{"id":5381,"date":"2024-06-04T12:37:00","date_gmt":"2024-06-04T04:37:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5381"},"modified":"2026-09-29T16:43:14","modified_gmt":"2026-09-29T08:43:14","slug":"hku-bcp-digital-marketing-programme-2024","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/","title":{"rendered":"HKU BCP: An Intensive Four-Hour Digital Marketing Programme"},"content":{"rendered":"<p>On 4 June 2024, I joined <strong>The University of Hong Kong BCP<\/strong> for an engagement on <strong>an intensive <a href=\"https:\/\/berniewong.net\/zh-hk\/\">\u6578\u78bc\u71df\u92b7<\/a> programme<\/strong>. The work centred on condensing a broad digital marketing curriculum into four focused hours for highly committed learners.<\/p><p>The objective was to turn a fast-changing subject into ideas participants could understand, question and apply. That meant connecting current examples with durable principles: know the audience, clarify the desired outcome, communicate value and learn from evidence.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2024\/06\/HKU-BCP-digital-marketing-programme.jpg\" alt=\"HKU BCP digital marketing programme\" class=\"wp-image-5387\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2024\/06\/HKU-BCP-digital-marketing-programme.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2024\/06\/HKU-BCP-digital-marketing-programme-300x200.jpg 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2024\/06\/HKU-BCP-digital-marketing-programme-768x512.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2024\/06\/HKU-BCP-digital-marketing-programme-18x12.jpg 18w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#Key_ideas_from_the_engagement\" >Key ideas from the engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#Making_learning_practical\" >Making learning practical<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#A_foundation_for_future_capability\" >A foundation for future capability<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#What_did_this_session_cover\" >What did this session cover?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#Can_the_session_be_adapted\" >Can the session be adapted?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-bcp-digital-marketing-programme-2024\/#How_can_I_enquire\" >How can I enquire?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Key_ideas_from_the_engagement\"><\/span>Key ideas from the engagement<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Digital capability grows when learners can move from observation to structured decisions. Tools and platforms matter, but they become useful only when connected to a clear purpose.<\/p><ul><li>Begin with audience needs rather than platform features.<\/li><li>Translate complex concepts into a simple decision framework.<\/li><li>Use cases and stories to reveal practical trade-offs.<\/li><li>Create opportunities for participation, questions and reflection.<\/li><li>Define a realistic next action and a meaningful way to assess it.<\/li><\/ul><h2><span class=\"ez-toc-section\" id=\"Making_learning_practical\"><\/span>Making learning practical<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Relevant examples help learners test a framework against the world they know. Discussion is equally important: it surfaces different perspectives and shows where a general idea needs to be adapted for a particular audience, organisation or culture.<\/p><p>The session therefore treated learning as active problem-solving. Participants were encouraged to connect the subject with their own context and consider what good execution would look like after the event.<\/p><h2><span class=\"ez-toc-section\" id=\"A_foundation_for_future_capability\"><\/span>A foundation for future capability<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Platforms, formats and AI tools will continue to evolve. The most transferable capability is the ability to ask better questions, evaluate evidence and communicate a purposeful story. Those habits help teams respond to change without chasing every trend.<\/p><p>This approach informs my <a href=\"\/zh-hk\/corporate-training\/\">corporate and educational programmes<\/a> in Hong Kong and Asia. See also my <a href=\"\/zh-hk\/ai-digital-marketing-training\/\">AI and digital marketing training<\/a>.<\/p><h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2><h3><span class=\"ez-toc-section\" id=\"What_did_this_session_cover\"><\/span>What did this session cover?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>It focused on an intensive digital marketing programme, particularly condensing a broad digital marketing curriculum into four focused hours for highly committed learners.<\/p><h3><span class=\"ez-toc-section\" id=\"Can_the_session_be_adapted\"><\/span>Can the session be adapted?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>Yes. The examples, activities and level can be customised for students, professionals, leadership teams or specialist audiences.<\/p><h3><span class=\"ez-toc-section\" id=\"How_can_I_enquire\"><\/span>How can I enquire?<span class=\"ez-toc-section-end\"><\/span><\/h3><p><a href=\"\/zh-hk\/contact\/\">Contact me<\/a> with the audience and learning objectives to discuss a suitable format.<\/p><p><em>Event record based on the original LinkedIn activity and photographs.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>The University of Hong Kong BCP engagement on an intensive digital marketing programme, connecting current examples with practical frameworks and audience-focused application.<\/p>","protected":false},"author":1,"featured_media":5387,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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