This programme aims to provide students a fundamental understanding of marketing with a strong focus on digital marketing. With more than 4.87M and 2.45B netizens in HK and worldwide respectively, marketing via E-channels is critically important to acquire and retain customers in a timely manner. The class will cover key marketing management topics with comprehensive and in-depth coverage of website & E-commerce management and email / search engine / mobile / social media marketing. Register this programme now to grasp the know-how of digital marketing and run it better and faster than your competitors.
To equip entry-level executives with the concepts, practical guidelines, latest developments, and best practices of digital marketing in order to advance their knowledge and career.
Learners who are new to marketing, with a particular interest in learning how to expand business and engage customers through digital medium.
This programme comprises seven modules – six must-learned marketing and e-marketing modules, plus a Management Project, to help students building comprehensive knowledge and apply it to real-life management project. Lecturers will use case studies, group presentations, discussions and debates to enhance learning.
Talent Development Fund
60th Anniversary Talent Development Fund: Now open for application. Successful applicant will be awarded $10,000. (Applicants must meet the requirements of the scheme. Only new application of the programmes are accepted and students are not allowed to apply fund for programmes which are currently enrolled.)
Information at a Glance
Deadline for New Application:
(Including an application fee of HK$250)
Medium of Instruction:Cantonese
Mode of Instruction:Face-to-face / Online
Due to current COVID-19 situation, the mode of instruction might be changed from face-to-face to online teaching if necessary in the event that face-to-face classes cannot be held. The Association will contact the students concerned with details of such arrangements as necessary.
This Digital Marketing course can be completed in ten months. It consists of seven modules, with a diploma being awarded upon successful completion of the course.
M1. Online to Offline (O2O) with KOL Marketing
M3. Digital Marketing
M4. Digital Marketing and Information Technology
M5. Display, Search and Mobile Marketing
M6. Strategic Digital Marketing
M7. Management Report
Submit a Report title
Write the Management Report under the supervision of the report guide appointed by the HKMA
The management report allows students to demonstrate their ability in applying their knowledge and skills to a real situation, usually within their own organization or based on a new business idea. Under the guidance of a supervisor, students are required to complete a comprehensive management plan including a logical sequence of analysis, decision rationale, steps of implementation, control and financial projection.
Course contents of all modules may be subject to change if required without prior notice.
Dr Jeffrey Phoenix Hui
Dr Jeffrey Hui, a leading strategic i-Marketing and education expert in the region, is currently Managing Director of InnoSights Limited and former Chairperson of Hong Kong Institute of Marketing (HKIM).
A well-rounded marketing and training professional, Jeffrey has served at various top-notch organizations, including P&G, Cathy Pacific, TVB, RTHK, The Chinese University of Hong Kong and King’s Glory Education over the years.
As an experienced marketing and training consultant, Jeffrey has been invited to conduct a vast range of training, workshops and talks (over 1,000 sessions) and to provide consulting services to various high-profile corporations, including: Google, L’Oreal, Gillette, GSK, 3M, Pfizer, Nestle, HSBC, UBS, Deloitte, Cathay Pacific, Inchcape and the New World Group, etc.
Apart from the above, Jeffrey has also lectured in a number of tertiary institutes in Hong Kong. Delivering an outstanding level of teaching and training quality, he was elected as “The Best Lecturer of the Year” (ranked 1st among 104 university lecturers from The Hongkong Polytechnic University). In 2014, Jeffrey was appointed as Adjunct Professor in Marketing by Guangdong Food and Drug Vocational College.
Jeffrey has also authored and co-authored several top-selling books on branding, marketing, strategies and management, including: “Winning Marketing Strategies” (《贏銷策略──打造品牌必讀50例》), “Talks with CXOs” (《商識滿天下──香港商管翹楚30訪》), “Let Our Brands FLY!” (《讓品牌「飛」!──策略社交媒體、網絡營銷實戰秘笈》)*, “Super Brand Links” (《品牌超連結──十大Marketers成功實學》)* and “i-Marketing 0 and 1” (《贏銷0與1》)* (*NO. 1 Finance and Business Category Bestseller at Eslite誠品書店).
DR KANNY CHIU
Dr Kanny Chiu is the Founder of International Marketing and Investment Association (IMAIA) and Vice Chairman of Hong Kong Internet and eCommerce Association (HKIECA). He facilitates different sectors of organizations in enhancing competitive advantage on digital marketing campaigns and managing e-business activities through innovative technologies.
In the marketing arenas, he is co-founder of We Help You Group to market the Asian and GBA markets on o2o marketing aspects. He is the director of Network Express Technology Group and is presently consultants to various companies handling IT related projects.
