Programme Brochure

Objective

This programme aims to equip participants to use AI in digital marketing and branding. You will learn to apply AI for developing
effective marketing strategies and improving digital brand experiences to enhance data-driven marketing efforts.

Upon completion of this course, you will be awarded the Certified Digital Marketer certificate presented by HKAIM.

Programme Highlights

• Practical Application: Gain hands-on experience and practical skills through real-world case studies and interactive exercises, allowing you to apply AI concepts directly to digital marketing and branding scenarios. Complete a practical project, from insights, to creative, to execution and review.
• Networking opportunities – connect with like-minded expertise to expand your professional network and fostering future collaborations
• Implement AI-driven strategies effectively and efficiently in your digital marketing campaigns by getting access to a wide range of AI tools, software, and resources.
• Industry-Relevant Skills: Acquire in-demand skills that are highly sought after in the digital marketing and branding industry, making you a valuable asset to employers and opening up new career
  opportunities.
• Expert-led Instruction: Benefit from expert-led instruction by industry professionals with extensive experience in AI and digital marketing, providing you with valuable insights, best practices, and
  guidance throughout the program.

Date

13 November 2024 – 21 December 2024

Time

19:00 – 22:00 (Wed) & 09:00 – 18:00 (Sat)

Duration

Total 48 lecture hours (3 hours per session)

Medium

Cantonese

Venue

HKPC Building, 78 Tat Chee Avenue, Kowloon Tong

Course Fee –

HK$19,200 

Award of Certificate

Certificate of Attendance will be issued to participants who have attended 75% or more of the classes.

Course Structure

Module 1

Introduction to AI and Design Thinking in Brand Success

Module 2

AI – Assisted Market Research: User Journey Mapping and Optimization

Module 3

Generative AI Overviews & Implications

Module 4 

Programmatic Media Bidding and Optimization using AI

Module 5

AI Revolution in SEO & SEM

Module 6

Propensity Modelling for Targeted Marketing

Module 7

AI Application in Omnichannel Ad Targeting and Personalization

Module 8

Predictive Analytics for Data-Driven Insights

Module 9

AI Content Creation with Adobe

Module 10

Digitalized Lead Scoring and Conversion Optimization

Module 11

Dynamic Pricing and Revenue Optimization

Module 12

Retargeting Strategies using AI

Module 13

Web and App Personalization through AI

Module 14

AI – Powered Chatbots and Predictive Customer Service

Module 15

AI Application in GBA

Module 16

Final pitching

Programme Instructor

Mr Hui Shun, Eddy
The Vice Chairman of the Hong Kong Association of Interactive Marketing, the Vice Chairman of the Hong Kong Designers Association, Branding and UX Consultant and Association Professor

Eddy is a pioneering force in the world of transmedia storytelling, digital marketing, UX/UI and branding in Hong Kong. With over 30 years of experience in the advertising and media industry, Eddy has established himself as a leading creative visionary, seamlessly integrating new media into corporate identities for over 100 local and international enterprises, including Fortune 500 brands.

As an early adopter of these innovative disciplines, Eddy’s expertise has been sought after globally, with his own artworks exhibited in countries around the world. His passion for nurturing young talent is equally remarkable, as he serves as an external examiner, advisor, and visiting scholar at various universities, as
well as mentoring through different programs and vetting panels.

Eddy’s versatility and leadership skills are further demonstrated in his previous roles as the Group/Executive Creative Director at respected local and global design companies, as well as his experience as the Head of Design Department, Associate Professor, and Programme Leader for undergraduate and postgraduate programs.

Mr Raymond Leung
Former General Manager of Cherrypicks Limited

Raymond developed and built one of the largest mobile app development company (Cherrypicks) in Hong Kong & facilitate the merger & acquisition with HKEX listed company Net Dragon. Widely popular projects include Leave Home Safe, HSBC PayMe, MTR mobile, MTR first web 3 platform, MTR Alighting reminder function (hardware & software infrastructure covering 99 MTR stations) and over 10 shopping malls mobile application & CRM (i.e. MTR, Wharf group, IFC, Landmark, Megabox).

Mr River Ho
Chief Strategist and Founder of NMC Interactive

Before founding his own company, River honed his skills at leading technology and advertising firms, developing expertise in online marketing strategies, SEO, and marketing data analysis. With over 20 years of experience providing professional services to major enterprises, his impressive client roster includes industry giants
such as Nestlé, Jardine Matheson, Li & Fung (Retail), and eBay. His work has garnered numerous awards and accolades. River is also a sought-after conference speaker and corporate trainer.

River has served Youth Business Hong Kong (YBHK), an initiative of the Hong Kong Federation of Youth Groups, the Hummingfish Foundation, and the Association of Accredited Advertising Agencies of Hong Kong. Currently, he serves as a member of
the Executive Committee for the Hong Kong Association of Interactive Marketing.