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Programme Highlights
- This practical workshop will introduce you the latest technologies in virtual event and video production including Metaverse, 5G, AI, Big Data, etc. It will also equip you the essential skills from event planning, project management, performance measurement, solution applications, and more.
Learning Outcomes
By taking this course, you will be able to
- Understand the latest technology and its application in relation to digital marketing and event production e.g. 5G, AI, Big Data, Cloud Computing
- Know-how on 5G technology in unleashing the potential of the Metaverse
- Practical know-how for transforming regular events to virtual events
- Technical know-how for producing and editing videos with minimal resources
- Identify and incorporate appropriate technology to integrate your digital media strategy
Date
05 – 06 February 2024 (Mon & Tue)
Time
09:30 – 17:00
Duration
Total 12 lecture hours
Medium
Cantonese
(supplemented by English and with English handouts)
Certificate of Achievement
A Certificate of Attendance will be awarded to participants who have attended 75% or above of the course.
Course Structure
| Part I – Metaverse 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. What is Metaverse |
| A. “Meta” and “Universe” : The Next Internet B. Explore various technologies involved in Metaverse C. Metaverse Case Study |
| 3. 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 |
| 4. Make 5G Work For Your Marketing Strategy |
| A. Optimising 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 |
| 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 |
| 9. How to Communicate with Agencies and Professionals? |
| A. Planning: Target audience, video stylisation 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).