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BusinessMarketing & Branding

Executive Certificate for Creativity in Strategic Marketing
行政人員證書《創意營銷策略》

Course Code
EP072A
Application Code
1490-EP072A
Study mode
Part-time
Start Date
15 Jul 2017 (Sat)
Next intake(s)
06-2017
Duration
3 months
Language
廣東話授課,輔以英文教材
Course Fee
HK$6,750 per programme
Apply Now
Deadline on 07 Jul 2017 (Fri)
Enquiries
2867 8316
2861 0278

行政人員證書《創意營銷策略》課程為期三個月,包括六個單元和小組實踐習作,透過資深營銷專家參與的課堂及多個嘉賓講座,深入討論實用的環球、中國及本地案例,讓學員提升創意營銷策略的實戰知識和技巧。   


 

This 3-month executive certificate programme aims to provide students with knowledge about up-to-date creative marketing strategies and tactics. It also provides hands-on and practical techniques and tools for students to build the strategic skills and mindset to bolster their brand reputation, company competitiveness and innovative capabilities by effective use of creativity and big data.

 

PROGRAMME OBJECTIVES

課程目標讓學員:
  1. 掌握策劃營銷策略的具體流程和專門知識;   
  2. 了解不同行業的最新市場趨勢和如何利用創意和創新策略去制定可持續的市場策略;   
  3. 透過資深營銷專家參與的課堂、工作坊及嘉賓講座,深入討論實用的環球、中國及本地案例,提升創意營銷策略的實戰知識和技巧。
課程包括6個單元和小組實踐習作,讓學員透過課堂、小組討論、工作坊、嘉賓講座及習作,3個月內全方位提升創意營銷策略的實戰知識。
 
 
This programme aims to:
  1. provide students with the specialised knowledge in understanding the comprehensive process of strategic marketing planning.    
  2. discuss the most up-to-date market trends and the use of creativity and innovation in developing sustainable marketing strategies in different industries.   
  3.  provide students with in-depth and practical knowledge from global and local case studies via lectures, workshops and extensive guest speaker sessions delivered by experienced industry experts from agencies, clients and media.
After completion of this three-moth programme (which consists of 6 units and group project), learners will enhance their knowledge on developing effective creative marketing strategies through lectures, group discussions, workshops and extensive guest speaker sessions.
 
 

PROGRAMME HIGHLIGHTS

  • 集合10+ 香港營銷專家、以實例主導、全方位發掘創意營銷帶來的「真‧市場效益」;
  • 嘉賓講者包括知名品牌 (如可口可樂、海洋公園)、廣告公司、媒體公司、數據營銷公司、市場研究機構等負責人;
   • 以廣東話授課,加上英文輔助教材。
 
  • Strong line-up of experienced Hong Kong marketing experts and offers practical techniques for understanding how to turn creativity into “real marketing returns”;
  • Prominent guest speakers who are directors or founders of famous brands (such as Coco-Cola, Ocean Park, Pizza Hut), advertising agency, media agency, database marketing agency, design houses, etc;
    • Medium of instruction is Cantonese supplemented with English materials.
 

highlights

  行政人員證書(創意營銷策略)

Unit

Contents

Unit 1:

First Step in Winning Formula: POSITIONING
定位 (產品及品牌策略) (7 hours)

  • 品牌定位成功要素、產品開發背後的創意、中國市場的發展和機會等。
    制定成功的產品及品牌定位,除了需要了解消費者的需求外,也要懂得創造需求。本單元會探討產品開發背後的創意流程,如何制定整體品牌架構與策略,更會討論打進中國市場的趨勢和機會。
Unit 2:

PLACE : Mastering the Interface in Selling
創意銷售點策略:掌握銷售介面 
(7 hours)

