Corporate Development & Training

Professional Certificate in Digital Content Marketing and Storytelling

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Course Objectives

Upon successful completion of this course, participants 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 in the marketing context.

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

Assessments and Award

The assessments are comprised of 60% continuous assessments and 40% examination.
A Professional Certificate will be awarded by the Institute for Entrepreneurship (IfE) of The Hong Kong Polytechnic University to participants who satisfy the requirements stated in (i) and (ii):
- (i) 70% attendance
- (ii) Attain "Pass" in both continuous assessments and examination

Professional Recognition

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

* Participants 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):

(i)

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).

(ii)