The second Asia-Pacific Marketing Academy Conference (APMA) was held at City University of Hong Kong from May 10 to 12, with nearly 300 guests and representatives from around the world gathering in Hong Kong, China.

Proposed by the Guangdong-Hong Kong-Macao University Alliance for Marketing (referred to as the Alliance for Marketing), the APMA Conference was established in 2023 by the School of Business of Sun Yat-sen University and marketing departments of universities in Guangdong, Hong Kong, and Macao. In 2023, the first APMA conference was held at Sun Yat-sen University.

This year, the 2nd APMA was held at City University of Hong Kong, with theme of "Marketing in Transformation: Uniting Minds, Inspiring Change".

Professor Li Juan, associate vice president of CityUHK and vice president (academic) of CityUHK (Dongguan), served as the Chairman of APMA 2024.  

The 2nd Asia-Pacific Marketing Academy Conference

At APMA 2024, keynote speeches, research reports, and specialized forums were set up for attendees to exchange academic trends and discuss collaboration opportunities.

Specilized forums included the Deans’ Forum, Meeting with World-Class Scholars Forum, Marketing Academic Job Market Forum, and Marketing & ESG Forum.

To promote a more coordinated and goal-oriented effort towards specific cutting-edge topics in marketing, APMA 2024 also set up several specialized paper sessions.

More than 200 research works were presented in English at 36 parallel sessions of the conference.

Bernd Schmitt, professor from Columbia University, is delivering a keynote speech at APMA 2024.

Deans' Forum

Deans from business schools of top universities around the world gathered at Deans’ Forum of APMA 2024, including City University of Hong Kong, New York University Shanghai, Tsinghua University, and University of Hong Kong, who shared their thoughts on the future of business schools under technological changes, inspiring the audience to make breakthroughs.

Marketing Academic Job Market Forum

At Marketing Academic Job Market Forum, candidates presented their research outputs, pipelines, and future plans to recruiters from leading institutions, which strengthened the talent pool of the Asia-Pacific marketing academic community.

The candidates came from world-renowned universities such as the National University of Singapore, University of Warwick (UK), Aalto University (Finland), Chinese University of Hong Kong, Hong Kong Polytechnic University, and Xiamen University.

More than 20 recruiting institutions attended the forum, including Nanjing University, Sun Yat-sen University, Sichuan University, Xi'an Jiaotong University, Beijing Normal University, South China University of Technology, Hunan University, Lanzhou University, City University of Hong Kong, City University of Hong Kong (Dongguan), Lingnan University, and University of Melbourne (Australia).

Marketing & ESG Forum

At Marketing & ESG Forum, marketing executives were invited to share the exploratory ESG practices of their respective enterprises.

This year, the conference cooperated with the Marketing Exchange Forum (MEF) of City University of Hong Kong, with the theme of "Gen Z, AI, and ESG: Building a Future-proof Path to Success".

It is expected that academic community and business insititutions will promote dialogue through the conference, and lay a solid foundation for fruitful research and practical collaboration in the near future.

International Cooperation

At APMA 2024, nearly 300 participants came from all over the world, including Singapore, Australia, New Zealand, Japan, the United States, the United Kingdom, France, Finland, Malaysia, and Pakistan. In addition, more than 25% of submitted papers were from overseas scholars.

At the closing ceremony of the conference on May 12, Wang Haizhong, professor from the School of Business of Sun Yat-sen University and the Chairman of the Guangdong-Hong Kong-Macao University Alliance for Marketing, delivered closing remarks.

In his speech, he sincerely thanked all the colleagues from City University of Hong Kong as well as the conference volunteers, and emphasized "integrity, progressiveness, innovation, and openness" as the core values of APMA and looked forward to APMA’s role as a window and bridge for academic exchanges on marketing.

Professor Li Juan, chairman of APMA 2024, also expressed her gratitude to all the guests, participants, and members of the conference organizing committee at the closing ceremony. She then handed over the APMA flag to Professor Zhou Zhimin from the College of Management of Shenzhen University, which will host APMA in 2025.

Chairmen of APMA 2023-2025