Professional Certificate in AI-Driven in Digital and Social Media Marketing - 9th Intake

Aims

This course aims to impart a sophisticated understanding of digital and social media marketing concepts, specifically focusing on the integration of AI technologies. It seeks to equip students with the necessary skills to leverage AI strategies effectively for marketing management and decision-making.
 

Intended Learning Outcomes 

Upon satisfactory completion of the course, students are expected to be able: 

• Critically evaluate and understand the integration of AI technologies in digital and social media marketing, acknowledging their potential impact on business strategies and consumer engagement.

• Develop comprehensive digital and social media marketing plans, leveraging AI tools for data analysis, campaign management, and customer interaction.
• Formulate and implement AI-powered marketing strategies to optimize business growth, ensuring their alignment with the overall business objectives.
• Utilize AI-driven analytics to measure and enhance the performance of digital and social media marketing campaigns, applying insights to optimize future marketing efforts.
• Integrate AI technologies to improve personalized marketing efforts, enhancing customer experiences across digital and social media platforms.
• Apply ethical considerations and data privacy regulations within the context of AI-powered digital and social media marketing, ensuring responsible and transparent marketing practices.

Development of the Course

This course represents the continued development of the Professional Certificate in Digital and Social Media Marketing. The original programme was offered in five intakes from July 2021. During this stage, the programme retained its core coverage of digital marketing channels, consumer behaviour, social media marketing and strategic planning, while progressively introducing chatbots, AI and emerging digital tools, thereby laying the foundation for its subsequent transformation. In response to the growing impact of AI on marketing, the next-generation Professional Certificate in AI-Driven Digital and Social Media Marketing was launched in June 2024.

The revised curriculum integrates Generative AI, AIGC, AI search, AEO, Agentic AI, AI applications in social media marketing, AI-driven analytics, as well as ethics and privacy into its core structure. Since the launch of the AI-driven version, the programme has already delivered eight intakes within two years and is now recruiting for its ninth intake, scheduled to commence in September 2026. This development reflects the programme’s continued responsiveness to the marketing sector’s demand for AI applications and data-driven capabilities, as well as the positive response it has received from industry practitioners and working professionals.

   This course is recognised under the Hong Kong Qualifications Framework (HKQF) at Level 4 and is now available on Qualification Register (QR) (QR Registration No.: 23/001128/L4; Validity period from 13 November 2023 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: 33K157860). This course is recognized under the Qualification Framework (QF Level 4).  For devtails of the CEF, please visit the CEF website: https://www.wfsfaa.gov.hk/cef.

Digital Marketing Channels and Essentials

(a) Foundation of Digital Marketing

• Digital marketing as part of the marketing mix
• Digital marketing trends
• Characteristics and benefits of digital media

(b) Digital Marketing Channels and Tools

• Website and landing page
• Display and programmatic advertising
• Email marketing
• Search engine marketing
• Social media marketing
• Mobile marketing
• Online video marketing

Digital Consumer Behaviour and Social Media Marketing 

(a) Digital Consumer Behavior - Consumer Behavior in Digital Age

(b) Social Media Marketing 

• Types of social media
• Social media for consumer insight 
• Brand building with likable media
• Social media campaign planning
• Best practices on leading social media platform

Generative AI and its impact on Digital Marketing

(a) Generative AI and application 

• Introduction to AI: AI vs Generative AI
• Generative AI and related AI Generative Content (AIGC)for marketing

(b) AI Generative Content (AIGC) for marketing

• Text to text Generative AI applications
• Generative AI applications for image creation
• Video Generative AI applications
• Other Generative AI applications

(c) Use of AI and AIGC on Search Engine Marketing
(d) Use of AI and AIGC on Social Media Marketing 
(e) Ethics and Privacy in AI-enhanced Marketing

Digital Marketing Strategy, Campaign Development, Implementation, Practices and Evaluation 

(a) Digital Marketing Strategy Development 

• The internet and the marketing mix
• Digital marketing strategies and frameworks

