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Programmes

AI-Powered Marketing and Digital Media (NEW)

Higher Diploma in AI-Powered Marketing and Digital Media (NEW)

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Programme Code

  • HP827 Year 1 & 2, Higher Diploma (HD)

 

Phone 2867 8325　　Email AIMarketing@hkuspace.hku.hk

 

“Welcome to the Future Ready AI-Marketing Programme”

In today’s fast-changing digital economy, the landscape of marketing is being rewritten by technology. Our programme is designed to place you at the forefront of this transformation.

By seamlessly blending robust theoretical knowledge with hands-on practical skills, we equip you to navigate and shape the future of marketing, digital media, and artificial intelligence (AI).

 

Why Choose This Programme?

Our curriculum adopts a balanced academic and professional orientation, serving as your perfect launchpad whether your goal is higher education or immediate career success.

Academic Progression

Build a rock-solid foundation that prepares you for seamless academic advancement to Bachelor’s degree studies in:

  • Marketing & Branding
  • Digital Media & Communications
  • Business Administration & related disciplines

Career Readiness

Step into the industry as a highly competitive, industry-ready graduate. We prepare you for high-demand careers in:

  • AI Skills and Application for Marketing
  • Marketing Management
  • Brand Strategy
  • Digital Advertising
  • E-commerce & Social Media

 

Programme Aims and Features 

Programme Aims:

  • Dual Pathway Success: It provides a strong academic foundation for progression to Bachelor's degrees (in marketing, media, or business) while simultaneously developing industry-ready graduates for careers in branding, digital advertising, and e-commerce.
  • AI & Intelligent Tools: Students learn to navigate a fast-changing landscape by integrating AI-driven marketing practices and smart tools into their work.
  • Applied & Creative Learning: The curriculum emphasises real-world problem-solving and creativity to address practical business challenges.
  • Lifelong Growth: It combines academic rigor with practical experience to support ongoing professional development and lifelong learning.

 

On completion of the programme, students should be able to​:

  • Communicate ideas in a manner appropriate to the circumstance using English and Chinese languages (oral and written) in social and academic contexts;
  • Use information technology and quantitative / numerical skills to manage information and solve daily life problems;
  • Critically discuss the roles and functions of marketing and digital media, and evaluate how traditional, digital, and AI-powered marketing tools are applied to achieve organisational and business goals;
  • Apply knowledge of consumer psychology, behavioural patterns, and AI-driven audience insights to identify target markets and to design, justify, and optimise data-driven digital media strategies;
  • Integrate marketing communications across digital media platforms with the strategic support of AI tools (e.g. content generation, personalisation, automation, and optimisation) to engage customers and effectively promote branding, products, and services to the targeted markets; and  
  • Leverage AI-driven data analysis, predictive analytics, and critical evaluation skills to interpret marketing and digital media performance, make evidence-based decisions, and propose effective marketing solutions for business challenges.

 

Job Placement / Experiential Study

The two Experiential Learning courses are developed to provide an invaluable hands-on experience either in Work Placements in Digital Advertising Agency, Social Media Agency, Retail, Online Shopping, Product Marketing, Brand Marketing and Management or through authentic cases in Final Year Project (AI-Marketing and Digital Media) by applying classroom knowledge to real-world business challenges. These opportunities not only strengthen professional skills and industry connections but also build confidence and career readiness, giving graduates a competitive edge in marketing, digital media, and AI-powered business environments.

 

Opportunities for Further Studies

UGC-funded Universities

The list below shows the degree programmes that our graduates may apply for further studies:

  • The University of Hong Kong
    Bachelor of Business Administration
    BSc Information Management
    BSc Marketing Analytics and Technology
    Bachelor of Arts and Bachelor of Engineering in Artificial Intelligence and Data Science
  • The Chinese University of Hong Kong
    BBA (Integrated BBA Programme)
  • Hong Kong University of Science and Technology
    BBA (Hons) Marketing
    BBA (Hons) Management
    BBA (Hons) in General Business & Management
    Bachelor of Business Administration
  • City University of Hong Kong
    BBA Marketing
    BBA Management
    BBA Artificial Intelligence in Business
    BBA Business Decision Analytics
    BBA Business Economics
    BBA Information Management
    BBA Global Operations Management
    BA Creative Media
    BA Digital Television and Broadcasting
    BA Media and Communication
  • The Hong Kong Polytechnic University
    BBA (Hons) Marketing
    BBA (Hons) Management
    BBA (Hons) Global Supply Chain Management
    BBA (Hons) Supply Chain Management and Analytics
    BA (Hons) Scheme in Fashion
    BSc (Hons) Scheme in Hotel and Tourism Management
  • Hong Kong Baptist University
    BBA (Hons) Marketing Concentration
    BBA (Hons) Entrepreneurship and Business Innovation Concentration
    BBA (Hons) Human Resources Management Concentration
    BBA (Hons) Information System and e-Business Management Concentration
    BBA (Hons) Strategic Retail Management and Innovation Concentration
    BSc (Hons) Business Computing and Data Analytics
    Bachelor of Communication (Hons)
  • Lingnan University
    Bachelor of Business Administration (Hons)
 
*The above list is not exhaustive and only shows some of the examples.
 

