PgDip in Product Innovation and Growth Marketing (PIGM)

Empowering Innovation, Leading Market Growth

In today’s rapidly transforming market, enterprises urgently need mid-to-senior managers to master innovation and growth marketing strategies focused on market growth. The 'Product Innovation and Growth Marketing' course cultivates learners’ ability to identify market opportunities, set product innovation goals, manage cross-departmental collaboration, and develop systematic product and service solutions, enhancing marketing and innovation skills to drive sustainable business growth.

Programme Objectives

• Systematically analyze market trends to develop competitive product innovation and growth marketing strategy. 
• Formulate growth marketing plans to optimize the product lifecycle value. 
• Effectively manage cross-departmental team synergy to enhance innovation and marketing execution. 
• Master core market growth concepts to refine business models and customer relationships.

Programme Advantages

• A 10-module systematic course covering the complete path from market insights, product innovation to growth success. 
• Data-driven growth marketing practices ensure effective innovation and marketing outcomes.
• Encompasses leading advantages in IP, innovation, trendy toys, growth marketing, technology, and emerging industries. 
• Emphasizes intellectual property and risk management to ensure project implementation and business growth.

Course Highlights 

• Market-growth-oriented, covering the full spectrum of product innovation and growth marketing. 
• Incorporates cutting-edge practices in AI, IP, innovation, technology, and emerging industries. 
• Offers professional knowledge of cross-departmental team management and entrepreneurial financing.

Market-Driven Innovation

The Market-Driven Innovations phase focuses on developing innovative products based on market demands and trends, laying a foundation for competitive growth through systematic analysis and planning. 

Related Modules: 

• “Market-Driven Product Innovation”: Integrates market insight data to drive product and service innovations. 
• “Value Opportunity Analysis for Innovative Product”: Apply marketing analytic tools to refine product positioning and enable business growth. 
• “Innovation and Business Models”: Integrates technology and market insights to design high-value business growth model. 
• “Creativity and Business Breakthrough Strategy”: Develops market growth breakthrough strategies based on social and technological trends.

Product-Market Fit

The Product-Market Fit phase ensures product innovation align with market demands through product planning and brand strategies, and enabling business growth.

Related Modules: 

• “Brand Commitment and Value-Added Services”: Optimizes brand experience and customer loyalty from a market perspective.
• “Product Planning and Lifecycle Management”: Masters growth-focused management of the product lifecycle from development to end-of-life.
• “Startup Financial Planning and Innovation Risk Management”: Designs equity structures and risk management plans to support innovative growth initiatives.

Go-To-Market Strategy

The Go-To-Market Strategy phase leverages AI, IP, innovation, and emerging industry trends to craft effective growth marketing and experience strategies, ensuring a successful market entry.
Related Modules: 

• “AI and Digital Intelligence for Marketing Optimisation”: Applies AI to enhance digital experiences and marketing efficiency.
• “IP Innovation and Trendy Toy Strategy for Business Growth”: Uses the 5D design process (Discover, Define, Develop, Deliver, Report) and IP prototype evaluation to create trendy toy growth market opportunities.
• “Growth Marketing for Hi-tech and Emerging Industries”: Develops growth marketing strategies for high-tech and emerging industries.

Final Project

Students propose a market growth development plan for an innovative product or service, integrating product innovation and growth marketing knowledge. The final written report must cover market analysis, product design, business model, growth marketing strategy, and risk management, ensuring high relevancy to actual business growth.

Learning Journey

Learn More》     Elective Modules     Enterprise Study

Target Learners

• Corporate Executives: Decision-makers seeking product upgrades and the second growth curve 
• Entrepreneurs: Founders of startup teams in need of systematic innovation methodologies 
• Marketing/Product Managers: Middle managers aiming to break through career bottlenecks 
• Practitioners in traditional industries: Those planning to transition into technology or emerging fields

Graduation Certificate

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

*The Programme is subject to approval