Senior Executive Development Series


14 & 15 August 2019

Program Overview

In this 2-day course, Dr Donald Amoroso will provide participants with an understanding of how consumers purchase and the role of influencers. Most importantly, this seminar will discuss the measurement of consumer behavior and understanding consumer analytics. Participants will also learn the principles underlying digital marketing and consumer management processes and apply these to develop a strategy for developing an effective digital marketing program in the organization. Since this is a hands-on seminar, data collection techniques with an emphasis on predicting consumer purchasing will be discussed.

Dr Amoroso will also use SPSS, a statistical analysis tool, to analyze consumer data sets in order to understand which factors will impact consumer behavior most and the likelihood or intention to purchase.

Key Objectives

  • Enable a consumer-centered organizational culture
  • Facilitate a consumer-facing organization
  • Measure consumer processes
  • Make more effective decisions about the consumer
  • Measure the factors important in consumer behavior
  • Predict consumer behavior in organizations

Who Should Attend

  • Marketing leaders
  • Consumer analysts
  • Middle-level managers
  • Strategic planners
  • Consumer specialists
  • Sales managers

About the Speaker

Dr Donald Amoroso

  • One of the most respected and leading international consultants in the spaces of innovation, strategy and technology
  • A research fellow / Adjunct Professor at the Asian Institute of Management
  • Consulted with over 60 international organizations (such as GE Japan, BMW Japan) and worked with CEOs and CIOs to develop strategic plans, marketing strategies, accounting and enterprise resource management systems, and projects for information technology
  • Worked with organizations in 17 countries on global issues related to strategy, innovation, technology and leadership
  • Was inducted into the Who's Who Worldwide in 1995 for contributions to international organizations changing the distribution of technology information within the Pacific Rim
  • Received his bachelor's degree in Accounting and Finance from Old Dominion University in 1980 and his MBA and PhD from the University of Georgia in 1984 and 1986 respectively

Program Fee

HKMA Members: HK$6,500
Non-members: HK$6,900

Early Bird Discount:

HK$500 (for payment received before 12 July 2019)

Group Discount:

HK$500 less per person for two or more bookings from the same company


Ms Diana Li 2774-8552

For more information, please click HERE
For detailed outline, please click HERE