1. To provide students with the basic knowledge to understand the effect of online to offline (O2O) marketing and its applications
2. To identify the effect of KOL how the applications linking with the development and trends on digital marketing

1. GOLDEN RULES OF O2O MARKETING
• Overview of O2O Trends
• Steps of Online Promotions
• Collaboration of Offline Channels
2. KOL MARKETING AND INFLUENCER EFFECT
• How to be a KOL
• Value of KOL towards corporations and community
• KOL Platforms and facilities
• ROI of influencer by calculations and data analytics
3. ONLINE CHANNELS
• Digital platforms Promotion
• Understand and Build Customer Relationships
4. OFFLINE CHANNELS
• Applications of Physical Stores
• Setting the linkage with traditional events
5. O2O STRATEGIES FOR TARGET MARKETS
• Marketing Mix and SWOT for running O2O
• Planning and Development in various Product segments
• Fundamental Differences in Service Industries
6. SHOWCASE OF SUCCESSFUL O2O EVENTS
7. LEGAL ASPECTS ON O2O MARKETS
• Personal Data Privacy
• Computer Crimes and Misuse of Computer
• Advertising Law and the digital world

1. To provide students with the insights on using the Internet for B2B and B2C purpose
2. To help students to familiarise with the electronic marketing mix, business models and electronic commerce (EC) technologies
3. To learn the EC support services and formulate EC strategy for implementation

1. OVERVIEW OF ELECTRONIC COMMERCE
• Get an Overview and Fundamental of E-Commerce and some Terminologies
2. INTERNET CONSUMER RETAILING
• Understand E-Tailing and Electronic Service Industries as well as Consumer Behavior Online, Market Research and Online Advertising
3. BUSINESS-TO-BUSINESS EC
• Grasp Different B2B E-commerce Model Includes Auction, Exchange, E-Supply Chain, Intra-business EC and Collaborative Commerce
4. OTHER EC MODEL AND APPLICATIONS
• Explore other EC Models and Applications, such as E-Government, E-Learning, and C2C EC, M-Commerce, l-Commerce, Pervasive Computing and Social Networking
• Learn how to Deal with Auctions, Bartering, Negotiations Online and EC Application Development
• Understand the Web 2.0 Revolution and Social Media
5. EC SUPPORT SERVICES
• Learn on How to Protect Computer Systems and Minimize the Risk through Appropriate Security Programs
• Understand on Electronic Payment, Order Fulfillment,ERP, Intelligent Agents and Other Support Services
6. EC STRATEGY AND IMPLEMENTATION
• Discuss Strategic Issues in Implementing and Deploying EC
• Learn about Global EC and EC for SMEs as well as the Economic of EC, Including Balanced Scorecards, Metrics,and Justification Methods
• Understand the Steps to Build a Storefront and How to Deal with Legal, Ethical, and Societal and Legal issues

1. To learn an overview of various types of digital marketing, manage effective website, get insights from global online shopping studies, manage different types of social media, and understand the business model of social commerce.

1. DIGITAL MARKETING OVERVIEW
• Overview of Various Types of Digital Marketing - Digital Advertising, Partnership Marketing, and Corporate Channels.
• Key Metrics of Digital Advertising
• Designing Effective Website - The Eight Cs
• How to Allocate Online Marketing Budget?
2. WEBSITE MANAGEMENT
• Tips for a Successful Website
• Review and Identify Areas for Improvement of Your Company Website
• Key Performance Metrics
• Search Engine Optimization (SEO) for Your Company Website
3. ONLINE SHOPPING
• Hong Kong Online Shopping Market and Forecast
• Insights from Global Online Shopping Studies
• Critical Success Factors of Online Shopping
4. SOCIAL MEDIA
• How to Launch a Facebook Advertising Campaign
• How to Create a Fan Page
• Set up a Branded Channel at Youtube
• How to Set Up a Weibo
• How to Create a Twitter Page
5. SOCIAL COMMERCE (GROUP BUY)
• Business Model of Social Commerce and How It Works
• Key Trends of Social Commerce
• Should you use Group Buy Site to Sell your Products/Services? What are the Factors to Consider?

1. To equip students with a thorough understanding of how information technology had changed the marketing system and the activities of business people within it.
2. To ensure all students are aware of the major impact of information technology on the commercial environment and potential customers' life style and buying habits.
3. To enable students with contemporary understanding of Big Data and related analysis tools in making marketing decisions.

