行政人員證書《市場營銷的數據運用與創意思維》 - 香港大學專業進修學院: Digital and Social Media Marketing, Marketing Communications and Branding課程
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Marketing & Hospitality Digital and Social Media Marketing

Executive Certificate in Data-driven Creative Thinking for Marketers
行政人員證書《市場營銷的數據運用與創意思維》

Course Code
EP134A
Application Code
1885-EP134A
Study mode
Part-time
Start Date
To be advised
Duration
5 weeks
Language
Cantonese supplemented with English terminologies and materials
Apply Now
Deadline on 01 May 2021 (Sat)
Enquiries
2867 8499
2861 0278

In the digital economy nowadays, most successful marketers have strong data analytic skills and creativity which enable them to craft smart marketing strategies and innovative business solutions in the highly complex and competitive business environment. The programme "Executive Certificate in Data-driven Creative Thinking for Marketers" is designed to prepare marketers with data analytic skills and foster their creative thinking mindset. Marketers who are well-versed in data analytics and able to take it one step further to combine the insights from numbers and apply to creative problem solving will be highly sought after. 

data-driven creative thinking team work

Student Testimonial:

“It was a rewarding experience! The data analytics skills and business solutions that we learnt were highly practical not only for marketers but business executives from a broad range of backgrounds.  We were guided to critically analyse data in a strategic and yet creative and innovative manners which were very useful in a dynamic business world. Andy and Carrian are amazing instructors. They have sound knowledge in data analytics and creative applications. The classes are fun and highly recommended.”

Anne Chung, Hong Kong Trade Development Council

Programme structure:

Part 1: Data Analytics for Marketing Management

This part will equip students with data analytics knowledge and skills and enable them to effectively analyse and manage marketing and sales performance.

  • How analytics can be applied in different marketing functional areas
  • The concept of data driven business decision making
  • Marketing Key Performance Indicators management
  • Data analytics for sales strategies development
  • Customer analytics for segmentation
  • Customer behavioural analysis
  • Business performance dashboard

Part 2: Creative Thinking for Idea Generation and Problem Solving

A series of powerful thinking techniques for idea generation and problem solving will be taught through interactive learning, so that students will be able to improve the quality of thinking and enhance creativity. 

  • Creative thinking – divergence and convergence
  • Creative problem solving models
  • Conceptual blocks
  • Brainstorming techniques, e.g. mind-mapping
  • Edward De Bono’s 6 Thinking Hats and Lateral Thinking
  • SCAMPER model
  • Decision making process

Instructors:

Mr A. Kwan

Mr A. Kwan is an expert in applying analytics into marketing and customer context. He spent 20 years across top tier insurers and banks in Hong Kong and Australia, where his last role as director of analytics for a top life insurer. 

Mr A. Kwan led a variety of strategic analytics initiatives including multi-channel digital marketing optimization, next best offer, enterprise performance visualization, real-time decision engine and customer loyalty model. Also, he developed multiple analytics teams which enabled other business functions across organisations. 

Ms Carrian Leung

The Creative Thinking portion will be taught by Ms Carrian Leung, who is a seasoned trainer with over 20 years of experience in talent development and organization development. She has delivered a wide variety of management and personal development programs, in areas including personal effectiveness, creative problem solving, team effectiveness, leadership and presentation skills, etc. Coming from a corporate background, Carrian worked in several multinationals including Coca Cola and Avery Dennison.

Assessment:

Assessment will be based on 2 group assignments (case studies), where students will be able to integrate the learnings from the 2 parts of programme content. 

Award:

"Executive Certificate in Data-driven Creative Thinking for Marketers" will be awarded within the HKU System through HKU SPACE to those who have successfully completed the assessments and attended at least 70% of classes.

Application Code 1885-EP134A Apply Online Now
Apply Online Now

Days / Time
  • Sat - Sun, 2:00pm - 7:00pm

This is a 6-session programme. Classes will be held on the following dates:

15 May 2021 (Sat),

22 May 2021 (Sat),

29 May 2021 (Sat),

5 June  2021 (Sat), 

12 June 2021 (Sat),

13 June 2021 (Sun)

Each class will run for 5 hours, from  2pm  - 7pm.

Applicants shall hold:

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

(b) an associate degree/ a higher diploma or equivalent, and have at least 2 years of work experience, or

(c) possess relevant professional qualifications.

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

Application Fee

HK$150 (Non-refundable)

Course Fee
  • HK$6000

Online Application Apply Now

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.

Notes

  • 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.