Programme Content
Module 1:
Value Creation – A Branding Perspective
This module aims to equip participants with the knowledge and skills necessary to develop and execute effective brand strategies that drive value creation in the evolving market:
Comprehend that innovation encompasses more than just developing intelligent products.
Understand how to add value to the brand through case studies, and acknowledge the importance of branding for B2C companies.
Recognise the needs and desires of various market segments.
Module 2:
Governance, Law and Ethics
This module provides a greater appreciation of the role of law, regulations, and ethical behaviour for the successful expansion of businesses in Hong Kong, through examining a series of examples and cases highlighting key areas of awareness for start-ups, including but not limited to:
The importance of ethical decision-making, with case examples of real-world ethical failures of start-ups.
Board and corporate governance matters unique to start-ups.
Term sheets – explaining their purpose, legal terms, and the negotiation process.
Module 3:
Digital Marketing
This module strengthens knowledge on how digital marketing as a component of digital transformation can facilitate business development:
Study the latest trends and developments in digital marketing.
Understand digital marketing as a component of digital transformation.
Discuss various academic frameworks and their applications, including targeted advertising, social media marketing, and other digital marketing strategies.
Explore the strategic importance of Integrated Digital Marketing (IDM) and data analytics.
Realise how cross-cultural management can affect the effectiveness of digital marketing.
