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Key Details

Class schedule: 

Part-time mode, one module everytime, 15 months


Hong Kong and Overseas

Medium of Instruction:

English (translation provided) and Mandarin

Next intake:

9th Cohort, Commencement in Sep 2022

Being a key part in global knowledge economy, creative economy has been the most import driving force to lead business innovation. Since listed by the State Council of China listed as the one of the pillar industries of the national economy in 2009, creative business have been growing faster than any other business sector with a  large amount of private capital entering into this market and digital entertainment (film, animation, online gaming, interactive media) booming on.

With these changes, senior executives in cultural and creative business executives are challenged to grasp the market trend and to take on cutting-edge technologies. They also need to have breakthrough ideas of business models, content production and market operation to establish competitive advantages for the company. The leaders need to acquire professional management knowledge to strategically manage their talents, capital and creativity so that they can always stay ahead of the competition as well.

This programme is designed to give systematic and professional training to senior executives in China’s cultural and creative business. With a specific focus on business models, content and creativity, as well as management, the programme will guide participants to become leaders in global creative business.

The programme structure is divided into three aspects. The first aspect is creative ecosystem, which consists of three dimensions: the core of cultural and creative business is culture, the soul of the cultural and creative business is creativity, and the life of cultural and creative business is innovation.  The second aspect is about cultural and creative enterprise, which consists of strategic management, audience analysis and user experience, and strategic marketing.  The third aspect is about cultural and creative IP, which consists of strategic management of IP and financing of cultural and creative business.

International Exposure
With both leading scholars from internationally-acclaimed universities and business leaders in the region joining the faculty team, the programme equips students with the international exposure which is key for success in today’s creative economy.

Critical Issues in Creative Business Management
The programme analyzes the cultural and creative economy with a focus on industrial policies, market trends, business models and other directions. It guides the participants to establish core competitiveness around content production, user analysis, application of science and technology, and intellectual property management. It also covers business management, investment and financing and marketing strategies to help participants enhance management and operation efficiency.

Global Alumni Network
Students will join a global community with outstanding academia and alumni network across the world. The various alumni events (i.e., seminars, forums, visits, study tours) will not only enable you to broaden your network but also to think and work on a global scale.

Internationally-recognized Certificate
Students who completed all required modules and passed all assessments will be awarded the “Postgraduate Diploma in Culture and Creativity Management”, a postgraduate qualification recognized by countries across the world, which include but not limited to United Kingdom, Germany, Belgium, Spain, Canada, Ireland, New Zealand, Poland, Australia, Sweden, South Africa, India, Chile, Brazil, Singapore.


The programme is suitable for executives engaged in the field of digital entertainment (including video, gaming, anime, advertising, design, new media, etc.); executives working on digital transformation in traditional cultural and creative industries (including mass media, museums, artwork transactions, cultural tours, etc.); entrepreneurs, executives or investors who have evolved in the cultural and creative industries.

The programme aims to equip students with the knowledge and skills required in cultural and creative industries. It will also enable them to become professional managers in global creative economy. After completing the programme, students should be able to grasp the unique nature and the business model of global cultural and creative industries. They should effectively use cutting-edge technology and data analysis methods to guide market positioning and production; and gain practical knowledge in organisational, financial and marketing management. All these facilitate students to make the best choice for their company or their own career development.

Programme Intended Learning Outcome

On completion of the programme, students should be able to

  • Analyze the uniqueness of global cultural and creative business, and build the competitive advantage of their company with systematic managerial knowledge.
  • Comparatively analyze the business model, market trend and policy environment of global cultural and creative business, and develop a strategy plan for their own company.
  • Efficiently use advanced technologies and data analysis methods to conduct audience analysis and product design, and manage and develop the prospective content capital with knowledge in intellectual property.
  • Use systematic knowledge in organizational, financial and marketing management to guide the positioning and operation of cultural and creative enterprises.
  • Make use of frontend business knowledge to establish good internal and external relationship with different business partners and the community.
  • Residential Workshop — From Being Excellent To Exceeding


  • Creative Economy and Ecosystem


  • Creativity Management and Content Capital


  • Managing Innovation in Creative Business


  • Strategy and Management of Creative Enterprises


  • Social Media and Big Data Marketing
  • Socialnomics and Brand Leadership


  • Strategic Management of Intellectual Property


  • Financing Cultural and Creative Business


  • Overseas Study Tour


  • Final Project


This programme consists of well-known scholars from the University of Southern California, New York University, London Metropolitan University, Marseille Business School, Tamkang University, Chengchi University and the University of Hong Kong. Teachers also include industry senior executives from Hong Kong and Taiwan. They are familiar with Chinese market and can analyze it with a global viewpoint.


Postgraduate Diploma in Culture and Creativity Management
Students who successfully completed the non-credit bearing module "Residential Workshop", and all assessment of the 9 credit-bearing modules, will be awarded the certificate " Postgraduate Diploma in Culture and Creativity Management".

Minimum Entry Requirement

  • Hold a bachelor's degree awarded by a recognized university ;
  • Hold a senior management postions within current organization;
  • Have at least 10 years of relevant work experience;
  • Be recommended/sponsored by current working institution

Programme Fees

Tuition fee:                                 

HKD 298,000
(The tuition fee includes the cost of teaching materials and accommodation. The cost of transportation and Visa expenses are not included.)

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In order to encourage ICB and SEA alumni to practice the concept of "lifelong learning" and move toward higher career goals, SEA will set up the "ICB and SEA Alumni Lifelong Learning Scholarship" (HK$30,000 for each eligible alumni) to support continuous breakthroughs and excellence, and continue their studies and pursue a series of executive courses offered by SEA in conjunction with the world's top educational institutions such as Cambridge University Business School and KEDGE Business School.

China Mainland - North China & West China
Ms Alma He
Tel: (010) 6596 9929
Address: Room 01-03, 28/F, Phase 3, Fortune Plaza, Dongsanhuan Zhong Road, Chaoyang District, Beijing, PRC


China Mainland - East China
Mr Quaker Gui
Tel: (021) 5065 3196

Address: Room 021,4/F, Hang Seng Bank Tower, 1000 Lujiazui Ring Rd, LuJiaZui , Pudong Xinqu, Shanghai, PRC
China Mainland - South China
Ms Crystal Feng
Tel: (0755) 8279 4889
Address: Unit BC, Floor 11, Tower A, NEO Building , 6011 Shennan Avenue, Futian District, Shenzhen 518040, PRC
Hong Kong
Ms Jessy Gao
Tel: (852) 2975 5825
Address: 8/F, T.T. Tsui Building, Pokfulam Road, The University of Hong Kong, Hong Kong