Business Leaders for a Changing World

Programme Code: SIUB2202A / SIUB2202B

Faculty of: HKU Business School

HKU Summer Institute

Targeted Students: HKU Undergraduates, Non HKU Undergraduates

Area of Interest: Business

Credits: ---

Programme Period: July 18, 2022 to July 29, 2022

Programme Schedule: (10:00 - 13:00 ) & (14:30-17:30) in the entire period.

Programme Fee: HKD 12,000

Teaching Mode: Online

Discount(s) on Programme Fee:
20% - HKUSI Alumni Discount
10% - Partner Discount / Referral Discount / HKU Members Discount
5% - Early Bird Discount (Deadline: February 28, 2022) / Private Discount
* All discounts are NOT in conjunction with any other discounts.
For further details, please visit here.

Deadline for Application:
June 24, 2022

Online Application: APPLY NOW

This programme has been changed from face-to-face to online delivery mode.

Programme Description:

The programme includes one week of foundational courses and another week of specialisation courses. Within the enrolment process, students will be able to choose one of the two streams offered by the programme, namely, Product Development and Marketing Strategy, and Big Data & Analytics in Business and Management. All students will attend the foundational courses on the first week, subsequently, they will be assigned to two different classes for attending the specialisation courses (either one) on the second week. This arrangement aims to provide students with a greater degree of freedom and to cater to every student’s distinct needs.

With a broad coverage of various topics, including accounting, finance, marketing, leadership and fintech, etc., participants can acquire knowledge and develop workplace skills holistically. The programme is suited for students who are still exploring their field of specialisation, as well as those who have wide academic interests across the business field.

Curriculum Structure

  1. Foundational Course: Creating, articulating and implementing policy is a key function of leadership. Participants will be asked to take on different roles and learn how to make a real-world impact. By understanding how to plan and execute strategy, create a narrative, and monitor, measure and scrutinize objectives, students will gain insight into the thought process behind ‘strategy’ as a foundation of leadership.

Objectives:

  • Identify the six interrelated functions of management: accounting, finance, operations, marketing, business strategy and information management.
  • Strategic and leadership skills for marketing decision making in the global market
  • Introduce primary and secondary markets. Learn about IPOs and how securities are traded on the secondary market (what are brokers and dealers? How are orders placed and executed?.)
  • New trading trends will be presented (algorithmic trading, high-frequency trading, dark pool)
  • Learn how investment companies work and why they exist
  • Learn about the mutual funds and exchange traded funds (How do they work? How to invest in a fund? How to analyse fund performance?)
  • Define sustainable finance and discuss the emergence of sustainable finance
  • Understand the main challenges of sustainable finance (how to quantify sustainability, greenwashing, impact investing, etc.)
  • Understand how information technologies are changing the finance industry
  • Gain a basic understanding of the technology behind popular fintech applications

Key Topics:

  • Global Marketing Strategy
  • Fintech, Blockchain, and Cryptocurrencies
  • How Securities are Traded
  • Mutual Funds and other Investment Companies
  • Financial Technologies
  • Sustainable Finance
  • Financial Statement Analysis
  • Introduction of ESG Accounting
  1. Specialisation Courses Selection (Please select one of the two streams)

2a. Big Data & Analytics in Business and Management – Course Code (SIUB2202A)  

This stream is designed to familiarize students with data analysis tools used extensively in academia and the industry. The emphasis is on the application of econometric methods to the analysis of real-world economic data using advanced statistical software.

Objectives:

  • Understand the importance of data analysis and visualization in modern business environments
  • Acquire basic knowledge of data warehouse
  • Understand the “big data” phenomenon and the technologies involved
  • Learn how data mining can be applied in business
  • Compare the pros and cons of various popular data mining methods

Key Topics:

  • Business Intelligence
  • Data Visualization
  • Big Data Analytics
  • Fundamentals of Data Mining

2b. Product Development and Marketing Strategy – Course Code (SIUB2202B)

This stream teaches students ways to integrate all marketing assets and resources held by a firm and examine how it can better redesign its business model. By focusing on how consumers perceive brand stature and innovations of firms, students will better understand how firms can create and implement various price, product and distribution strategies to maximize its success. Students will also learn how innovative thinking affects the competitive dynamics of the market. The course applies to all types of business organizations with special emphasis for those interested in consulting in strategic marketing.

Objectives:

  • Identify the core components of branding, and understand how competitive branding strategy can drive business success
  • Explore the concept of a product life cycle in product development and management
  • Analyse various academic frameworks of product and service strategy, as well as their real-life application
  • Discuss Integrated Marketing Communications (IMC) and Integrated Digital Marketing (IDM) for offline and online promotion
  •  Study the five core components of IDM: Search Engine Optimization (SEO), Targeted Advertising, Social Media Marketing, Email marketing, and Website Optimization

Key Topics:

  • Global Marketing Strategy
  • Customer and Market Analysis
  • Branding and Marketing Strategy

Regarding the application, please select your specialisation course through the application system.

(Course code: SIUB2202A) Big Data & Analytics in Business and Management

(Course Code: SIUB2202B) Product Development and Marketing Strategy

Due to the limited availability of seats, early registration is strongly recommended to ensure your participation.

Course Instructor(s) – (alphabetical by first name)

Schedule: Foundational Course

July 18 (Monday) July 19 (Tuesday) July 20 (Wednesday) July 21 (Thursday) July 22 (Friday)
Morning Session

(10:00-13:00)

Orientation Financial Statement Analysis How are Securities Traded? Sustainable Finance ESG Accounting and Investment
Afternoon Session

(14:30-17:30)

Financial Technologies Global Marketing Strategy Mutual Funds and other Investment Companies OFF OFF

Schedule: Big Data & Analytics in Business and Management – Course Code (SIUB2202A)  

July 25 (Monday) July 26 (Tuesday) July 27 (Wednesday) July 28 (Thursday) July 29 (Friday)
Morning Session

(10:00-13:00)

Business Intelligence and Data Visualization Big Data Analytics Fundamentals of Data Mining Preparation for the Capstone Project Presentation
Afternoon Session

(14:30-17:30)

Tutorial Tutorial Tutorial Preparation for the Capstone END

Schedule: Product Development and Marketing Strategy – Course Code (SIUB2202B)

July 25 (Monday) July 26 (Tuesday) July 27 (Wednesday) July 28 (Thursday) July 29 (Friday)
Morning Session

(10:00-13:00)

Tutorial Tutorial Tutorial Preparation for the Capstone Tutorial
Afternoon Session

(14:30-17:30)

Customer and Market Analysis Branding and Marketing Strategy Product Development and Management Preparation for the Capstone Advertising and Promotion

The above course dates and content are subject to change without prior notice. Students should pay attention to the website and email notification for any updates.

• Students of non-credit bearing programmes will receive a certificate upon programme completion. Students of credit-bearing programmes can apply a transcript stated with HKU credits, please contact your home institution about the issue related to HKU credits recognition.

• You understand that you must be available for the entire duration of the programme, from the start to the end of the programme. 20% absence is allowed for emergencies or sick leave with legitimate reason and official letterhead proof for the absence. Students have the responsibility to contact the programme coordinator and/or teacher concerned about this ahead of time. No exceptions will be made, unless prior approval has been given. You are expected to be punctual for all classes and tutorials. Unexcused cases of lateness may count as absence. Students who fail to achieve an 80% of attendance or absence without legitimate reason and official letterhead proof for the absence will not be awarded the HKU Credits or the Certificate of Completion.