Tech On Fire

Digital Marketing & Automation Program

Building a Digital Marketing & Automation Team

93% of all online interactions start with a search engine

Why need this technology

Digital Marketing is everwhere.

In the “Think with Google” survey, it was found that 48% of consumers started their queries on search engines, 33% of consumers searched on various store websites, and 26% of users searched on mobile apps. So understand that digital marketing can more effectively promote your company and enhance your company’s business competitiveness.  Digital marketing can allow companies to reach potential customers at a lower cost, thereby promoting their business. Furthermore, digital marketing requires companies to better understand the effectiveness of marketing strategies through data analysis and statistics, and then adjust marketing strategies based on customers’ habits and needs in order to target your target audience. Therefore, digital marketing requires the application of different digital marketing tools and marketing strategies.

Pain Points We Solved

At present, Hong Kong companies face many questions and challenges when they are in digital transformation. They need to seek relevant Internet technology and professional support. For example, do not know how to set key performance indicators (KPIs) for digital marketing plans, techniques for website system optimization, search engine optimization (SEO), and social media marketing.

This digital marketing course is responding to the needs of companies in this area. The instructor will teach a series of module courses to give students a comprehensive overview of the latest digital marketing must-learn areas and fields, including the core principles and uses of digital marketing and the core theories of the course − “Modern Customer Journey”.

Programme Highlights

This course teaches comprehensive digital marketing knowledge. The entire course will focus on the “modern customer journey”, teaching you to apply different digital marketing tools and marketing strategies, such as STP theory, Google Ads, sentiment analysis, return on investment (ROI) and setting key performance indicators (KPI) to Increase the customer base and business of the company.

After completing the entire course, students can plan and execute their own company’s digital marketing plan by themselves. The instructor will explain the latest digital marketing cases and practical online promotion tools, so that students can learn plans and analyze data from a strategic perspective, so that their digital marketing plans can be effectively implemented. This digital marketing course consists of 7 units and a total of 39 hours with both theory and practice.

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Module 1: Introduction to Digital Marketing

This module mainly introduces the core principles and uses of digital marketing. At the same time, it will teach the theory of “modern customer journey” and how to use data to discover trends. Participants will understand the importance of brand positioning, including how to find out their company’s “Hero Product” and examine the company’s market segmentation. After completing this course, students will be able to grasp the important concepts of digital marketing, and be able to plan feasible marketing objectives and related plans.

Module content:
• Modern Customer Journey
• Modern Customer Journey
• Core Principles of Digital Marketing
• Using data to discover trends and market research
• STP theory
• Market segmentation
• Promotion goals
• Market positioning
• Company brand management
• Find your own hero product (Hero Product)
• Plan marketing purpose and related plans

Module 2: Website Optimization

This module mainly teaches how to build a responsive website by yourself to cooperate with the digital marketing plan. A Landing Page with rich and complete information is an important part of the digital marketing plan. It can quickly and effectively deliver goods or services to potential customers to increase the chance of a deal. Participants will learn how to design a website that is effective and compatible with the entire digital marketing plan. They will learn the tools needed for web site creation, how to choose a server and operate a content management system.

Module content:
• Web design and user interface
• How to choose a server
• Operate content management system
• User experience
• Develop a landing page
• Responsive web design
• Collect information about potential customers
• Google Analytics website data analysis
• Monitor user data
• Web heat map (Heatmap)
• Website optimization

Module 3: Search Engine Optimization

This module mainly teaches how to effectively optimize the company’s website to get a higher ranking for specific keywords on the search engine, and then attract potential customers who are interested in your company’s products or services for free. Search Engine Optimization (SEO) can bring free “Organic Traffic” to your website for a long time. Our instructor will explain in detail the principles of SEO, practical techniques, customer search intentions and SEO strategies.

Module content:
• SEO principle
• SEO ranking factors
• Keyword planning and research
• How the search engine works
• Google My business and Google Maps
• Optimizing the principles of website data
• Backlinks establishment strategy
• SEO long tail theory
• SEO optimized job list
• Establish long-term SEO performance monitoring report
• Discuss successful SEO cases in the market

Module 4: Content Marketing

This module is mainly to train students to create content corresponding to the overall digital marketing plan by themselves, and then publish it through the Internet to attract and maintain the interest of customers. Content marketing is a very effective promotion method. It refers to the creation of informative content, including copywriting and images, to attract the attention of potential customers, and then to make purchases. The instructor will explain the things to pay attention to when implementing content marketing, the tools to use, and how to effectively publish works on different digital platforms.

Module content:
• The concept and strategy of content marketing
• How to tell a story that attracts customers
• Content research
• Content marketing plan
• How to find creative inspiration and write content
• How to effectively publish content on different platforms
• Review the effectiveness of content marketing
• How to cooperate with opinion leaders (KOL) and Micro•Influencer and precautions

Module 5: Social Media Marketing

This module mainly explains the things to pay attention to when conducting promotional activities on different social media. The course will analyze in detail the characteristics, customer groups and preferences of different social platforms. After completing this section, students can choose to promote on the appropriate social platforms according to the needs of their digital marketing plan. The instructor will explain how to increase content exposure (Impression) and interaction (Engagement) when promoting marketing activities on social media. At the same time, this section will also teach you what to pay attention to when investing in advertising, including the proportion of advertising fees and how to set it. Target customers and so on skills.

