[只提供英文内容]
Programme Highlights
- This practical workshop enables you to apply relevant tools for the marketing and production of virtual events – from event organization, management and promotion to video production, which includes planning, performance measurement, solution selections and more.
Learning Outcomes
By taking this course, you will be able to
- Understanding of the latest technology and its application in relation to digital marketing e.g. 5G, AI, Big Data, Cloud Computing
- Practical know-how for organising webinars / live streaming events
- Technical know-how for producing and editing videos with minimum resources
- Able to identify and incorporate appropriate technology to your digital media strategy
Course Fee – RTTP Approved
HK$4,500/ HK$4,050*
*Group discount for 2 or more, Membership discount: 10% discount off the original listed price
For RTTP applicants: HK$1,500# (Original price: HK$4,500)
#Maximum saving, with the final grant subjects to approval.
This course is an approved Reindustrialisation and Technology Training Programme (RTTP) with up to 2/3 course fee reimbursement upon successful applications. For details: https://rttp.vtc.edu.hk.
Date
5 – 6 October 2021 (Tue & Wed)
Time
09:30 – 17:00
Duration
Total 12 lecture hours
Medium
Cantonese
(supplemented by English and with English handouts)
Award of Certificate
A Certificate of Attendance will be awarded to participants who have attended 75% or above of the course.
Course Structure
| Part I – Digital Marketing in Digital Era |
| 1. Introduction to Digital Marketing |
| A. Overview of digital marketing and terminology: SEO, SMM, EDM etc. B. Emerging trends in digital marketing: UGC and online video C. Digital marketing across channels and platforms D. Understanding key content format: digital events and video content |
| 2. 5G Technology for Digital Marketing |
| A. What is 5G technology? Millimetre Waves, Small Cells and massive MIMO B. Use Cases of 5G technology in consumer experience: eMBB, URLLC and mMTC |
| 3. Make 5G Work For Your Marketing Strategy |
| A. Optimizing digital marketing with Big Data B. Basic concepts of algorithm and cloud computing C. 5G and digital content: Live Streaming, AR, VR, 4k/8K, 360 video |
| Part II – Webinar and Live Streaming |
| 4. Digital marketing with Webinar and Live Streaming |
| A. Advantages and challenges in digital events B. Potentials in webinar marketing & live streaming C. 5G application with small cells and eMBB (enhanced Mobile Broadband) |
| 5. How to Build Your Streaming Team? |
| A. What makes an effective online event? B. Audience engagement and interactive design C. Security and privacy |
| 6. Performance Analytics & Measurement |
| A. Performance metrics and survey B. Content management: record and archive |
| 7. Hands-on Exercise: Plan a Webinar |
| Part III – Video Production by Smartphone |
| 8. Digital Video Production on Smartphone |
| A. Emerging trends of online video marketing B. Video Content Performance Analytics & measurement C. Equipment set-up: lenses and accessories D. Camera movement and transition E. Composition 101: Rule of thirds F. Lighting techniques and application G. Advertising with 4K/8K video H. AR production on smartphone I. Social media video measurement |
| 9. How to Communicate with Agencies and Professionals? |
| A. Planning: Target audience, video stylization and format B. Visual narrative: Idea development and storyboard C. Audio design: background music and voice over D. Demonstration of editing |
Trainer
Esther LUI has been lecturing at various institutes including The Hong Kong Polytechnic University, Hong Kong Institute of Vocational Education (IVE). She now also leads a team of trainers from the creative and technology industry to initiate knowledge exchange.
Graduated from the School of Creative Media at City University of Hong Kong majoring in Cinematic Arts, Esther works span across film, music video (MV) and television commercial (TVC) productions. She participated in productions as director (MV of “Supper Moment – Love is Nearby”) and film crews (“The Cave”, “Mad World”, “Zombiology: Enjoy Yourself Tonight”, “Concerto of the Bully” etc).