Course Name: Professional Certificate in Digital and Social Media Marketing
數碼與社交媒體市場推廣專業證書
QF Level: QF 4
QR Registration No.: 18/000887/L4
QR Registration Validity Period: On-going
CEF Course Code: 21K103577
Study Mode: Part-time
Duration: 6 months
Course Fee: HK$18,000
Start Date: To be advised
Delivery Language: Cantonese
Course Material: English
Intended Learning Outcomes (ILO):
On completion of the course, students are expected to be able to:
ILO-1: Describe and explain how the internet has evolved as a tool for consumer empowerment
and control and the empowered consumers in turn challenge purchasing behaviour,
traditional marketing and customer management approaches.
ILO-2: Work with different digital and social media channels
ILO-3: Assess and integrate different digital and social media channels to support online or
integrated marketing efforts
ILO-4: Apply different social media marketing techniques to create, sustain and promote brand
propositions in different marketing contexts
ILO-5: Adopt key performance indicators and apply analytical tools to measure the performance
of marketing campaigns
ILO-6: Analyze and evaluate the effectiveness of the selected channels and learn how various
channels help to establish competitive advantages for organizations.
Syllabus:
-
Digital Marketing Channels and Essentials
- Overview of Digital Marketing
- Digital Marketing Channels and Methods
-
Digital Consumer Behaviour and Brand Building with Social Media
- Digital Consumer Behaviour - Consumer Behavior in Digital Age
- Brand Building with Social Media
-
Digital Marketing Strategy Development, Implementation, Practices and Evaluation
- Digital Marketing Strategy Development
- Integrated Approach of Digital Marketing
- Implementation, Practices and Evaluation of Digital Marketing