  • 銷售接觸點的藝術與科學、電子商貿的應用和大勢等。
    現今銷售點的設計結合藝術與科技。 本單元討論不同的接觸點如何讓消費者自掏錢包之餘,也有效提升錢包的消費份額(share of wallet)。除了店面的創意設計外,透過各類電子商貿平台開拓銷售點,也成為近年的大勢。透過個案分析和實戰分享,讓學員掌握創意銷售點策略和認識創新的網上銷售介面。
Unit 3:

PROMOTION: Intensity and Diversity of Modern Marketing Communications  

創意推廣策略:現今市場傳訊的強度和變化 (7 hours)

  • 推廣媒體的趨勢、策劃、執行與成效計算等。
    廣告媒體近年的急速變化,讓推廣計劃更多樣化。本單元討論如何在現今營商環境下以創意推廣策略和媒體,增強市場傳訊的力度和成功創造話題。另有實用工作坊,指導行內運用的資源計劃 (resource planning) 和優化成果 (result optimization) 的方法。

Unit 4:

PRICE & PROMOTION – Developing Values to induce Purchases

創意價格與推廣策略:製造購買動力 (7 hours) 

  • 製造購買動力的條件、認識各行策略制定及理解營銷回報的概念等。
    透過案例了解不同的推廣策略(功能性或情感性),如何有效製造購買力。本單元也講解香港不同行業策略制定及理解營銷回報的概念,包括成功的推廣項目背後,如何平衡銷售目標和創意策略。另有實用工作坊,指導行內以數據及非數據的工具來分析推廣成效的方法。
Unit 5:

DATA IS THE KING:  The Wisdom in Utilizing Market Research and Customer Relationship Management (CRM)

數據稱王:利用市場研究及顧客關係管理的智慧

(7 hours) 

  • 如何解讀大數據、以創意利用市場研究及顧客關係管理來提升業務等。
    大數據可具價值,也可一文不值;制定市場策略有賴各種數據來支持決策。本單元講解如何把創意運用於市場研究及顧客關係管理方面來提升業務,業內有甚麼指標性的市場研究方法。零售店的大量數據又如何能轉化成真正的生意,本課會有實用分享和研究案例,討論數據如何提升抉擇的智慧。
Unit 6:

TRUE VALUE of Marketing: how to turn adversity into possibilities?

市場推廣的真價值:如何用創意化逆境為機遇?

(7 hours)

  • 認識市場變化、如何用創意應對低迷的營商環境或品牌危機等。
    面對危機時該如何決策?處於有限推廣預算、逆境或經濟低迷時,該如何制定市場策略?究竟創意會被壓抑,還是應更被重視?本課會討論不同本地和亞洲品牌案例,了解市場推廣的真正價值和成功善用創意的品牌大贏家。
Unit 7:

 

PROJECT Presentation 

小組實踐習作 (3 hours)

Lecturer and Guest Speakers

  • 多位營銷專家、以實例主導、全方位發掘創意營銷帶來的「真‧市場效益」

  • 嘉賓講者包括知名品牌 (如可口可樂、海洋公園)、廣告公司、媒體公司、數據營銷公司、市場研究機構等負責人

lecturer
 

Guest Speakers

Miss Eva Leung梁麗明小姐

Regional Client Service Director, ICLP

梁麗明女士擁有超過20多年的市場研究和客戶關係管理(CRM)經驗。在全球最大的市場研究公司尼爾森工作超過17年,位至香港及澳門區董事總經理。梁女士於2016年1月加入ICLP, 受聘為客戶服務總監。ICLP主要客戶包括亞洲萬里通,國泰,文華東方等。

梁女士畢業香港科技大學, 擁有碩士學位,主修市場學及金融服務。

Eva Leung has over 20 years of experience in market research and CRM. Her last position was Managing Director, HK & Macau, in Nielsen, the biggest global market research company. Eva has joined ICLP as Regional Client Service Director since Jan 2016. ICLP is the recognized global leader in loyalty / CRM areas. It provides a full suite of services including strategy, insights, consumer engagement, technology and customer management. Key clients include Asia Miles, Cathay Pacific Airlines, Mandarin Oriental Hotel, etc.

