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社會科學 媒體及傳播學
Certificate in Digital Brand Communication (Senior Secondary Applied Learning)
數碼品牌傳播(高中應用學習)證書
課程現已開辦粵語班，可選擇於本學院教學中心上課(模式一)， 或由本學院導師直接到學校授課(模式二)，歡迎負責應用學習科老師致電 2910 7627 (張博士) 或3762 0061 (張小姐) 查詢。
當惡劣天氣可能影響學生的安全時，教育局會與天文台保持緊密聯絡。遇有熱帶氣旋或持續大雨影響香港，教育局會根據香港天文台提供的最新資訊，透過大衆傳媒、教育局網頁（https://www.edb.gov.hk/tc）、教育局查詢熱線(電話: 2891 0088)及香港政府一站通 （http://www.gov.hk/tc/theme/govhknotifications/?category=OGCMN052*&lang=tc）宣布當日相應時段的學校停課安排。家長請密切留意以上渠道的公布，以了解最新的安排。
有關教育局就熱帶氣旋及持續大雨的安排，請參閱https://applications.edb.gov.hk/circular/upload/EDBC/EDBC22005C.pdf。
課程概覽
課程簡介
詳情
課程結構 Programme Structure
|
|
學科單元 Modules |
學習時數 Contact hours |
|
1 |
品牌傳播及數碼媒體 Brand Communication and Digital Media
|
10 |
|
2 |
數碼品牌傳播策略 Digital Brand Communication Strategies
|
18 |
|
3 |
數碼媒體內容寫作 Written Communication for Digital Media
|
32 |
|
4 |
數碼媒體的視覺傳意 Visual Communication for Digital Media
|
52 |
|
5 |
數碼媒體受眾 Audience of Digital Media
|
32 |
|
6 |
數碼品牌傳播專題研習 Digital Brand Communication Project
|
36 |
|
總學習時數 Total contact hours: |
180 |
預期學習成果 Intended Learning Outcomes
完成課程後，學生應能夠：
- 認識品牌傳播和數碼傳播的基本概念和專業操守；
- 應用數碼品牌傳播的基本知識和技能；
- 透過數碼媒體，有效地與目標受眾溝通；
- 詮釋品牌傳播的趨勢及分析傳播策略；
- 透過數碼品牌宣傳活動，發展人際技巧與團隊精神；
- 整合學習的知識與技能，籌辦數碼品牌傳播專題研習；
- 提升相關範疇之升學及就業發展所需的自我認知。
On completion of the programme, students should be able to
- recognise the basic concepts and professional ethics of brand communication and digital communication;
- apply basic knowledge and skills of digital brand communication;
- communicate effectively with target audience through digital media;
- interpret the trends in brand communication and analyse communication strategies;
- develop interpersonal skills and team spirit through digital brand promotion activities;
- integrate the knowledge and skills acquired in planning and organising digital brand communication projects;
- develop self-understanding for further studies and career development in the related field.
評核方法 Assessment Methods
測驗及持續性評估（包括品牌故事及數碼寫作、品牌直播、書面報告、專題研習）
Tests and Continuous assessment (including brand story and digital writing, livestreaming for brands, written reports, communication project)
評分準則 Guidelines For Grading
數碼品牌傳播（高中應用學習）證書 - 評分準則
Certificate in Digital Brand Communication (Senior Secondary Applied Learning) - Guidelines for Grading
Students’ course grades are approved by the Board of Examiners of HKU SPACE, the decisions of which are final. Students’ performance in a course is generally classified into the grades listed below.
學生成績經香港大學專業進修學院主考委員會審議，其成績所反映表現大致分為以下級別：
|
Grade 等級 |
Marks 分數 |
Grade Definition 等級標準 |
Grade Descriptors 等級指標 |
|
A |
80-100 |
Excellent 優異 |
Work that demonstrates a superior understanding of the subject matter, being able to develop in-depth solutions to related problems, and with evidence of an extensive knowledge base, original thinking, the capacity to make critical evaluations, and very good organization and presentation. 顯示學員對學科內容高度理解，並能就相關的問題提出深入的解決方法，同時證明學員有廣泛的知識、原創思維、提出具批判性評論的能力，及非常良好的組織和表達能力。 |
|
B |
70-79 |
Good |
Work that demonstrates a good understanding of the subject matter, being able to develop solutions to related problems, and with evidence of critical capacity and accuracy, analytical ability, a reasonable understanding of issues and clear organization and presentation. 顯示學員對學科內容有良好的理解，能就相關的問題提出相關的解決方法，同時證明學員對事物有準確的判斷及分析能力，對事情有適當的理解，組織有條理並表達清晰。 |
|
C |
60-69 |
Satisfactory 滿意 |
Work that demonstrates a sufficient understanding of the subject matter, being able to develop rudimentary solutions to related problems and with evidence of some attempts at analytical thinking, and average presentation and accuracy. 顯示學員對學科內容充分理解，能就相關的問題提出基本的解決方法，同時證明學員曾嘗試分析思考，及有一般水平的表達能力和準確度。 |
|
D |
50-59 |
Pass 合格 |
Work that demonstrates a basic familiarity with the subject matter, and with evidence of marginal accuracy, acceptable presentation and organization. 顯示學員對學科內容有基本的認知，同時證明學員有最低限度的準確度及可接受的組織和表達能力。 |
|
U |
0-49 |
Fail 不合格 |
Work showing little evidence of familiarity with the subject matter, with poor accuracy, presentation and/or organization. 顯示學員對學科內容缺乏理解，並欠缺準確的表達及／或組織能力。 |
學銜 Award
按香港大學體制，經香港大學專業進修學院頒授「數碼品牌傳播（高中應用學習）證書 （資歷架構第3級）」予成功畢業的同學（出席率達80%或以上及於評核課業中取得合格成績）。
Student who successfully completed the programme (have at least 80% attendance and achieve qualified results in assessment tasks) will be awarded "Certificate in Digital Brand Communication (Senior Secondary Applied Learning) (QF Level 3) " within the HKU system through HKU SPACE.
