Marketing students visit Hangzhou to explore digital transformation in business industry

Twenty Year 4 students from the Bachelor of Commerce (Honours) in Marketing programme participated in the Global Field Study through an enriching study tour to Hangzhou, China, gaining valuable insights into digital transformation through first hand business exposure. The experience provided students with a meaningful opportunity to connect academic learning with contemporary industry practices, strengthening their readiness for future careers in marketing and related fields.

Designed as an experiential learning journey, the field study enabled students to explore how leading enterprises adopt artificial intelligence (AI), e‑commerce platforms, and digital marketing strategies to enhance operational efficiency and customer engagement. Through company visits and professional exchanges, company representatives shared practical experiences and case studies on topics such as AI‑driven marketing solutions, data‑informed decision‑making, and integrated online‑to‑offline business models. Students observed how digital technologies are applied in real business settings and how organisations respond strategically to rapid market changes. These insights complemented students’ academic knowledge and helped them develop a more comprehensive understanding of the marketing profession.

Reflecting on the experience, one participating student, Stephanie Huang remarked that the study tour “provided a clearer picture of how marketing theories are applied in real companies.” Another student, Allen Chan, highlighted that interacting with industry professionals helped them better understand the competencies required to succeed in today’s competitive business environment. Such reflections demonstrated the value of experiential learning in nurturing students’ professional confidence and career aspirations. Dr Amy Tsang, Lecturer from the Division of Business, shared that the Global Field Study reflects the programme’s strong emphasis on experiential and holistic learning, encouraging students to learn through direct engagement with industry and society.

In addition to academic and professional development, students also experienced the cultural richness and local lifestyle of Hangzhou. Through exploring the city and enjoying its famous cuisine, students broadened their cultural perspectives while strengthening peer relationships. The shared experiences fostered team spirit, collaboration, and meaningful connections that extended beyond the classroom.