HKU-Cyberport Regional Expansion Strategy Training Programme
Programme
HKU-Cyberport Regional Expansion Strategy Training Programme
Programme Length
2 days (12 hours)
Programme Fee
HK$18,000
Medium of Instruction
English
Delivery Approach
Face-to-face
ABOUT THE PROGRAMME
In this era of rapid change, new technologies, new models, and new formats emerge in an endless stream. If an enterprise wants to maintain its competitiveness, and enter oversea market, it must constantly adjust its strategic layout, optimise its business model, and establish a management system.
Designed by HKU Business School, this programme provides high-quality business management and entrepreneurial management knowledge to innovative and entrepreneurial talents, helping them consolidate business model, establish oversea enterprise system and improve strategic thinking.
The curriculum will be taught by professors and entrepreneurship mentors. A dual solution combining academic and industry will be proposed to solve the staged problems on the road to entrepreneurship.
WHO SHOULD ATTEND
- Cyberport community start-ups (Cyberport Incubation Programme, Cyberport Creative Micro Fund, alumni, and Smart-Space tenants)
- Cyberport Enterprise Network partners, which want to work with tech start-ups to explore overseas markets
- Industry professionals who are responsible for formulating expansion strategy and launching projects in new market
BENEFITS
SMEs and interested parties could benefit from the programme by understanding fundamental knowledge of setting up oversea business from different perspectives.
PROGRAMME STRUCTURE
Module 1:
Law and Ethics
Examples and mini-cases that highlight key areas of awareness for start-ups:
- Corporate structures
- Protecting IP
- Navigating regulations
- Reputational risk
Module 2:
Oversea Branding
- What is branding and why it matters?
- Values of branding – cases of recent M&A
- Understanding of disruptive brands – Uber, WeWork, Airbnb
- Characteristics of enduring brands
- Brand expansion to overseas market – implications of cultural factors
- The modern customer journey
- Telling your brand story in the digital age
- Engaging your stakeholders about your brand idea – investors, media, clients, end-users
- Key principles of branding
- Major pitfall in brand-building, especially among new start-ups
Module 3:
Foreign Market Entry
- The global business environments (i.e., political, economic, and cultural environments)
- Foreign market entry strategy
- Timing of foreign market entry
- Entry mode choice
- The organization and control of foreign affiliates
- The success and failure of foreign operations
Module 4:
Oversea Expansion
- Reasons of overseas expansion
- Expansion to a single country vs. multiple countries
- Identify our competitive advantages in overseas market: branding, product, technology, people, etc.
- Local market knowhow and expertise in foreign country
- Policy and support by overseas government and quasi-government organizations
- Sales, channel and marketing management: directly owned or outsourcing to partners
- Understand the importance of cross-cultural management
- Market penetration planning and milestones
- Company structure, management team and advisory board
- Investor and fund-raising strategy
- Case sharing in Japan market expansion
FACULTY PROFILES
Prof. Christine Man Kuen CHAN
Associate Dean (Outreach and Global Engagement)
Professor in Management and Strategy
HKU Business School
Prof. Christine Chan’s research interests include foreign market entry decision, entry mode choice, international joint venture, performance of foreign affiliates of multinational corporations and cross-cultural management. She teaches courses in HKU MBA programme, HKU-Fudan EMBA programme, HKU-PKU EMBA programme, and executive education programme. She has published articles in the Strategic Management Journal and Journal of International Business Studies.
Mr. David S. LEE
Principal Lecturer in Accounting and Law
BFin(AMPB) Deputy Programme Director and Admissions Tutor
HKU Business School
Mr. David Lee teaches broadly in the areas of ethics, fintech, law, and corporate governance for the undergraduate, MBA, and other taught postgraduate degree programs. As a recipient of multiple teaching awards, he feels teaching is a wonderful privilege and enjoys being in the classroom and engaging with students. He develops case studies and teaching materials in the areas of corporate governance, decision-making, ethics, fintech, and leadership. He has received funding to explore how technology can be used to develop pedagogy and enhance learning.
Dr. Royce YUEN, J.P.
Adjunct Associate Professor
HKU Business School
Dr. Royce Yuen is synonymous with “Branding” and “Advertising” in Hong Kong. He is the Co-Founder and Co-CEO of MaLogic, a MarTech company with global footprints that offers innovative business solutions by integrating brand strategies, research insights, and big data analytics. He was formerly the Chairman of Ogilvy Hong Kong and Southern China. As Chairman of the HK4As, he was acting as the spokesperson for the creative industry in Hong Kong. He is a Professor of Practice and has been lecturing MBA programs across Mainland China and Hong Kong for two decades.
Mr. Baniel CHEUNG
Adjunct Assistant Professor
HKU Business School
SCHEDULE AND VENUE
Dates
| Module 1 | Law and Ethics | 23 Jun 2023 (AM) |
| Module 2 | Oversea Branding | 23 Jun 2023 (PM) |
| Module 3 | Foreign Market Entry | 29 Jun 2023 (AM) |
| Module 4 | Oversea Expansion | 29 Jun 2023 (PM) |
Venue
HKU Business School – Cyberport Campus
FEES AND FUNDING
Full programme fee:
HK$18,000 per participant
Discounts*
| Type | Discount | Eligibility |
| Early Bird | 10% | Registration has to be submitted before 15 Apr 2023. |
| Group | 15% | Minimum of three participants from the same organisation registering for the programme. |
| HKU Alumni and Staff | 20% | Please indicate your alumni status in your registration, and we will advise and confirm on your eligibility. |
*Only one type of discount can be applied per enrollment. The discount cannot be used in conjunction with other promotions, discounts or offers. In the event of a dispute, provision of the discount(s) is subject to the sole discretion and final decision of HKU Business School.
CONTACT
Ms. Zenna HUANG
Phone: +852 3962 1210
Email: zennazyh@hku.hk