(b) Developing Effective Digital Marketing Campaigns 

• Digital marketing frameworks, objectives and tactics
• Campaign planning and implementation  
• Delivering the online customer experience
• Marketing communications with the right digital media channels
• Digital activation and integration
• Lead generation and conversion

(c) Evaluating Digital Marketing Performance and Opportunities 
(d) Impact of AI on Digital Marketing Campaign and Strategy 

The course adopts an integrated learning approach that combines relevant academic theories, digital marketing concepts and strategic frameworks with practical applications and hands-on exercises. Students will apply their learning through case studies, campaign-planning activities, practical workshops and laboratory sessions involving digital marketing, generative AI, AI agents, marketing automation, vibe coding and data analytics.
 

The teaching team comprises lecturers with academic backgrounds and experienced industry practitioners, enabling students to benefit from both theoretical perspectives and current professional practices. Guest speakers may also be invited from time to time to share their expertise and insights on emerging trends, topical developments and practical issues in digital marketing and artificial intelligence.
 

A range of contemporary digital marketing and AI-enabled platforms may be introduced to support practical learning. Examples may include ChatGPT, Google Gemini, Gemini Notebook and Poe; AI agent and workflow automation platforms such as Manus and n8n; vibe coding tools such as Cursor; and digital marketing platforms such as Google Ads, Meta Ads, Google Analytics and Google Search Console. The selection of platforms and tools may be updated from time to time in response to technological developments, industry practices and their relevance to the intended learning outcomes.
 

Students will also benefit from undertaking a group-based Capstone Project, through which they will apply the knowledge and skills acquired in the course to a real or simulated business scenario. The project provides an opportunity for students to integrate digital marketing concepts, AI-enabled applications, strategic planning, data-informed decision-making and practical problem-solving in a collaborative setting.

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 Willy LAI

Co-founder & CEO of FIMMICK

Mr Keith LI
Chairman of WTIA

Mr Jansen LU

• Sought-after digital and social media consultant and corporate trainer, leading a boutique agency
• Expert in social listening, market intelligence, and social platform algorithms

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

Mr Vincent TSUI

Founder of Pinocchio Communication Ltd

Eligible applicants for the Continuing Education Fund (CEF) can receive a maximum reimbursement of HK$12,580. Students are required to pay only HK$4,220. 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 (i) and (ii):

(i)    a. Complete a recognised diploma programme or above; OR
       b. Mature candidates aged 25 or above before the start date of each intake.

(ii)    Have at least two years of work experience in sales & marketing, media & communications, public relations, administration, information technology or business development.

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

Students who have successfully completed the course and fulfilled all other requirements are eligible to apply for the Certified Digital Marketer (CDM) designation awarded by the Hong Kong Association of Interactive Marketing (HKAIM).

*Approval is subject to the final decision of HKAIM.

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 the completed application form with a copy of your HKID card 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:

Send the following documents to
CPCE Academic Registry - Continuing Education
Room N301, 3/F, North Tower, PolyU West Kowloon Campus, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong

• Completed application form
• A copy of your HKID Card and valid visa/ entry permit (if applicable)
• Proof of academic qualification or/and proof of work experience with specified employment period(s)
• A bank draft/ crossed cheque/ payment confirmation page (for online payment)

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

Send the following documents by e-mail to ce.car@speed-polyu.edu.hk

• Completed application form
• A copy of your HKID Card and valid visa/ entry permit (if applicable)
• Proof of academic qualification or/and proof of work experience with specified employment period(s)
• A bank draft/ crossed cheque/ payment confirmation page (for online payment)
   

*** Incomplete submission of required documents may delay processing or result in your application not being considered.

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.  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)  Online Payment Portal (by FPS/ Visa/ Master/ China UnionPay card)
You could settle the course fee via On-line Card Payment System by FPS/ 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. No separate hardcopy of the payment receipt will be issued for you.

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.