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

 

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Duration : 2 days (Total 12 hours)

Programme Dates: 12 & 13 Jan 2022

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

Programme Fee: HK$15,500

RTTP Rate*: After reimbursement, the programme fee per eligible participant is HK$5,167 / HK$4,834 / HK$4,392 for the programme fee HK$15,500 / HK$14,500 / HK$13,175, respectively.

*The programme has been included in the list of registered public courses under the “Reindustrialisation  and  Technology Training Programme” (RTTP) - funding scheme under the Innovation and Technology Fund.

Faculty

 

Mr. Matthew Chan

Digital Marketing Community Committee, Hong Kong Management Association

Former senior management of a Hong Kong-based Conglomerate

Biography

 

 


Programme Details

Programme Dates: 12 & 13 Jan 2022

Application Deadline: 20 Dec 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:

HK$15,500

RTTP Rate*: After reimbursement, the programme fee per eligible participant is HK$5,167 / HK$4,834 / HK$4,392 for the programme fee HK$15,500 / HK$14,500 / HK$13,175, respectively.

*The programme has been included in the list of registered public courses under the Reindustrialisation and Technology Training Programme” (RTTP) - funding scheme under the Innovation and Technology Fund. Companies interested in applying for RTTP training grant (two-thirds of programme fee for each eligible participant) for their employee(s) to attend this programme should apply via the online system  at least two weeks before the commencement of the programme

  • Early Bird offer: HK$14,500 (register by 3 Dec 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.

 

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Other Programmes in Digital Leadership Series for Executives

13 & 20 Nov 2021

From Design Thinking to Digital Transformation

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8 & 9 Dec 2021

Platform Revolution & Breakthrough

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Feb 2022

Corporate Innovation & Intrapreneurship

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Mar 2022

The Power Duo of AI & Big Data

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10 & 11 May 2022

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
Email: execed@cuhk.edu.hk