Feature Stories

A truly international team formed by five MBA students: Michael Pelosi (Canada), Zhang Jiaying (China), Aman Arora (India), Harsh Mody (India) and Sonia Im (South Korea), won the Client Prompt & Championship at the USC Marshall Global Consulting Challenge in the US. Reflecting back on how they were able to win the competition, the team referred to the ... Read More

The rapid rise of digital media in recent years has had a major impact on the marketing sector, bringing a host of challenges and opportunities. New tools and technologies have made it possible to track results and manage strategies far more effectively. And with mobile devices giving users easy online access, marketers and advertisers can now use the ... Read More

The business community has been getting very excited about the possibilities of digital marketing for some time now – and it’s not difficult to see why. The opportunities digital marketing offers to develop interactive online relationships and communities present huge potential advantages. The way it enables data to be extracted and analyzed in real time ... Read More

As consumers around the world increasingly turn to the mobile for information, entertainment, and beyond, Google aims to help businesses of all sizes deliver on the promise of mobile for their customers. That, of course, is no simple task. On the one hand, it means meeting the mobile consumer’s ever higher expectations for speed, security and personalization ... Read More

Services which enable streaming and downloading music have been available for a long time in most parts of the world. In mainland China, Internet users’ demands for good music have been increasing and Tencent Music Entertainment Group (TME), the largest digital music and social company in mainland China, has made great efforts to provide consumer-oriented ... Read More

With 240 restaurants serving more than one million customers every day, McDonald’s is the largest restaurant chain in Hong Kong. Recognised internationally for its innovative marketing, McDonald’s digital marketing strategies are being geared towards personalising the customer experience through digital marketing interactions. According to Randy Lai, CEO of ... Read More

For many years, television has been the primary tool used by marketers to reach their target audience. But as viewers change their viewing preferences, and digital marketing starts to become dominant, Hong Kong’s leading free-to-air broadcaster TVB has risen to the challenge by introducing a new digital strategy. TVB is the first wireless commercial ... Read More

Digital technology is transforming the field of marketing, with brands now able to connect and interact with customers via social media. The question, though, is how wide and lasting will this revolution be. With digital technology now making it possible to communicate and inform in a faster and more customer-specific way, Professor AV Muthukrishnan, Head of ... Read More

By Ralf van der Lans, Associate Professor, Department of Marketing, HKUST Business School Visual attention is a scarce resource in a world where we are bombarded with commercials, websites banners, and ads on buses and in the MTR. It is also of critical importance for people trying to drive sales transactions. To understand which “messages” attract attention ... Read More

By Koh Tat Koon, Assistant Professor, Department of Information Systems, Business Statistics & Operations Management, HKUST Business School Recent evolutions in technology and consumer behavior offer opportunities and motivation for businesses to use social information in their marketing activities and strategies. The high penetration of social media means ... Read More