Programme Highlights

• Comprehensive Coverage of Cutting-Edge Trends: Deep integration of AI, digital intelligence marketing, and metaverse technologies to seize future opportunities.
• Dual Focus on Data and Humanity: Seamlessly combine consumer psychology with AI-driven decision-making for data-smart strategies and human-centric insights.
• Practical, Action-Oriented Learning: Solve real-world challenges through live business cases, simulations, and cross-platform content campaigns.
• Sustainability at the Core: Systematically embed corporate resilience and ESG strategies into IMC practices to amplify long-term brand value.

Key Advantages

• 20 Years of IMC Excellence: A flagship program from HKU School of Professional and Continuing Education (HKU SPACE), continuously evolved to stay ahead of industry shifts.
• Exclusive "4D Marketing Framework": Integrate Data, Desire, Decision, and Development into a cohesive strategy for modern marketing mastery.

• Help participants master the essential skills for the next five years, becoming indispensable marketing leaders in the face of AI disruption, technological iteration, and ESG transformation.

Course Benefits

• A Systematic Methodology: From insights to execution, mastering core competencies in IMC throughout the entire chain.
• A Complete Set of Practical Cutting-edge tools: AI content generation, zero-party data collection, ESG evaluation models, etc., ready for immediate use.
• National Alumni Network: Join a community of over 6,000 elite alumni, gaining access to cross-disciplinary collaboration resources.
• Practical Knowledge: Diverse and in-depth business cases to gain insights into real corporate challenges.

Programme Features

Agile Consumer Insights

The global economy has evolved from the physical economy of the 18th century (1.0) to the emotional economy of the 21st century (3.0), experiencing iterations of three major economic systems. This evolution aligns with the development trend of marketing from 1.0 to 5.0.

In the era of emotional economy, consumers increasingly value soft skills such as empathy, interpersonal relationships, experiences, and emotional value. Brands need to gain a deep understanding of consumers' minds and decision-making processes through sharp consumer insights to uncover the essence behind marketing phenomena.

• Data-driven Insights: Precisely capture consumer needs and behavioral patterns through zero-party data, first-party data, and AI analytics tools.
• Humanized Understanding: Combine consumer psychology and neuroscience to decode consumers' decision-making process.
• Formation of Emotional Loop: Consumer emphasis on emotional value drives brands to enhance emotional service levels, fostering brand preference and loyalty.

Related Modules:

• "Consumer Psychology": Learn about consumer behavior and decision-making psychology.
• "Consumer insights and Data Analytics": Master data-driven insight tools and methods.
• "Experience Design and Demand Management": Design consumer-centered experience journeys.

Precise Market Positioning

The impact of technology on the economy and marketing is revolutionary. From VR, AR, and blockchain before the pandemic, to the rise of the metaverse during the pandemic, and the recent outbreak of generative AI (such as DeepSeek, Kimi, Gemini), brands must understand the principles and applications of these disruptive technologies under the trend of Industry 4.0 and combine them with classic marketing theories (such as 4Ps) to achieve "the integration of principles and techniques."

• AI Empowerment of 4Ps:
  • Product (or Service): Achieve batch personalization through AI, provide precise recommendations based on consumer historical data, and enhance customer satisfaction and loyalty.
  • Price: Utilize AI combined with macro and micro data to dynamically adjust pricing strategies and increase profitability.
  • Place: Integrate online and offline channels to create a seamless personalized consumer experience.
  • Promotion: Generate cross-media content through AI, achieve precise delivery, and evaluate effectiveness.
• Humanized Technological Applications: In the context of the emotional economy and Marketing 5.0, when brands use technology to empower marketing, they must focus on humanization to take a leading position in the minds of target customers.

Related Modules:

• "Marketing Strategies in the Digital Age": Master the application of digital and intelligent technologies in marketing.
• "AI and Marketing Decision Making": Leverage AI to optimize marketing strategies.
• "Customer-Centric Brand Leadership": Learn how to enhance brand long-term value through sustainable development strategies.

Unique Marketing Communication Strategy

Population structure is the third key factor influencing IMC. Global aging populations, negative population growth in mainland China, and the rise of the Alpha generation bring new challenges and opportunities for brands.

• Social Marketing and Brand Communication: Build deep connections between brands and consumers through community operations and user-generated content (UGC).
• Cross-Platform Content Management: Design differentiated content strategies and communication channels for different groups (such as the Alpha generation and the elderly).
• ESG Strategies and Sustainable Marketing: Develop ESG marketing strategies to enhance corporate resilience and drive sustainable marketing for brands.
• Effective Public Relations and Crisis Management: Develop crisis plans in advance during brand communication and maintain brand reputation through efficient public relations management.

Related Modules:

• "Social Marketing and Brand Communication": Master community operations and user interaction strategies.
• "Cross-Platform Content Management": Learn multi-platform content distribution and performance optimization.
• "ESG Strategies and Sustainable Marketing": Learn how to enhance brand long-term value through sustainable development strategies.
• "Public Relations Strategies and Crisis Management": Enhance brand resilience and respond to complex communication environments.

Learning Journey

Learn More》     Elective Modules     Enterprise Study

Target Learners

• Business Leaders: Develop data-driven integrated marketing strategies to enhance brand long-term value.
• Marketing Professionals: Master AI tools, consumer insights, and omni-channel communication skills.
• Entrepreneurs: Build a differentiated brand from 0 to 1 and mitigate market risks.
• Professionals transitioning into marketing: Gain digital tools and sustainability strategies to unlock new career paths.

Students’ Profiles

Past students of this programme came from major companies including: Baidu, Sina, Netease, Tencent, Microsoft, Intel, IBM, Samsung, HP, Canon, Mitsubishi (China), Mercedes-Benz, BMW, GUCCI, Nike, Adidas, IKEA, Carrefour, Unilever, Coca-Cola, Pepsi (China), Bayer, Novartis, Abbott, China Merchants Bank, HSBC, Standard Chartered Bank, Schneider Electric, ThyssenKrupp, FedEx, Lane Crawford, Amway, Shanghai Jahwa, Kraft, McDonald's, KFC, Lee Kum Kee, JDB Group, China Telecom, China Mobile, CCTV, Phoenix TV, Hunan TV, Jiangsu TV, HKSTV, Ogilvy Advertising, Dentsu Advertising, Leo Burnett, JWT, Hill & Knowlton, Ruder Finn, BlueFocus, Shun Ya International, Consulate General of the United Kingdom, etc. 

Graduation Certificate

Upon completion of the "Residential Workshop", 10 compulsory modules and the "Integrated Marketing Communications Final Project", and after passing the evaluation, students will be awarded the "Postgraduate Diploma in Integrated Marketing Communications" by the University of Hong Kong at the postgraduate level.