Module content:
• Setup company’s social platform account
• Analyze plan data and review
• Planning a social media promotion campaign
• Analyze plan data and review
• How to effectively invest advertising funds
• Find potential customers
• Sentiment analysis of customers on your brand on social media (Social Media Sentiment Monitoring)
• Continuously monitor the entire promotion plan and return on investment (ROI)

Module 6: Paid search traffic and online advertising

This module is to enable students to place advertisements on search engines or their networks to attract potential customers to the website. How to effectively advertise is the main knowledge of Search Engine Marketing (SEM). The course will explain some important search engine marketing concepts, such as pay-per-click, number of impressions, advertising keyword bidding, conversion rate, pop-up rate and other professional knowledge. You will learn how to use Google Ads to fully manage the company’s paid search traffic promotion activities, the budget of each advertisement, use data to analyze the effectiveness of advertising and the return on investment, and so on.

Module content:
• How to manage search engine marketing
• The difference between payment traffic and organic traffic
• Google Ads
• Analyze the value of keywords
• Pay by click
• Exposure and click•through rate
• Keyword bidding and related strategies
• Responsive advertising and location management
• How to place video ads
• Manage search engine marketing plan
• Analyze and review the search engine marketing plan
• Success case analysis

Module 7: Digital Marketing Analysis

This module is for marketing personnel who implement digital marketing, and they have knowledge about analyzing and reviewing the effectiveness of the entire marketing plan. The course will teach how to accurately evaluate the effectiveness of digital marketing activities and understand the potential needs of customers with the assistance of data analysis tools. Digital marketer should have the ability to analyze data, calculate the return on investment of promotional activities, and gain insight into market trends. Marketers can use the collected data to improve the current and plan future digital marketing plans to achieve the company’s business goals.

Module content:
• Understand the use of digital marketing analysis and related work
• Establish key performance indicators (KPIs) for digital marketing plans
• Calculate conversion rate calculation
• Calculate the return on investment
• The latest digital marketing analysis tools and operations
• Customer Analysis
• Data visualization analysis
• Different improvements and test methods
• Review digital marketing and improvement
• Case Study


Data-Driven and Automation for Growth Marketer

Responsive web pages

Participants successfully used web editing software to create responsive web pages.

Data-Driven and Automation for Growth Marketer

Plan online advertising

Students learn to plan online advertising and reach out to potential target customers.

“At first, I knew little about digital marketing, and I never thought I would go to explore and learn further. It wasn’t until six months ago that one of my competitor adopted digital marketing technology to grab a part of the market share within a year, so I decided to enroll in this course to seek a business breakthrough.

This course has given me a lot of help personally and the company. I have mastered a number of digital marketing tools and marketing strategies. I learned to effectively invest advertising funds to find potential customers. Our company’s customer base has increased within two months 20%”

Ram Chung

Our Instructors

Instructors have been working in the IT industry for years with a wealth of teaching experience. They compile the program curriculum and customize the scope and content of the program to cater for different corporate needs, target to technologically upskill corporate staff and improve operation efficiency in a short term. In addition to newest information technology sharing, instructors will also study real life case with students.

Creamy Lam

Our Instructors

Case Study: How a local floral company turns crises into opportunities, and squeezes into the top ten in the industry!

The floral company is a preserved flower brand with a history of 10 years. Three years ago, the company began to switch to online business, but from time to time there were difficulties in the operation and management of the online store, and there was a lack of employees with relevant IT skills. They also found that the competitiveness of the company gradually lags behind its competitors, the business shrinks, and there is a crisis of layoffs. After that, the founder enrolled in this digital marketing course for all marketing staff, hoping that the company would improve and upgrade its marketing returns and employee skills.

After the employees of this floral brand company enrolled in this course, the company began to see operational results and changes: the management efficiency of online florists has been significantly improved, and their employees can handle the maintenance and update of the company’s web pages by themselves, and they know how to use SEO. Technology to find new customers. At the same time, they built a social platform for the company. The customer growth rate reached 30%.


Course NameDigital Marketing & Automation Program
Course CodeDMA
Course Duration30 hours
Learning ModeFace to Face
Class Size10
Medium of InstructionCantonese with English Terms
FundingThis course has been approved by RTTP scheme for up to 2/3 subsidy
CertificatesYou can receive the following certificates by completing this course
Tech on Fire Certificate
Digital Transformation Certificate issued by a local university *
Completion Criteria 70% attendance rate of our course
You can have the Digital Transformation Certificate by attending the Digital Transformation Workshop held by a local university quarterly. *


Can employees apply if they do not have relevant knowledge?

Yes, our teaching content can be easily mastered and understood, coupled with many real cases and demonstration to ensure that student can apply to their own digital marketing activities.

Why should my company learn digital marketing?

In today’s era dominated by the online world, whether it is a multinational company, a small and medium-sized enterprise, or a Startup, the use of digital marketing and the use of online platforms to promote business are essential elements. Compared with traditional marketing methods, digital marketing can promote your company more effectively. Digital marketing can save costs, get rid of geographical boundaries, and at the same time target specified audiences.

What is the qualifications of the instructor?

Our tutors are well-equipped with academic qualifications and industry work experience. In addition to his rich teaching experience, he also works in large online platforms or advertising companies. They are willing to share precious experiences with students and guide them to use social media for marketing!

Will tuition be subsidized?

Yes, this course has been included in the RTTP program, and students who enroll in the name of a company can receive funding up to 2/3 of the tuition fee.

In what format is the course taught

This course is taught face-to-face, with internships, in-class works, instructors’ corrections and suggestions, and group discussions. If students need it, they can also choose to teach online.

Do I need to have good computer and Internet skills to take this course?

Basic knowledge of computer operations is sufficient.