Growth Marketing for Smart Transformation

When companies encounter a major industry restructuring, business growth becomes the top priority. Growth marketing breaks the boundaries of all business models, leveraging marketing technology and techniques to grasp business opportunities in all aspects, achieving business growth from both local and overseas markets, and bringing profits to the company.

At the same time, growth marketing is the necessary path for all brands in the era of digital consumption. The core value of the brands returns to the consumers and customers, viewing marketing and transaction touchpoints from a holistic perspective, without obviously distinguishable boundaries between online and offline, and in both public and private domains. It revolves around consumers and customers 24/7/365, occupying their time, mindshare, and wallets, activating the consumption value throughout the entire lifetime cycle.

Growth Marketing for Brands in the Era of Omni-channel Digital Consumption

The postgraduate diploma Programme of "Growth Management for Smart Retail and B2B" (PgDip GMRB) includes smart retail and B2B marketing, overcoming the challenges faced by both B2B and B2C enterprises nowadays. It comprehensively covers essential areas for business growth. The programme includes ten modules focus on growth strategies, real-time monetisation of traffics, and the application of artificial intelligence (AIGC).

Programme Highlights

Growth marketing includes the management mindsets such as strategic marketing, data and traffic operations, and business growth management. Business growths are not limited to any fixed business models (B2B, B2C, S2B, C2M... etc.), but strategically designs the personalized consumer and/or customer journeys, touchpoint synchronization, marketing automation (re-targeting and/or re-marketing), consumer/customer/industry communities management. These allow us to achieve direct-to-market (DTM) end goal and seize both local and overseas business growth opportunities.

Programme Objectives

Smart Retails

Consumers encounter an increasing number of brands in the market, their loyalty towards any brand is decreasing. To retain shoppers and enhance their stickiness to the brands, it relies on how the brands and marketers understand consumer insights, apply data analysis, adopt retail automation and intelligent operations. Creating unforgettable shopping experiences for shoppers through scientific operations and advanced technologies is the core for retail enterprises and consumer brands in the era of smart retailing.

B2B Marketing

Starting from the growth strategy of the enterprise, coordinate the overall marketing planning. Emphasize new product innovations, key customer relationships, and industry leadership to stimulate innovative thinking among the practitioners. Deeply understand the needs of enterprise customers, explore their pursued value to provide differentiated value-added services. Finally, create a brand new synergistic and cooperative business strategies.

Upon completion of the programme, students should be able to:

• Systematically understanding of the relevant theories of B2B and B2C growth management, and be able to critically analyse and flexibly apply them.
• Inspire thinking about business growth, improve the level of corporate operation and brand resource management strategies and comprehensive management quality.
• Integrating systematic thinking and methods for corporate and brand growth development opportunities, comprehensively improve corporate growth practices and management.
• Promoting agile management of the company's market planning and brand growth based on changing trends in the company's internal and external environments, with long-term business growth planning.
• Comprehensively use of interdisciplinary theories, principles, methods and tools to solve problems related to marketing growth and growth management for the enterprise.

Programme Content