Marketing Communications Seminar:
Marketing Communications Effectiveness: The Role of Experiential Technology and Artificial intelligence

 

30 August 2024 (FRI), 09:30-11:00 (HKT)

Venue: The Hang Seng University of Hong Kong, Mr & Mrs Xiao Tan Ping Hall (Room D203), 2/F, Lee Quo Wei Academic Building, Yuen Campus
(live webinar available)
Free registration!

 

Speaker: Prof. John B. FORD, Professor of Marketing and International Business and Eminent Scholar, Department of Marketing, Old Dominion University, USA
(Online participation)

After earning his M.B.A degree in Marketing from the University of Georgia in 1983, Professor John B Ford received his Ph.D. in Business Administration in 1985 from the same university. He has addressed global advertising strategies, cultural mistakes and how to rectify them, sensitivity to various cultures in a workplace, and charitable organisations in a number of seminars. Some highlights of his works are perceptions and intentions to purchase, influence of storytelling on emotions, donor perceptions and their impact on donations, portrayal of gender roles in advertising, nostalgia, cross-cultural studies, marketing strategies and competitive advantages, celebrity endorsement, nostalgia, risk-taking, decision-making, and many more. Leading journals such as the Journal of Business Research, Journal of Advertising, Journal of Consumer Marketing, International Marketing Review, International Journal of Production Research, Business Horizons, and several others have published his works. His work has been celebrated by the most exemplary personalities in the academic field. In 2012, Prof. Ford received the prestigious Harold W. Berkman Outstanding Service Award by the Academy of Marketing Science. He has received the Best Paper Award quite a few times from a range of acclaimed journals. Recently in 2017, he assumed the role of Editor-in-Chief, Journal of Advertising; Associate Editor, Journal of Business Research, and Co-Director of International Programs, Academy of Marketing Science.

 

Speaker: Arthur Chan, Founder & CEO, Snowball Limited; Vice Chairman, iab Hong Kong
Arthur has over 15 years of experience as senior executive in digital marketing and big data start-ups (iClick/Vpon) to help them grow among Asia and go public. He also serves in global no profit making industry association iab Hong Kong as Vice Chairman to raise digital industry standard and better connect with communities. Currently Arthur is running his own tech start up consulting and investment firm Snowball to further build up the start up ecosystem in Hong Kong.

 

Moderator:
Dr. Fanny CHAN Fong-yee, Head & Associate Professor, Department of Marketing, The Hang Seng University of Hong Kong.

 

About the seminar: This seminar is intended to review existing research on the role and the effectiveness of digital engagement in marketing communications, and explore emerging measurements of digital engagement in marketing communications. It will also prospect future research directions in the measurement or other concerns of digital experiential experiences in marketing communications.

Language: English

 

Rundown: Please click here to preview seminar rundown

 

This Inter-Institutional Development Scheme (IIDS) seminar is fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (RGC Ref. No.: UGC/IIDS15/H03/23)

 

Enquiry: dtmc2024@hksyu.edu

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