On 12 June 2020, I returned to The University of Hong Kong Faculty of Business and Economics to teach e-marketing for the Business Consulting Practicum.
The programme gives students an unusual opportunity: after intensive preparation, they step into the role of consultants and work with real business brands. That makes the learning objective more demanding than understanding concepts—students must turn them into defensible recommendations.
Six hours of intensive online learning
The session ran online for six hours, yet the students’ energy remained remarkably high. After the formal training, they continued asking questions for more than 30 minutes. That curiosity mattered because consulting work rarely offers a single textbook answer.
From marketing knowledge to consulting judgement
Students preparing for client work need to connect audience insight, value proposition, channel choices, content and measurement. They also need to explain why one recommendation is more suitable than another.
- Define the business and customer problem clearly.
- Separate assumptions from available evidence.
- Connect e-marketing tactics with the wider customer journey.
- Prioritise realistic actions for the client.
- Present recommendations with a clear strategic rationale.
Learning through real business challenges
Live projects create productive pressure. Students must listen, research and adapt rather than repeat a model. They discover that good marketing advice depends on the organisation’s context, capabilities and customers.
This practical, discussion-led approach continues across my training and university programmes. Current sessions also connect these foundations with AI and digital marketing.
常見問題
What is the HKU Business Consulting Practicum?
It is a programme in which students receive intensive preparation before acting as consultants to real business brands.
What did the e-marketing session emphasise?
It emphasised applying marketing frameworks, questioning assumptions and developing realistic recommendations for client challenges.
Are university workshops available?
Yes. Contact me to discuss guest lectures, intensive workshops or applied-learning programmes.
Event record based on the original LinkedIn activity and photograph.
