Executive Certificate in Social Media and Digital Marketing Analytics - HKU SPACE: Digital and Social Media Marketing, Marketing Communications and Branding courses
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Marketing & HospitalityDigital and Social Media Marketing

Executive Certificate in Social Media and Digital Marketing Analytics

Course Code
Application Code
Study mode
Start Date
To be advised
1 month
粵語 ,輔以英文教材
Course Fee
HK$200 (取錄與否,概不退還)

學費 : HK$6,750
Apply Now
Deadline on 27 Jul 2020 (Mon)
2910 7616 / 2867 8499
2861 0278


1. 論述數碼和社交媒體營銷分析的主要趨勢和方法;

2. 運用最新的專業知識計劃具效益的數據策略,作出數碼、社交媒體營銷及電子商貿的分析,以達致持續的業務增長;

3. 討論各種數碼和社交媒體營銷分析的工具,制定網上媒體監測的關鍵績效指數,衡量指標和主要工具的分析、優化與測試方法。

social media and digital marketing analytics

This programme aims to provide students with essential and fundamental knowledge in social media and digital marketing analytics. It also provides hands-on and practical techniques and tools for students to build both strategic mind-set on data strategy and develop practical skills in using digital and social media marketing analytics effectively.



social media and digital marketing measurement tools




1. 論述數碼和社交媒體營銷分析的主要趨勢和方法;

2. 運用最新的專業知識策劃具效益的數據策略,作出數碼、社交媒體營銷及電子商貿的分析,以達致持續的業務增長;

3. 討論各種數碼和社交媒體營銷分析的工具,制定網上媒體監測的關鍵績效指數,衡量指標和主要工具的分析、優化與測試方法。





Upon completion of the programme, students should be able to:

  1. Discuss the key trends and methodologies in digital and social media marketing analytics;
  2. Apply the latest know-how to plan effective data strategy for on-going business growth in reaction to the emerging and influential digital and social media as well as E-commerce in marketing;
  3. Develop key performance index, measurement metrics and major tools for digital and social media marketing analytics as well as social monitoring.
Application Code 1840-EP096A Apply Online Now
Apply Online Now

Days / Time
  • Saturday, 10:00am - 5:00pm



Unit 1 (6 hours)


Overview of Digital Marketing Analytics
  • Introduction of digital marketing analytics
  • Key terminologies and measurement concepts 
  • How to set key performance index (KPI) for digital marketing?
Essentials Tools for Digital Marketing Analytics
  • Understanding and use of Google Analytics
  • Understanding of major tools, vendors and service providers
  • Customer Relationship Management (CRM) strategy in the age of big data
  • Customer Journey Analytics
  • Data Visualization

Unit 2 (6 hours)


Fundamentals of Traffic Analytics and Tactics
  • Effective search engine optimization (SEO)
  • Effective search engine marketing (SEM)
  • Predictive modeling for ad targeting and remarketing
  • Programmatic advertising
  • AI driven tools for B2B business development

Unit 3 (6 hours)

Marketing Analytics for E-commerce
  • KPIs for E-commerce platforms
  • Analytics for Mobile commerce
  • Analysis for better marketing
  • Maximizing the benefits of a marketing campaign

Unit 4 (6 hours)


Overview of Social Media Analytics
  • Planning and implementation of social media strategy
  • Introduction of major social media marketing analytics and tools for major platforms
    • Facebook
    • Youtube
    • Instagram
    • Wechat
    • Overview of latest channels
  • Key terminologies and measurement concepts and metrics
  • Targeting and segmentation strategies for social media platforms

Unit 5 (6 hours)


Testing and Optimisation
  • Understand the importance of A/B/n testing
  • How to conduct testing effectively
  • Planning and incorporate A/B/n testing into digital marketing strategy
  • Bandit Testing
Marketing Automation and Personalization
  • Benefits of marketing automation
  • Importance of personalization
  • Tools for marketing automation and personalization
  • Analyzing the effectiveness
Overview of Digital Marketing in Mainland China
  • Overview of latest digital landscape
  • Opportunities and limitations


The teacher has 15 years of digital marketing experience in the UK and Asia. This includes time spent both on agency and client side roles. During that time, he has accumulated experience from working hands-on with digital marketing campaigns and web projects for clients in a variety of industries. His client portfolio includes Four Seasons Hotels & Resorts, CNN, South China Morning Post, Rackspace, Cisco, Xerox and Huawei. Throughout this time, he has leaned on data to help make decisions on campaign optimisation. He has applied strong analytical skills in order to extract useful information from raw data to help inform direction on integrated digital strategies including channels and website experiences. 

* Lecturer and guest speakers are subject to change based on his/ her availability. 


教學方式 Teaching Mode

  • Part-time face-to-face mode.
  • Total 30 hours.
  • Lectures with demo and case studies for discussion and analysis, line-up of prominent guest speakers who are experienced industry experts.
習作 Assessment

The programme will be assessed by one individual project (100%).

修畢證書 Award

"Executive Certificate in Social Media and Digital Marketing Analytics" 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.

日期 / 時間

日期 Date: 8 August 2020 - 5 September 2020 (5 Saturdays)

時間 Time: 10am - 1pm & 2-5pm, Saturday 

*The schedule is subject to change when necessary.

  • 5星期,共5課。
    周六 10:00am - 1pm & 2pm - 5:00pm

(甲) 認可大學頒授的學士學位或其他同等學歷; 或

(乙) 副學士學位/高級文憑,至少同等學歷及最少2年工作經驗; 或

(丙) 相關認可專業資格。



Application Fee


Course Fee
  • 報名費用
    HK$200 (取錄與否,概不退還)

    學費 : HK$6,750

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

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.

  1. Complete the online application form

    Applicant may click the icon Apply Now 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 be admitted 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. 

  2. Make Online Payment

    Pay the programme/course fees by either using:

    PPS via 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”.

To know more about online enrolment and payment, please refer to the user guide of Online Enrolment and Payment:


In Person / Mail

For first time enrolment

Applicants must provide all the required information on the application form and any additional information as required after the intial application assessment. Otherwise the School may not be able to process the admission/enrolment further.

  1. 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.  
  2. 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 course

In person or by post
  1. 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.
  2. 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.

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:

  1. To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Internet Explorer 5.01 or above is recommended for the web browser.
  2. Applicants should not leave the online application idle for more than 10 minutes.  Otherwise, applicants must restart the application process.
  3. Only S-MILES and Early Bird Discount are supported in Online Applicants (Application).  To enjoy other types of discount, please visit one of our enrolment centres.
  4. 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.
  5. Applicants are reminded that they should only apply for the same programme/course once through counter or online application.
  6. For online enrolment, 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.
  7. Fees paid are not refundable except as statutorily provided or under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment).
  8. 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.

Payment Method
1. Cash or EPS

Cash or EPS are accepted 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 write the programme title(s)  and the applicant’s name on the back of the cheque. You may either:

  • in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
  • by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope. 
3. VISA/MasterCard

Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.

4. Online payment

Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.


  1. 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.
  2. 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.
  3. 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 teams for details.
  4. Fees and places on courses are not transferrable. 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.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.