CB and Shanghai Jiao Tong University joint course for home furnishing industry professionals

The College of Business and the Overseas Education College of Shanghai Jiao Tong University jointly hosted an executive training course for home furnishing industry professionals from Red Star Macalline Group 紅星美凱龍 at the CityU campus on 15th November.

Over 50 executives attended the one-day intensive course on Branding and Marketing: Challenges and Strategies in the Internet Age 《互聯網時代的品牌及營銷：挑戰與策略》.

Course Lecturer Prof Wenyu Dou, Associate Dean of the College of Business analysed the characteristics of the contemporary Internet environment based on real cases, and introduced social media platforms as the latest tools for Internet strategy. He made use of live examples to showcase unique social media marketing and branding strategies.

Prof Dou introduced content marketing as “…a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” He emphasized that content marketing is the future trend for development; it has and will continue to revolutionize the traditional way of promotion, from propaganda to customer-oriented strategies.

The students were asked to apply their newly learnt concepts to write microblogs on the topic “Studying in Hong Kong” during the course.

Prof Dou, along with Director of Executive Development (International Programmes) Dr Yanni Yan, Dean of Management College of Red Star Macalline Group Mr Liang Guo 郭靚先生, Assistant Dean of Overseas Education College of Shanghai Jiao Tong University Ms Yi Zhou 周懌女士, concluded the event with a closing ceremony presenting completion certificates to participants.

Souvenirs were exchanged among CB, Red Star, and Jiao Tong University.

For more news on this event, please visit EMBA (Chinese) website.