Professional Diploma in Digital Marketing

Professional Diploma in Digital Marketing

Overview

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

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.)

Details

Information at a Glance

Code:

Commencement Date:

Deadline for New Application:

Tuition fee:

HK$23,210

(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.

Brochure Exemption Form Timetable / Application

Details

Programe Structure

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.


Syllabus

M1. Online to Offline (O2O) with KOL Marketing

Aims

  1. To provide students with the basic knowledge to understand the effect of online to offline (O2O) marketing and its applications
  2. To identify the effect of KOL how the applications linking with the development and trends on digital marketing

Contents

  • GOLDEN RULES OF O2O MARKETING
    • Overview of O2O Trends
    • Steps of Online Promotions
    • Collaboration of Offline Channels
  • KOL MARKETING AND INFLUENCER EFFECT
    • How to be a KOL
    • Value of KOL towards corporations and community
    • KOL Platforms and facilities
    • ROI of influencer by calculations and data analytics
  • ONLINE CHANNELS
    • Digital platforms Promotion
    • Understand and Build Customer Relationships
  • OFFLINE CHANNELS
    • Applications of Physical Stores
    • Setting the linkage with traditional events
  • O2O STRATEGIES FOR TARGET MARKETS
    • Marketing Mix and SWOT for running O2O
    • Planning and Development in various Product segments
    • Fundamental Differences in Service Industries
  • SHOWCASE OF SUCCESSFUL O2O EVENTS
  • LEGAL ASPECTS ON O2O MARKETS
    • Personal Data Privacy
    • Computer Crimes and Misuse of Computer
    • Advertising Law and the digital world

M2. E-Commerce

Aims

  1. To provide students with the insights on using the Internet for B2B and B2C purpose
  2. To help students to familiarise with the electronic marketing mix, business models and electronic commerce (EC) technologies
  3. To learn the EC support services and formulate EC strategy for implementation

Contents

  • OVERVIEW OF ELECTRONIC COMMERCE
    • Get an Overview and Fundamental of E-Commerce and some Terminologies
  • INTERNET CONSUMER RETAILING
    • Understand E-Tailing and Electronic Service Industries as well as Consumer Behavior Online, Market Research and Online Advertising
  • BUSINESS-TO-BUSINESS EC
    • Grasp Different B2B E-commerce Model Includes Auction, Exchange, E-Supply Chain, Intra-business EC and Collaborative Commerce
  • OTHER EC MODEL AND APPLICATIONS
    • Explore other EC Models and Applications, such as E-Government, E-Learning, and C2C EC, M-Commerce, l-Commerce, Pervasive Computing and Social Networking
    • Learn how to Deal with Auctions, Bartering, Negotiations Online and EC Application Development
    • Understand the Web 2.0 Revolution and Social Media
  • EC SUPPORT SERVICES
    • Learn on How to Protect Computer Systems and Minimize the Risk through Appropriate Security Programs
    • Understand on Electronic Payment, Order Fulfillment,ERP, Intelligent Agents and Other Support Services
  • EC STRATEGY AND IMPLEMENTATION
    • Discuss Strategic Issues in Implementing and Deploying EC
    • Learn about Global EC and EC for SMEs as well as the Economic of EC, Including Balanced Scorecards, Metrics,and Justification Methods
    • Understand the Steps to Build a Storefront and How to Deal with Legal, Ethical, and Societal and Legal issues

M3. Digital Marketing

Aims

  1. To learn an overview of various types of digital marketing, manage effective website, get insights from global online shopping studies, manage different types of social media, and understand the business model of social commerce.

Contents

  • DIGITAL MARKETING OVERVIEW
    • Overview of Various Types of Digital Marketing – Digital Advertising, Partnership Marketing, and Corporate Channels.
    • Key Metrics of Digital Advertising
    • Designing Effective Website – The Eight Cs
    • How to Allocate Online Marketing Budget?
  • WEBSITE MANAGEMENT
    • Tips for a Successful Website
    • Review and Identify Areas for Improvement of Your Company Website
    • Key Performance Metrics
    • Search Engine Optimization (SEO) for Your Company Website
  • ONLINE SHOPPING
    • Hong Kong Online Shopping Market and Forecast
    • Insights from Global Online Shopping Studies
    • Critical Success Factors of Online Shopping
  • SOCIAL MEDIA
    • How to Launch a Facebook Advertising Campaign
    • How to Create a Fan Page
    • Set up a Branded Channel at Youtube
    • How to Set Up a Weibo
    • How to Create a Twitter Page
  • SOCIAL COMMERCE (GROUP BUY)
    • Business Model of Social Commerce and How It Works
    • Key Trends of Social Commerce
    • Should you use Group Buy Site to Sell your Products/Services? What are the Factors to Consider?

M4. Digital Marketing and Information Technology

Aims

  1. To equip students with a thorough understanding of how information technology had changed the marketing system and the activities of business people within it.
  2. To ensure all students are aware of the major impact of information technology on the commercial environment and potential customers’ life style and buying habits.
  3. To enable students with contemporary understanding of Big Data and related analysis tools in making marketing decisions.

