Professional Certificate in Growth Marketing Strategy

The course builds on theories related to digital, social media, and growth marketing analytics, emphasizing agile experimentation, data-driven decision-making, and scalable marketing strategies. It also integrates cutting-edge  AI techniques to support marketers in content creation, customer insight generation, and campaign automation. The course is designed to help marketers demystify the use of data and AI in developing effective, modern marketing initiatives.

   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.: 21/000464/L5; Validity period from 10 June 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: 33K134984). 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.

This course provides a practical foundation in growth marketing, equipping professionals with data-driven strategies to drive user acquisition, activation, retention, and revenue. Key topics include social media analytics, customer journey mapping, and high-tempo testing for campaign optimization. Through practical frameworks and real-world case studies, participants will learn to design, execute, and refine scalable marketing initiatives.

This course also introduces the use of generative AI, agentic AI, and vibe coding approaches to accelerate prototyping, enhance new product development, and modernize growth marketing workflows.  

1.  eBusiness Model and eCommerce

Business Model and Value Proposition Design

•    Technological innovations and their impact on the business model

•    Business model and the use of business model canvas

•    Business model design for e-business, start-up and growth business

•    Value proposition and the use of value proposition canvas

E-commerce
•    E-commerce overview and business strategy 
•    E-commerce infrastructure and security  
•    Building an e-commerce presence
•    E-commerce marketing and advertising
•    E-commerce measurement metrics and KPIs 
•    Best Practices for the leading e-commerce platforms

2.  Digital, Social Media and Growth Analytics

Overview of Digital, Social Media and Content Marketing Analytics
•    Understanding digital analytics concepts and terminologies 
•    Selecting the tools

Data Analytics for Digital Marketing 
•    Introduction to Search Analysis, Audience Analysis and Engagement Analysis
•    Use and Implementation of Google Analytics for Digital Marketing Analytics
•    Cohort Analysis, Conversion Path Analysis and Multi-Touch Attribution Analysis

Analytics 
•    Tools and Tracking for Mobile App Analytics
•    Metrics and KPIs for Mobile Marketing 
•    Introduction to e-commerce Analysis
•    eCommerce Metrics and KPIs
•    Understanding Customers and Shopping Behavior

Social Media Listening, Monitoring and Content Analytics
•    Social Media Listening and Monitoring 
•    Content Analytics

Testing, Evaluation and Optimization 
•    Concept and Implementation of Split Testing
•    Evaluation and Optimization

3.  Growth Hacking and Data-driven Marketing

Introduction to Growth Hacking and Data-driven Marketing
•    Concept of Growth Hacking and Data-driven Marketing
•    Growth Hacking Examples

Product for growth
•    Ideation
•    Product market fit
•    User interview
•    Landing page

Growth Lever
•    Viral hook of a growth product
•    Conversion Funnel - AARRR metrics
•    Customer lifecycle and value calculation

High Tempo Testing
•    Lean approach to marketing
•    Campaign iteration
•    A/B testing 
•    CRO

Channel hacking
•    SEO and Keyword
•    Social media hacking
•    Online viral publicity
•    Online community development

Dr Ken FONG (Course Leader)
DBA, MSc, MBA, BSSc, FCIM, FBCS, Chartered Marketer, Certified Digital Marketer, Chartered IT Professional 
Serial Entrepreneur,  Seasoned Academic, and Thought Leader in Digital Marketing & Generative AI

Mr Edmund CHOI

Expert in Digital Communication and Analytics with over 20 Years of Experience Specialist in Media Platform Development, Social Analytics, and Growth Marketing Strategy

Mr SHEK Ka-wai

• Founder of OMP, Empowering SMEs Across Asia Through Practical Digital Marketing Training
• Generative AI Expert in Business Application, Digital Education, and SME Enablement

Mr Ivan SO

• SEO and WordPress Pioneer with 18 Years of Hands-On Digital Expertise and Corporate Training Success
• Generative AI Expert in Business-Focused Martech Solutions and Digital Performance Optimization

Ms May YEUNG

• Agile Growth Hacker Driving Data-Led Marketing Innovation and Customer Acquisition Strategies
• Specialist in Experimentation, Digital Funnel Optimization, and Scalable Growth Systems

Eligible applicants for the Continuing Education Fund (CEF) can receive a maximum reimbursement of HK$12,100 (calculated based on early-bird price). Students are required to pay only HK$3,900. The actual subsidy amount depends on the balance of the individual fund. To estimate the potential funding, applicants can visit the "Working Family and Student Financial Assistance Agency" website (https://www.wfsfaa.gov.hk/en/ce/cef/eligibility.php) and use the "Calculator" under "Useful Tools”.
 

Applicants should check their eligibility for the Continuing Education Fund (CEF) in advance (https://www.wfsfaa.gov.hk/en/ce/cef/eligibility.php).

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

1. (i) a. Completed a recognised diploma programme or above; OR
      b. holder of “Professional Certificate in Digital and Social Media Marketing” issued by SPEED or Institute of Entrepreneurship or equivalent; 
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-1201, 12/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 ce.car@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/ FPS/ China UnionPay card)
You could settle the course fee via On-line Card Payment System by Visa/ Master/ FPS/ 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.