face to-face classes cannot be held. Our respective Programme Teams will contact the students concerned with details of such arrangements as necessary. For more details on the class arrangement during COVID-19, please refer to the special announcement on the School homepage.

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Marketing & Hospitality Digital and Social Media Marketing

Executive Certificate in Effective Digital Media Buying and Planning
行政人員證書《高效數碼媒體洽購及策劃》

IAB Hong Kong
Jointly Organized by
IAB Hong Kong
Course Code
EP165A
Application Code
1875-EP165A
Study mode
Part-time
Start Date
To be advised
Duration
2 months
Language
English
Course Fee
HK$7500
Apply Now
Deadline on 24 Feb 2021 (Wed)
Enquiries
2867 8499
28610278
IAB Hong Kong member rate: $6,750 and waiver of application fee (application must be submitted at enrollment centres)

Two brand new programmes are launched in collaboration with IAB Hong Kong which aim to groom talents for the digital media industries and to elevate the knowledge and skill sets of the workforce. The Executive Certificate in Effective Digital Media Buying and Planning is designed for media buying and planning practitioners in agencies or other organizations.
 

 

The objective of this programme is to equip advertising industry practitioners especially digital media buyers and planners with professional credentials. It provides students with a solid foundation of knowledge in digital marketing ecosystem, digital media buying and planning strategies, know-how in purchasing audience targeted advertising space to deliver a designated marketing initiative, and knowledge on optimizing campaing performance.

Programme Features

  • State-of-the-art programme content developed specifically for the digital media industry
  • Well qualified teachers who are all experts in their fields and have tons of practical experience 
  • Interactive learning experience and networking opportunities
  • Opportunity to take the IAB Digital Media Buying and Planning Certification exam upon completion of the programme 

Syllabus

Ecosystem of Digital Marketing

-  New rules and the latest trends in digital marketing

-  Digital consumer behaviour and consumer segmentation

-  Digital and social media platforms

-  Digital advertising communications strategies and formats

-  Digital advertising campaign planning and optimization - role of data, metrics and KPIs

Digital Media Buying and Planning

-  Collaboration on campaign briefs

-  Creating media strategies

-  Developing digital media plans

-  Executing and managing campaigns

-  Educating stakeholders

Programmatic 360

-  Evolution of programmatic advertising

-  Technologies and transaction types

-  Supply-side providers and Demand-side providers

-  Automation, campaign process and measurement strategies

Tutors

Industry leaders to teach and share their experiences:

Sharon Chan, Platform Manager, Google
Sharon Chan
Platform Manager, Google

Coleman Lo, Head of Hong Kong, Hina Technology Co. Ltd.
Coleman Lo
Head of Hong Kong, Hina Technology Co. Ltd.

Roger Kan, Head of Client Success, Cosmose Inc.
Roger Kan
Client Strategy Director, Cosmose Inc. 

Award

"Executive Certificate in Effective Digital Media Buying and Planning" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the assessment and attended at least 70% of classes. Students may opt to attend the online examination offered by IAB US to obtain the following certification issued by IAB US. A separate exam fee per examination will be charged by IAB US.

- IAB Digtial Media Buying and Planning Certification

Assessement

Satisfactory completion of the programme will be assessed by one individual assignment, which consists of an individual presentation of 10-15 minutes and a report in Word format. 

Application Code 1875-EP165A Apply Online Now
Apply Online Now

Days / Time
  • Saturday, 2:00pm - 6:00pm

Classes will be held on 8 Saturdays. 

Class dates and time:

Date Time
Mar 6, 2021 2-6pm
 
Mar 13, 2021
Mar 20, 2021
Mar 27, 2021
Apr 10, 2021
Apr 17, 2021
Apr 24, 2021
May 8, 2021 2-4pm

 

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.

Preference may be given to applicants with qualifications such as the Google Ads Certification or Facebook Blueprint Certification.

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

Application Fee

HK$150 IAB Hong Kong members will get waiver of application fee.
(For IAB Hong Kong member, please apply the programme in learning centre for waiving the application fee.)

Course Fee
  • Course Fee : HK$7500
  • Early Bird Rate : HK$6750 (For non-IAB members, applicants who apply on or before Feb 6 will enjoy10% early bird discount on tuition fee.)
  • Professional Body Rate : HK$6750 (IAB Hong Kong members will get 10% discount on the tuition fee. The two discount offers cannot be used at the same time. )

This programme is offered in collaboration with IAB Hong Kong. iab logo

IAB was founded in 1996 and headquartered in New York City. The organization is committed to professional development and elevating the knowledge, skills and expertise of the workforce in the digital media and advertising industry. 

IAB Hong Kong is registered as a not-for-profit organization which aims to empower the media and marketing industries to thrive in the digital economy through developing standards and best practices on digital marketing in order to shape the future of digital marketing for the advertising and marketing community in Hong Kong. The founding members of IAB Hong Kong include: Facebook, Google, South China Morning Post, Verizon media, comScore, Next Digital and RedLotus. PwC is a supporting partner to the association. 

For more details please visit www.iabhongkong.com.

Online Application Apply Now

Application Form Download 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.