Contents

  • THE IMPACT OF IT ON MARKETING
    • IT and Marketing, The Changing Marketing System, Computer Applications in Marketing, Marketing Software
  • MARKETING INFORMATION SYSTEMS
    • Strategic Framework for the Evaluation and Application of IT Initiatives in Marketing
    • Evaluation of Information Systems, Introduction of Software Development Life Cycle, Design and application of Customer Relationship Management (CRM) System
  • THE EVOLVING “DIGITAL” LANDSCAPE AND MARKETING STRATEGY
    • Social media penetration and “Digital” life style
    • Impact of IT on the Strategic Decisions and Competitive Advantage sustainability
  • CRM, EDM, AND DIGITAL MARKETING SYSTEMS FOR THE DIGITAL ERA
    • CRM, EDM and Digital Marketing system setup and implementation
    • Planning for Innovation, The Diffusion of Innovations, The Adoption Process, Factors Affecting the Rate of Adoption
  • BIG DATA AND DATA ANALYTICS IN DIGITAL MARKETING
    • How to navigate and survive the ocean of “Big Data” ? e.g. type of data models, 7V practice etc
    • Understand the application of Data Analytics in automatic insights into a dataset to everyday marketing activities
  • AI AND MACHINE LEARNING IN DIGITAL MARKETING
    • Introduction of AI and Machine Learning models for marketing
    • Case studies

M5. Display, Search and Mobile Marketing

Aims

  1. To learn the features, benefits and know-how of managing display advertising and search engine marketing, email marketing and mobile marketing campaigns.

Contents

  • DISPLAY ADVERTISING
    • Display ad Formats, Ad Rates and Showcases
    • Ad serving – When, Who, and Which
    • Key Performance Metrics
    • How to Read Advertising Rate Card, and Identify the Right Advertising Channel, Ad Unit and Pricing Option?
    • How to Analyze and Optimize Performance of Display Ad Campaigns?
  • SEARCH ENGINE MARKETING
    • Difference between Paid-search Advertising and Search Engine Optimization (SEO)
    • The Basics of Paid-search Advertising – Features, Benefits, Ad Guidelines, Pricing, Ad Ranking and Budget Management
    • How to Write an Effective Paid-search Advertisement
    • Useful Tips to Optimize ad Campaign Performance
  • EMAIL MARKETING
    • Email Marketing DOs and DON’Ts
    • Design and Craft Your Email
    • How to Write Effective Subject Line for eDM?
    • Build, Buy or Rent Email List?
    • Vital Questions to Ask Email List Broker
    • Key Performance Metrics
  • MOBILE MARKETING
    • How to Market via Mobile
    • Mobile Ad Formats, Ad Rates and Showcases
    • Mobile Apps – The 5Ps
    • Advertising
    • Key Performance Metrics

M6. Strategic Digital Marketing

Aims

  1. To enable students to be an effective strategist and executor in digital marketing.
  2. To train up students’ strategic mindsets in digital marketing and branding decision making.
  3. To equip students with the conceptual frameworks in formulating high-impact digital marketing strategies.

Contents

  • INTRODUCTION TO STRATEGIC DIGITAL MARKETING
    • Strategy, Strategic Management and Strategic Marketing
    • Evolution of Global and Local Market Landscape
    • High-impact Digital Marketing Strategies and Executions
    • Thinking Like a First-rated Marketing Strategist
  • CORPORATE STRATEGY DECISIONS AND THEIR MARKETING IMPLICATIONS
    • Criteria and Methods for Defining the Corporate Mission and Vision
    • Corporate Growth Strategies
    • Allocating Corporate Resources
    • Coping with the Ever-changing Market Dynamics
  • BUSINESS STRATEGIES AND THEIR MARKETING IMPLICATIONS
    • Generic Business-level Competitive Strategies
    • Business Strategies and Market Landscape Analyses
    • Coping with the Ever-changing Market Dynamics
  • IDENTIFYING ATTRACTIVE MARKETS
    • Macro, Meso and Micro Analyses for Accessing Markets
    • Identifying the Critical Successful Factors
    • Getting Rid of Critical Failure Factors
    • Modeling and Reapplying of Successes
    • Seizing the “White-spaces”
    • Strategic Segmentation, Targeting and Positioning
  • FORMULATING FIRST-RATED MARKETING STRATEGIES WITH DIGITAL AND SOCIAL MEDIA
    • Strategies for New Market Entries
    • Strategies for Growth Markets
    • Strategies for Mature and Declining Markets
    • 360-degree Digital and Social Media Marketing Strategies
    • Bridging Online with Offline Strategically
  • EXECUTION, TRACKING, EVALUATION AND CONTROL
    • Organizing and Planning for Effective Executions
    • Planning for Strategic Executions
    • Setting KPIs and Scorecards
    • Establishing the Control Systems
  • OVERVIEW OF CONTEMPORARY THEORIES OF STRATEGIC AND STRATEGIC MARKETING
    • PEST
    • SWOT
    • 3C
    • 5-Forces Model
    • BCG Matrix
    • GE / McKinsey Grid
    • The McKinsey 7S Framework
    • Value Chain
    • Blue Ocean Strategy
    • Purple Oceans Strategy
    • Balanced-score Card

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.


Lecturers

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.


Advancement Path

Master Degrees
1. MBA (18 months, Chinese / English Class) Reg. No. 252455
Glyndŵr University, UK
Bachelor Degrees
1. BA (Hons) Business Studies (1 year)
– Business Studies (Marketing) Reg. No. 252020
University of Greenwich, UK
2. BA (Hons) (1 year)
– International Business Reg. No. 251922
University of Huddersfield, UK
3. BA (Hons) (3 years, Chinese / English Class)
– Accounting and Finance Reg. No. 252612
– Business 252613

Glyndŵr University, UK
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.


Admissions

Fee

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)

Entry Requirements

Applicants must:

  • be secondary school graduates (F.5); AND
  • possess 2 or more years’ working experience; AND
  • have a reasonable command of written and spoken English

Application Period

This programme commences in June and December each year, and the application deadline is normally two weeks prior to commencement date.

Enquiry

Course Details

Ms Shirley Chan
Phone: 2774 8569
Email: details.cdp@hkma.org.hk

General Enquiry / Course Enrolment / Membership

Phone: 2774 8500 or 2774 8501
Email: hkma@hkma.org.hk / enrol@hkma.org.hk
Fax: 2365 1000

Payment Methods