Programme Overview

Business leaders face imminent needs to master digital marketing and customer engagement. In this programme, participants will be able to understand the modern digital marketing landscape, process and tools to drive growth and improve marketing efficiency.


Learning Outcomes

Upon completion of the programme, the participants are expected to be able to:

  1. Understand the building blocks & components within the digital marketing ecosystem
  2. Recognise new digital marketing trends and best practice
  3. Gain insights into different social platforms and how they can create synergies
  4. Foster brand building in the digital landscape
  5. Master methodology and tools that can drive growth in your organisation via digital marketing & customer engagement
  6. Apply new skills and tools in digital marketing to improve the overall performance of ROAS.
  7. Identify, develop and test digital marketing & customer engagement opportunities to drive growth in your organisation.
  8. Be inspired by a view of organisation design including roles and structures required to drive effective change.

Key Benefits

  • Complimentary 2-week access to one of the selected Self-Paced Programmes for Executives
  • Certificate of Attendance will be awarded to participants upon completion of the programme
  • Special offer on Self-Paced Programmes for Executives subscription
  • Consultation session at special rate is available upon request
  • Becoming an Associate Member of CUHK Business School Alumni

Who Should Attend

This programme is designed for

  1. Business owners, leaders, and executives of traditional large to small companies, who are interested to transform traditional marketing function to a customer-centric and data-driven approach to drive growth for the organisation.
  2. Entrepreneurs & business leaders who want to build a new function to drive growth via marketing.
  3. Executives and senior management who need to drive sustainable marketing strategies for digital native ‘gen Y & gen Z’.

There are no pre-requisites to application.

Programme Curriculum

Day 1 Day 2
 1.  Customer Engagement & Growth Strategy in the Digital Economy

- How pioneer run their digital marketing with higher efficiency
- From Marketing 1.0 to 5.0
- From product to customer centricity
- From Mass media to contextual personalisation
- Data-driven & continuous optimisation via experimental approach


 4. Content & Customer Engagement Strategy

- Storytelling & Content Marketing (idea generation: idea driven by data)
- Social media & Influential marketing
- Community, gamification & brand advocate


 2. Understand Digital Marketing Landscape & Latest Trends

- Digital Marketing Fundamentals
- Digital Landscape & latest platforms


 5. Marketing Technologies & Tools

- AdTech ( i.e. Programmatic, facebook ad)
- Customer segmentation & Marketing Automation
- Emerging technology (i.e. AI, Facial & voice tech for marketing)


Fireside Chat with speakers from digital marketers, technologies & startup entrepreneurs

 3. Key Frameworks & Analytics to scale up

- Digital Marketing Funnel
- AARRR model for Growth hacking
- Performance measurement of digital marketing
- CRO, Testing & Experiment


 6. Transform from traditional marketing function to digital-driven & customer-centric marketing function

- Direct customer engagement & customer life-cycle management
- Build a loyal and vocal customer base
- Evolution of marketing organisation
- Accelerating marketing execution, test & learn culture


Request a Brochure



Duration : 2 days (Total 12 hours)

Programme Dates: 15 & 16 September 2021

Venue: CUHK Business School Town Centre (Central) or Live virtual class (Zoom)

Programme Fee: HK$15,500




Mr. Matthew Chan

Digital Marketing Community Committee, Hong Kong Management Association

Former senior management of a Hong Kong-based Conglomerate




Programme Details

Programme Dates: 15 & 16 September 2021

Application Deadline: 27 August 2021

Medium of Instruction: English / Chinese

Duration: 2 days (12 hours)

Venue: CUHK Business School Town Centre (Central) or Live virtual class (Zoom)

Programme Fee:


  • Early Bird offer: HK$14,500 (register by 26 Jul 2021)
  • “Learn together” offer: HK$14,500 (enroll in the same programme with friends)

Remarks: Two applicants must enroll together at the same time in the same programme. Therefore, this offer does not apply to enrollment of two participants at different times or for different programmes.

  • Alumni rate: CUHK/CUSCS/APIB Alumni can enjoy a 15% discounts on the programme fee
  • Corporate rate: please contact our education professionals for details
  • Continuous Learning Offer: Additional 5%, 10% and 15% discounts will be offered to applicants who have previously completed 1, 2 and 3 programme(s) of the Digital Leadership Series for Executives within 24-month period, respectively. This offer can be used in conjunction with other promotional privileges.



Other Programmes in Digital Leadership Series for Executives

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From Design Thinking to Digital Transformation

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21 & 22 Jul 2021

The Power Duo of AI & Big Data

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28 & 29 Jul 2021

Platform Revolution & Breakthrough

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4 & 5 Aug 2021

AI & Big Data Experiential Workshop for Executives

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12 & 13 Oct 2021

Leadership and Workforce Transformation in the Digital Era

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10 & 11 Nov 2021

Blockchain for Business Executives

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Contact Us

Miss Teresa Chung

Phone: (852) 3943 4413