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Leadership Enhancement and Development Innovation, Creativity and Entrepreneurship

Executive Certificate in B2B Market and Innovation Strategy
行政人員證書《B2B 市場與創新策略》

Course Code
Application Code
Study mode
Start Date
To be advised
3 months
Course Fee
HK$6,800 per programme
How to Apply


The programme aims to:
  1. lead innovation with clear vision and strategy through conducting B2B market research with applied concepts and framework;
  2. manage innovation with in-depth market insights into customer needs, value-in-use, and competition for new product launch;
  3. apply B2B marketing skills to link R&D with markets, support knowledge exchange, and build strategic partnerships for new markets; and
  4. analyze challenges and opportunities for cross sector innovation with economic and social impacts.


Programme Details

Module Content is as follows:

  1. Leading Innovation with Strategy

    1.1 B2B Market Research for Innovation Direction 

    1.2 CECOR Framework (Calibrate, Explore, Create, Organize, Realize)

    1.3 Smile Curve: Value Creation by Marketing and Innovation


  2. Managing Innovation with Tactics

    2.1 Market Insights for Innovation: Customer CTQs and Value-In-Use

    2.2 Value Pricing Strategy of 3C (Customer, Competitor, Cost)

    2.3 Go-To-Market Execution for NPI (New Product Introduction)


  3. Marketing for Open Innovation

    3.1 Link R&D with Market Need

    3.2 Knowledge Exchange and Technology Cooperation

    3.3 Strategic Partnership in New Market Development


  4. Reinventing Innovation Model
    1. OEM, ODM and OBM
    2. Key drivers of value chain
    3. Key actors of innovation system


  5. Innovating with Impacts: Case Studies
    1. The case of company-driven innovation
    2. The case of university-driven innovation
    3. The case of government-driven innovation


Application Code 1855-EP107A -

Days / Time
  • Thursday, 7:00pm - 10:00pm

Class Details


- 10 meetings

- 3 hours per meeting

Location: HKU SPACE Learning Centre 

Entry Requirements

Applicants shall hold:

(i) a bachelor's degree awarded by a recognized university or equivalent;


(ii) an Associate Degree / a Higher Diploma or equivalent, and have at least 2 years of work experience.

Applicants with other qualifications and substantial senior work experience will be considered on individual merit.


Application Fee

HK$150 (Non-refundable)

Course Fee
  • Course Fee : HK$6,800 per programme


Application Form Download Application Form

Enrolment Method
Payment Method
1. Cash, EPS, WeChat Pay Or Alipay

Course fees can be paid by cash, EPS, WeChat Pay or Alipay at any HKU SPACE Enrolment Centres.

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 the 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.

4. Online Payment

Online application / enrolment is offered for most open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes. Application fees and course fees of these programmes/courses can be settled by using "PPS by Internet" (not available via mobile phones), VISA or Mastercard. In addition to the aforesaid online payment channels, continuing students of award-bearing programmes, if their programmes offer online service, may also pay their course fees by Online WeChat Pay, Online Alipay and Faster Payment System (FPS). Please refer to Enrolment Methods - Online Enrolment  for details.


  • If the programme/course is starting within five working days, application by post is not recommended to avoid any delays. Applicants are advised to enrol in person at HKU SPACE Enrolement Centres and avoid making cheque payment under this circustance.
  • 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, WeChat Pay, Alipay, 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 transferrable 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 each approved transfer.
  • Receipts will be issued for fees paid but HKU SPACE will not be repsonsible for any loss of receipt sent by mail.
  • For payment certification, please submit a completed form, a sufficiently stamped and self-addressed envelope, and a crossed cheque for HK$30 per copy made payable to "HKU SPACE" to any of our enrolment centres.