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： | November 2024 |
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.
吴岸先生
Mr. Albert Wu
Acting Academic Stream Leader (Human Capital Management) and Programme Leader at HKU ICB, Former senior executive in several multinational companies, 30+ years of experience in corporate strategic management, MBA from the University of Cambridge
谢祖墀博士
Dr. Edward Tse
Academic Advisor and Adjunct Professor at HKU ICB, Advisory Board member , Founder and CEO of Gao Feng Advisory Company
习移山教授
Prof. Yesha Sivan
Founder and CEO of i8 ventures PHD (Harvard University)
Michael Barrett教授
Prof. Michael Barrett
Professor of Information Systems & Innovation Studies, Judge Business School, University of Cambridge
Guido Gianasso教授
Prof. Guido Gianasso
Professor of Leadership, HEC Paris (Qatar) Former Professor of Global Leadership and NBS Associate Dean at Nanyang Business School (NBS), Nanyang Technological Visiting Professor at the University of Geneva Honorary Consul of Romania in Geneva
潘天佑博士
Dr. Tim Pan
Adjunct Associate Professor at HKU ICB; Former Senior Director, Microsoft Research Asia; PhD in Electrical Engineering, Washington University in St. Louis, USA
何春盛先生
Mr. Chaney Ho
Co-founder, Executive Director and Acting General Manager of Advantech Europe
方世伟先生
Mr. Shih-wei Fang
Adjunct Professor at HKU ICB; Chairman of PolarChat Consulting Limited, Former CEO of PONY Greater China; Former Vice President and Chief Marketing Officer (CMO) and Director of the Executive Committee, Li Ning Group
李平教授
Prof. Peter Li
George Washington University, USA Professor of Chinese Business Studies at Copenhagen Business School, Denmark Li Dak Sum Chair Professor of International Business at the University of Nottingham at Ningbo China, Tenured Professor of Management at Califor
车品觉先生
Mr. Herbert Chia
Adjunct Associate Professor at HKU ICB, Venture Partner of Sequoia Capital China, Independent Non-Executive Director of Chow Tai Fook Jewellery Group, Ex-Vice President of Alibaba Group and the Chairman of its Data Committee
吴公鼎先生
Mr. Kung-Ting Wu
Part-time Lecturer at HKU ICB, Managing Partner of ELA Bridge Associates, MBA in Wharton School, University of Pennsylvania
李锐博士
Dr. Ray Li
Adjunct Associate Professor at HKU ICB; Former CFO and Group Executive Committee member of Ping An Group, AICPA and CGMA, PhD in Finance from ISM International Management Institute
叶佳仁先生
Mr. Chris Yap
Organisational development & Leadership consultant, Certified Adult Education Professional by institute of adult learning Singapore
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 |
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. | |