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CityU Marketing

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CityU Marketing

The "i" in "i-Marketing+" represents Interactive, International, and Intelligence

We are dedicated to a practical, digital marketing-oriented curriculum, pioneering the teaching and learning approach "i-Marketing+ Global Marketing & Marketing Analytics." The Department of Marketing aspires to be internationally recognized for excellence in teaching and research and for providing innovative marketing education in the Asia-Pacific region.

19/06/2026

🎉 Congratulations to Prof. Vivian Zheng, Associate Professor of CityUHK Marketing, on Her Publication in the Journal of Marketing! 🎉

We are delighted to share that Prof. Vivian Zheng, together with Prof. Yajing Fan, has published her latest research in the Journal of Marketing — one of the most prestigious and influential journals in the field.

Their study explores a compelling question: When the economy declines, which franchise outlets survive — and why?

Drawing data from nearly 8,700 franchise outlets across 18 brands over 14 years, the research uncovers key drivers of resilience during economic downturns. The findings highlight the importance of diversified ownership within outlet clusters and granting franchisees sufficient autonomy to adapt to local conditions.

Beyond advancing theory, the research also offers a practical impact. The team developed FranClusterer, a user‑friendly tool that helps franchisors identify outlet clusters and make more informed governance decisions.

This outstanding achievement showcases the strength of research at CityUHK Marketing and its meaningful impact on industry practice.

Please join us in congratulating Prof. Vivian Zheng on this remarkable accomplishment! 👏✨

17/06/2026

🌟 Congratulations to Professor Liang Guo for winning the 2025 College Research Excellence Award 🏆!

We are delighted to have Prof. Guo in our Department of Marketing, where his exceptional research prowess shines ✨ . His work embodies excellence and impactful achievements that significantly advance society, industry, and knowledge 📚.

15/06/2026

🌟 Congratulations to Professor Huazhong Zhao on receiving the 2025 College Teaching Excellence Award!

We are delighted to have Professor Zhao in our Department of Marketing, where his exceptional teaching methods shine brightly. 🌟

13/06/2026

🎓✨ Caps off to the Class of 2026!

Watching you cross the stage and celebrate this massive milestone fills us with immense pride. You arrived with big dreams, and you are leaving as sharp, ready-to-lead marketing professionals. 💼🚀

Cheers to your hard work, late-night group projects, and endless creativity. We can’t wait to see the impact you make in the industry! 🥂

❤️‍🔥 Congratulations, graduates! Your journey starts now. 🚀💼

04/06/2026

We’re hosting a full-house JUPAS admission interview for BBA Marketing program — running today, June 4 to June 6, 2026! 🎓✨
Huge thanks to Mr Alex Tham ❤️‍🔥 for offering practical interview tips and introducing the programme to prospective students. Wishing everyone the best of luck! 🌟🍀

27/05/2026

Thrilled to see Dr. Fareeda Cassumbhoy, Group Chief Digital Officer of Pico Group, take the stage at Marketing & SMAU 5th Marketing Exchange Forum 2026— "The Future Asian Consumer: AI, Identity and Transformation"(29 May, Soho House Hong Kong).

Few leaders can speak to digital and AI transformation from both sides of the table. Dr Fareeda can.

🔹 The CDO lens: At Pico, she led a multi-phased transformation of a 50+ year-old global brand activation powerhouse — ripping out legacy systems, rebuilding the data backbone, and creating the ExQ™ (Experience Quotient) — an AI-accelerated algorithm that finally measures the ROI of physical brand experiences through Relevance, Attention, and Interest. In her words: “If you cannot measure, you cannot understand. If you cannot understand, you cannot improve."

🔹 The scholar lens: Her freshly minted CityUHK DBA thesis extends Upper Echelons Theory with a bold new contribution — the Mixed Echelons Theory”. Her insight? In fast-moving Asian markets shaped by Douyin, Meituan, and Alibaba, digital transformation cannot be top-down alone. The CDO must be informed by the digitally-native frontline as much as by the C-suite. Bottom-up meets top-down — that's where real transformation happens.

For anyone building the future Asian consumer playbook, this is the rare voice that bridges boardroom strategy and shop-floor signal, experience design and data science, DT and AI-T.

Can't wait to hear her insights. 👏
Registration still open: https://bit.ly/4cWLqVG

Event details:
🗓️ 29 May 2026
📍 Soho House, Sheung Wan

25/05/2026

What is the one thing senior marketers should stop doing tomorrow morning if they actually want their brand to mean something?

Hong Kong retail is down. Footfall is shifting north. Consumer confidence is fragile.
And yet — an airline, a tram, a wellness group, and a beauty brand are all growing share of identity with their customers, not just share of wallet.
How?