Graduates are also eligible to apply for the below degree programmes offered by other institutions:

Other Local Institutions

  • HKU SPACE
    • Full-time or part-time, Bachelor of Arts (Hons) Marketing and Management (Top-up), offered by The University of Hull (UK) in collaboration with HKU SPACE
    • Full-time or part-time, Bachelor of Arts (Hons) Marketing (Top-up), offered by The University of Hull (UK) in collaboration with HKU SPACE
    • Full-time or part-time, BSc Business and Management (Top-up), offered by The University of London LSE Global Programmes (Academic Direction: London School of Economics and Political Science, LSE) (UK) in collaboration with HKU SPACE
    • Full-time or part-time, BSc Economics and Management (Top-up), offered by The University of London LSE Global Programmes (Academic Direction: London School of Economics and Political Science, LSE) (UK) in collaboration with HKU SPACE
    • Full-time or part-time, Bachelor of Science (Honours) Business Management (Top-up), offered by The University of Plymouth (UK) in collaboration with HKU SPACE
    • Part-time, Bachelor of Science (Honours) Business Management (Project Management) (Top-up), offered by The University of Plymouth (UK) in collaboration with HKU SPACE
    • Part-time, Bachelor of Arts (Honours) International Business Management (Top-up), offered by The University of Plymouth (UK) in collaboration with HKU SPACE


Overseas Universities

  • The University of Hull (UK)
    BA (Hons) in Marketing and Management
    BA (Hons) in Marketing
  • The University of London (UK)
    BSc Business and Management
    BSc Economics and Management
  • The University of Plymouth (UK)
    BSc (Hons) Business Management
    BSc (Hons) Business Management (Project Management)
    BA (Hons) International Business Management

 

Career Prospects

This programme fosters students’ critical thinking, technological fluency, and practical problem-solving skills, preparing them to seamlessly integrate marketing knowledge into professional practice. By blending strategic marketing foundations with hands-on AI competencies, the programme equips graduates to thrive as future-ready professionals in the rapidly evolving landscape of AI-driven marketing.

  • Obtain Level 2 or above in 5 subjects*§ including English Language and Chinese Language# in the HKDSE Examination; OR
  • Hold a recognised Diploma in Foundation Studies programme; OR
  • Hold a Diploma of Applied Education / Diploma Yi Jin; OR
  • Equivalent qualifications will be considered by the College.
 
Applicants who do not meet the entry requirements of the 2-year Higher Diploma Programme should apply for admission to the Diploma in Foundation Studies (DFS) programme.

 

Recognition of Prior Learning (RPL)

Relevant and substantial work experience and / or prior qualifications obtained in or outside Hong Kong (e.g. assessed through recognition of prior learning and credit accumulation and transfer), with demonstrated ability to undertake sub-degree education, will be considered by the College.

 

Mature Students

Applicants who do not possess the above academic qualifications, but are aged 21 or above and with relevant work experience will be considered on individual merit.

 

*Applicants are allowed to use not more than 2 Applied Learning (ApL) subjects in the application. The recognition of the ApL subjects is as follows: 

“Attained with Distinction (II)” is deemed equivalent to Level 4 or above;
“Attained with Distinction (I)” is deemed equivalent to Level 3; and 
“Attained” is deemed equivalent to Level 2 in the HKDSE Examination.

#ApL Chinese (for non-Chinese speaking students) would be accepted as an alternative Chinese Language qualification.

§ If one of the five HKDSE subjects is Citizenship and Social Development, the requirement will be “Attained” for the subject.

Effective from 2027-28 Academic Year:

 

Higher Diploma Year 1

  • Introduction to Academic English
  • English for Academic Purposes I
  • AI and Digital Literacy
  • Applied Statics
  • Principles and Practice of Marketing
  • Accounting for Business Decisions
  • Consumer Behaviour and Psychology
  • Digital and Social Media Marketing
  • AI-powered Marketing Foundation
  • AI Application for Content Creation and Video Production

 

Higher Diploma Year 2

  • Practical Chinese*
  • English for Academic Purpose II
  • English for Business
  • Work Placement / Final Year Project (AI-Powered Marketing and Digital Media)
  • Management and Organisational Behaviour
  • Digital Branding and Storytelling
  • Selling Skills and Salesmanship
  • AI for Marketing Analytics and Insights
  • Event Management and Public Relations
  • E-commerce and Retail Business

 

Graduation Requirements

To be awarded a Higher Diploma in AI-Powered Marketing and Digital Media, students should:

  • obtain 60 credits (i.e. 240 QF credits) of courses as prescribed in the Years 1 & 2 curricula of the programme for which they are registered;
  • achieve a Cumulative GPA of 1.7 or above;
  • obtain Grade C- or above in all core English courses; and
  • obtain a pass for the course “CCSA8004 – China’s Development, Hong Kong and the National Security Law”.

 

Award

Successful completion of this programme leads to the "Higher Diploma in AI-Powered Marketing and Digital Media" awarded within the HKU system through HKU SPACE.

 

The College reserves the right to make modifications to individual courses on a need basis.

* Non-Chinese speaking students or students who have not received sufficient training in the Chinese language may apply for exemption from the Chinese course(s), and alternative courses may be assigned.

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