* QF LevelLevel 4 (QR Registration No.: 18/000887/L4, Validity Period: 6 Oct 2018 – On-going)

Professional Certificate in Digital and Social Media Marketing (QF level 4)*

Professional Certificate in Digital and Social Media Marketing (QF level 4)*

(QF level 4)*(QF level 4)*

數碼與社交媒體市場推廣

專業證書

數碼與社交媒體市場推廣

專業證書

Introductionifferent kinds of digital marketing tools are being widely used in the business environment. An all-rounded marketer has to be acquainted with knowledge not only in traditional marketing but also

in the digital marketing regime.

The course is designed to help marketers to keep abreast of the digital and social media tools available and at the same time understand how and when to apply these tools effectively to achieve intended marketing objectives.

D

Course StructureThe course consists of three units:

1. Over 500 participants have attended our digital and social media courses & programmes.

2. Upon successful completion of this course, students can apply for Certified Digital Marketer (CDM) status at the Hong Kong Association of Interactive Marketing (HKAIM).*

Digital Marketing Channels andEssentials

Unit 1

Digital Consumer Behaviour and Brand Building with Social Media

Unit 2

Digital Marketing Strategy Development, Implementation, Practices and Evaluation

Unit 3

* Students are required to have a higher diploma or above qualification in business/management/computer/ information technology (or equivalent) offered by a local university or a local tertiary education institution with a minimum of two years in digital marketing (either practice or teaching) in order to apply for CDM. Approval is subject to the final decision of HKAIM.

Features

1.1 Overview of Digital Marketing• Definition of digital marketing• Trends of digital marketing• Characteristics and benefits of

digital media• Strategies and key concepts for

digital marketing

Unit 1: Digital Marketing Channels and Essentials

C O N T E N T • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •1.2 Digital Marketing Channels and

Methods• Website and landing page• Display and programmatic advertising• Email marketing• Search engine marketing

− Search engine optimization (SEO)− Paid Per click (PPC)

• Social media marketing− Social community− Social publishing− Social commerce

• Mobile marketing• Online video marketing• Emerging channels and methods of

digital marketing

2.1 Digital Consumer Behaviour — Consumer Behavior in Digital Age• Online consumer purchase modelling• Impact of long tail and free business models• Big data, social media, and consumers• Relationship marketing using the Internet

2.2 Brand Building with Social Media• Types of social media• Social media for consumer insight• Brand building with likable media• Social media campaign planning• Best practices in advertising and marketing

on the leading social media platforms• Viral and video marketing for brands• Online PR and crisis management

C O N T E N T • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Unit 2: Digital Consumer Behaviour and Brand Building with Social Media

Unit 3: Digital Marketing Strategy Development, Implementation, Practices and Evaluation

For other course details, including the course fee and class schedule, please refer to the application form.

Target ParticipantsThose who are interested to enhance their knowl-edge of the emerging digital media technologies in marketing context and expect to take the course on a part-time basis.

Entry RequirementsApplicants are required to satisfy the requirements stated in (i) and (ii):

(i) 5 passes in HKCEE (including English language and Chinese language at level 2 or grade E); OR

5 subjects in HKDSE (including English language and Chinese language) at level 2; OR

Satisfactory completion of a recognized Diploma Programme or equivalent. OR

Mature candidates aged 21 or above before the commencement date of each intake.

(ii) 3 years or above working experience in sales & marketing, media & communications, public relations or business development.

Language Medium Medium of instruction will be in Cantonese. Teaching materials and assessment will be in English.

Assessment MethodsThe course comprises 60% continuous assessment and 40% examination.

AwardA Professional Certificate will be awarded by the Institute for Entrepreneurship (IfE) of The Hong Kong Polytechnic University to students who attend at least 70% of the class and pass both continuous assessment and examination.*

* For claiming CEF, students are required to achieve(i) at least 70% of attendance and(ii) a “Pass” (50%) in the overall grade.

3.1 Digital Marketing Strategy Development• The internet and the marketing mix• Digital marketing strategies and frameworks• B2C vs. B2B digital marketing

3.2 Integrated Approach of Digital Marketing• Integrated digital marketing approach• Information architecture and customer touch point

3.3 Implementation, Practices and Evaluation of Digital Marketing• Delivering the online customer experience• Campaign planning for digital media• Marketing communications with the right digital media channels• Measurement, evaluation and improvement of digital channel performances• Stakeholder and project management overview

C O N T E N T • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

The actual engagement of individual lecturers and guest speakers is subject to his/her availability.

Enquiry: Institute for Entrepreneurship, QR702, 7/F, Core R,

The Hong Kong Polytechnic University, Hunghom, Kowloon, Hong Kong

Tel.: 3400 2946/ 3400 2773 Fax: 2765 6323

Website: http://www.polyu.edu.hk/ife

Mr. Willy LAI, Business Director of Fimmick, a leading Hong Kong based technology-driven digital marketing agency and the first local agency recognised as Facebook’s Preferred Marketing Developer (PMD). Willy helps clients to go through the whole digital marketing process to ensure Fimmick meets or exceeds clients’ expectations. His dedication has led Fimmick to remarkable success, such as winning the Social Media Agency of the Year Silver Award and Local Hero Award by Marketing magazine in 2014.

Mr. Willy LAI 賴志偉先生

Mr. Ralph SZETO 司徒廣釗先生

Mr. Ralph SZETO is one of the founders and Group Director of a digital and social media communications consulting group called CMRS Group based in Hong Kong. Ralph is the first batch of Certified Digital Marketer (CDM) endorsed by HKAIM in September 2015. Ralph is also actively joining various industry and social welfare organizations. He is currently the Chairman of HKAIM, the board member of The Plan HK, consultants of The Boys’and Girls’ Clubs Association of Hong Kong, Caritas Hong Kong and Radio Television Hong Kong (RTHK).

LECTURERS

Dr. Fong has extensive management experience as a business practitioner as well as an academician. As a business practitioner, he has been a serial entrepreneur and had worked for a SEHK listed technology company. As an academician, he is the Adjunct Professor at Hong Kong Polytechnic University. In addition he has delivered a large number of lectures on digital marketing, e-commerce, technology innovation and retail management to audiences comprising university students and business executives.

Mr. Eddy HUI 許迅先生

Mr. Eddy HUI is the Group Creative Director of CMRS Group. He is one of the early adaptors of interactive design, online advertising, motion graphics and digital animation in Hong Kong. Eddy has been working in advertising and media industry for more than 20 years by serving in different local and global design companies focusing on integration of new media into corporate identity.

Dr. Ken FONG 方健僑博士 (Course Leader) DBA, MSc, MBA, BSSc, FCIM, FPVCBS, Chartered Marketer, Certified Digital Marketer, CITP

Mr. Vincent TSUI 徐緣先生

– Founder of “TOAST Communication Limited”– Author & Columnist in major HK publication– Part time lecturer in other local universities