That's exactly what we're unpacking at the Marketing Exchange Forum, hosted by College of Business ‘s Marketing Department SMAU Marketing Society.
On stage:

Pacific — on the rebrand decision they would reverse today
Tramways — on who is actually riding the tram in 2026, and what that says about who Hong Kong is becoming
Spa and Salon — on what the first 100 clients revealed about Hong Kong women that the global beauty giants still get wrong
Group — on the moment they realised they were no longer selling fitness
Plus rapid-fire group rounds on:

🔥 AI honesty — what AI promised that it has not yet delivered
🔥 Data vs. intuition — the finding that quietly humbled their team
🔥 The Hong Kong question — is being a "HK brand" an asset or a liability in 2026?

This is the panel for the senior marketer who is tired of vendor pitches and wants the truth.

🎟️ Register before seats close!

Looking forward to seeing you there.

SMAU (Strategic Marketing Analytics Unit at City University of Hong Kong)

24/05/2026

Final seats. One conversation you'll be quoting for the next 12 months.

If you work in retail, e-commerce, or brand strategy across Asia, here's what you'll walk away with from the He × . Vivian Zheng fireside chat at the Marketing Exchange Forum

Organised by college of business marketing department and marketing society, the , we will learn about the present and future of Retail and E-commerce transformation, AI and identuty:

✅ A clearer view of how AI agents are rewriting the consumer journey — and where the funnel actually breaks.
✅ Tencent's internal read on what's working in private domain commerce vs. what's quietly failing.
✅ A practical answer to the budget question every CMO is wrestling with: data, AI, content, or community — where do you invest first?
✅ A framework for closing the gap between brand promise and delivery without losing authenticity.
✅ Direct exposure to the research frontier — what academia is uncovering that industry hasn't operationalized yet.

This is the rare room where the person building the infrastructure and the person studying the consumer sit on the same stage — and tell you the truth.

🎟️ Limited seats remain. Register now:
https://bit.ly/4cWLqVG

23/05/2026

🛍️ Smart Retail: Where Academia Meets Ex*****on

A must-watch dialogue between:
• Di He, Tencent (Director of Smart Retail)
• Prof. Vivian Zheng, CityUHK

Organised by college of business marketing department and marketing society, the , we will learn about the present and future of Retail and E-commerce transformation, AI and identuty:

🛍️ Will the "search → browse → buy" funnel survive the next 24 months?
If you lead retail, e-commerce, or CX in Asia, this is the question keeping your CMO up at night.

At the 5th Marketing Exchange Forum, two of the sharpest minds in smart retail will sit down for a fireside chat you won't want to miss:
🎤 He — Director of Smart Retail,
🎤 . Vivian Zheng —

They'll go beyond the buzzwords to tackle the questions that actually matter:
→ What's genuinely new in smart retail — and what's hype?
→ Why has Tencent's "private domain" model been impossible for Western platforms to replicate?
→ As AI makes content infinitely scalable, does trust become more valuable — or more fragile?
→ Where should a mid-sized HK or SEA brand invest first: data, AI, content, or community?

This is where academic rigor meets operator reality — the room every senior retail leader should be in.

🔗 Register now (seats limited): https://bit.ly/4cWLqVG

Seats are strictly limited. This is not a large conference.

22/05/2026

What is the one thing your customer buys from you that has nothing to do with your product?

That's the first question four of Hong Kong's most respected brand and marketing leaders will be asked on stage — and they have to answer in one sentence.

🎤 Lee – Head of Brand and Content, Pacific
🎤 Wong — Head of Partnerships, Tramways
🎤 Guilfoye — Founder and CEO, Glow Salon & Lissome Academy
🎤 Ross — CXO, PURE Group

Moderated by Puig Garrigo at the Marketing Exchange Forum, organised by College of Business — Department of Marketing SMAU and the Society.

This is not another panel. Every question is designed to do one of three things:

→ Extract something you cannot Google.
→ Trying to mirror reality in marketing jobs: get real trade-offs rather than safe answers.
→ Surface the tensions senior marketers are quietly wrestling with right now.

A few of the questions on the table:

• What rebrand decision would Cathay reverse today if it could?
• What is the most dangerous thing a marketer could do to a heritage brand in the name of "modernising" it?
• When does AI personalisation cross from helpful to creepy?
• Operational excellence or brand storytelling — one dollar, twelve months, no "both" allowed.

If you're a senior marketer, CMO, or CEO in retail, hospitality, wellness, or consumer brands — this is the room.

🎟️ Limited seats. Register now.

Looking forward to seeing you there.

SMAU (Strategic Marketing Analytics Unit at City University of Hong Kong)

Address

Room 10-200, 10/F, Lau Ming Wai Academic Building, City University Of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Kowloon
Hong Kong
000000

Opening Hours

Monday	09:00 - 17:00
Tuesday	09:00 - 17:00
Wednesday	09:00 - 17:00
Thursday	09:00 - 17:00
Friday	09:00 - 17:00

Website

http://www.cb.cityu.edu.hk/mkt/

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