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Executive EducationInnovative Marketing

Marketing Audit and ROI

New Course
Course Code
MKTG9175
Application Code
1580-1199NW
Study mode
Part-time
Start Date
14 Apr 2018 (Sat)
Duration
14 hours
Language
English supplemented with Cantonese
Course Fee
HK$6000
Apply Now
Deadline on 31 Mar 2018 (Sat)
Enquiries
2867 8481
2867 0278

Have you ever wondered if your marketing activities are really effective?  Are the resources deployed in an efficient way that the maximum return can be achieved?  Too many companies ignore the fact that there is a lack of concrete understanding in marketing effectiveness. This workshop is designed for CMOs, marketing professionals and senior executives who are in charge of a company’s marketing strategies, and want to ensure the highest return from their marketing investments.

Introduction


Have you ever wondered if your marketing activities are really effective?  Are the resources deployed in an efficient way that the maximum return can be achieved?  Too many companies ignore the fact that there is a lack of concrete understanding in marketing effectiveness.  This workshop provides a comprehensive and workable marketing audit framework for organisations to examine thoroughly the relevant facts and figures.  Marketing Audit spans over internal assessment and external mapping with the ultimate goal of achieving high return from all marketing investments.  The 5C Marketing Audit Model introduced in this workshop is a practical framework developed and perfected by the workshop facilitator through her diverse and rich professional experiences in many local and overseas corporations.

On completion of this 2-day workshop, participants would be able to:

  • Thoroughly examine all marketing areas, both internal and external, of a corporation and suggest improvements;
  • Develop an internal marketing audit system for acquiring accurate and timely information;
  • Employ marketing audit to critically analyse the return on various marketing projects.

Programme Contents

Session 1

  • Overview of Marketing Audit – benefits, duration, scope, personnel, etc.
  • Conditions of Constructive Marketing Audit
  • The 5C Marketing Audit Model – Company and Scenarios

Session 2

  • The 5C Marketing Audit Model – Culture and Decision Making
  • The 5C Marketing Audit Model – Consumers and Competitors
  • The 5C Marketing Audit Model – Branding and Marketing Mix

Session 3

  • The 5C Marketing Audit Model – Digital readiness and Engagement
  • The 5C Marketing Audit Model – System, Capability and Knowledge
  • Scenario Building and Directions based on the Marketing Audit Outcome

PROGRAMME DATE/TIME

14,15 Apr 2018 (Sat & Sun)

10:00am - 6:00pm

*Complimentary light refreshment included

 

Tutor

This Executive Workshop is delivered by Ms Janette Shum, Adjunct Associate Professor, HKU SPACE.

Tutor

Statement of attendance

A STATEMENT OF ATTENDANCE from HKU SPACE will be issued to all students who have successfully completed the workshop.

Application Code 1580-1199NW Apply Online Now
Start Date 14 Apr 2018 (Sat)
Time 10:00am - 6:00pm (14, 15 April (Sat and Sun); Total 2 Sessions)
Venue Admiralty Learning Centre
Apply Online Now

Days / Time
  • Sat - Sun, 10:00am - 6:00pm
Tutor
  • Ms Janette Shum (岑淑莊女士), Former Director of Marketing, Greater China Region, P&G
Course Fee
  • Course Fee : HK$6000 (Complimentary lunch is included)

Online Application Apply Now

Application Form Download Application Form

Enrolment Method

We provide online application and payment service for students to make enrolment via the Internet. Enrolment will be confirmed once students have made the payment online by using either PPS or credit card.

For first-come, first-served courses:
  1. Complete the online application form
    Click the "Apply Now" button on the top right hand corner of the course webpage to make online application. Follow the instructions to fill-in the online application form.
  2. Make Online Payment
    Pay the course fees by either using
     

    PPS via Internet - You will need a PPS account and a PPS Internet password. For information on how to open a PPS account and how to set up a PPS Internet password, please visit http://www.ppshk.com.

    Credit Card Online Payment - Course fees can be paid by VISA or MasterCard via a secure online payment gateway for all first-come, first-served courses.

For award-bearing programmes:

Selected award-bearing programmes also provide online enrolment and payment service for its students.

If your programme accepts online enrolment and payment, a re-enrolment icon will be shown on the course webpage. Click the icon and follow the instructions to perform online enrolment and payment. You will receive relevant information from the programme team nearer the time of enrolment.

You may click here directly to access the online enrolment and payment service.

Please note the followings:

  1. Admission is on a first-come, first-served basis. Enrolment will be confirmed once you have made the payment online. You will receive a payment confirmation after payment has been made successfully. You are advised to keep your payment confirmation for future enquiries.
  2. Fees paid are not refundable except as statutorily provided or under very exceptional circumstances.
  3. To make an application online, you will need a computer with connection to the Internet and a web browser with JavaScript enabled. Internet Explorer 5.01 or above is recommended as the web browser.

Disclaimer

The School provides a platform for online services for a selected range of products it offers. While every effort is made to ensure timeliness and accuracy of information contained in this website, such information and materials are provided "as is" without express or implied warranty of any kind. In particular, no warranty or assurance regarding non-infringement, security, accuracy, fitness for a purpose or freedom from computer viruses is given in connection with such information and materials.

The School (and its respective employees and subsidiaries) is not liable for any loss or damage in connection with any online payments made by you by reason of (i) any failure, delay, interruption, suspension or restriction of the transmission of any information or message from any payment gateways of the relevant banks and/or third party merchants for processing credit/debit/smart card or other payment facilitation mechanism; (ii) any negligence, mistake, error in or omission from any information or message transmitted from the said payment gateways; (iii) any breakdown, malfunction or failure of those gateways in effecting online payment service or (iv) anything arisen out of or in connection with the said payment gateways, including but not limited to unauthorised access to or alternation of the transmission of data or any unlawful act not permitted by the law.

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 theprogramme 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 anyHKU SPACE enrolment centres. Holders of the HKU SPACE MasterCard can enjoy a 10-month interest-freeinstalment 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

The course fees of all open admission courses (course enrolled on first come, first served basis) and selected award-bearing programmes can be settled by using PPS via the Internet. Applicants may also pay the relevant course fees by VISA or MasterCard online. Please refer to the Online Services page on the School website.

Notes

  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 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.

  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 team for details.
  4. 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.
  5. Receipts will be issued for fees paid but HKU SPACE will not be responsible for any loss of receipt sent by mail.
  6. 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.
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