PgDip in Culture and Creativity Management (CCM)

Through Learning of Culture and Creativity, Read the World and Empower Enterprises with Culture as the Foundation, Creativity the Soul and Innovation the Life of Culture and Creativity Industries.

Programme Objectives

This programme aims to develop the knowledge and management skills required for the growth of the cultural and creative industries and help students become professional managers in the global creative economy. Upon completion of the programme, students will be able to grasp the uniqueness of the global cultural and creative industries and their business models, make effective use of new technologies and data analysis methods to position themselves in the market and guide their production of products and services, as well as acquire practical knowledge of business structure, investment and financing, and marketing management to make the best choices for their personal career development and the exploration of their company's business model.

By studying this programme, students will be able to:

• Analyse the specialism of the global cultural and creative industries and use systematic management knowledge to build the competitive strengths of cultural and creative enterprises.
• Compare and analyse global business models, market trends and policy environments in the cultural and creative industries and develop corporate development strategies.
• Effectively utilise emerging technologies and data analysis for audience analysis and product design to manage and expand content capital that can be developed into intellectual property.
• Integrate systematic knowledge of organisational management, investment and financing and marketing in guiding the positioning and operation of cultural and creative enterprises.
• Build good internal and external relationships with different business partners and the community using cutting-edge knowledge in business.

Curriculum system (8 modules + final project + overseas study tour)

• 8 Modules

Macro Perspective (Extensive and Inclusive)

 (Culture) --- "Creative Economy and Ecosystem" explores the impact of culture on creativity and economic legacy.
(Creativity) --- "Creativity Management and Content Capital" analyses how the study of creativity semantics helps realise cultural and creative contents.
(Innovation) --- "Managing Innovation in Creative Business" analyses the strategic value management of innovative business models in cultural and creative businesses.

Micro Perspective (Small but Precious)

(Strategic Management) --- "Strategy and Management of Creative Enterprises" builds a strategic dialogue when the manager (Drucker) meets the artist (Picasso).
(Big Data Marketing) --- "Social Media and Big Data Marketing" runs the algorithm of the data-driven communication chain of the value of cultural and creative industries.
(Brand Power) --- "Socialnomics and Brand Leadership" analyses how cultural and creative products can leverage membership/fandom traffic.

Venture Capital Perspective (Specialised and Precise)

(IP) --- "Strategic Management of Intellectual Property" guides enterprises to build an IP matrix and cultural and creative asset base.
(Investment and Financing) --- "Financing Cultural and Creative Business" builds a closed loop of cultural and creative investment capital chain for investors and business owners.
 

• Final Project

Final project is theoretically and practically balanced, linking upthe contents of modules 1-8. A group of 5 to 7 students will form a consulting unit to provide professional solutions for their target case, allowing cultural and creative business owners and executives to undergo a one-stop practice process to enhance their practical experience.
 

• Overseas Study Tour

Two study tours of cross-cultural learning provide students with mind-blowing experience - from a closer observation at Asian trends to a more distant look at European and American trends, from the spirit of artisans to the virtual collection of NFT, from Renaissance pieces to the innovative creative content of ChatGPT, which enhances students' cultural depth, academic height, creative breadth, and innovation management skills, etc.

Programme Highlights

1. Passing on the centuries-old cultural heritage of HKU:

• Immerse in the legacy of our predecessors such as Dr. Sun Yat-sen, Prof. Xu Dishan and Chang Ai-ling.
• Learn from the world's greatest academics.
• Benefit from the cutting-edge achievements of the triple helix research.
  
   

2. An HKU curriculum that blends global perspectives with localviews:

• A curriculum consisting of two main perspectives (macro and micro) and two main specialisms (IP and investment and finance).
• HKU academic quality assurance, united by the knowledge of both the East and the West, and the history of the past and the present.
• Systematic, logical, and practical, with application to the interdisciplinary scope of major arts and entertainment industries.
  
   

3. Top-notch faculty members and overseas study tours:

• World famous faculty + HKU lecture halls.
• Refinement of principles and practice and application of knowledge through final project.
• Overseas study to broaden one’s horizons by understanding the world's cutting-edge cultural and creative theories and successful cases.
  
   

4. A powerful network of alumni in the cultural and creative industries:

• Annual alumni summit on campus to discuss trends in the cultural and creative industry.
• Alumni mentorship programme for new students to help launch new projects.
• Closed-door in-depth workshop with companies of alumni to enhance cross-sector management vision.
  
   

5. Cultural and Creative Behind-the-Scenes Series:

• Famous faculty go behind the scenes of leading cultural and creative enterprises to unveil the secrets of successful cases for students.
• Dialogue between students and senior executives of cultural and creative enterprises, leading to a collision of ideas.
• Build a platform for cooperation between the enterprises and the students.
  
   

Certificate: Internationally recognised Postgraduate Diploma
Chinese and English bilingual teaching (English lectures with Chinese interpretation). An internationally recognised Postgraduate Diploma will be awarded to those who pass the assessment.

Admission Requirements

• Have at least 10 years' work experience or more
• Hold a recognised undergraduate degree or equivalent
• Obtain recommendations and support or sponsorship from an organisation
• Hold a senior management position within the organisation

Graduation Certificate

Upon completion of the "Residential Workshop", 8 compulsory modules and the "Culture and Creativity Management Final Project", and after passing the evaluation, students will be awarded the "Postgraduate Diploma in Culture and Creativity Management" by the University of Hong Kong at the postgraduate level.