In today's digital age, businesses need to have a strong online presence in order to reach their target audience and stay competitive, so digital marketing is a critical component of any successful business strategy.

The programme aims to equip students with the principles, theories and the latest tools & practices in marketing with a specification in digital marketing and e-commerce in the digital era. Students will acquire an understanding and the current market practices of various digital marketing scopes locally and internationally, stay up-to-date with the latest trends and best practices, which helping them to stay ahead of the curve in the digital era.

Qualifications Framework

This programme is recognized under the Qualifications Framework.

• QF Level: Level 4

HKQR website: www.hkqr.gov.hk

Programme Structure and Curriculum

Basic Information

Module Code	Module Title	Contact Hours	Keyword Syllabus
SPE20326	Digital Marketing in the Metaverse Era	30 hours (20 hours of lecture, 10 hours of tutorials)	Key concepts and the latest trends in Marketing Content Social Media and Video Marketing Searching Engine Optimization (SEO) Email and SMS/IM Marketing Display Advertising and Audience Data eCommerce Marketing eShop Set-up & Operation Metaverse Marketing
SPE20317	Social Media Marketing	30 hours (20 hours of lecture, 10 hours of tutorials)	Key concepts of Social Media Marketing Emerging Trends in Marketing Social Media Promotion and Advertisements From Facebook Ingram and LinkedIn to Tik Tok and Reels COBRA (consumer’s online brand-related activities) Viral marketing Online brand experience Marketing Automation Permission Marketing
SPE20318	Consumer and Netizen Behaviour	30 hours (20 hours of lecture, 10 hours of tutorials)	Latest Consumer Bahaviour Netizen Behaviour Digital Native vs. Digital Immigrant Consumer Research in Digital Era Motivation, Personality, Perception & Learning Attitude Formation, Communication, Social Class, Culture & Subcultures Diffusion of Innovations Marketing Ethics & Social Responsibility The Millenniums and their new values

CEF reimbursable modules

This course has been included in the list of reimbursable courses under Continuing Education Fund (CEF). For details, please visit the government's website: www.wfsfaa.gov.hk/cef.

Trainer

Mr. Wilson Wong

Marketing Director
Price.com.hk

Guest Speakers

Mr. Ric KONG

Senior Engagement Manager & Marketing Technology Lead Deloitte Digital

Hang LAU

eCommerce Manager
Price.com.hk

Pinky LEE

YouTuber/ Enchor
Pinky Talks YouTube Channel

Ringo LI

Founder & Chief SEO Consultant
Owlish Online

Bonnie MAK

Associate Director, Head of eCommerce, Online Group
Samsung Electronics

Simon TANG

General Manager
Merchant Partnership, HKTV Mall

Class Schedule

Classes will be primarily conducted on Saturday mornings, 10:00am – 1:00pm.

Assessment and Award

The first module Digital Marketing in the Metaverse Era will be assessed by Participation and activities engaged in class (10%), E-commerce exercises (30%), Individual reflection (30%), Group Project (30%). The second module Social Media Marketing and the third module Consumer and Netizen Behaviour will be assessed by Participation and activities engaged in class (10%), Assignment (40%) and Group Project (50%).

To pass the module, the student must attempt all assessment components and achieve the overall marks of 40 or above. Students are also required to obtain a minimum mark of 30 in each assessment component. In order to be awarded the Certificate in Marketing in the Digital Era, students have to pass all modules with attendance of 70% for each module.

Teaching Venue

Classes will be mainly scheduled in City University of Hong Kong Kowloon Tong Campus OR SCOPE Tsim Sha Tsui East Learning Centre.