Professional Diploma in Digital Marketing

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.

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

1. GOLDEN RULES OF O2O MARKETING
2. KOL MARKETING AND INFLUENCER EFFECT
3. ONLINE CHANNELS
4. OFFLINE CHANNELS
5. O2O STRATEGIES FOR TARGET MARKETS
6. SHOWCASE OF SUCCESSFUL O2O EVENTS
7. LEGAL ASPECTS ON O2O MARKETS

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

1. OVERVIEW OF ELECTRONIC COMMERCE
2. INTERNET CONSUMER RETAILING
3. BUSINESS-TO-BUSINESS EC
4. OTHER EC MODEL AND APPLICATIONS
5. EC SUPPORT SERVICES
6. EC STRATEGY AND IMPLEMENTATION

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

1. DIGITAL MARKETING OVERVIEW
2. WEBSITE MANAGEMENT
3. ONLINE SHOPPING
4. SOCIAL MEDIA
5. SOCIAL COMMERCE (GROUP BUY)

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

1. THE IMPACT OF IT ON MARKETING
2. MARKETING INFORMATION SYSTEMS
3. THE EVOLVING “DIGITAL” LANDSCAPE AND MARKETING STRATEGY
4. CRM, EDM, AND DIGITAL MARKETING SYSTEMS FOR THE DIGITAL ERA
5. BIG DATA AND DATA ANALYTICS IN DIGITAL MARKETING
6. AI AND MACHINE LEARNING IN DIGITAL MARKETING

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

1. DISPLAY ADVERTISING
2. SEARCH ENGINE MARKETING
3. EMAIL MARKETING
4. Email Marketing DOs and DON’Ts
5. MOBILE MARKETING

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

1. INTRODUCTION TO STRATEGIC DIGITAL MARKETING
2. CORPORATE STRATEGY DECISIONS AND THEIR MARKETING IMPLICATIONS
3. BUSINESS STRATEGIES AND THEIR MARKETING IMPLICATIONS
4. IDENTIFYING ATTRACTIVE MARKETS
5. FORMULATING FIRST-RATED MARKETING STRATEGIES WITH DIGITAL AND SOCIAL MEDIA
6. EXECUTION, TRACKING, EVALUATION AND CONTROL
7. OVERVIEW OF CONTEMPORARY THEORIES OF STRATEGIC AND STRATEGIC MARKETING