Ms. Eva Leung is an all-rounded business leader with over than 20 years of experience in market research and customer relationship management (CRM). Ms. Leung has spent over 17 years with Nielsen which is the biggest global market research company. She is well versed in understanding consumer behavior of what they watch and buy, and possesses deep industry experience ranging from FMCG, Retailing, and Travel Tourism to Media.  Her last position was Managing Director, HK & Macau.

Ms. Leung is passionate about consumer behavior and how data analytics will transform the way companies do business and interact with their customers in the future.

 

eva leung

Miss Tina Yiu 姚慧儀小姐
Coca-Cola China中國新業務發展總經理

現任Coca-Cola China Ltd 之General Manager of New Venture,在可口可樂公司工作超過二十年,負責開發及打造各新品牌。

 

General Manager of New Venture, Coca-Cola China Ltd.

Tina has been working for Coca-Cola for over 20 years.

tina yiu

Mr Perry Chung 鍾志超先生
香港海洋公園市務總監

Marketing Director, Ocean Park Corporation

鍾志超先生現職香港海洋公園市務總監,負責有關的品牌策略,廣告及速銷策劃。鍾先生畢業於香港大學,再於香港理工大學取得商業管理碩士學位。他擁有超過二十年的消費品營銷經驗。先後在多間中外企業服務,當中包括卡夫食品,可口可樂公司,華納兄弟,大快活,李錦記。

 

perry chung

Mr Andrew Lee 李孔仁先生

Founder of Metta Communications

超過25年廣告經驗,曾任全球十大廣告公司香港區話事人超過10年。2008年自立門戶,創辦Metta Communications,再為萬寧、BUPA、大快活、海洋公園、余仁生等創造了一系列膾炙人口的方案,並於各大廣告頒獎禮獲得驕人成績。

Over 25 years of advertising experience, ex-Managing Director of a top ten multi-national advertising agency. Andrew founded Metta Communications in 2008. They created renowned campaigns for Mannings, Fairwood, Ocean Park and Eu Yan Sang, etc, and received many advertising awards from different competitions.

andrew lee

Miss Shirley Lau劉淑儀小姐
星傳媒體常務副總經理

Deputy General Manager in Starcom MediaVest Group HK 
Shirley為星傳媒體—員工人數近百人的香港第二大媒體策劃公司,之常務副總經理。她具有超過20年的媒體策劃經驗,曾服務多種不同類型廣告客戶,包括FMCG、地產、零售等,並帶領其團隊取得多個媒體策劃獎項。

With over 20 years of experience in the media industry, Shirley Lau is Deputy General Manager in Starcom MediaVest Group HK, co-leading the office that includes close to 100 staff.  At the helm, Shirley's strength in media planning and buying across various Greater China markets has seen her lead her team in winning a number of Media Awards in last few years.  She also has an in-depth experience covering various account categories such as FMCG, properties and retail.

shirley lau

麥佩兒小姐

Business Consultant

麥小姐為數據運用專才,能駕馭繁複多變的數据,化為實用有效工具,提升銷售及利潤。現為跨國機構如牛奶公司提供顧問服務。前為Nielsen客戶總監,並曾於TCC 及IKEA 任職。Nielsen 為全球最大市場研究公司,TCC為全球最大之一的忠誠度推廣公司。

polly mak

胡若藍先生

Creative Partner/ 中國區首席策略總監, 藍色光標傳訊集團國際部
(集團為全球十大及中國最大的傳訊集團)

胡若藍現為藍色光標傳訊集團國際部中國區首席策略總監及創意合伙人,藍色光標傳訊集團為全球十大及中國最大的傳訊集團,胡若藍以香港廣告公司多年經驗,包括合夥經營香港最大的廣告公司,結合在大陸市場掌握的社交媒體趨勢和經驗,策劃中國品牌的推廣策略。

