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PgDip in Integrated Marketing Communications (IMC)

PgDip in Integrated Marketing Communications
Mode and Schedule

Part-time Weekend Mode, with one intensive module on a weekend (Saturday and Sunday) each month. The entire programme will be completed in approximately 18 months. 


All students will attend the Inauguration Ceremony-cum-Residential Workshop, Final Project and Graduation Ceremony in Hong Kong. After that, the modules will then be held in five learning centres in Beijing, Shanghai, Shenzhen, Guangzhou, and Chengdu respectively. To enhance students' learning experience and create an enriching communication and sharing platform, the Institute will make appropriate arrangements for students to attend classes at different learning centres.

Medium of TeachingPutonghua, supplemented with English.

Insightful, Precision and Innovative Marketing


First Principles of Marketing

The essence of marketing is demand. Without demand, there would be no marketing. However, marketing plans without market insights are prevailing, as if they are aimless, let alone the integration of branding and conversion. The result of the said corporate self-indulgence is waste of resources and business losses. Marketing means operations come before sales in terms of priority. Brands should start with the top-level design of operations first and then implement the sales plan. Only in this way can we achieve stable and sustainable marketing goals.
Bona fide marketing is when a brand creates, disseminates, delivers, manages, and maintains a value proposition that adds value to the product or service before and after use, providing its target audience with an immersive experience that is more memorable than its competitors, and motivating the target audience, stakeholders, and brands to engage in long-term win-win transactions and value exchanges.

Integrated Marketing Communications (IMC) leads brands to use data-driven, interactive, cost-reducing and efficiency-enhancing communication strategies to integrate target customers, products, services, prices, media, platforms, channels, content, messages, and timing under limited resources. Through unified mobilization of the above elements in an orderly manner, the target audience can understand the relevant benefits of the brand during his or her consumption experience and be able to distinguish its differentiated features from other competitors, thereby stimulating demand and achieving a win-win effect.

Programme Highlights

For more than 20 years, the IMC programme has been the longest running programme of the University of Hong Kong’s Institute for China Business (HKU ICB). HKU ICB is a leading institute in Asia enjoying a great reputation and recognized in the marketing industry. So far, more than 150 classes have been launched across the country, and more than 6,000 professional marketing managers have graduated from IMC, which renders it a programme with many HKU ICB alumni. Our alumni are all over China in marketing, advertising, media, public relations, and other professions, and have social influence. Alumni all agree that taking IMC programme can help brands develop agile insights, precise positioning, and unique communication capabilities.

The IMC programme grows with the times and provides students with systematic innovative marketing concepts and practices with three major focal areas and ten modules. The three key areas are agile consumer insights, precise market positioning, and unique marketing communication strategies.

敏锐 Integrated Marketing Communications (IMC) is staying on top of the trends of our time.

Programme Objectives

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

  • Rigorously analyse marketing communications environment in order to design effective Integrated Marketing Communications methods and build brand leadership;

  • Employ marketing and communications concepts to manage the enterprise communications process and design a comprehensive creative content marketing communications strategy;

  • Select appropriate communications messages, platforms and media to solve corporate marketing problems based on the results of by preparing market research and customer insights findings.

  • Critically evaluate the communication activities and maintain good customer relation by utilizing tools such as database; 

  • Use advanced business knowledge to establish good internal and external relations with different business partners and society.


Programme Content

  • Inauguration Ceremony-cum-Residential Workshop
  • IMC Principles
  • Consumer Psychology
  • Framework for Consumer Insights
  • Experience Design and Needs Management
  • Marketing Strategies in the Digital Age
  • Data-driven Marketing Decision Making
  • Cross-Platform Content Management
  • Social Marketing and Brand Communication
  • Corporate Resilience and Sustainable Marketing
  • Effective Public Relations and Crisis Management
  • Final Project

Teaching Members’ Qualifications

In addition to the senior faculty members from the HKU Institute for China Business, this programme also recruits experienced executives from 4A advertising agencies, international PR agencies, international market research companies, online marketing companies in Asia Pacific and Mainland China, such as Ogilvy, Dentsu, GroupM, JWT, ACNielsen, etc., as well as senior marketing communications management in multinational companies such as Pfizer, Montblanc, Volkswagen Group, Time Warner Group, FOX Networks Group, Oracle Group and others. All the faculty members have extensive experience in marketing and communications management in Mainland China, Hong Kong, Taiwan and overseas organisations, and are able to provide students with comprehensive professional training and practical guidance.

