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.