HKU ICB
PgDip in Innovative Marketing & Agile Organisation (IMAO)
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： | April 2025 |
Boost Marketing Innovation Externally, Improve Organisational Agility Internally, Create the Second Curve of Growth.
As the global business environment is changing rapidly, companies are faced with increasingly turbulent internal and external environments that require them to constantly tackle intense coopetition. Customers' needs are increasingly diverse and personalised, with greater emphasis on high-quality products and services when product life cycles are being shortened concurrently. To grow steadily and increase market share, enterprises must improve their Marketing Innovativeness externally and enhance their Organisational Agility internally.
Internally, an agile organisation can facilitate cultural development, strategy development and resource integration of the enterprise. Externally, innovative marketing helps companies to gain insight into market changes and the demands of the future and implement timely action. The combination and coordination of both areas keep improving the overall productivity of a company. This programme starts with an analysis of the core competitive strengths and organisational design of an enterprise and guides students to apply various marketing methods, analyse trends and relative strengths, and create an innovative second curve in a timely manner with all-round strategic thinking and market insight so that the enterprise can grow and thrive.
This programme aims to improve external marketing innovation and enhance internal organisational agility, accelerate corporate growth, build an efficiency-driven agile organisation, empower demand-driven marketing strategies to adapt to market changes in a timely manner, and analyse core competitive strengths and organisational design to create an innovative second curve.
By studying this programme, students will be able to:
- Critically analyse the pros and cons of corporate organisational structures and marketing efforts and propose solutions for improvement.
- Effectively apply a variety of new marketing models to meet the needs of future developments.
- Apply relevant innovation and smart business approaches to facilitate appropriate transformation in enterprises.
- Design good corporate governance systems that integrate the concepts of corporate social responsibility and business ethics practices.
- Collect and analyse data to consolidate key information for the enterprise to complete innovative marketing and management strategies and implementation plans.
- Build good external relationships with different business partners and the community using cutting-edge knowledge in business.
Programme Content
- Residential Workshop — From Being Excellent To Exceeding
- Innovation Strategy for Corporate Expansion
- Corporate Competency and Organisation Design
- Organisation and Leadership Intelligence
- Diversity and Cross-cultural Management
- Innovation and Co-opetition Boundary
- Socialnomics and Brand Leadership
- Social Media and Big Data Marketing
- Audience Analysis and User Experience
- Overseas Study Tour: University of Cambridge
- Final Project
Teaching Members’ Qualifications
This programme is taught by professors from world-renowned institutions such as Cambridge University, Harvard University, Columbia University, New York University, Euromed Marseille Ecole de Management, Cardiff University and Tel Aviv University, as well as entrepreneurs or executives from international companies in the Asia Pacific region. Combining cutting-edge management theories and actual industry situations, the programme helps students master the essence of business marketing & management through real-life case studies and practice in and out of the classroom.
Guido Gianasso教授
Prof Guido Gianasso
Adjunct Professor, Professor of Leadership, HEC Paris (Qatar) Former Professor of Global Leadership
何春盛先生
Mr Chaney Ho
客座教授，全球智能产业企业领导者，研华科技创办人、执行董事、总经理
Michael Barrett教授
Prof Michael Barrett
Adjunct Professor, Former Professor of Information Systems & Innovation Studies, Judge Business School, University of Cambridge
GutsatzMichel教授
Prof Michel Gutsatz
客座教授，法国马赛商学院前副院长，世界知名品牌管理学专家
霍夫曼史蒂文先生
Mr Steven Hoffman
客座教授，美国硅谷知名孵化器Founder Space董事长兼CEO，著名AI管理专家
习移山教授
Prof Yesha Sivan
Adjunct Professor, Founder and CEO of i8 ventures,
刘必荣博士
Dr Steve Bih Rong Liu
客座教授，和风谈判学院主持人，台湾东吴大学政治系教授
季卫东博士
Dr Richard Ji
Adjunct Professor, Co-Founder and Managing Partner, All-STARS Investment
施永青先生
Mr Wing-Ching Shih
学院顾问委员会委员兼客座教授，中原集团创办人及主席
William J. Rothwell教授
Prof William J. Rothwell
Adjunct Professor, Professor of Workforce Education and Development Program in The Pennsylvania State University, Oversees a graduate program in Human Resource Development and Employee Training
John Stoddard先生
Mr John Stoddard
客座教授，旧金山大学管理学院客席教授
高俊先生
Mr Gary Gao
Adjunct Professor, The Partner and the Head of Compliance Team of Beijing Zhong Lun Law Firm panel of HKIAC,SHIAC,SIMC
王勇博士
Dr Yong Wang
Adjunct Professor, the Chairman of Tianfeng Securities International (Hong Kong)
叶佳仁先生
Mr Chris Yap
Organisational development & Leadership consultant, Certified Adult Education Professional by institute of adult learning Singapore
王经文博士
Dr Clement Wang
Adjunct Professor, CEO, Management Adviser, Executive & Corporate Coach
陈玮先生
Mr Wei Chen
Programme Features
Content：The programme is designed to help senior executives improve their management skills, solve practical business problems and lead students to become business leaders with both "global thinking" and "Chinese wisdom".
Faculty：The programme is taught by top scholars from around the world and Asia Pacific business leaders with successful real-world experience to provide inspiration and wisdom on issues and challenges in the development of Mainland Chinese enterprises with a global perspective and experience.
Overseas study tours：Study tours are organised for students to study in renowned overseas universities to understand the local business operations and business environment to broaden their global horizons as well as their minds.
Extracurricular activities：In addition to classroom learning, we also arrange for students to visit enterprises, and attend alumni events and cultural activities to enhance their learning experience.
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 recommendation 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 "Innovative Marketing and Agile Organisation Final Project", and after passing the evaluation, students will be awarded the "Postgraduate Diploma in Innovative Marketing and Agile Organisation" by the University of Hong Kong at the postgraduate level.
Fees and Charges
Tuition fee： | 398,000 HKD (2024-2025 Cohort) 468,000 HKD (2025-2026 Cohort) 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, etc. 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 the student 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 such as the Executive Diploma 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. | |