PgDip in Culture and Creativity Management (CCM)

Mode and Schedule：	Part-time Weekend Mode, with 2.5 days per session (Friday, Saturday, and Sunday), the overall programme is completed in approximately 15 months.
Location：	Hong Kong (or Mainland China) and overseas
Medium of Teaching：	Chinese and English (English classes with simultaneous interpretation in Putonghua)
Scheduled Inauguration：	March 2025 (The Institute reserves the right to adjust the teaching schedule, including the location and inauguration of the programme, etc.)

Admissions

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 Content

Residential Workshop — From Being Excellent To Exceeding
Creative Economy and Ecosystem
Creativity Management and Content Capital
Managing Innovation in Creative Business
Strategy and Management of Creative Enterprises
Social Media and Big Data Marketing
Socialnomics and Brand Leadership
Strategic Management of Intellectual Property
Financing Cultural and Creative Business
Overseas Study Tour
Final Project

Teaching Members’ Qualifications

East-meet-West faculty members: The faculty of HKU and HKU Institute for China Business, together with professors from world-class universities, renowned scholars from the Greater China region and experts from the cultural and creative industries in Mainland China will guide the students to learn, understand and apply actively the cultural and creative knowledge and resources from three areas: academic quality, professional insight and practical exercises. Aligned closely with the needs of their own projects, the students can learn by example, from theories to practices, and through other stakeholders’ strengths.

Programme Leader and Academic Advisor

John Howkins教授
Prof. John Howkins

Academic Advisor (CCM) of HKU ICB, Father of Creative Economy, Director of John Howkins Centre for the Creative Economy, Deputy Chair of the British Screen Advisory Council, Executive in Residence at the Drucker School of Management

高群耀博士
Dr. Jack Gao

Adjunct Professor & Academic Advisor (CCM) of HKU ICB, Chairman of ZEASN Group, Former President of Microsoft China, Founding Partner and CEO of “Smart Cinema”, CEO of International Investments and Operations, Wanda Cultural Industry Group

Teaching Members

Michel Gutsatz教授
Prof. Michel Gutsatz

Part-time Lecturer at HKU ICB, Associate Dean, EMBA/MBA Director of KEDGE Business School, the world's leading expert and scholar on brand and luxury goods management, developed first-ever MBA programme in International Luxury Brand Management in Europe

萧瑞麟教授
Prof. Ruey-lin Hsiao

Honorary Professor at HKU ICB, Professor, Inst. of Technology Innovation & Intellectual Property Management, Chengchi University, Taiwan, Adjunct Professor, School of Business, National University of Singapore, Singapore

董皓博士
Dr. Donnie Dong

Part-time Lecturer at HKU ICB, Cross-border legal matters Expert, Fellow of the Berkman Center for Internet and Society, Harvard University, Former Senior Counsel at Baker McKenzie

王欣先生
Mr. Michael Wang

Adjunct Associate Professor at HKU ICB; Partner of Century Pangxin Management Consulting Co; former Vice President of Microsoft (China); former Director of Peter Drucker School of Management

理查兹格雷格教授
Prof. Greg Richards

The originator of the creative tourism concept, Professor of Placemaking and Events at Breda University of Applied Sciences, Professor of Leisure Studies at the University of Tilburg in The Netherlands

郑香霖先生
Mr. Steven Chang

Senior Advisor, Top International Consulting Company, Former Corporate Vice President,Tencent, Former President, ZenithOptimedia,Greater China

胡恩威先生
Mr. Mathias Woo

Co-Artistic Director cum Executive Director, Zuni Icosahedron

马学东博士
Dr. Xuedong Ma

Ph.D. degree in art theory from Central Academy of Fine Arts, Former Head of Research, Executive Director, and Director of Art Market Research Centre (AMRC) , currently the Director of the Investment Department of Jade Investment Holdings Limited and the

邹宇先生
Mr. Jimmy Chow

Part-time Lecturer at HKU ICB; Former Director of JPMorgan and Citibank, N.A.; Director of Rothschild Family Bank, Asia; Master of International Finance, Columbia University, U.S.A.

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.

Fees and Charges

Tuition fee：

398,000 HKD

Remarks: The Institute will provide and arrange accommodation and meals (except dinner) for all modules offline and during the overseas study tour. Students are responsible for covering their own transportation, visa fees and other expenses. Students may also opt out of the accommodation or meals arranged by the Institute but will be responsible for any costs incurred thereof. In addition, if due to the pandemic or any other reasons and the above modules are completed online, or if the above accommodation and meals are not undertaken, the Institute will not refund any money to students or cover any additional accommodation and meals.

To encourage alumni of the HKU Institute for China Business (HKU ICB) to practise the idea of "lifelong learning" and achieve higher career goals, HKU ICB has set up the "Lifelong Learning Scholarship" (HK$30,000 per eligible alumnus). ICB alumni who continue to strive for excellence will be supported to pursue further studies in a series of senior executive programmes in partnership with the business school of the University of Cambridge, medical schools of prestigious academic institutions in the United States and Euromed Marseille Ecole de Management.

HKU ICB