修業期 Duration
180 小時 Hours
| 報名代碼 | 2245-MC030A | - |
單元及上課詳情
上課詳情
上課模式
模式一：
逢星期六上午或下午，或星期六全日上課，每課2或3小時；部份課堂亦會安排於暑假上課。上課地點為香港大學專業進修學院教學中心。
模式二：
由學校及香港大學專業進修學院安排，可選擇於平日及/或星期六上課；部份課堂亦會安排於暑假進行。視乎有關設施及器材需要，部份課堂會於香港大學專業進修學院教學中心上課。
Class Mode
Mode 1:
Classes will be held on every Saturday morning and/or afternoon, or a full Saturday at HKU SPACE Learning Centres. Each class will last for 2 or 3 hours. Summer classes will be arranged.
Mode 2:
Upon the arrangement by individual secondary school and HKU SPACE, classes will be held on weekdays and/or Saturdays. Summer classes will be arranged. Depending on the equipment/facility required, some classes will be held at HKU SPACE Learning Centres.
上課時間表(只供APL學生使用) (模式一)
TIMETABLE (ONLY FOR APL STUDENTS USE) (MODE 1)
2023-2025學年 2023-2025 Cohort
惡劣天氣期間之上課及考試安排
本應用學習科目會跟從教育局的上課及考試安排，當惡劣天氣可能影響學生的安全時，教育局會與天文台保持緊密聯絡。遇有熱帶氣旋或持續大雨影響香港，教育局會根據香港天文台提供的最新資訊，透過大衆傳媒、教育局網頁（https://www.edb.gov.hk/tc）、教育局查詢熱線(電話: 2891 0088)及香港政府一站通 （http://www.gov.hk/tc/theme/govhknotifications/?category=OGCMN052*&lang=tc）宣布當日相應時段的學校停課安排。家長請密切留意以上渠道的公布，以了解最新的安排。
Class/Examination Arrangements during Adverse Weather
This applied learning course will follow the Education Bureau's class/examination arrangements during adverse weather. When inclement weather may affect the safety of students, the Education Bureau (EDB) will keep in close contact with the Hong Kong Observatory (HKO). In the event of tropical cyclones and heavy persistent rain, with reference to the latest information provided by the HKO, the EDB will announce the school suspension arrangements for the corresponding periods via the mass media, the EDB website (http://www.edb.gov.hk/en), the EDB hotline (Tel: 2891 0088) and the GovHK website (http://www.gov.hk/en/theme/govhknotifications/?category=OGCMN052*&lang=en). Parents should pay close attention to the announcements in the above channels to understand the latest arrangements.
費用及入學條件
入學條件
基本入學要求
申請人必須為修讀課程發展會建議的高中課程的中四學生。
Minimum Entry Requirements
Applicants shall be current Secondary 4 students who are following the senior secondary curriculum recommended by the Curriculum Development Council (CDC)
申請
「高中應用學習課程（2024-26年度）」的申請方式
現時就讀中四並有興趣報讀有關課程的學生，須經學校提交申請，詳情請向所屬中學查詢及參考教育局網頁：
- https://www.edb.gov.hk/tc/curriculum-development/cross-kla-studies/applied-learning/index.html
- https://www.edb.gov.hk/tc/curriculum-development/cross-kla-studies/applied-learning/forms-download/index.html
- https://www.edb.gov.hk/tc/curriculum-development/cross-kla-studies/applied-learning/ref-and-resources/index.html
Enrolment Methods
How to apply for "Senior Secondary Applied Learning courses (2024-26)."
Current Secondary 4 students interested in taking the course have to submit their applications via schools. Please contact your secondary school for details and refer to the Education Bureau's website.
- https://www.edb.gov.hk/en/curriculum-development/cross-kla-studies/applied-learning/ref-and-resources/index.html
- https://www.edb.gov.hk/en/curriculum-development/cross-kla-studies/applied-learning/forms-download/index.html
- https://www.edb.gov.hk/en/curriculum-development/cross-kla-studies/applied-learning/ref-and-resources/applied-learning-video/index.html
付款方法
- 課程費用由所屬中學及教育局全數資助。
- 課程費用為港幣18,000，分兩期繳交。
Payment Methods
- Course fee will be subsidised by secondary school and the Education Bureau.
- Course fee is HK$18,000, payable in 2 installments.
