Digital transformation becomes easier to understand when students can see how it operates inside a complex organisation. Dr Bernie Wong led his HKBU School of Business MarTech students on an industry visit to the headquarters of Hong Kong Maxim’s Group in February 2026.
The group met Eileen, Head of Digital Business, and team members Anson, Johnny and Albus. Their work supports the Eatizen app and a group operating more than 2,000 restaurants across brands including Starbucks, Genki Sushi and Shake Shack.
Learning how AI works at scale
The visit gave students a practical view of how marketing technology connects customer data, operational systems and business decisions. Rather than treating AI as a standalone tool, the discussion showed how it becomes part of a broader transformation programme.
- AI-supported marketing decisions
- Data-powered customer relationship management
- Big-data infrastructure across a large restaurant portfolio
- Productivity systems designed for day-to-day operations
- Digital customer experiences connecting multiple brands and locations
From classroom frameworks to business execution
For the students, this was more than a company visit. It was an opportunity to see how vision, organisational capability and execution must work together. Buying technology does not automatically produce transformation; people must redesign workflows and make better use of data.
This applied-learning approach reflects Dr Wong’s wider teaching and training practice, which connects academic frameworks with current industry examples in AI, branding, digital marketing, social media and MarTech.
Industry visit highlights
Explore AI and digital marketing training in Hong Kong, digital marketing and social media training, or contact Dr Bernie Wong about a university lecture or corporate learning programme.