Teaching Members
Shih-wei Fang

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

Geoff Li

Mr. Geoff Li

Adjunct Associate Professor at HKU ICB, Founder of VisionWe Management Consulting, Director of China International Public Relations Association, Former Director of Communications at General Electric (GE) Greater China

Vincent Wang

Mr. Vincent Wang

Adjunct Associate Professor at HKU ICB; Managing Director and Principal Consultant of Verite Consulting International Limited; Master of Business Administration in EMBA of Political Science University

Joe Hu

Mr. Joe Hu

Part-time Lecturer at HKU ICB, Former Brand Leader of Goodyear Tire, Master of Management from The London School of Economics, Master of Marketing from Birmingham University, UK.

Jianzhong Lu

Dr. Jianzhong Lu

Part-time Lecturer at HKU ICB, currently Board Member of Global Reporting Initiative GRI and Deputy Director General of China CSR Think Tank, PhD of Ecommerce (Royal Melbourne Institute of Technology)

Tim Lu

Dr. Tim Lu

Part-time Lecturer at HKU ICB, Digital Marketing Director of SAIC Motor, Former Big Data & CRM Senior Manager of SAIC GM

Junyi Zhang

Mr. Junyi Zhang

Part-time Lecturer at HKU ICB, Partner at Oliver Wyman, Former Founding and Managing partner for NIO Capital

Hongbo Xia

Mr. Hongbo Xia

Part-time Lecturer at HKU ICB, The former Director of the Advertising Department of China Central Television (CCTV), the Vice Chairman of the Hong Kong Advertising Industry Federation, and the Founder of Kai Tak Institute for Business in Hong Kong.

Willde Ng

Mr. Willde Ng

Well-known Advertiser; Advertising Director; Creative strategist; Writer

Kevin Yeung

Mr. Kevin Yeung

Associate Director at HKU ICB

 Ray Yuen

Mr. Ray Yuen

Principal Lecturer at HKU ICB; Chief Learning Officer of TCP Growth; Former Assistant Director at HKU ICB; Former Management Team of Time Warner Group, Fox Media Group

Tse-hsun Niu

Prof. Tse-hsun Niu

Part-time Lecturer at HKU ICB, Commentator on Cross-Strait Relations, Senior Consultant of Public Relations and Consulting Firm

Rodney Cao

Dr. Rodney Cao

Adjunct Associate Professor at HKU ICB, Founder of BrandVista

Jarrow Li

Dr. Jarrow Li

Part-time Lecturer at HKU ICB, Co-founder of Shanghai Yuhan Information Technology Company, former Brand Commerce Chief Consultant at Dentsu Aegis China

Claudia Ma

Ms. Claudia Ma

Part-time Lecturer at HKU ICB; Ex-VP, Head of Consulting Service, OgilvyOne Worldwide, China; Chief of Digital Experience Officer, Cothinker Marketing Consulting Ltd.

Han Shi

Dr. Han Shi

Academic Advisor of ICB ESG Centre, Adjunct Associate Professor, Chief Scientist, Green Development Alliance of National Economic & Technological Development Zones, Ministry of Commerce of the PRC

Georgia  Guo

Ms. Georgia Guo

Part-time Lecturer at HKU ICB, Former McDonald’s China Head of Innovation, Former IDEO China Marketing Director

Francis Liu

Mr. Francis Liu

Part-time Lecturer at HKU ICB, Executive Vice President of Jaguar Land Rover (China)

Michael Tong

Mr. Michael Tong

Part-time Lecturer at HKU ICB; Chief Marketing Officer at RaceFit International

Kung-Ting Wu

Mr. Kung-Ting Wu

Part-time Lecturer at HKU ICB, Managing Partner of ELA Bridge Associates, MBA in Wharton School, University of Pennsylvania

Sky Zhang

Dr. Sky Zhang

Part-time Lecturer at HKU ICB, Head of Digital Technology at Burger King China; Former Chief Digital Officer at Popeyes China, Former Head of Digital Marketing at McDonald's China, Coca-Cola China, Johnson & Johnson Vision Care, and BBDO Detroit

