* QF Level - Level 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 StructureCourse Contact Hours: 84 hours

Final Examination: 2 hours

The course consists of three units:

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

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 and Essentials

Unit 1

Digital Consumer Behaviour and Brand Building with Social Media

Unit2

Digital Marketing Strategy Development, Implementation, Practices and Evaluation

Unit3

* 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

CEF Course Code: 21K103577

This course has been included in the list of reimbursable courses under the Continuing Education Fund.

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 visit our website: https://www.polyu.edu.hk/ife/corp/en/corporate_training/p_cert_digital_marketing.php

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 languageand 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 recognised Diploma Programme or equivalent; ORMature candidates aged 21 or above before the commencement date of each intake.

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

Language The Medium of Instruction will be Cantonese. Teaching materials and assessments will be in English.

Assessment MethodsThe course comprises 60% continuous assessments 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 assessments 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 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Features

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

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.

This course provides students with the applications of the emerging digital media technologies from marketing perspectives and to facilitate their full integration with marketing management and practices.

D

Course StructureThe course consists of three units:

The actual engagement of individual instructors 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 2773 Fax: 3006 5433

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

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 through the whole digital marketing process, making sure Fimmick delivers, if not surpasses on their 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

INSTRUCTORS

Dr Fong has extensive management experience as a business practitioner as well as an academician. He has been a serial entrepreneur and has been involved with Information and Communication Technology in various capacities for over 25 years. He is a frequent speaker at professional seminars and workshops and a columnist for various IT and business magazines. He is also a sector/subject specialist of the Hong Kong Council for Accreditation of Academic and Vocational Qualifications and panel member of Industry Consultative Networks for the Information and Communications Technology Sector, Employment Retraining Board.

Mr. Eddy HUI 許迅先生

Being one of the early adaptors of experience design, online advertising, and moving images in Hong Kong, Mr. Eddy Hui has been working in advertising and media industry for more than 20 years. Eddy has served in different local and global design companies from Creative Director to Group Creative Director and focused on integration of new media into corporate identity. He has also exhibited his design in America, Asia, and Europe.

Dr. Ken FONG 方健僑博士 (Programme Director) DBA, MSc, MBA, BSSc, FCIM, FPVCBS, Chartered Marketer, Certified Digital Marketer, Chartered IT Professional

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.

The course has been included in the list of reimbursable courses for Continuing Education Fund purposes

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

–

Founder, Social Stand / Presenter, RTHK

– Author & Columnist in major HK publication– Part time lecturer at CUHK

The list above is in alphabetical order by surname.

Mr. Bernie WONG 黃啟亮先生

Mr. Vincent TSUI 徐俊文先生

Founder & CEO of "Toast Communications Limited"

Bernie Wong is a creative digital and social media marketing professional who has worked with such Fortune 500 brands as Starbucks, GAP, Adidas, and Disney, serving as the Founder of Social Stand Limited and helping clients tell their stories, engage with their audiences, and unleash the power of their brands. He is an in-demand speaker who brings to the table 15 years of professional experience and an aptitude for leading seminars and workshops. He is also a radio programme presenter, newspaper columnist, and lecturer in academic institutes. He previously earned his Master of Science in New Media at the Chinese University of Hong Kong.