Hong Kong Management Association

Professional Diploma in Digital Marketing

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Course Information

Schedules
  • 18 Jun 2024 (Tue)
Registration period
11 Apr 2024 (Thu) - 17 Jun 2024 (Mon)
Price
HKD 23,210
(Tuition feeHK$23,210(Including an application fee of HK$250 ))
Study Mode
Duration
3 Month(s)
Language
Cantonese
Location
14/F Fairmont House 8 Cotton Tree Drive Central HONG KONG
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Course Overview

This programme aims to provide students a fundamental understanding of marketing with a strong focus on digital marketing. With more than 4.87M and 2.45B netizens in HK and worldwide respectively, marketing via E-channels is critically important to acquire and retain customers in a timely manner. The class will cover key marketing management topics with comprehensive and in-depth coverage of website & E-commerce management and email / search engine / mobile / social media marketing. Register this programme now to grasp the know-how of digital marketing and run it better and faster than your competitors.

To equip entry-level executives with the concepts, practical guidelines, latest developments, and best practices of digital marketing in order to advance their knowledge and career.

Learners who are new to marketing, with a particular interest in learning how to expand business and engage customers through digital medium.

This programme comprises seven modules – six must-learned marketing and e-marketing modules, plus a Management Project, to help students building comprehensive knowledge and apply it to real-life management project. Lecturers will use case studies, group presentations, discussions and debates to enhance learning.

What You’ll Learn

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


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