Sandy Zhu

Ms. Sandy Zhu

General Manager of GienTech (Hong Kong), Former Director of Sales for Huawei (Hong Kong), Outstanding Young Female Entrepreneur in the Greater Bay Area

B.C Lo

Mr. B.C Lo

Part-time Lecturer at HKU ICB, Former Vice President of Public Affairs in Hong Kong Disneyland, Former Director of Corporate Communications and External Relations in Link Real Estate Investment Trust, Former Chairman of Hong Kong International Public Rela

Programme Features


Agile Consumer Insights


The global economy has developed from the 18th century to the 21st century, with the iteration of the three major economic systems from Economy 1.0: Physical Economy (labor work), Economy 2.0: Thinking Economy (analytical work) to Economy 3.0: Emotional Economy (interpersonal work). It coincides with the development trend of Marketing Era from 1.0 to 5.0.

The commonality between the Emotional Economy and the Marketing Era 5.0 is that it emphasizes the importance of people. Consumers have experienced two stages of evolution in economic task requirement. The first stage was that mechanical Artificial Intelligence (AI) replaced most of the labor work, and consumers turned to analytical work. The second stage was when thinking AI replaced most analytical work, and consumers began to turn to emotional work.

In the future, consumers will pay more attention to soft skills, such as empathy, interpersonal relationships, experience, emotions, and other tasks. Both companies and consumers will begin to appreciate the value of emotions. As consumers pay more attention to emotional value, brands also need to keep up with the trend. They should identify agile consumer insights by staring from a theoretical level to deeply understand how consumer minds make buying decisions. Brands need to conduct in-depth consumer research through professional marketing surveys, gaining insights on the essence behind marketing phenomena.

The rise of the emotional economy has also contributed to the formation of a closed loop of emotional consumption: consumers who pay more attention to emotional gains have given birth to companies/brands with more emotional intelligence, which further enhances consumers' desire for higher emotional service levels. The emotional cycle repeats itself, forming a closed loop of brand preference and loyalty, therefore agile consumer insight is indispensable.

The "IMC Principles", "Consumer Psychology" and "Framework for Consumer Insights" in the IMC programme enhance marketers' agile consumer insights capabilities.

Precise Market Positioning


Technology has a revolutionary impact on economic and marketing development, from VR, AR, MR, NFT, Blockchain, DAO and other technologies before the epidemic; to the hot topic of Metaverse during the epidemic; to the recent wave of Artificial Intelligence (AI), OpenAI, ChatGPT, Sora and other new techno- buzzwords. Under the trend of Industry 4.0, brands must understand the principles and potential impact of these disruptive innovative technologies and tools and integrate them with classic theories such as "4P” to deliver effective marketing incorporating principles and skills.
The impact of AI on the “4Ps” is listed below:

  1. Product (or Service): AI allows brands to personalize their deliverables in batches, formulate comprehensive digital marketing strategies based on target customers’ past shopping data, and project more accurate consumption predictions and suggestions to achieve personalized marketing effects for everyone, enhancing customer satisfaction and loyalty.
  2. Price: AI helps brands combine macro-environmental data with micro-behavioral data of target customers, provide timely dynamic quotations to target customers, and improve MROI efficiency and profitability.
  3. Place: AI can help brands integrate online and offline channels into a seamless and personalized consumer journey of experience design and demand management to improve customer experience and conversion rates.
  4. Promotion: AI generates cross-media content, precise algorithm recommendations, KPI evaluation and other rapid iterations, so brands can build in-depth and meaningful dialogues with target customers to achieve corporate resilience and sustainable marketing.

Digital marketing in Mainland China is developing rapidly: new methods such as WeChat marketing, platform economy, ecosystem marketing, industry-specific short video e-commerce, live streaming sales promotion and other new initiatives are all diverse and flashy. The key role of technology is to help brands create precise market positioning. Although technology is developing rapidly, under the iteration of Emotional Economy and Marketing Era 5.0, brands using technology to empower marketing must be humane and moral to occupy a leading position in the minds of target customers.

The "Experience Design and Needs Management", "Marketing Strategies in the Digital Age" and "Corporate Resilience and Sustainability Marketing" in the IMC programme provide brands with strategies and practical methodologies for precise market positioning.

