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.

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

Class Schedule

Classes will be primarily conducted on Thursday evenings, 7:00pm – 10:00pm, and Saturday afternoons, 2:30pm – 5:30pm.

Assessment and Award

The first module Smart and Sustainable Business will be assessed by Participation and activities engaged in class (10%), Assignment (40%), Group Project (50%). The second module Green Economy in Practice will be assessed by Class Participation and Discussion (20%), Group Project (50%) and Examination (30%). The third module Application of Emerging Technologies in Business will be assessed by Participation and activities engaged in class (10%), Assignment (40%), 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 Sustainable Business Management, 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.

Programme Structure and Curriculum

This programme will last for four to five months of part-time study and comprise three modules with 33 QF credits. The medium of instruction is English supplemented with Chinese and the assessments will be delivered in English.

Basic Information

Module Code	Module Title	Contact Hours	Keyword Syllabus
SPE00219	Smart and Sustainable Business	30 hours (20 hours of lecture, 10 hours of tutorials)	Introduction to sustainable business Corporate sustainability Perspectives on sustainability and why and how companies should connect sustainability to their business mode and legal frameworks. Drivers of sustainability reporting and the triple bottom line. Brief history and benefits of ESG reporting Current practices of ESG reporting, investment and future trend Implementation: marketing sustainability, the role of supply Chain Management in sustainability, the role of operations management in sustainability Digital transformation framework in sustainable business Intelligent technologies in supporting the sustainability business: internet of things, artificial intelligence, cloud and 5G, and data science
SPE00220	Green Economy in Practice	30 hours (20 hours of lecture, 10 hours of tutorials)	Climate Change. Combat global warming and its negative consequences. Net Zero Carbonisation Green Economy Initiatives Best Business Practices: global standards, certifications, and measurements. Global citizenship. Mindset changes with green education and green living. Training Green Leaders with Future Intelligence. Social, Environment and Development justices through Green Transformation. Digital Economy. Employing innovative business models with blockchain technologies with PPP models, especially in Green Financing. Green Economic Zone with planning and implementation to achieve Green Growth Sustainable & Responsible Business models with rights and responsibilities to achieve 17 UN Sustainable Development Goals. Creating new industries/jobs with integrated commercially and socially viable solutions.
SPE00221	Applications of Emerging Technologies in Business	30 hours (20 hours of lecture, 10 hours of tutorials)	Digital transformation Emerging technologies Disruption of traditional business operations Artificial intelligence Distributed ledger or blockchain technology Cloud technology Big data technology Augmented and virtual reality Application of emerging technologies in business operations Ethical and social issues involved

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.

SUSTAINABLE FUTURE: Investors Care More About Sustainability than Many Executives Believe. It also stated that investors are using sustainability-related data as a rationale for investment decisions like never before. Forbes Magazine in its article named Why Corporate Strategies Should Be Focused On Sustainability, dated 10 Feb 2021, stated that “When it comes to sustainability, a do-nothing approach can mean a bigger loss in the future.” The Chinese University of Hong Kong’s (CUHK) Business School announced on 23 September 2022 that since its launch in 2015, the Business Sustainability Indices (BSI) offers a framework that supports companies in driving their sustainability strategy and promotes business practices that contribute to positive social and environmental impact.

Needless to mention THE 17 GOALS - Sustainable Development Goals from United Nations, the importance of sustainable business has been revealed and stressed in both the commercial and academic arena. In that regard, it is critical for us to inform and equip our students of ADBA with knowledge in sustainable business in order to stay competitive, not only to achieve a financial performance, but also to tackle a social cause. Courses related to sustainable business management will also be popular for corporate training as many multinational companies have identified sustainable business as one of the corporate goals.

Qualifications Framework

This programme is recognized under the Qualifications Framework.

• QF Level: Level 4
• QR Registration No.: 23/000212/L4
• Validity Period: On-going since 17 Feb 2023

HKQR website: www.hkqr.gov.hk