Executive Certificate in B2B Market and Innovation Strategy - HKU SPACE: Innovation, Creativity and Entrepreneurship, Human Capital Leadership courses
Class arrangement during COVID-19

The COVID-19 situation may still be fluid and constantly affect class arrangements in the coming months. The health and safety of our students will always be our top priority. To ensure that students’ academic progress is not affected, the School may substitute face-to-face classes with online teaching if necessary in the event that face to-face classes cannot be held. Our respective Programme Teams will contact the students concerned with details of such arrangements as necessary.

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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
Next intake(s)
3 months
English supplemented with Cantonese
Course Fee
HK$6,800 per programme

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.


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


- 10 meetings

- 3 hours per meeting

Location: HKU SPACE Learning Centre 

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

Complete and return the application form in person to HKU SPACE Enrolment Centre. For venue, please refer to our HKU SPACE website at http://hkuspace.hku.hk/learning-centre. The application must be accompanied with:

a) A non-refundable application fee of HKD150 (Cheque should be crossed and made payable to "HKU SPACE") to be submitted with the application for enrollment. The application fee will be used to cover the cost of processing and is non-refundable.

b) Photocopies of HKID card, relevant certificates/transcripts, and testimonials or other docmentary proof of the applicant's working experience. (Please bring original certificates/official transcripts and testimonials/documentary proof of working experience for certification at HKU SPACE Centres).

Payment Method
1. Cash or EPS

Cash or EPS are accepted 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 write the programme title(s)  and the applicant’s name on the back of the cheque. You may either:

  • in person by submitting the payment, completed form(s), and required supporting documents to any of our enrolment centres; or
  • by mailing the above documents to any of our enrolment centres, specifying “Course Application” on the envelope. 
3. VISA/MasterCard

Course applicants, who are holders of HKU SPACE Mastercard, can enjoy a 10-month interest-free instalment period for courses of HK$2,000 and over. For enquiries, please contact our enrolment centres.

4. Online payment

Online payment for short courses (first come, first served) and selected award-bearing programmes is available using PPS, VISA or Mastercard. Please refer to the Online Services page on the School website.


  1. 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.
  2. 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 online PPS will be reimbursed by a cheque; fees paid by credit card will be reimbursed to credit card account used for payment.
  3. 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 teams for details.
  4. Fees and places on courses are not transferrable. 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.
  5. HKU SPACE will not be responsible for any loss of payment, receipt, or personal information sent by mail.
  6. For additional copies of receipts, 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. Such copies will normally be issued at the end of a course.