Skip to main content


Professional Certificate in Digital Content Marketing and Storytelling

Section Search

Start date: TBC

Early Bird Deadline: TBC

Course Objectives

Upon successful completion of this course, students are expected to be able to:

  • Apply different creative thinking methodologies to generate ideas;
  • Distinguish the strengths and weaknesses of different forms of content for marketing campaign;
  • Employ effective content marketing strategies and influential digital and social media techniques to promote business growth;
  • Develop metrics to measure effectiveness of content promotion strategies;
  • Employ content marketing concepts to organize digital and social media campaigns;
  • Practise storytelling for content creation to engage customers.

Target Participants

Those who are interested in enhancing their knowledge of the emerging digital media technologies into marketing and content management practices

Course Contents

Unit 1: Content Marketing

1.1 Content Marketing

  • What is Content Marketing
  • Why use Content Marketing
  • Features of Content Marketing

1.2 Content Marketing Strategies

  • Planning a long term Content Strategy
  • Brand archetypes and Customer Value
  • Target Audience Setting
  • Customer Lifecycle Content Fitting
  • Content Style and Content Structure
  • Content Ideas, Sources and Media

1.3 Content Creation and Production

  • Stages of Content Creation
  • Content Production

1.4 Content Promotion, Integration and Measurement

  • Content Promotion Strategies
  • Presenting online Content
  • Promoting and Integrating Content through Paid and Non-paid Media
  • Using KOL and Influencers
  • SEO and Topic Clusters for Content Marketing
  • Content Syndication
  • Content ROI
  • Measuring and Analyzing Content Marketing

Unit 2: Creative Thinking, Storytelling and Content Creation for Brand

2.1 Creative Thinking

  • Creative Thinking Methodologies
  • The Paradigm Shift

2.2 Storytelling

  • The Power of Storytelling
  • Anatomy of Storytelling
  • Transmedia Storytelling
  • Effective Storytelling for Branding
  • Use of Storytelling for Content Creation

2.3 Content Creation and Content Production for Brand

  • Content Creation Strategies
  • Content Writing
  • Content Design
  • Content Repurposing
  • Content Production for New Media: Photo, video, Live, 360 VR etc.
  • Content Distribution

Course Leader

Dr. Ken Fong

DBA, MSc, MBA, BSSc, FCIM, FPVCBS, Chartered Marketer, Certified Digital Marketer, Chartered IT Professional

Assessment and Award

  • The course comprises 60% continuous assessment and 40% examination.
  • A Professional Certificate will be awarded by the Institute for Entrepreneurship (IfE) of The Hong Kong Polytechnic University to students who achieve at least 70% of attendance and "Pass" (grade C with 50%) in both continuous assessment and examination.

Professional Recognition

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

* 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.

Entry Requirement

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


  • Satisfactory completion of a recognized Higher Diploma programme at Level 4 or equivalent; OR
  • mature candidates aged 25 or above on or before the commencement date of the course, with proficiency in English (subject to satisfactory performance in an interview);


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

Medium of Instruction

Cantonese (Course materials in English)

Course Schedule

Course duration: 6 Months

Contact hours: 56 Hours

Final Examination: 2 Hours

Institute for Entrepreneurship reserves the right to make changes to the class schedule. Students will be informed by email.

Course Fee

Original Fee: HK$18,000

Early Bird Fee: HK$15,300

CEF Reimbursable Course

CEF Course Code: 33K124326

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

For claiming CEF, students are required to achieve at least 70% of attendance and a "Pass" (grade C with 50%) in the overall grade.

Qualifications Framework

This course is recognised under the Qualifications Framework (QF Level [5]).

QR Registration No.: 19/001086/L5, Validity Period: 08/07/2019 To On-going

Application Method

Please read the Course Information before completing the online application.


For any enquiries, please call us on 3400 2773 or email us at