Unique Marketing Communication Strategy


Population is the third essential element that affects IMC. The aging of the global population, the negative growth of the population in Mainland China, and the rise of the Alpha generation, the main consumer group in the future. Brands need to consider the implications for marketing of the confluence of these three demographic trends. With what challenges and opportunities does it bring to brands? For example, is negative population growth a threat to the prospects of baby products? Does this represent its replacement by the pet industry? For example, what implications does the aging population have for the elderly care industry and the related aging economy? Brands will need to communicate closely with Generation Alpha starting from the next 3 to 5 years. What should we pay attention to when communicating with consumers of Generation Alpha?

The age of digital marketing has different implications for different demographic groups. For example, there are fundamental differences in the acceptance of marketing data privacy between the Alpha generation and the aging generation. Therefore, the data-driven marketing decisions of different generations are different. Content marketing corresponding to different demographic groups has different norms and requirements. The platforms, media, channels, and consumer behavior habits corresponding to different demographic groups are also quite different. Therefore, cross-platform content management will affect the precise communication effect of IMC. People divide into groups, and birds of a feather flock together. Social marketing is an important topic in brand communication because different communities represent different demographic variables and customer portrait descriptions, different purchasing preferences, and different brand expectations, all of which require strategic brand communication mindset. Finally, in brand communication, crises such as smear campaigns will inevitably occur. When faced with effective public relations management among various stakeholders, brands must not only prepare plan beforehand, but also know how to respond to crises.

Modules such as "Data-Driven Marketing Decision Making", "Cross-Platform Content Management", " Social Marketing and Brand Communication", and " Effective Public Relations and Crisis Management" in the IMC programme provide brands with suggestions for unique marketing communication strategies.


Learning Journey

Learning Journey
Learn More》     Elective Modules     Enterprise Study


Suitable for

This programme is suitable for mid-to-senior level management in marketing, branding and marketing planning of all types of organisations to enhance their professionalism in integrated marketing communications comprehensively and systematically, so as to solve the problem of their partial experience in actual practice. It is also suitable for senior marketing communications professionals who wish to become outstanding integrated marketing communications experts, or mid-to-senior level managers in advertising, PR, interactive marketing, market research, media and other marketing communications-related organisations.  

Students’ Profiles

Past students of this programme came from major companies including: Baidu, Sina, Netease, Tencent, Microsoft, Intel, IBM, Samsung, HP, Canon, Mitsubishi (China), Mercedes-Benz, BMW, GUCCI, Nike, Adidas, IKEA, Carrefour, Unilever, Coca-Cola, Pepsi (China), Bayer, Novartis, Abbott, China Merchants Bank, HSBC, Standard Chartered Bank, Schneider Electric, ThyssenKrupp, FedEx, Lane Crawford, Amway, Shanghai Jahwa, Kraft, McDonald's, KFC, Lee Kum Kee, JDB Group, China Telecom, China Mobile, CCTV, Phoenix TV, Hunan TV, Jiangsu TV, HKSTV, Ogilvy Advertising, Dentsu Advertising, Leo Burnett, JWT, Hill & Knowlton, Ruder Finn, BlueFocus, Shun Ya International, Consulate General of the United Kingdom, etc. 

Graduation Certificate

Upon completion of the "Residential Workshop", 10 compulsory modules and the "Integrated Marketing Communications Final Project", and after passing the evaluation, students will be awarded the "Postgraduate Diploma in Integrated Marketing Communications" by the University of Hong Kong at the postgraduate level. 

Fees and Charges

Application fee:                      500 RMB
Tuition fee:                          118,000 HKD

Meals and travel expenses:                                             

students are responsible for their own accommodation and transportation during their attendance of classes. If the Inauguration Ceremony-cum-Residential Workshop is held offline, accommodation during the period will be arranged by the Institute and the costs will be covered accordingly.


Programme Enquiries

  • Beijing

Selena Shu - (010) 6596 9113

Alma He - (010) 6596 9117

  • Shanghai

Nico Ye - (021) 6841 3008

  • Shenzhen

Alice Zhou - (0755) 2360 1593

  • Guangzhou

Catherine Fan - (020) 2206 0511

  • Chengdu

Ania Ai - (028) 8445 7289