1. THE IMPACT OF IT ON MARKETING
• IT and Marketing, The Changing Marketing System, Computer Applications in Marketing, Marketing Software
2. MARKETING INFORMATION SYSTEMS
• Strategic Framework for the Evaluation and Application of IT Initiatives in Marketing
• Evaluation of Information Systems, Introduction of Software Development Life Cycle, Design and application of Customer Relationship Management (CRM) System
3. THE EVOLVING "DIGITAL" LANDSCAPE AND MARKETING STRATEGY
• Social media penetration and "Digital" life style
• Impact of IT on the Strategic Decisions and Competitive Advantage sustainability
4. IT FUNDAMENTALS FOR THE DIGITAL ERA
• Internet/Intranet/Extranet, Database Marketing, I.O.T.
• Planning for Innovation, The Diffusion of Innovations, The Adoption Process, Factors Affecting the Rate of Adoption
5. BIG DATA
• Defining the scope and application of "Big" data, such as Modeling Technique.
• How to navigate and survive the ocean of "Big Data" ? e.g. type of data models, V3 practice etc
6. DATA ANALYTICS
• Understand the application of Data Analytics in automatic insights into a dataset to everyday marketing activities
• How to transform traditional workflow into the usage of queries and data aggregation procedures in order to incorporate data analytics

1. To learn the features, benefits and know-how of managing display advertising and search engine marketing, email marketing and mobile marketing campaigns.

1. DISPLAY ADVERTISING
• Display ad Formats, Ad Rates and Showcases
• Ad serving - When, Who, and Which
• Key Performance Metrics
• How to Read Advertising Rate Card, and Identify the Right Advertising Channel, Ad Unit and Pricing Option?
• How to Analyze and Optimize Performance of Display Ad Campaigns?
2. SEARCH ENGINE MARKETING
• Difference between Paid-search Advertising and Search Engine Optimization (SEO)
• The Basics of Paid-search Advertising - Features, Benefits, Ad Guidelines, Pricing, Ad Ranking and Budget Management
• How to Write an Effective Paid-search Advertisement
• Useful Tips to Optimize ad Campaign Performance
3. EMAIL MARKETING
• Email Marketing DOs and DON'Ts
• Design and Craft Your Email
• How to Write Effective Subject Line for eDM?
• Build, Buy or Rent Email List?
• Vital Questions to Ask Email List Broker
• Key Performance Metrics
4. MOBILE MARKETING
• How to Market via Mobile
• Mobile Ad Formats, Ad Rates and Showcases
• Mobile Apps - The 5Ps
• Advertising
• Key Performance Metrics

1. To enable students to be an effective strategist and executor in digital marketing.
2. To train up students' strategic mindsets in digital marketing and branding decision making.
3. To equip students with the conceptual frameworks in formulating high-impact digital marketing strategies.

1. INTRODUCTION TO STRATEGIC DIGITAL MARKETING
• Strategy, Strategic Management and Strategic Marketing
• Evolution of Global and Local Market Landscape
• High-impact Digital Marketing Strategies and Executions
• Thinking Like a First-rated Marketing Strategist
2. CORPORATE STRATEGY DECISIONS AND THEIR MARKETING IMPLICATIONS
• Criteria and Methods for Defining the Corporate Mission and Vision
• Corporate Growth Strategies
• Allocating Corporate Resources
• Corporate Strategy and Strategic Digital Marketing
3. BUSINESS STRATEGIES AND THEIR MARKETING IMPLICATIONS
• Generic Business-level Competitive Strategies
• Business Strategies and Market Landscape Analyses
• Coping with the Ever-changing Market Dynamics
4. IDENTIFYING ATTRACTIVE MARKETS
• Macro, Meso and Micro Analyses for Accessing Markets
• Identifying the Critical Successful Factors
• Getting Rid of Critical Failure Factors
• Modeling and Reapplying of Successes
• Seizing the "White-spaces"
• Strategic Segmentation, Targeting and Positioning
5. FORMULATING FIRST-RATED MARKETING STRATEGIES WITH DIGITAL AND SOCIAL MEDIA
• Strategies for New Market Entries
• Strategies for Growth Markets
• Strategies for Mature and Declining Markets
• 360-degree Digital and Social Media Marketing Strategies
• Bridging Online with Offline Strategically
6. EXECUTION, TRACKING, EVALUATION AND CONTROL
• Organizing and Planning for Effective Executions
• Planning for Strategic Executions
• Setting KPIs and Scorecards
• Establishing the Control Systems
7. OVERVIEW OF CONTEMPORARY THEORIES OF STRATEGIC AND STRATEGIC MARKETING
• PEST
• SWOT
• 3C
• 5-Forces Model
• BCG Matrix
• GE / McKinsey Grid
• The McKinsey 7S Framework
• Value Chain
• Blue Ocean Strategy
• Purple Oceans Strategy
• Balanced-score Card

The management report allows students to demonstrate their ability in applying their knowledge and skills to a real situation, usually within their own organization or based on a new business idea. Under the guidance of a supervisor, students are required to complete a comprehensive management plan including a logical sequence of analysis, decision rationale, steps of implementation, control and financial projection.

Course contents of all modules may be subject to change if required without prior notice.