{"id":5430,"date":"2020-06-12T11:02:00","date_gmt":"2020-06-12T03:02:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5430"},"modified":"2026-09-29T16:53:27","modified_gmt":"2026-09-29T08:53:27","slug":"hku-business-consulting-practicum-emarketing-training-2020","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/","title":{"rendered":"HKU Business Consulting Practicum 2020: Six Hours of E-Marketing Training"},"content":{"rendered":"<p>On 12 June 2020, I returned to <strong>The University of Hong Kong Faculty of Business and Economics<\/strong> to teach e-marketing for the <strong>Business Consulting Practicum<\/strong>.<\/p><p>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\u2014students must turn them into defensible recommendations.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"599\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2020\/06\/HKU-Business-Consulting-Practicum-e-marketing-training.jpg\" alt=\"HKU Business Consulting Practicum students in an intensive online e-marketing training session\" class=\"wp-image-5431\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2020\/06\/HKU-Business-Consulting-Practicum-e-marketing-training.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2020\/06\/HKU-Business-Consulting-Practicum-e-marketing-training-300x225.jpg 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2020\/06\/HKU-Business-Consulting-Practicum-e-marketing-training-768x575.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2020\/06\/HKU-Business-Consulting-Practicum-e-marketing-training-16x12.jpg 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#Six_hours_of_intensive_online_learning\" >Six hours of intensive online learning<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#From_marketing_knowledge_to_consulting_judgement\" >From marketing knowledge to consulting judgement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#Learning_through_real_business_challenges\" >Learning through real business challenges<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#What_is_the_HKU_Business_Consulting_Practicum\" >What is the HKU Business Consulting Practicum?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#What_did_the_e-marketing_session_emphasise\" >What did the e-marketing session emphasise?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/hku-business-consulting-practicum-emarketing-training-2020\/#Are_university_workshops_available\" >Are university workshops available?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Six_hours_of_intensive_online_learning\"><\/span>Six hours of intensive online learning<span class=\"ez-toc-section-end\"><\/span><\/h2><p>The session ran online for six hours, yet the students\u2019 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.<\/p><h2><span class=\"ez-toc-section\" id=\"From_marketing_knowledge_to_consulting_judgement\"><\/span>From marketing knowledge to consulting judgement<span class=\"ez-toc-section-end\"><\/span><\/h2><p>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.<\/p><ul><li>Define the business and customer problem clearly.<\/li><li>Separate assumptions from available evidence.<\/li><li>Connect e-marketing tactics with the wider customer journey.<\/li><li>Prioritise realistic actions for the client.<\/li><li>Present recommendations with a clear strategic rationale.<\/li><\/ul><h2><span class=\"ez-toc-section\" id=\"Learning_through_real_business_challenges\"><\/span>Learning through real business challenges<span class=\"ez-toc-section-end\"><\/span><\/h2><p>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\u2019s context, capabilities and customers.<\/p><p>This practical, discussion-led approach continues across my <a href=\"\/zh-hk\/corporate-training\/\">training and university programmes<\/a>. Current sessions also connect these foundations with <a href=\"\/zh-hk\/ai-digital-marketing-training\/\">AI and digital marketing<\/a>.<\/p><h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2><h3><span class=\"ez-toc-section\" id=\"What_is_the_HKU_Business_Consulting_Practicum\"><\/span>What is the HKU Business Consulting Practicum?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>It is a programme in which students receive intensive preparation before acting as consultants to real business brands.<\/p><h3><span class=\"ez-toc-section\" id=\"What_did_the_e-marketing_session_emphasise\"><\/span>What did the e-marketing session emphasise?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>It emphasised applying marketing frameworks, questioning assumptions and developing realistic recommendations for client challenges.<\/p><h3><span class=\"ez-toc-section\" id=\"Are_university_workshops_available\"><\/span>Are university workshops available?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>Yes. <a href=\"\/zh-hk\/contact\/\">Contact me<\/a> to discuss guest lectures, intensive workshops or applied-learning programmes.<\/p><p><em>Event record based on the original LinkedIn activity and photograph.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>An intensive six-hour online e-marketing session for HKU Business Consulting Practicum students preparing to advise real business brands.<\/p>","protected":false},"author":1,"featured_media":5431,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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