Course Duration and Structure | CityUHK SCOPE

Course Duration and Structure

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Course Duration and Structure

Duration and Mode of Study

30 hours, 1 session per week (Saturday), 10:00am-1pm

Course Structure

1. Key Concepts and the Latest trends in Marketing	3 hours
Foundation of marketing in the digital era The industry landscape and digital marketing The applications of emerging technology in marketing
2. Content Social Media and Video Marketing	5 hours
Characteristics and applications of different social media Develop a social media marketing strategy Create and manage a social media campaign Facebook / IG / Youtube advertising & promotion
3. Searching Engine Optimization (SEO)	3 hours
Key concepts of SEO Understanding how search engines work Setting the findability and discovery strategy Applying quality score and bidding price
4. Email and SMS/IM Marketing	3 hours
Email marketing and its tools and matrix Latest applications of SMS to IM marketing Tools for marketers
5. Display Advertising and Audience Data	5 hours
Characteristics of digital advertisement Applications of 1st and 3rd party data Real-time bidding and programmatic marketing Re-targeting and Re-marketing
6. eCommerce Marketing	3 hours
Market trends & business models, leaders & functions Terminology & concepts The Chain: Brand/Manufacturer, Retailers, Marketplaces, SaaS, Payment & Logistics Product promotion Festival & shopping campaign
7. eShop Set-up & Operation	5 hours
Major eShop tools in HK Real-time demonstration on eShop set-up Basic knowledge of eShop logistics & payment
8. Metaverse Marketing	3 hours
What are Metaverse and its characteristics Role of Metaverse in marketing Applications of Metaverse in the local and global environment
Total Contact Hours	30 hours