KOLs in Creative Industries

Programme Code: SIUA2105

Faculty of:

HKU Summer Institute

Targeted Students: HKU Undergraduates, Non HKU Undergraduates

Area of Interest: Arts

Credits: ---

Programme Period: July 26, 2021 to August 6, 2021

Programme Schedule: Monday to Friday

Programme Fee: HKD 11,600

Discount(s) on Programme Fee:

20% - Alumni Discount
10% - Partner Discount or Referral Discount
5% - Early Bird Discount (Deadline: February 28, 2021) or Private Discount

* All discounts are NOT in conjunction with any other discounts. For further details, please visit here.

Deadline for Application: June 14, 2021

Online Application: APPLY NOW

Programme Description:

The programme offers a general introduction of the KOL business model within a global context, but also with an emphasis on the KOL economies in the Greater China Region.  Particular attention will be paid to the relationship among KOLs, social and new media, and social changes.

Learning Objectives

The programme aims to prepare students for becoming a KOL or work in the creative/entertainment industries. Learning objectives are:

  1. To examine the cultural and economic implications of the rise of Key Opinion Leaders
  2. To analyse and compare different KOL business models
  3. To understand the key marketing strategies
  4. To understand the management of fans and followers

Programme Schedule

14 sessions (AM & PM)

Teaching Methods:

  • Lectures, case studies, workshops and presentations

Key Topics:

  • Introduction to Celebrity
  • Social Media and the Emergence of the KOL Economy
  • Social Media and Marketing
  • KOLs & Tourism Industries
  • KOLs & Film and TV Industries
  • KOLs & Animation and Comics Industries
  • KOLs & Video Game Industries
  • Entrepreneurship: A Practical Approach
  • Fans Management: A Practical Approach
  • Branding and Marketing: A Practical Approach
  • Designing Business: A Practical Approach
  • Digital Storytelling in Creative Industries

• Students of non-credit bearing programmes will receive a certificate upon programme completion. Students of credit-bearing programmes can apply a transcript stated with HKU credits, please contact your home institution about the issue related to HKU credits recognition.

• You understand that you must be available for the entire duration of the programme, from the start to the end of the programme. 20% absence is allowed for emergencies or sick leave with legitimate reason and official letterhead proof for the absence. Students have the responsibility to contact the programme coordinator and/or teacher concerned about this ahead of time. No exceptions will be made, unless prior approval has been given. You are expected to be punctual for all classes and tutorials. Unexcused cases of lateness may count as absence. Students who fail to achieve an 80% of attendance or absence without legitimate reason and official letterhead proof for the absence will not be awarded the HKU Credits or the Certificate of Completion.