Part-time mode, one module everytime，15 months
Hong Kong, Beijing, Shanghai, Cambridge
|Medium of Instruction：||
English (translation provided) and Mandarin
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.
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.
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.
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.
Mr. Robert Lewis
Senior International Counsel, Zhong Lun Law Firm
Co-Founder & Chief Expert, China Going Global Think-tank
Prof. Michael Barrett
Professor of Information Systems & Innovation Studies, Judge Business School, University of Cambridge
Prof. Michel Gutsatz
Associate Dean, EMBA/MBA Director of KEDGE Business School
Adjunct professor of marketing at China Europe International Business School
HKUSPACE Honorary Professor
Prof. Ken Peattie
Professor of Marketing & Strategy, and Head of the Marketing & Strategy Section, at Cardiff Business School
Prof. Yesha Sivan
Founder and CEO of i8 ventures
Visiting Professor of Innovation and Venture, Chinese University of Hong Kong Business School
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
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.
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