胡若藍活躍於廣告寫作,曾參與出版多本香港最暢銷的廣告書籍及於本地報章及知名網站撰寫廣告專欄,並經常出席香港各大學的廣告論壇及研討會,與大學生分享廣告經驗。胡若藍於4As廣告公司工作多年,曾參與逾百個國際及本地品牌的廣告工作,包括廣告策劃與創作、統籌製作、開拓新媒體應用等。參與的廣告項目多年來獲獎無數,包括 TVB最受歡迎廣告大獎、金帆獎項等,近年亦協助客戶撰寫策略報告參與HKMA/TVB市場策劃獎,並屢獲殊榮。


Creative Partner/Chief Strategist (China Region), BlueFocus International

siuhung

Mr Kit Chow周偉傑先生

市場研究部主管

Head of Research and Insight in an international bank

周先生曾於不同跨國公司任職,行業包括FMCG 及金融,現為一美資銀行市場研究部主管。任職期來,成功把市場調查結合社會科學硏究,用作促進品牌領導地位,曾處理多個受傳媒高度關注的市場研究報告,包括香港百萬富翁人數及理財喜好,及市民對置業興趣趨勢調查。

學歷方面 ,周先生分別於加拿大約克大學,取得數學及統計碩士學位, 南澳洲大學取得心理輔導碩士學位及香港理工大學家庭治療碩士學位。

kit chow

Mr Trevor Leung 梁建業先生

莎莎國際副總裁-營運部
Vice President - Sales and Operations, Sa Sa International Holdings Limited

Trevor Leung 畢業於中文大學工商管理學系,副修心理學,其後於科技大學取得工商管理碩士。Trevor以見習經理進入零售行業,一直於跨國大型零售商工作,包括馬莎、惠康、萬寧、莎莎。主要負責分店銷售和營運管理。除實體店舖外,亦曾發展網購業務和開設O2O體驗店。

trevorleung
[More Guest Speakers to be announced soon.]

* Lecturer, guest speakers and guest topics are subject to change based on his/ her availability.

 

教學方式 Teaching Mode

  • Part-time face-to-face mode.
  • Total 45 hours of lectures and group presentation.
  • Lectures with real case studies for discussion and analysis, line-up of prominent guest speakers who are experienced industry experts.
  • Medium of instruction is Cantonese supplemented with English materials.

 

習作 Assessment

The programme will be assessed by one group oral presentation (100%) conducted in Cantonese.

 

修畢證書 Award

Executive Certificate for Creativity in Strategic Marketing will be awarded within the HKU System through HKU SPACE to those who have successfully completed the programme respectively.

 

學員分享 Alumni Sharing 

Krystal Lau, Banking Industry

"課程吸引之處是營銷專家兼主講師Athen、多位知名品牌嘉賓講者及業內同學的參與,每節課堂由Athen帶出主題,以實例取代理論的學習方法,緊貼現時市場趨勢,與大家分析不同地區、行業的經典、熱門營銷案例,配合每節不同的嘉賓分享、小組討論及工作坊,令我更深入體會到「創意並非只講意念,要有解決實際問題的功力」!"

Philip Lee, Telecom Industry

"有心導師開創新課程,打破傳統,拋開書包,將實戰融入教學,並邀請不同行業資深講者參與演講,從不同角度、行業跟專長令我們了解更多。印象最深刻就是導師多次提醒我們做marketer要貼地,不能「堅離地」,果然言行一致,我上了一個堅貼地的marketing課程。"

Radar Chan, IT Industry

"The course in Creativity in Strategic Marketing was truly inspiring. By meeting field experts and industry leaders, we had great sharing, regarding bits and pieces in marketing and related disciplines, which definitely a valuable opportunity for me to obtain.

Miss Athen Chung, the leading instructor of the course, showed her passion and experience from her successful career. Well prepared materials and activities from Athen helped the class familiarizing themselves in short and keeping active among all the meetings. I would undoubtedly recommend this course to anyone who is working in the field or those seeking a chance to get involved in marketing business."

