Executive Diploma in Marketing 2.0 - Digitalised Customer Experience Management & Loyalty Marketing

Executive Diploma in Marketing 2.0 - Digitalised Customer Experience Management & Loyalty Marketing


Gross Domestic Product (GDP) generated through service industries in Hong Kong and Mainland China is becoming more and more significant in recent decades. Without doubt, effective service marketing strategy is also the top agenda item for every senior executive. Along with the transformation and widespread use of digital technology and other digitadriven marketing tactics, conventional service marketing techniques and know-how has also evolved, along with the change of both online and offline behaviours.

Marketing 2.0, Customer Experience (CX) Strategy and Loyalty Marketing cover the entire Customer Lifetime Cycle Management. It is one of the hottest C-Suite agendas in most of the Customer-Centric Organizations. It charts clear and important management framework to maximize management effectiveness for Customer Acquisition, Development, Retention/Loyalty, Win-Back and Communication activities.

What You Will Learn

This interactive course will use the most appropriate sets of customer experience, service design and auditing tools and adopt some remarkable examples in both HK and in the US. In light of current digital transformation changes, social behaviour, needs and demand alternation, corporations should research, design, map and gauge consumers’ perceptions and expectations by robustly building up and managing day-to-day customer lifecycle. They should simultaneously maximize customer lifetime value (CLTV) through various content, product, communication and loyalty marketing strategies.


  1. To increase participants’ understanding of the strategic importance of Customer Experience Strategy and Brand Loyalty for Corporates in the digital generation
  2. To critically analyse and discuss some of the successful Customer Centric Organizations in different regions
  3. To equip and upgrade participants’ knowledge and competencies on the Customer Experience Management Framework Design and Service Gap Auditing
  4. To improve participants’ understanding and response to the change of customer expectation through end-to-end customer experiences strategy in the digital generation
  5. To increase participants’ understanding of the growing trends and impacts of VR/AR, Human-to-Robot, Big Data in the customer journey

Who Should Attend

  • C-suite level or Key Sales, Marketing & Service Executives
  • Functional Heads and Middle-level Managers of Customer and Service management functions
  • Start-up entrepreneurs
  • Anyone who is interested and keen on CX and brand loyalty

Information at a Glance


Commencement Date:

Deadline for New Application:

Tuition fee for Members:


Tuition fee for Non-members:


Medium of Instruction:


Mode of Instruction:


Due to current COVID-19 situation, the mode of instruction might be changed from face-to-face to online teaching if necessary in the event that face-to-face classes cannot be held. The Association will contact the students concerned with details of such arrangements as necessary.



  1. The evolution from Service Marketing to Customer Experience Strategy and Loyalty Marketing in
    digital age (What drives the changes? The Rise of Digital Community)
  2. Introduction of Service Quality Auditing Model (SERVQUAL)
  3. Introduction of Customer Value Analysis (CVA) and its application
  4. Introduction and showcase of Customer Journey Mapping (Global Retail Banks, Airlines and Retail)
  5. Managing Digital Customer Experience and Customer Engagement with emerging technology (Contents, Omni-channel, Wearables, O2O, VR/AR, Human-to-Robotic Services & Big Data & AI)
  6. Introduction of Brand Loyalty Concept
  7. Managing Customer Lifetime Value (CLTV) and Customer Management Strategy



HKMA Member: HK$8,800
Non-member: HK$9,600


Course Details

Ms Christine Choy
Phone: 2774 8517
Email: christinechoy@hkma.org.hk

General Enquiry / Course Enrolment / Membership

Phone: 2774 8500 or 2774 8501
Email: hkma@hkma.org.hk / enrol@hkma.org.hk
Fax: 2365 1000

Payment Methods