Professional Certificate in Strategic AI Integration for Digital Marketing and E-commerce

Aims

This course aims to provide an advanced understanding of AI-driven e-commerce and digital marketing concepts, emphasizing the integration of artificial intelligence technologies in online business strategies. It seeks to equip students with the knowledge and skills to apply AI tools and data-driven insights for enhancing e-commerce operations, personalization, and strategic marketing decision-making.

Intended Learning Outcomes 

Upon successful completion of this course, students will be able to:

• Recognize and evaluate potential applications and benefits of AI in digital marketing and e-commerce.

• Formulate and implement strategic plans for integrating AI into digital marketing and e-commerce operations.
• Utilize AI tools and techniques, including machine learning and generative AI, to automate and optimize marketing processes and campaigns.
• Apply AI-driven customer insights and personalization techniques to improve user experiences and increase customer engagement.
• Assess and refine the effectiveness of AI-integrated marketing strategies through advanced analytics and performance metrics.
• Understand and address ethical considerations and data privacy issues associated with AI applications in digital marketing and e-commerce, ensuring responsible and compliant use.

   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.: 25/001423/L5; Validity period from 14 November 2025 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: 33K169532). This course is recognized under the Qualification Framework (QF Level 5).  For devtails of the CEF, please visit the CEF website: https://www.wfsfaa.gov.hk/cef.

(a) Foundations of AI in Digital Marketing 

• Introduction to AI and Generative AI in Digital Marketing and E-commerce
• AI Tools for Digital Marketing, E-commerce, and Content Creation 
  (e.g. ChatGPT, Gemini, Claude, Poe, Perplexity, Copilot etc.)
• AI Prompt Engineering for Digital Marketing

(b) AI-Driven Marketing Strategies and Insights 

• AI-Driven Customer Insights and Market Research
• Developing AI-Driven Marketing Strategies
• Developing AI-Driven Product Strategies

(c) Advanced AI Practices and Ethical Considerations 

• AI for Blogging and Website Construction
• AI for Search Engine Marketing (SEM): SEO, PPC, and SGE
• AI in Email Marketing
• AI for Social Media Marketing and Advertising
• AI in Sales and Marketing Funnels
• AI for E-commerceAI for Content Marketing
• AI Analytics for Marketing Data and Performance

(d) AI-Driven Marketing Strategies and Insights 

• AI in Visual, Audio, and Voice Content Creation (MidJourney, Leonardo, Dall-E, Stable Diffusion, Runway, PixVerse, Suno etc.)
• Chatbots, Customer Service Automation, and Analyzing Customer Feedback
• Customization of AI Bots for Marketing Efficiency (e.g. GPTs and Bot etc.)
• Building AI Influencers and KOLs for Marketing and Branding
• Plugins and API Integration with AI
• AI Agents and No-Code Marketing Automation (e.g. Zapier, Make)
• Data Privacy and Ethical Considerations

(e) Capstone Project 

• Capstone Project demonstration and Presentation

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$10,000. Students are required to pay only HK$2,500. 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. Completed a recognised diploma programme or equivalent; OR
       b. Holder of “Professional Certificate in Digital and Social Media Marketing” or equivalent, issued by the Institute of Entrepreneurship or SPEED or equivalent.

(ii)   Have at least three 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.