In recent years he has completed a FinTech, e-Payment and Innovation executive programme at University of Oxford, UK. He has been appointed as the advisor of IT and ecommerce sectors of SUCCESS in the Trade and Industry Department (TID) and the technical expert on RTTP under the Technology Talent Scheme on The Innovation and Technology Commission (ITC) and Vocational Training Council. He is also the committee of IoTHK Association and he has been technical author of Wiley, a global publishing company.
MR LUKE CHU
Mr Luke Chu is Chairman of Hong Kong Internet & eCommerce Association and co-founder and Executive Director of Vizz Digital Group. Mr Chu has over 20 years of experience in system development, project management and internet technology management.
Mr Chu has handled over 3,000 projects and 100 brands, including Cathay Pacific, PCCW, China Unicom, Telecom Malaysia, Lands Department (HKSAR), Hong Kong Customs and Excise Department (HKSAR) and Consumer Council. Luke also established ‘Hong Kong Brands Protection Alliance Limited’ (HKBPA) in order to protect the intellectual property rights of local innovations from different industries. He has received awards from Hong Kong ICT Awards (HKSAR) and Hong Kong Institute of Marketing.
Mr Chu is a passionate trainer and speaker. Currently he is adjunct lecturer of Hang Sang University of Hong Kong’s Executive Development Center and adjunct lecturer of Hong Kong Shue Yan University’s Department of Journalism and Communication. He has also conducted training in Data Science & AI for Hong Kong Monetary Authority, ECommerce in TaoBao University and Digital Marketing and Design Thinking in The Hong Kong Management Association.
MR PATRICK TSOI
Mr Patrick Tsoi is currently a Doctor of Education candidate in Hong Kong Baptist University with over 20 years of working experience in the IT training field. His work includes complex projects applying data science, software development in different aspects of the value chains as well as participating with research teams in Finance, Data Science and Digital Marketing fields. He has extensive experience in designing and building big data solutions and enterprise applications.
Patrick is now CEO and Chief Data Scientist of Sunon Technology HK Limited and Shenzhen Da Cheng Computer Technology Limited. His clients include Tencent and Huawei where he has previously worked for their corporate e-learning platforms.
Patrick is a visiting lecturer/part time trainer at The Hong Kong Management Association, City University of Hong Kong, HKU SPACE, The Hong Kong Polytechnic University and Hong Kong Productivity Council.
MR PEN KWOK
Mr Pen Kwok is the Chief Consultant of APlus Digital Academy with more than 20 years of experience in the digital industry. He has provided consulting and training services to corporates and innovative technology startup companies in Hong Kong, including Chun Wo Group, MTR Corporation, Robotics Cats@HKSTP, Hong Kong St John Ambulance, Royal England Safe Deposit Box, acesobee, Sales Catalysts, Far East Vault, etc., facilitating them to maximize the return on investment in digital technologies.
Prior to APlus, Pen has played a leading role in transforming the digital business of various companies, such as Sony, South China Morning Post, and Dragonair, through adopting new digital technologies, namely digital marketing, social media, eCommerce, SEM/SEO, data analytics, VOD/OTT and information security solutions, etc.
In the early days of his career, Pen worked at the largest corporate Internet Service Provider in HK – LinkAGE Online – providing corporate services including internet infrastructure, firewall, website development and online shopping system to blue chip organizations like The Hong Kong Jockey Club, Cathay Pacific, PARKnSHOP, The University of Hong Kong, The Bank of East Asia, and HKSAR Government, etc.
Pen studied Computer Engineering at The University of Hong Kong. He holds the certificates of Google Ads Search and Google Analytics. Pen is also a Certified Trainer of Everything DiSC® by Wiley – a leading personal assessment tool used by over 1 million people every year to improve work productivity, teamwork and communication.
|Professional Diploma in Digital Marketing (10 months)
Applications for exemptions for up to 2 modules of the programme are welcome and they will be considered by the HKMA Academic Committee whose decision is final.
Admission is on a competitive and individual basis entirely at the discretion of the respective universities. Admission criteria and procedures are set by them and are subject to change without prior notice. The Association does not give any warranty and will not accept any liability regarding the above.
It is a matter of discretion for individual employers to recognize any qualification to which these courses may lead.
HK$ 23,160 (total) (HK$3,280 each module) – payable by 4 instalments per term
First Term: 1st instalment (HK$820 x 3 modules + HK$200 Application Fee = HK$2,660)
- be secondary school graduates (F.5); AND
- possess 2 or more years’ working experience; AND
- have a reasonable command of written and spoken English
This programme commences in June and December each year, and the application deadline is normally two weeks prior to commencement date.