Cherie Wong, Beauty Industry 

"It is so important to stay ahead of emerging trends, whether you are a marketer or not. This course gives you the insight and a set of skills to become a modern marketer with competitive edge. It was taught by industry experts with extensive marketing experience. And if you are new to this industry, you will begin to love the creativity and fun in marketing field. This course has been fantastic in many levels. If I have a chance, I would love to take this course again to keep learning!"

Days / Time
  • Saturday 2pm - 6pm; 7pm - 10pm
Duration
  • 3個月,共7課。

    日期 Date: 15 Jul, 29 Jul, 12 Aug, 2 Sep, 23 Sep, 7 Oct and 14 Oct

    時間 Time: 2-6pm & 7-10pm (except last unit from 2-5pm)

    *The schedule is subject to change when necessary.
Venue

(甲) 認可大學頒授的學士學位或其他同等學歷; 或

(乙) 副學士學位/高級文憑,至少同等學歷及最少2年工作經驗; 或

(丙) 相關認可專業資格。

申請人若持有其他資格及豐富工作經驗,學院將按個別情況考慮。

Application Fee

HK$200 (取錄與否,概不退還)

Course Fee
  • Course Fee : HK$6,750 per programme

Application Form Download Application Form

Enrolment Method
All applicants are required to complete the enclosed application form and submit it with the following supporting documents together with application fee of HK$200 to any of the HKUSPACE enrolment centres:
 
  1. One set of certified true copies* of full educational certificates and transcripts; *Original certificates and transcripts together with the copies are required to be presented to any HKU SPACE Learning Centre for verification.
  2. Testimonials or other documentary proof of the applicant’s working experience;
  3. A photocopy of Hong Kong Identity Card;
  4. A non-refundable crossed cheque of HK$200 payable to HKU SPACE” as application fee. 
►HKUSPACE Learning/Enrolment Centres
 

 

 

Payment Method

1. Cash or EPS

Course fees can be paid by cash or EPS at any HKU SPACE enrolment counters.
 
  
2. Cheque or bank draft
Course fees can also be paid by crossed cheque or bank draft made payable to HKU SPACE”. Please specify the programme title(s) for application and applicant’s name. You may either:
  • bring the completed form(s), together with the appropriate course or application fees in the form of a cheque, and any required supporting documents to any of the HKU SPACE enrolment centres;
  • or mail the above documents to any of the HKU SPACE enrolment centres, specifying “Course Application” on the envelope. HKU SPACE will not be responsible for any loss of payment sent by mail.
 

3. VISA/MasterCard

Applicants may also pay the course fee by VISA or MasterCard, including the HKU SPACE MasterCard”, at any HKU SPACE enrolment centres. Holders of the HKU SPACE MasterCard can enjoy a 10-month interest-free instalment period for courses with a tuition fee worth a minimum of HK$2,000; however, the course applicant must also be the cardholder himself/herself. For enquiries, please contact our staff at any enrolment centres.
 
Notes
For general and short courses, applicants may be required to pay the course fee in cash or by EPS, Visa or MasterCard if the course is to start shortly.
  • Fees paid are not refundable except under very exceptional circumstances (e.g. course cancellation due to insufficient enrolment), subject to the School’s discretion. In exceptional cases where a refund is approved, fees paid by cash, EPS, cheque or PPS (for online payment only) will normally be reimbursed by a cheque, and fees paid by credit card will normally be reimbursed to the payment cardholder’s credit card account.
  • In addition to the published fees, there may be additional costs associated with individual programmes. Please refer to the relevant course brochures or direct any enquiries to the relevant programme team for details.
  • Fees and places on courses cannot be transferred from one applicant to another. Once accepted onto a course, the student may not change to another course without approval from HKU SPACE. A processing fee of HK$120 will be levied on approved transfers.
  • Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  • For additional copies of receipts, please send a stamped, self-addressed envelope with a completed form and a crossed cheque for HK$30 per copy made payable to HKU SPACE’. Such copies will only normally be issued at the end of a course.