Professional Certificate in Digital Content Marketing and Management

The robust growth of the internet and digital economy has led to an upsurge in demand for digital advertising and marketing services. The course is aimed to help marketers to keep abreast with the latest digital content marketing and management tools available and understand how and when to integrate these tools effectively with the traditional marketing activities.

   This course is recognised under the Hong Kong Qualifications Framework (HKQF) at Level 5 and is now available on Qualification Register (QR) (QR Registration No.: 21/001465/L5; Validity period from 23 November 2021 to on-going).  For details of the HKQF, please visit the QR website: https://www.hkqr.gov.hk.

  This course has been included in the list of reimbursable course under the Continuing Education Fund (CEF) (CEF Course Code: 33K138556). This course is recognized under the Qualification Framework (QF Level 5).  For details of the CEF, please visit the CEF website: https://www.wfsfaa.gov.hk/cef.

Unit 1: Content Marketing and Management

1.1 Content Marketing
•    What is Content Marketing
•    Why use Content Marketing
•    Features of Content Marketing 
•    Content Marketing Vs. Inbound Marketing

1.2 Content Marketing Strategies
•    Planning a long term Content Strategy
•    Brand archetypes and Customer Value 
•    Target Audience Setting
•    Customer Lifecycle Content Fitting
•    Content Style and Content Structure
•    Content Ideas, Sources and Media

1.3 Content Creation and Production
•    Stages of Content Creation
•    Content Production 

1.4 Content Promotion, Integration, Management and Measurement
•    Content Promotion Strategies
•    Presenting online Content 
•    Promoting and Integrating Content through Paid and Non-paid Media
•    Using KOL and Influencers 
•    SEO and Topic Clusters for Content Marketing
•    Content Syndication
•    Content Management and Content Management System 
•    Measuring and Analyzing Content Marketing 
•    Data-Driven Content Personalization

Unit 2: Creative Thinking, Storytelling and Content Creation for Brand

2.1 Creative Thinking
•    Creative Thinking Methodologies
•    The Paradigm Shift 

2.2 Storytelling
•    The Power of Storytelling
•    Anatomy of Storytelling
•    Transmedia Storytelling 
•    Effective Storytelling for Branding
•    Use of Storytelling for Content Creation

Unit 3: Digital Content Creation, Production, Management and Measurement in Practice 

3.1 Content Marketing
•    Content Writing
•    Content Design
•    Content Repurposing
•    Content Production for Social Media and New Media: Photo, video, Live, 360 VR etc. 
•    Content Management System (e.g. WordPress)
•    Content Distribution
•    Content Measurement and Analysis

3.2 Content Creation Execution 
•    Planning: Keyword Researching
•    Creation: Content Visualization Adoption 
•    Integration: Interaction of Content, Data and Video (info-graphic and info-video)
•    Monitoring: Usage of Social Listening
•    Distribution: Content Advertising Planning

3.3 ROI Improvement Practice
•    Data-Driven Research for improving Content UX (e.g. Hotjar)
•    A/B Testing Implementation (e.g. Google 
 

Applicants must satisfy the following requirements in both (1) and (2):

1. (i) a. Completed a recognised diploma programme or equivalent; OR b. Mature candidates aged 25 or above before the start date of each intake
2. Have at least three years of work experience in sales & marketing, media & communications, public relations, administration, information technology or business development.

Applicants who do not meet the above entry requirements will be considered on a case by case basis. These applicants are required to attend an admission interview for a better understanding of their goals and experience.

Students who have passed and completed the assessments, and attended at least 70% of the course will be presented with a Professional Certificate awarded by PolyU SPEED.

1.  Application form can be downloaded from this website.  Before completing the application form, please read carefully the "Guide for Applicants" on the form.

2.  Please submit one application form and settle the course fee by bank draft/ crossed cheque/ On-line Card Payment System for each course applied. For details of payment methods, please refer to Section 4 of the application form or this web page.

3.  Non-permanent residents of Hong Kong Special Administrative Region (HKSAR) holding

(i) work visa/ entry permit; OR

(ii) visa/ entry permit under the Immigration Arrangements for Non-local Graduates (IANG) (except those from Mainland, Macao and Taiwan); OR

(iii) dependent visa/ entry permit (except those from Mainland, Macao and Taiwan), issued by the Director of Immigration of HKSAR Government may enroll in short-term courses in SPEED without seeking prior approval from the Director of Immigration.

These applicants are required to attach a copy of their identity document(s) and the valid visa/ entry permit to their application.  On admission, they will be required to provide the original identity document(s) and visa/ entry permit for verification. Throughout the course of study, it is the responsibility of individual students to ensure that their identity documents and visas/ entry permits are valid. Other non-local applicants can neither be registered as students nor commence their studies on the short-term courses in SPEED.

4.  Applications should be submitted on or before the deadline for application via one of the following means -

(a) By post or by hand:

Submit the completed application form, supporting documents (if applicable) and a copy of your valid visa/ entry permit (if applicable) together with the bank draft/ crossed cheque/ payment confirmation page (for online payment) to School of Professional Education and Executive Development, HHB-404, 4/F, PolyU Hung Hom Bay Campus, 8 Hung Lok Road, Hung Hom,Kowloon, Hong Kong.

(b) By e-mail (for application with payment settled via online system only):

Submit the completed application form, supporting documents (if applicable) and a copy of your valid visa/ entry permit (if applicable) together with the payment confirmation page by e-mail to ceo@speed-polyu.edu.hk 

Please choose either one of the following payment methods for course fee: 

(1)  Bank Draft/ Crossed Cheque

You could submit a bank draft/ crossed cheque (made payable to "The Hong Kong Polytechnic University") by post or by hand.  Please write your name, the course code and class code at the back of the bank draft/ crossed cheque.  Post-dated cheque will not be accepted.

(2)  On-line Card Payment System (by Visa/ Master/ China UnionPay card)
You could settle the course fee via On-line Card Payment System by Visa/ Master/ China UnionPay card.  For successful payment, please print the payment confirmation page for record and quote the invoice number (as shown on the payment confirmation page) on Section 4 of the application form.

According to the School's Refund Policy, course fees paid are normally not refundable, except cases of unsuccessful applications/ course cancellation.  Fees paid and places allocated are not transferrable.