Skip to main content

Key Details

Class schedule:

Part-time mode, one module everytime,15 months


Hong Kong, Beijing, Shanghai, Cambridge

Medium of Instruction:

English (translation provided) and Mandarin

​​Next Intake:

April 2020, 6th Cohort

Peter Drucker, the father of business consulting, once said: “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation.” Marketing mindset is a must for all senior executives within a company, not just CMO. To cultivate sustainable business growth, it is essential for the senior executives to define and reach for the niche market.

Instead of marketing, CMO should focus on revenue growth. In other words, the primary responsibility of a CMO is to find customers, drive product or service innovation, and stimulant business growth through advertising, branding, sales, etc. Due to a global marketplace and the rise of social media, both market structure and consumers’ behavior has been changing in unprecedentedly fast pace, therefore, marketing is playing an important role than ever before.

This programme is designed to deepen the participants’ understanding of dynamics marketing trends, and master key in strategic marketing in today’s fast-changing busienss landscape.

International Exposure
With both leading scholars from internationally-acclaimed universities and business leaders across the world joining the faculty team, as well as the overseas module through the partnership with Cambridge Business School, the programme equips students with the international exposure which is key for success in today’s economy.

Critical Issues in Senior Management
With a specific focus on the lasted development of marketing strategy, the programme will address critical issues that senior management have to deal with (i.e., innovation, marketing competitiveness, organizational change, big data, brand leadership, marketing audit, digital transformation, cross-cultural management, corporate sustainability), aiming to equip students with essential tools for successful marketing innovation.

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) 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 Business Expansion and 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.


This programme is designed for CMOs from large or fast-growing companies. It is also suitable for C-level executives who are interested in marketing. Applicants must have at least 10 years of working experience and at least 8 years of marketing management experience.

The programme aims to provide the most cutting-edge concepts of marketing and organizational innovation to the chief marketing officer and marketing directors of an organization. Through case analysis and professional sharing of teachers, participants will be able to analyze internal and external environment for enterprises, and establish forward-looking and return oriented entrepreneurial spirit. The overall capabilities of participants will be enhanced, which can help lead the organization to improve its marketing and organizational structure for future challenges. The course will also develop them into a new generation of senior executives who keep abreast of business environment changes, and value corporate governance and business ethics highly.

On completion of the programme, students should be able to

  • critically analyze the organisational structure and marketing strategies, and provide proposals for improvement;
  • use various new marketing model(s) effectively to meet the needs of future development;
  • apply the practice of innovation and smart business to foster appropriate changes in the organisation;
  • design a good corporate governance system which integrates the concepts of corporate social responsibility and business ethics;
  • make use of front end business knowledge to establish good internal and external relationship with different business partners and the community;
  • collect, integrate and analyze important data for the organisation in the process of formulating and implementing innovative marketing and organizational innovation strategies.
  • utilize cutting-edge business knowledge to build good internal and external relationships with business partners, society and public.
  • Residential Workshop @ HKU — From Being Excellent To Exceeding

  • Innovation Strategy for Corporate Expansion

  • Corporate Competency and Organisation Design

  • Big Data in Marketing

  • Socialnomics and Brand Leadership


  • Marketing Audit and ROI Management


  • Digital Transformation and Smart Business (Cambridge Study Tour)
  • Diversity and Cross-cultural Management


  • Audience Analysis and User Experience


  • Final Project


Elective Modules:

  •  M&A and Investment Strategy  


  •  Risk Management


  • Design Thinking for Strategic Innovation


The faculty team is composed of leading scholars and business leaders across the world. With extensive experience in both the industry and academia, IMAO Faculty team will bring both global and local perspectives for the students.

Postgraduate Diploma in Innovative Marketing and Agile Organisation
Students who successfully completed the non-credit bearing module "Residential Workshop", and all the assessment of the 9 credit-bearing modules, will be awarded the certificate “Postgraduate Diploma in Innovative Marketing and Agile Organisation” issued by the University of Hong Kong.

Minimum Entry Requirements

The applicant should

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

Programme Fees

Application fee: 

RMB 1,000

Tuition fee: :

HKD 295,000
(The tuition fee includes the cost of teaching materials and accommodation. The cost of transportation expenses are not included)

3Please click the image to view details

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, Harvard Medical School and KEDGE Business School.

China Mainland - North China & West China
Ms. Alyssa Liu
Tel: (010) 6596 9117
Address: Room 01-03, 28/F, Phase 3, Fortune Plaza, Dongsanhuan Zhong Road, Chaoyang District, Beijing, PRC


China Mainland - South China
Ms. Sabrina Sun
Tel: (0755) 2394 8897
Address: Unit BC, Floor 9, Tower A, NEO Building , 6011 Shennan Avenue, Futian District, Shenzhen 518040, PRC
China Mainland - East China
Ms. Jessie Jiang
Tel: (021) 5065 3196
Address: Room 021,4/F, Hang Seng Bank Tower, 1000 Lujiazui Ring Rd, LuJiaZui, Pudong Xinqu, Shanghai, 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