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Start date: 22 Aug 2020

Early Bird Deadline: 8 Aug 2020

Course Objectives

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

  • Identify the benefits and address potential issues when moving business operations online;
  • Develop sound business models with ICT as an integral part of products, processes and customer interactions;
  • Plan effective data strategies to promote business growth with the use of influential digital, social media, and content marketing;
  • Develop marketing performance metrics with digital and social media marketing analytics;
  • Integrate growth hacking and data-driven marketing concepts to enhance digital and social media campaigns;
  • Apply minimal viable product (MVP) concepts and tools to generate prototype campaigns and produce actionable insights.

Target Participants

Those who are interested in enhancing their marketing activities with different data visualisation techniques and tools.


Course Contents

Unit 1: eBusiness Model and eCommerce

1.1 Business Model and Value Proposition Design

  • Technological innovations and their impact on the business model
  • Business model and the use of business model canvas
  • Business model design for eBusiness, start-up and growth business
  • Value proposition and the use of value proposition canvas

1.2 eCommerce

  • eCommerce overview and business strategy
  • eCommerce infrastructure and security
  • Building an eCommerce presence
  • eCommerce marketing and advertising
  • eCommerce measurement metrics and KPIs
  • Best Practices for the leading eCommerce platforms

Unit 2: Growth Hacking and Data-driven Marketing

2.1 Introduction to Growth Hacking and Data-driven marketing

  • Concept of Growth Hacking and Data-driven Marketing
  • Growth Hacking examples

2.2 Product for Growth

  • Ideation
  • Product market fit
  • User interview
  • Landing page

2.3 Growth Lever

  • Viral hook of a growth product
  • Conversion Funnel - AARRR metrics
  • Customer lifecycle and value calculation

2.4 High Tempo Testing

  • Lean approach to marketing
  • Campaign iteration
  • A/B testing
  • Web analytics
  • Content analytics

2.5 Channel Hacking

  • SEO and Keyword
  • Social media hacking
  • Online viral publicity
  • Online community development

Unit 3: Digital, Social Media and Growth Analytics

3.1 Overview of Digital, Social Media and Content Marketing Analytics

  • Understanding digital analytics concepts and terminologies
  • Selecting the tools

3.2 Data Analytics for Digital Marketing

  • Introduction to Search Analysis, Audience Analysis and Engagement Analysis
  • Use and implementation of Google Analytics for Digital Marketing Analytics
    - Setup, Layout, Reporting, Campaign and Conversion Tracking
    - Data Collection, Data Analysis, Data Visualization and Data Marketing
    - Google Tag Manager: Setup, Collecting data, Marketing and Remarketing
  • Cohort Analysis, Conversion Path Analysis and Multi-Touch Attribution Analysis

3.3 Analytics

  • Tools and Tracking for Mobile App Analytics
  • Metrics and KPIs for Mobile Marketing
  • Introduction to Ecommerce Analysis
  • eCommerce Metrics and KPIs
  • Understanding Customers and Shopping Behavior

3.4 Social Media and Content Analytics

  • Social Media Listening and Analytics, e.g. Facebook
  • Content Analytics

3.5 Testing, Evaluation and Optimization

  • Concept and Implementation of A/B Testing
  • Evaluation and Optimization

Assessment and Award

  • The course comprises 60% on continuous assessments and 40% on examination.
  • A Professional Certificate will be awarded by 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 or equivalent; OR
  • mature candidates aged 21 or above before the commencement date of each intake, with proficiency in English (subject to satisfactory performance in an interview);

(ii)

  • 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: 84 Hours

Final Examination: 2 Hours


Course Fee

Original Fee: HK$18,000

Early Bird Fee: HK$15,300


CEF Reimbursable Course

CEF Course Code: 21K103585

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

For claiming CEF, applicants are required to satisfy the requirements stated in (i) and (ii):

  • (i) 70% attendance
  • (ii) Attain "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.: 18/000888/L5, Validity Period: 06/10/2018 To On-going


Enquiries

For enquiries, please contact us on 3400 2773 or ife.cdt@polyu.edu.hk.

Institute for Entrepreneurship (IfE) reserves the right to change the venue, class time and the instructors.

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