An interactive online teaching manual
Chapter 1
Keywords
According to the American Marketing Association (2025a), Marketing Communications refers to “coordinated promotional messages and related media used to communicate with a market. Marketing communications messages are delivered through one or more channels such as digital media, print, radio, television, direct mail, and personal selling. Here you will find a collection of Marketing News articles and research insights regarding marketing communications.”
American Marketing Association (2025a). Marketing communications. https://www.ama.org/topics/marcom/
Useful resources (article):
Institute for Public Relations (2025). The use of integrated marketing communications by U.S. non-profit organizations. https://instituteforpr.org/integrated-marcom-use-by-non-profits/
According to the American Marketing Association (2025b), Marketing refers to “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
American Marketing Association (2025b). Definitions of marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/
According to the Public Relations Society of America (2025), Public Relations is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Public Relations Society of America (2025). About public relations. https://www.prsa.org/about/all-about-pr
According to the American Marketing Association (2025c), Advertising refers to “the placement of announcements and messages in time or space by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience regarding their products, services, organizations or ideas.”
American Marketing Association (2025c). Advertising. https://www.ama.org/topics/advertising/
Chapter 2
Workshops and seminars
Download the booklet (In Chinese), summarizing the speakers’ speeches and the Question-and-answer sessions of 3 workshops and 3 seminars: e-book_digital technology_1103 (1).pdf
Speaker: Prof. Cheng Lu WANG, Professor of Marketing, University of New Haven, USA
Download Powerpoint: Wang_Cross-disciplinary introductory seminar 20250402.pdf
Speaker: Eddy HUI (許迅), Vice Chairman, Association of Interactive Marketing (香港互動市務商會副會長)
Video Highlights: https://www.facebook.com/share/v/1BbRudeoph/
Speaker: Prof. Rita MEN, University of Florida, USA
Video Highlights: https://www.facebook.com/share/v/1Bh78eoZdA/
Speaker: Chi Sing LEUNG (Rudi), Founder & Director, Hungry Digital Limited, Hong Kong
Video Highlights: https://www.facebook.com/share/v/1FGDzwPkP4/
Download Powerpoint: Rudi Leung_Advertising Workshop 20250710.pdf
Speaker: Arthur Chan, Founder & CEO, Snowball Limited; Vice Chairman, iab Hong Kong
Video Highlights: https://www.facebook.com/share/v/1N6zroCt8H/
Download Powerpoint: Arthur Chan_Marketing Communications Seminar 20250830.pdf
Speaker: Prof. Cleopatra VELOUTSOU, Professor of Brand Management, Adam Smith Business School, University of Glasgow, UK
Video Highlights: https://www.facebook.com/share/v/1BhCUEsFAf/
Speaker: Prof. Michael EWING, Executive Dean, Faculty of Business, Law and Arts, Southern Cross University, Australia
Video Highlights: https://www.facebook.com/share/v/1AeqzbgPuv/
Chapter 3
Examples of digital applications
The application is available at:
https://syu-decoration-3a00f.web.app/
What is event management?
Event management (ScienceDirect, 2025) is “the process of planning, implementing, and evaluating events, which involves setting clear goals, managing resources effectively, and navigating legal and compliance issues. It encompasses careful consideration of various elements, including venue selection, marketing strategies, and stakeholder communication, with the ultimate aim of creating a memorable experience for attendees.”
ScienceDirect (2025). Event management. https://www.sciencedirect.com/topics/social-sciences/event-management
Useful resources (article):
Tkatch, Juliana R.V. (2026). Event Management. International Encyclopedia of Business Management, 3, 242-249. https://doi.org/10.1016/B978-0-443-13701-3.00404-7
Demonstration on the use of an advergame at Hong Kong Shue Yan University (demonstrated at the advertising Workshop “Reconsidering Immersive Engagement and the Application of Experiential Technology in Advertising” on 10 July 2024; Session 1: Hands-on practice of an immersive tech game designed by the project team)
Demonstration video:
https://www.facebook.com/share/v/1KEe8PbPFb/
Download the advergame:
Apple Store: https://apps.apple.com/us/app/dtmc-ar-app/id6526477598
Android PlayStore: https://play.google.com/store/apps/details?id=com.lcxrlablimited.dtmc_ar_app&hl=en
What is advergame?
Organizations and their brands use a variety of strategies for enacting engagement. Advergames “are specifically designed and created to promote a brand, product, service, or idea” (Terlutter & Capella, 2013, p. 96) and “fully gamified advertising messages and can be defined as a type of advertising that leverages game thinking and game mechanics to drive” (van Berlo, van Reijmersdal & Eisend, 2021, p. 179).
Terlutter, R. & Capella, M.L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames and advertising in social network games. Journal of Advertising, 42, 95-112. https://doi.org/10.1080/00913367.2013.774610
Van Berlo, Z. M., van Reijmersdal, E. A., & Eisend, M. (2021). The Gamification of Branded Content: A Meta-Analysis of Advergame Effects. Journal of Advertising 50 (2), 179–196. https://doi.org/10.1080/00913367.2020.1858462
Example of advergame “Gucci Town”: https://www.gucci.com/us/en/st/stories/article/gucci-town-on-roblox
Transforming big data analytics to AI market data analytics
Video Highlights: https://www.facebook.com/share/v/1BqiN53Fhs/
From the Marketing Workshop: “Branding and Technology: Past and Future Trends” on 23 October 2024 (Language: Cantonese, supplemented with English)
Speaker: Harry Lui, Director (Project), Smark Global (Holdings) Ltd.
Chapter 4
Online interactive activities
Please enter room name: T5055