PgDip in Innovative Marketing & Agile Organisation (IMAO)

Driving Marketing Innovation Externally and Enhancing Organizational Agility Internally: Harnessing Artificial Intelligence (AI) and Internationalization Strategies to Build the Second Growth Curve

As the global business environment evolves at an unprecedented pace, companies face increasingly complex internal and external challenges, including fierce competition, rapidly shifting customer expectations, and the diversity and uncertainty of international markets. Modern consumers are demanding greater personalization and higher-quality products and services, while product life cycles are becoming shorter. For businesses planning to expand internationally, these challenges are particularly pronounced in cross-border markets. To achieve sustainable growth on a global scale and expand market share, companies must drive marketing innovation externally, cultivate organizational agility internally, and strategically leverage the power of artificial intelligence (AI) to construct a second growth curve for internationalization.

Internally, agile organizations not only foster cultural development, strategic planning, and resource integration but also effectively address the inherent complexities of cross-border operations, such as managing localized teams, adapting to diverse cultural contexts, and optimizing global supply chains. Externally, innovative marketing—now increasingly powered by AI—enables companies to swiftly identify the unique needs of target markets, gain deep insights into global consumer behavior, and formulate highly targeted market entry strategies. For example, leading companies are utilizing AI to analyze consumer trends across different regional markets, accurately identify high-potential customer segments, and optimize cross-border marketing campaigns to achieve higher returns on investment.

Moreover, the success of international expansion strategies depends on the integration and synchronization of internal and external efforts. By leveraging AI-driven marketing tools and adopting an agile organizational structure on a global scale, companies can adjust strategies in real time, strengthen localized operations, and enhance overall productivity. This program begins with an analysis of companies' core competencies and international organizational design, guiding participants to apply various marketing approaches—including AI-powered tools—to analyze global market trends and competitive advantages. By combining comprehensive strategic thinking with market insights, participants will learn to create innovative second growth curves, enabling businesses to achieve sustainable development and long-term success in international markets.
 

Programme Objectives

This programme aims to enhance external marketing innovation and internal organizational agility, empowering companies to accelerate growth in global markets. It focuses on building highly agile organizations and equipping participants with demand-driven, cross-border marketing strategies to adapt quickly to international market dynamics. Through an in-depth analysis of corporate core competencies and organizational design, participants will learn how to develop innovative second growth curves, driving international transformation and sustainable development.
 

By studying this programme, students will be able to:

• Critically analyze the strengths and weaknesses of corporate organizational structures and marketing efforts, and propose improvements tailored to international markets.
• Effectively apply various innovative marketing models—including AI-driven customer segmentation, cross-border market positioning, and marketing optimization—to meet the demands of global development.
• Utilize cutting-edge innovative and intelligent business methods, such as automation, AI-driven decision support, and data analytics, to facilitate timely business transformation and maintain competitiveness in international markets.
• Design robust corporate governance systems that integrate corporate social responsibility (CSR), business ethics, and cross-cultural management into internationalization strategies.
• Leverage advanced tools (including AI analytics) to collect and analyze data, synthesize key global market insights, and develop and implement innovative cross-border marketing and management strategies.
• Harness cutting-edge business knowledge to establish strong external relationships with international business partners and stakeholders, fostering multilateral collaboration and expanding global business networks.

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.